Last Updated on May 7, 2025
No matter how many local social media platforms emerge, WeChat has repeatedly proven that it’s the most user-populated application in the Chinese market. With over 1.3 billion people using the app, it’s the perfect starting point to boost engagement among your target audience.
Using WeChat articles, foreign businesses can share more insights and build trust with existing and new followers. Read along as we share expert tips on creating and optimizing this content for your marketing campaigns in Mainland China.
What is a WeChat Article?
A WeChat article is a long-form content published through an official account. It’s similar to a vertical blog post that can be embedded with formatted text, headings, images, GIFs, videos, QR codes, and hyperlinks.
Example of Media-rich WeChat Articles from 1883
For businesses, publishing an article is an effective method of communicating with their audiences within the WeChat ecosystem. It can be used to share news, promotions, product information, and engage during important local events.
Depending on your account type (Subscription vs. Service), your WeChat articles will be displayed in different ways:
• Subscription Account Articles
A subscription WeChat account can publish content up to once per day (often bundling multiple articles in one daily post). Their posts appear in the user’s Subscriptions feed (a dedicated folder), not as push notifications.
Users can see the account name and article headline in this feed and tap to read the full article. Subscription accounts are ideal for frequent content like news or blog updates.
• Service Account Articles
Meanwhile, WeChat service accounts can publish up to four times per month. These posts appear as chat messages in the user’s main chat list, giving them higher visibility.
Each push sends a notification to your WeChat followers, like receiving a direct message from the account.
Other key touchpoints of WeChat articles within the app
WeChat articles are integrated into various sections of the app, enhancing their visibility and accessibility to users. Beyond posts sent through message feeds, here are other entry points for this type of content:
- WeChat Moments: When a reader reposts, the article appears in their Moments timeline with title, thumbnail, and summary, visible to all their friends.
- WeChat Search: All official account articles are indexed and can surface when users search for relevant keywords from the WeChat Home screen or Discover tab
- Custom menus or Mini-program pages: You can pin evergreen or high-value content as menu items (e.g., “Latest News” or “Product Updates”) on your WeChat account, or link them inside a mini-program. This publication serves as a permanent access point that keeps flagship content one tap away.
Advantages of publishing WeChat articles
- Direct Reach to Followers: WeChat articles allow for direct communication with your followers, fostering a sense of community and loyalty. You don’t have to rely on external websites because your content reaches users within the app they use daily.
- Rich Multimedia Content: The platform supports various media format options, enabling you to create engaging and interactive content. By incorporating pictures, videos, and even embedded mini-apps, you capture users’ attention and encourage them to interact (e.g., scroll, tap, share).
- Integrated Ecosystem: WeChat’s integration with Mini Programs and e-commerce features allows users to transition seamlessly from reading an article to purchasing.
- Audience Education and Trust-Building: Regular articles let you educate your Chinese audience about your products, industry insights, and brand story in a narrative format. Over time, this consistent content builds credibility and authority.
How to publish WeChat articles
Publishing a WeChat article requires a verified account (assuming you have already registered and set up an account for your business). Once your account is ready, follow these steps to create and publish an article:
1. Log in to the WeChat Official Account platform
Open a web browser and visit the WeChat backend site (mp.weixin.qq.com). Log in with your account credentials (WeChat ID/email and password). From there, you’ll enter the admin dashboard. It’ll be in Chinese, so consider using a translation plugin if needed.
2. Create a new WeChat article draft
In the official account dashboard, find the option to create new content. Click on the “New Article” button (the interface may show an icon of a document or a plus sign). This will open the article editing screen.
If your account allows multiple articles per push, you can add additional article slots, but start with the main article first.
3. Enter the article content
In the editor, you’ll see fields for the article title, body content, and other details. Give your article an attention-grabbing title (WeChat titles can be up to 64 characters, but aim to hook the reader within the first line).
Then, compose the body of your article in the rich-text editor. You can type or paste text, format headings and lists, and insert images or videos at appropriate placements.
WeChat also supports embedding Tencent or WeChat Channel videos and inserting hyperlinks or mini-app links where relevant.
4. Add a cover image and summary
Next, choose a cover image for your WeChat article. This will be the thumbnail the audience will see when they encounter the content on the app’s feed, so select a high-quality image representing your content.
The recommended dimensions for the main cover are roughly 900px by 500px (aspect ratio ~2.35:1). You can decide whether the cover image should be shown at the top of the article body (usually yes, for a nice banner look). You’ll also be asked to enter an article summary.
By default, WeChat might use the first lines of your text, but it’s better to write a custom 1-2 sentence summary (up to ~120 characters, ~“54 Chinese characters” in older versions) that teases the content. This snippet should entice users to click your article.
5. Publish the article
After content preview, you can navigate back to the main draft screen. Select the article (and any additional articles in the bundle, if it’s a multi-article push), and click the Publish button (发布).
The article will now be pushed to your followers. If you operate a Service Account, remember that each push (regardless of the number of articles in it) counts toward your monthly limit of 4, so use them strategically.
How to Maximize WeChat Articles for Your Marketing Campaigns in China
QR Codes for Article Promotion
Every WeChat article generates a unique URL, which can be converted into a scannable QR code. Marketers can use this to promote their content across channels. For example, they can include the article’s QR code on their website, other social media, or even printed materials at in-person events.
This makes it effortless for users to jump directly to your article by scanning with their phone. WeChat users are accustomed to scanning QR codes, so it’s an easy bridge from offline or other online spaces into the super app.
Influencer Collaborations
Working with influential bloggers, experts, or celebrities on WeChat can amplify your article’s reach. You can ask a relevant industry KOL to share your article with their followers (for instance, via a repost link in their WeChat post or through group chats).
You might also co-create content: feature a KOL in your article or have them write a section, incentivizing them to promote it. The endorsement from a trusted influencer widens your audience and adds credibility to your content.
Tailor Content to Different Reader Segments
Not all followers are the same. They may have different interests or customer profiles. To maximize relevance, segment your content strategy. This could mean marketers must develop an article series or themes targeting specific groups.
Understanding your audience is key. Research their interests, needs, and cultural preferences and craft content accordingly.
For example, Airbnb realized that its local followers love travel inspiration, so it regularly posts articles highlighting popular travel destinations and tips tailored to Chinese tourists. These localized articles often receive thousands of reads and hundreds of comments, indicating strong engagement rates.
Your Trusted WeChat Marketing Partner in China
WeChat articles offer foreign businesses a unique opportunity to engage Chinese consumers. By understanding the format, leveraging the platform’s features, and applying smart marketing tactics, you can turn a simple article into a source of engagement and traffic for your brand in China.
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At Sekkei Digital Group, we understand the important role that WeChat plays as a content marketing channel in the Chinese market. With our extensive industry experience and expertise, we can help your business create a strategy that will help you reach your intended audience.
Whether you intend to work with a local influencer or create a content marketing strategy for WeChat, we have all the digital solutions you need. Get in touch with our team and let’s start discussing your next move in China’s dynamic digital ecosystem.
