WeChat Channel, a video platform integrated into WeChat, has demonstrated clear commercial value and influence for B2B SMEs in China. This communication channel can be crucial to a company’s growth and the expansion of its business in the Chinese market.
Let's take a look at how this tool works and how it can help you.
What is a WeChat Channel?
WeChat Channel lets you post videos up to 2 hours long and host live streams.
WeChat provides access to this video platform through several entry points, making it easy for users to access the content. You can access Channel by:
- The Discover Page: The WeChat Channel is located below “Moments” on WeChat’s “Discover” page. The Discover page includes all social features except for chat.
- Share on Moments: Content from WeChat Channels can be shared on Moments and will appear in your contacts' news feeds. On Moments, users share aspects of their personal and professional lives and interact with others.
- Share in chats: Users can send WeChat Channel content in chats, thereby increasing the effectiveness of content distribution.
In 2024, WeChat Channels had more than 800 million monthly active users, making it the third-largest short-form video platform after Douyin and Kuaishou.
Douyin, the Chinese version of TikTok, is primarily used by young people and focuses on entertaining content. Kuaishou, on the other hand, fosters a strong sense of community and is ideal for reaching users in rural areas.
WeChat Channel, which is integrated into the WeChat ecosystem, is more focused on social interactions and is particularly well-suited for corporate branding and targeted marketing.
The Importance of WeChat Channels Within the WeChat Ecosystem
In China, WeChat is the preferred tool for everyday communication, for both businesses and individuals. Key decision-makers and procurement managers at B2B companies are almost all active on WeChat, making it the most direct channel for reaching their target customers.
With the continuous improvement of WeChat Channel’s features and the optimization of the user experience, more and more users are turning to WeChat Channel as a key source of information and entertainment. As an integral part of the WeChat ecosystem, WeChat Channel offers B2B companies a new platform for content marketing and customer engagement.
The Advantage of the WeChat Ecosystem for Building Lasting Relationships
The WeChat ecosystem includes various features such as Official Accounts, WeCom, Moments, and WeChat Channels, forming a comprehensive business ecosystem. B2B companies can leverage the WeChat ecosystem to cover the entire process, from brand exposure and customer communication to transaction conversion.
But how does this work within the WeChat ecosystem?
You can link the Channel account to an existing official WeChat account. The Channel page will appear on the official account, and the official account page will also be displayed on the Channel page. The Channel account and the official WeChat account do not share followers, but they can drive new followers to each other. When a user follows one of the accounts, they automatically follow the other account as well.
In addition, during a live stream on Channel, the official WeChat account page will display the status “Live,” encouraging the account’s followers to join the stream and interact.
WeCom is a business communication platform separate from WeChat. It consists of a WeChat account combined with a business account, enabling companies to better manage employee and customer resources. The WeChat Channel account can be linked to WeCom and displayed on employees’ profile pages, allowing the company’s digital business card to feature video content.
This platform, used on a daily basis, enables B2B companies to raise their profile among potential customers at various stages of the customer journey. B2B companies can easily maintain long-term relationships with their customers within the WeChat ecosystem in China.
A Variety of Content Formats on Channel
WeChat Channels support a variety of content formats that meet the marketing needs of B2B companies. For example:
- Short videos: Used for product presentations, customer case studies, and industry trend analyses;
- Live streams: Used for webinars, product launches, and Q&A sessions with customers;
- Long-form videos: Used for technical explanations and in-depth industry analyses;
For B2B companies, the Official Account and the WeChat Channel are the two most important and fundamental features. You can present both text and video content, enhancing the customer experience.
In B2B markets where products can be complex, videos offer a clear way to present content.
For example, at trade shows, products are often carefully selected and arranged by the sales team.
During the event, companies can livestream product presentations, interact with online viewers in real time, and expand the reach of the exhibition.
After the event, companies can share video clips of product demonstrations to generate additional reach. A trade show can thus evolve into an online event that also provides exposure for those who cannot attend in person.
The Role of WeChat Channels in B2B Customer Acquisition
The official WeChat account and Channel are essential tools for B2B companies. But how does Channel help companies acquire new customers?
Channel's algorithm helps businesses reach users
The WeChat Channel uses algorithm-powered feeds to recommend content based on users' interests and behavior.
Content is distributed based on industry keywords, geographic location, and related tags, allowing companies to precisely target their specific customer groups.
WeChat Channel content can be shared via Moments, WeChat groups, and other social platforms, thereby expanding its reach. High-quality, engaging videos have the potential to go viral, significantly increasing brand visibility.
You can track the data on the management portal to see how many views the recommendations generate, which allows you to adjust your content accordingly.
Increase brand exposure and improve customer engagement
WeChat Channels can increase brand exposure and improve engagement with target customers. The platform allows businesses to publish a variety of rich content.
For example, the company can host regular webinars to showcase its products, compare different products, conduct software demonstrations, and so on. This helps provide users with useful and up-to-date content, create instant communication channels, make information about the brand easily accessible, and enhance the brand’s image.
Boost Conversions
WeChat Channel content can direct users to the company's website, Official Accounts, or WeCom, thereby facilitating conversions.
The entire customer acquisition process is completed through the integration of tools such as the official WeChat account, personal WeChat, WeCom, and Channel within the WeChat ecosystem, ultimately turning users into loyal, long-term customers in the WeChat friends list.
WeChat Channel isn't just a trend; it's an essential component of modern marketing strategies in China. By leveraging this dynamic platform, companies can strengthen their brand presence, effectively engage their audiences, and achieve significant results.
As video content continues to dominate digital marketing, WeChat Channel stands out as an essential tool for businesses seeking to succeed in China’s highly competitive market.
Does your company have a WeChat Channel account? Contact our team of experts on the Chinese market if you're having any issues with WeChat Channel.