In the first episode of this podcast channel, I invited Josie Fang, the account manager in Phoceis Asia, who is also a senior copywriter to talk about why every brand and business need to have a WeChat official account to develop their business in China, and what are the criteria for a good WeChat post.
In the following weeks, I will invite experts in the WeChat industry to discuss different topics under the uses of WeChat for a company. I believe it will include all you want to know about developing business in Chinese market.
Let’s start!
Lulan: Hi, welcome to the first episode of the WeChat insider podcast. Today we are having Josie to discuss some of the most general ideas about WeChat marketing and its posts. Hi, Josie, can you introduce yourself for us?
Josie: Hi, I am working as an account manager in a social media agency called Phoceis, currently I have 5 accounts in my hands, and normally we operate WeChat accounts for them and then we create WeChat contents like for instance, articles, texts, messages. We release these on the WeChat official accounts so the WeChat followers will receive. And also, sometimes, especially on big holidays we do commercial advertising on wheat such as html5 game page or WeChat advertising for our clients so that we can recruit followers from WeChat environment.
Lulan: What are the purposes for brands to set their WeChat accounts?
Josie: It’s the trend. Like every brand is having an official WeChat account. As a brand, if they want to engage with their users, it’s kind of a must. You have to do it, because WeChat is the most used social media platform in China. Everybody use WeChat to talk to each other everyday. So, there are more chances for brands to get to, to catch their followers’ eye. They can open WeChat payment, they can have WeChat store, they can have customer service, WeChat is like one part of their e-commerce system. They can use it as a branding tool, they can write a lot about their brand, their products, to engage with their followers about their brand values, their products, something like this.
Lulan: What do you think makes a good WeChat post, and how do you engage with your followers like you just said?
Josie: When you release a content to people, the most important thing is the quality of the contents. Let’s see if you release a post, the most important thing, first of all, is the title. The headline, it has to be eye-catching, very attractive, so followers would like to click into the account and read it. Secondly, the cover image is also very important. And thirdly, I think it’s also very important. It the quality of the article itself, like the text, content. If it’s well-returned and if it speaks to the right target, and if it’s well designed. When you write an article, you need to have a good concept, like you have to know who your audience is, the content you write has to speak to them. And then when you write an article, you need to know, you need to be very clear that what is the message you want to deliver through this article. You need to know what is the positioning of this brand, like what tone of voice you need to have, I think these are the very important things when you create a WeChat post.
Lulan: Yes, these are so important, because I will never click in a post without a smart title. Thanks, Josie! and next week we will go deeper on how to make a viral WeChat post, see you next time.
(Feature image: books and paper, Photography: Ivan Pais, source: https://www.pexels.com/photo/pile-of-covered-books-159751/.)
(Music: Cruising To Cuba 4)
Lulan Yao 