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CHAPTER

WECHAT08

AttractingFollowers

How To Grow Followers?8.1After setting up the interface of your verified WeChat account, the next step is to generate content and grow followers. The key to expanding your follower base is maximising your account exposure. Your approach will depend on your brand’s current recognition level in China and your budget. The details of higher budget options will be discussed in later chapters but brands can adopt more economical strategies to promote their account, such as recommending it to their existing database or advertising in other marketing channels.

But before discussing strategies, it’s best to know the most common ways for users to follow an official account.

MethodsUsers search for the official account using keywords or the account ID in the “Official Account Search” section.Users scan the account’s QR code using the WeChat QR code scanner.Users click on a push article and add the account when reading the article.Users click the account’s name on the push article page.Users follow the account after getting the details from the brand’s business card. Users add the account after making a purchase from it.

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Below are some useful strategies to help you promote your account, reach your potential audience and encourage users to follow your account.

8.1.1 Utilize Current Databases

Since WeChat is a semi-closed platform, it’s particular crucial to make good use of your existing database as the first outreach for your content. It’s also the easiest way to get initial followers. The first step to growing your WeChat follower base is to promote the account within your personal network of friends and employees. Regardless of the scale of the company, asking employees to follow the account is a way to improve cohesion. When you ask your employees to follow and share the account, offer them a small benefit or perk in exchange.

8.1.2 Utilize QR Codes Online and Offline

At this stage, you can attract new followers by featuring your WeChat QR code on all marketing materials.

Due to its distinctive private nature, it’s comparatively difficult for users to find your account on WeChat. For example, on Weibo, when you search for a brand with a keyword, most of the results are relevant. In contrast, searching for a brand or event with some keywords on WeChat often returns irrelevant results unless you know the exact name of the WeChat account, or its WeChat ID.

This makes scanning the QR code the fastest and the most reliable way for users to follow your account and for you to gain followers. Your WeChat account management page allows administrators to download the account QR code in various sizes for marketing

purposes. Many accounts emphasize online promotion strategies but they forget to incorporate their QR codes in offline promotional events.

Side length of the QR code

Suggested scanning distance

Downloadlink

Download more sizes

Here is a list of ways you can use your QR code effectively to build an audience for your account.

A. Insert the QR code at the end of push articles

Attaching your QR code to each push article is an effective way to increase account exposure.

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When people view push articles, they can also scan the QR code to add the account directly if they’re interested. Also, it’s easier to attract new followers when existing followers share the articles with others.

Examples of QR codes after push articles from the LinkedIn and Beatship official WeChat accounts. They display the QR codes and encourage people to follow by scanning them.

*Note: WeChat can detect QR codes automatically. Users just need to long press the QR code and WeChat will offer the option to extract the QR code.

B. Feature the QR code on your website and other social media

Every online channel of your company should display a QR code linked to your WeChat account. If you have a Chinese website targeted at a Chinese audience, put the QR code in the most prominent place and encourage people to scan. At minimum, the QR code should be at the footer of each page on the site.

加多宝 : A famous Chinese herbal tea brand’s website

Star Cruise’s official website

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C. Include your WeChat QR code in all promotional emails and newsletters

Make sure to add the QR code to all of your email communication, especially newsletters. It can be combined with special offer announcements that are only available to your brand’s WeChat followers. This encourages people to scan it.

D. Feature your WeChat QR code at offline events

Events, such as trade shows, conferences and product launches provide ample opportunities to showcase your WeChat QR codes and encourage visitors to scan them. Promote a lucky draw during a break or after the event. A simple roll-up poster with a prominent QR code is the most simple and cost-effective way to attract large crowds who are interested in your company.

This poster asks viewers to follow the brand’s official WeChat account for a chance to win a prize.

E. Print the QR code on name cards and business cards

It’s quite common in China for employees to have their personal WeChat account QR code and their company’s QR code on their business cards. This makes it easier to connect with others on WeChat.

Name card

F. Include QR codes on product packaging

Including QR codes on product packaging is another great opportunity for WeChat marketing. For example, scanning the code could connect a user to the official WeChat account where customers can receive a discount or coupon.

Example: A QR code, linked to a game on its WeChat account, is featured on Coca Cola bottles.

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G. Include the QR code on flyers and brochures

Print the QR code on marketing materials, such as flyers or brochures. Make it attractive. When people receive the flyers and brochures, they can scan the QR code and add the official account for more information if they’re interested.

A QR code on flyers

You can also invite customers to scan a QR code when they’ve bought something in your offline store.

French fragrance brand Atelier Cologne uses purchases at their physical stores as an opportunity to encourage their clients to scan the brand’s WeChat account QR code. This helps to increase brand awareness and gives customers an opportunity to know more about the brand, its products and its core values.

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8.1.3 Launch Campaigns

Creative campaigns can encourage followers to share a campaign article to their WeChat Moment page or with their WeChat contacts in return for a chance at prizes. These campaigns have great potential to increase followers. There are various types of campaigns that can be held on WeChat official accounts. Please refer to Chapter 11 Campaigns for detailed explanations.

8.1.4 WeChat Ads

WeChat Ads are the most direct way to promote a brand's official account. WeChat launched advertising functions to enable official accounts to promote their brand image and account information to the public. In general, WeChat Ads can be published on users’ WeChat Moment page or in WeChat push articles. For more details, please refer to Chapter 12 Advertising.

8.1.5 Promote Through Key Opinion Leaders

KOLs with large follower bases can help promote your official account. Select KOLs with followers that match your target audience. For example, if you’re managing the official account for a jewellery brand, reach out to fashion bloggers. With KOL promotion, your account messages can be distributed to a wide audience. Finding KOLs and conducting KOL promotion is discussed in detail in Chapter 13 KOLs.

A WeChat Ad shown on a user’s

Moment page.

A WeChat Ad shown at the

bottom of a push article page.

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Summary8.2The first step to get initial followers on your WeChat Official account is to use your current database and encourage them to share the account details with their connections. It’s also important to increase awareness of the WeChat account online and offline with the help of WeChat QR codes. If brands have a bigger budget, creative campaigns, WeChat ads and KOL promotion have even greater power to make your account go live.

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