WeChat has far surpassed its role as a social media tool to become a super app that integrates communication, payments, business, and content consumption. As the fastest-growing content platform on WeChat, the WeChat Video Channel is transforming the B2B marketing landscape in China and offers foreign companies an excellent opportunity to reach Chinese decision-makers directly by providing high-value-added video content.
B2B SMEs typically operate with a small team or through distributors, which often limits their marketing resources for expansion in China. As a result, operating on WeChat Video Channels requires a “less is more”strategy, focusing on content quality rather than quantity. Each video should address the decision-making needs of your target customers.
Let's take a look at the practical steps for B2B SMEs operating on the WeChat Video Channel.
Signing Up for a WeChat Channel: Our Practical Tips
To sign up for the platform, you’ll generally need help from a colleague in China or a trusted partner, since the WeChat Video Channel only supports registration with a Chinese phone number. Please note that Chinese phone numbers registered overseas do not have live streaming privileges.
You can link a newly registered WeChat Video Channel to a verified Official Account with the same name to complete the verification process. The WeChat Video Channel and the Official Account share verification rights, so you won’t have to pay any additional fees.
This step is important because verified WeChat Video Channels will be featured in WeChat search results, making it easier for users to find your account and ensuring greater visibility.
Another tip: When setting up your basic information, we recommend using the same avatar and profile picture as your official account to maintain a professional and consistent image.
Steps to Follow for Effective Outreach
For B2B SMEs, it is crucial to understand how many internal resources you can mobilize and what competitive advantages your company has in operating on WeChat Channel.
What kind of content should you post on WeChat Channel?
When you start posting on your WeChat Channel, we suggest you begin with about three content themes that highlight your unique selling points. These videos are intended to strengthen your brand positioning. They should demonstrate both your technical expertise and your business value, while also bolstering your influence in the industry.
Here are three examples of content:
- Customer success stories—the most persuasive ones possible, those that serve as concrete examples of how effective your solutions are
- Product demonstration videos to showcase their features and technical benefits.
- Industry trend analyses to help you position yourself as a leader.
Here's a tip: Take advantage of every trade show to record product demonstration videos. At trade shows, the demonstration setups are usually fully equipped, which makes it easier to give a dynamic presentation of your products.
How often should you post on WeChat Channel?
In terms of posting frequency, B2B SMEs don’t need to aim for very frequent updates. Two to three high-quality videos per month, backed by targeted distribution strategies, are often more effective than daily posts of inconsistent quality. Consistency is key—make sure each video provides real value to your target customers. That’s why it’s important to build an editorial calendar that aligns with your growth strategy.
When is the best time to post?
Content distribution also requires a strategy. We recommend posting after 6:00 p.m. (Beijing time), as this is a time when many people are free and browsing content. During the Chinese New Year holiday, people spend more time at home with their families, which leads to a slight spike in traffic on WeChat Video Channels. Be sure to schedule video posts for those days.
How Can You Boost Your Posts?
Test different video thumbnails, titles, and posting times. Since the WeChat Video Channel is linked to your official account, you can also reference content from the WeChat Video Channel when posting to your official account, thereby enriching the account’s content format and attracting more followers to the WeChat Video Channel. Finally, don’t forget to encourage your Chinese colleague to repost the video.
Video Production: How Do You Go About It in Practice?
The biggest challenge for foreign companies is translation. Adding Chinese subtitles to English videos is the most cost-effective approach. You can use AI tools to generate subtitles and then have a native Chinese speaker refine them. This significantly reduces translation costs while ensuring that the language sounds natural and is culturally appropriate.
Jianying (Chinese Cupcut) is a great option for video editing thanks to its powerful features and wide selection of Chinese fonts. You can use the basic version to edit most videos, but for certain features—such as voice enhancement and bilingual subtitles—you’ll need the paid version. You can edit videos on your PC, tablet, or phone. For example, if you need to put together a quick video at a trade show, you can use your phone to edit it right away.
We recommend that you focus first on essential content, then gradually develop an internal workflow. You can make use of existing material, such as videos from your website, videos of presentations at trade shows, or product demonstration videos. Simple interview videos can also be filmed with a phone, provided the content is professional and focused, with clear video and audio.
For short videos, keep the length between 1 and 3 minutes, while long videos (up to 2 hours) are suitable for tutorials. We recommend using a consistent video template with the same opening credits, intro, outro, and branding elements to maintain a professional image and improve production efficiency. For higher-quality content, consider collaborating with a local video production team in China if necessary.
What do you think about live streaming?
In addition to posting videos, live streaming is another key feature of the WeChat Video Channel. It provides a platform for interacting in real time with potential customers in China. You can showcase new products, host training sessions on how to use your products, or even livestream trade shows.
The WeChat Video Channel allows you to set up live stream previews, which will appear on the WeChat Video Channel homepage and below new videos, encouraging users to reserve a spot before the live stream begins.
In China’s digital marketing landscape, the WeChat Video Channel has become an indispensable platform for B2B companies. For companies looking to expand into China, the WeChat Video Channel is not only a showcase for their brand but also a bridge for connecting with Chinese decision-makers.
Despite challenges related to language, culture, and resources, foreign companies can establish an effective marketing channel on the WeChat Video Channel through long-term team collaboration, high-quality content, and an appropriate distribution strategy.
We now have a page dedicated to Chinese marketing—click here to read it! If you're having trouble managing your WeChat Video Channel, feel free to contact our Chinese marketing experts.