WeChat marketing misconceptions may have, in some way, affected your China marketing plans. Knowing the platform’s impact on global brands is not enough to easily make up for these false impressions.
If you’re particularly targeting Chinese-speaking consumers, you have to know the truth behind these misconceptions to start making the most of WeChat.
So, we’ve debunked the 7 common WeChat marketing misconceptions from Official Account setup to WeChat ads restrictions.
1. Weixin and WeChat are not the same
This is not true. When it comes to functionality and features, Weixin (微信) and WeChat are nearly the same. Similar to TikTok and Douyin, the former is the global app, while Douyin is the native Chinese app. Likewise, WeChat is for global use, while Weixin is for mainland China use only.
Furthermore, due to location difference, there might be a few differences in the features and functions of the two apps.
2. Only mainland China-based companies can open a WeChat Official Account
This is also not true. Although initially, only Chinese business license owners were permitted to set up a WeChat Official Account. But in May 2018, Tencent opened its app to overseas companies based across 100 countries.
3. Weixin users cannot find or view overseas brand Official Accounts
This was true in the past. But later on, WeChat removed this restriction. Eventually, it allowed Weixin users in mainland China to also search and view Official Accounts overseas.
4. WeChat Official Account application is tedious and time-consuming
If you don’t already know, WeChat requires plenty of documents to process your application. This includes your company’s registration documents, bank account details, phone bills, legal representative information, and application forms among others.
While the application process seems truly dragging, you actually have an option to expedite the whole process with a WeChat marketing agency. With an agency’s aid, you can get your Official Account up in as fast as 7 days.
5. You can run ads with only a WeChat Official Account
One of the factors you can run a WeChat ad is if you have an Official Account. However, you must apply for the right to advertise first before you can do so.
Moreover, there are certain industries currently ineligible to advertise on the platform. This includes overseas real estate investment and leasing, medical, tobacco, and casinos.
6. Overseas real estate companies are completely banned from placing WeChat ads
While they are among WeChat’s industry ban list, this is not completely true. Foreign companies may however appeal for an ad to run by supplying information for WeChat’s review.
To appeal, you must provide your company name, target market, property location, ad creatives, and allocated budget to name a few.
7. WeChat ads only target mainland China users
Lastly, it’s not true that WeChat ads can only target app users based in mainland China. WeChat ads also target outbound Chinese tourists across 42 countries and foreign app users based in 11 countries worldwide.
Get more from WeChat with a WeChat Marketing Agency
ATC is WeChat’s Official Sales Partner allowing us to serve comprehensive WeChat advertising solutions to regional brands.
Here’s what you can get from ATC as your WeChat marketing agency:
- Official Account setup and verification
- Content and page management
- Mini program or mini-app setup
- WeChat Pay setup
Contact us today to get started!
This article was first published on IH Digital Malaysia.
About Asia Travel Club
Asia Travel Club (ATC) is Asia’s leading Influencer Marketing Agency connecting Influencers with brands across China, Korea, Japan, Singapore, Malaysia, Thailand, and Vietnam.
Since 14 Jan 2019, ATC has attracted more than 3,000 influencers with 380 million followers to come on board with us and has successfully launched more than 50 campaigns for brands and ATC Hotel Partners – Shangri-La Hotels & Resorts, InterContinental Hotels Group, Accor Group, Wyndham Hotel Group, and Cititel Hotel Management.
ATC is the Official Sales Partner of WeChat, TikTok, and 抖音(Douyin).
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