For many Western Marketers, WeChat is a relatively new and sometimes unknown platform, we know we need to be on WeChat as that’s where our customers are but where to start…
It is important to first define what you need your WeChat account to do, is it to sell products? Send daily updates? Or bring your target audience into a content rich immersive brand experience?
There are different accounts and a number of possibilities within WeChat, most importantly; select the right account from the off and make your account work for you.
The two main account types are Service and Subscription accounts, they both have their own features and functionality, here’s a quick overview on the main difference between Service and Subscription Accounts:
WeChat Service Accounts:
Generally speaking Service accounts offer brands more advanced features such as mobile payments and more flexibility to adapt the interface. Service account messages are displayed alongside a users contacts messages, encouraging, potentially greater brand interaction.
Service Accounts only allow up to 4 broadcast messages per month, however, users receive notifications and can reply to Service Account holders, allowing for a two-way dialogue between the brand and its customer, with the Service Account holder having the ability to reply directly to messages within 48 hours.
One of the key features of the Service Account is the ability to create a mobile site within the WeChat platform in the form of a Mini-Site.
However, please bear in mind, this is also possible with a verified Subscription account.
WeChat Subscription Accounts:
Subscription Accounts are allowed to broadcast one message per day. Although, Subscription accounts are all grouped into one tab on the users message interface so a user will not receive a notification of an update or article release, they would need to browse their subscription accounts to view updates for each brand they follow.
This would therefore limit the ability for a brand to fully engage their users unless of course the daily updates are regarding news, offers or discounts.
Although the Subscription account does have less functionality than a Service account and it doesn’t accept payments, it may be the right account type for some brands, also a verified Subscription account can house their content in a WeChat Mini-Site.
Contact DongXi marketing for free advice on the best account for your business or to set up a WeChat account or Mini-Site.