If you are working in marketing or own a business in Vancouver or Toronto, surely you are familiar with WeChat and its importance when it comes to engaging with your Chinese customers. WeChat Channels (微信视频号) is a new feature of WeChat designed for pictures and videos. It was launched in Jan 2020 and reached 200 million daily active users in less than 6 months. Will it be the next TikTok? What does it mean for your brand?

A video app within WeChat

WeChat Channels is in the Discover tab, right below Moments, the most frequently used function of WeChat. Users can post photos and videos from their phone or via WeChat Channels Assistant, a web platform.

Initially, WeChat only allowed short videos under 1 minute, but the upper limit was later increased to 30 minutes. With each post, you can add up to 1000 Chinese characters, including topics #xx# and @ another account.

The contents are listed in one column, just like TikTok, and play automatically when scrolled over. There are three major tabs:

  • Following – posts of the WeChat Channels accounts you follow
  • Friends – posts liked by your friends
  • Hot – popular posts recommended by WeChat

You can also use the location icon to see nearby contents. At the top of the video feed, there is a search bar. You can use it to look for contents or WeChat Channels accounts.

What can your brand do with WeChat Channels?

Channels offers many opportunities to further promote your brand by encouraging users to share with friends or in their Moments. Viewers can like and comment the post, as well as others’ comments.

You can also send direct messages to a WeChat Channels account, even without following it.

Since October 2020, WeChat Channels has begun testing the live streaming function with selected users. Audiences can share the live streaming, leave comments, send virtual gifts, and participate in lucky draws. Stay tuned! WeChat Channels is also testing its advertising function.

Integration with other WeChat functions

WeChat Channels could be a powerful marketing tool, especially when combined with other existing functions in the WeChat ecosystem.

  1. Increasing followers: A business can have its WeChat Channels account verified by linking it with a verified WeChat account. Thus, viewers can be redirected to articles in your WeChat public account, opening a new way to grow followers. Furthermore, content in WeChat Channels can be embedded in WeChat public account articles.
  2. Promoting your WeChat store: A WeChat Channels account can also be linked to a WeChat Store. Viewers can easily make purchases while live streaming without leaving WeChat.
  3. Growing sales with video: Videos are useful for increasing conversions, as it helps people learn more about your products. No wonder luxury brands like Louis Vuitton, Fendi, and Burberry have already opened their WeChat Channels accounts.
    For example, Chanel uses Channels to display its latest products, with an article link in the description. In each article, viewers can learn more about the item and buy it.

More video, more sales

Short video content has become the latest trend in China and is developing incredibly fast. It is reported that the number of short video users has reached 818 million till June 2020 .* WeChat has been encouraging users to create and watch videos in WeChat Channels, so it could gain bigger traffic soon. Consult our Chinese Marketing Specialists to see if WeChat Channels is suitable for your brand. Our team can help you create an account, get it verified, and manage it.

*Source: Internet-based Audio-Video Program Administration Division of National Radio and Television Administration and Development Research Centre of National Radio and Television Administration (China) (国家广播电视总局网络视听节目管理司和国家广播电视总局发展研究中心), 《中国视听新媒体发展报告(2020) 》（Report on the Development of China‘s Audio-Visual New Media (2020)), China Radio and Television Press, 2020