Why are WeChat campaigns essential?
Growing a qualitative and engaged audience relies mostly on two main aspects of your WeChat account: the interest of the content you provide and the usefulness of your WeChat APP
How to get users to enable users to stumble onto this content in the first place? You need to reach out for them, and WeChat campaigns are the key.
Once your audience reaches a critical mass, growth will take care of itself. Organic growth is exponential: it takes the same amount of time to go from 100 to 10,000 followers than from 10,000 to 1,000,000 if you are relying solely on organic growth of your account.
So when you get started, you need to give your WeChat account a little push! You must mix traditional advertising methods such as ads and Key Opinion Leaders with innovative approaches which will show your users that your company is living at the edge of innovation and creativity.
WeChat ad campaigns
The most direct way to attract followers to your WeChat account is running campaigns via Tencent‘s WeChat ad system. It is in many ways similar to Google Adwords: you can display a description of your account to some users, and pay if they choose to click (and hopefully follow it).
The pay-per-click model of WeChat ads enables them to be an extremely predictable way to drive an initial number of users to your platform. By carefully choosing the wording of your ad, you can ensure you get the right kind of followers.
Another way to ensure your WeChat campaign is reaching the right people is to make sure your WeChat ad is only displayed for users which fit with your target group: specific gender, location, age, or following a certain type of WeChat public accounts.
WeChat Key Opinion Leaders
WeChat campaigns can rely on another asset: WeChat Key Opinion Leaders. WeChat key opinion leaders (or KOL) are other WeChat accounts which already have a substantial following in your target customer group. These accounts are willing to write about your service or brand (often in exchange for a financial compensation) and thus increasing both your following and brand awareness
The use of WeChat Key Opinion Leaders is relevant because it enables to be extremely targeted in terms of who you are talking to. Analysing the content and culture of the third-party accounts which could “blog” about you enables to have a very clear idea of the type of followers they might have (and the range of their influence).
WalktheChat can help you identify the right Key Opinion Leaders which can support your WeChat campaign, and support in writing the right type of content which will both welcomed by the guest account and shared by the audience.
What is the secret of WeChat viral campaigns?
The paid-advertising methods above are essential: they enable to create some certainty as to the return of your WeChat investment, create an initial critical mass and get the word out about your message.
Much more can be done in order to maximise the efficiency of WeChat campaigns: intuitive design, innovative features, outstanding user experience are all reasons for users to share (or to share more easily) your content with their friends
Because at the end of the day, the main asset of WeChat as a tool for you is its social nature, sharing is the focus of your WeChat campaign. And sharing can be achieved via several methods: by the quality of content, by the novelty of the technology, along with core expertise in the nature and dynamics of viral WeChat campaigns.