Last Updated on August 14, 2024
Establishing a digital presence on WeChat is among the most critical steps to take when launching a social media marketing campaign in China.
Beyond its massive 1.3 billion user base, this super app offers many features capable of connecting a brand to its intended audience. This includes the ability to create various WeChat Groups meant to serve your customers better and generate private domain traffic.
In this discussion, we’ll explore how WeChat Groups help build a community around your brand and other advantages foreign businesses may leverage in using this feature.
What are WeChat Groups used for?
At first glance, WeChat Groups appear like a standard group chat any user can create or join to discuss specific topics and meet new friends. As long as a user has a WeChat ID, they can participate in as many groups as they want as long as they’re invited.
However, from a business perspective, a WeChat group is an indispensable marketing tool that helps brands connect with a specific audience segment in a more personalized manner. The platform generates over 45 billion conversations per day, signifying how engaged and active WeChat users are when it comes to exchanging messages.
Group chats are also an excellent way to expand your consumer network. Although it can be a time-consuming job to find WeChat groups related to your industry or interests, joining these networks can open doors not only for more local customers but also for new business partners in Mainland China.
5 Ways to Use WeChat Groups for Promoting an International Business in China
1. Creating a WeChat Group for Your Existing Consumers
Despite the obvious advantages of this feature, only WeChat users with invitations can join a specific group chat. This challenge is one of the reasons why it can be hard to join other groups related to your niche or interests.
The best alternative is to create a WeChat group where your customers can engage freely and participate in any advertising or marketing campaign launched within this channel.
Perfect Diary is one of the many brands that understand how effective WeChat groups are in terms of sales conversions. They executed this strategy through an internet avatar Xiaowanzi, a virtual persona that hosts and manages the brand’s group chat.
This virtual avatar sends Mini-Program links and further information about certain promotions via the brand’s WeChat group. Other chat rooms they created are dedicated to surprise events that aim to generate engagements and lead consumers to specific product pages.
2. Add KOCs and KOLs to the Group Chat
Engaged users tend to join more WeChat groups than regular consumers, so an international business needs to stand out from the local competition. And what better way to do that than collaborating with trusted influencers in the Chinese digital ecosystem?
Adding top KOLs and KOCs in the WeChat group can boost a brand’s credibility, especially if the influencer has a positive image within the industry. You can also utilize these online personalities to start discussions about specific products, invite members from their contacts to join the group, and answer messages sent in the chat.
Beyond typical message exchanges, influencers in your WeChat Groups can also initiate a live-streaming session. It’s a feature that the platform launched in 2020, allowing members to participate through comments and likes.
It’s an effective feature to ignite discussion within the community. Some companies promoting WeChat already leveraged this function, mostly from industries like education and e-commerce.
3. Launch Promotions Exclusive to WeChat Group Members
Not all users following your brand’s official account will automatically want to be included in the WeChat group you created. If you want to lure them into joining this private channel, you can launch exclusive discount coupons, freebies, and other perks for the members of the chat.
Through these groups, users in the chat receive these promotions like a typical message from friends. And because it’s coming directly from marketers and not an account with the brand’s name, it helps develop a more personal connection with your audience.
Example of Exclusive Member Coupons on WeChat (Source: Jing Daily)
Releasing exclusive group member perks also builds a dedicated community around the brand. If these promotions occur consistently, you’ll find WeChat group members investing their time and efforts to participate and engage with your campaign.
4. Leverage WeChat QR Code Features for O2O Campaigns
WeChat QR codes are an integral element of conducting business in China. Most of the invitations to join specific groups are generated through these digital barcodes. Users can send it to their current network and new friends who are already interested in the products and services you offer.
Given the real-time engagement a business can get from a QR code, it’s also a reliable tool for online-to-offline campaign strategies within the group chat.
Brands can encourage consumers who are visiting their physical stores to scan the QR code for promos and deals. In return, it’ll lead them to the WeChat group specifically dedicated to your business marketing efforts.
If you want to share the group’s QR code to your official account, locate and tap the three dots at the top right corner of the screen. Select the “Save Image” option to store the image in the intended device.
From there, the WeChat group QR code can be distributed digitally on different social media platforms in China.
Another pleasing QR code feature on WeChat is the ability to personalize its design. Different generator tools allow users to customize the asset’s layout according to the brand’s logo, colors, and other design elements.
5. Select a Reliable WeChat Group Administrator
A WeChat group is a private channel for your business to engage with existing audiences and potential consumers. It means that members of this chat won’t be talking to an account with the brand’s name but an administrator directly associated with the company.
The job of a WeChat group administrator is to maintain engagement within the community. They also have to expand their contacts within the platform to invite potential customers to join these groups.
The administrator also establishes the culture and rules observed within the chat. With this much influence on the members’ behaviors, the best people to select are often marketers and sales associates.
Important Tips When Creating WeChat Groups for Your Business
● Implement Group Rules
Unlike managing an official account on WeChat, interactions in groups are often more casual and engaging. With a heightened engagement rate, it’s easy for the community to get saturated and less inviting to new members.
Because of this, it’s highly recommended to implement rules. For example, marketers can advise the members to only talk about topics related to a specific niche. The admins of the groups can remove anyone not abiding by these guidelines and pose threats to the brand or its audiences.
Source: Pikisuperstar on Freepik
● Consider the Group Size
Each group chat on WeChat can only have a maximum of 500 members. If the count exceeds 100, added users must manually accept the invitation to join.
Adding too many group members can also lower the quality of conversations within the channel. All the chatter may drive other silent users to leave the chat or not participate in the campaign you’re running.
The platform also requires the administrator to link their bank account on WeChat if the group reaches the 100-member limit. It encourages businesses to incorporate group chat into e-commerce consumer journeys like virtual storefronts and mini-programs.
● Foster a Sense of Community
Building a sense of community within your WeChat group can significantly enhance member engagement and loyalty. Encourage members to introduce themselves, share their experiences, and ask questions.
Creating a welcoming atmosphere where members feel valued and connected to each other and the brand can foster a loyal community. This loyalty can translate into active participation, word-of-mouth promotion, and a higher likelihood of members engaging with your brand outside the group setting.
Source: Pikisuperstar on Freepik
What are the advantages of having a WeChat Group?
Having a WeChat group allows businesses to gather real-time feedback from customers. This immediate interaction helps in understanding customer needs and preferences, allowing for timely adjustments to products or services. Additionally, brands can address customer queries and issues promptly, improving overall satisfaction.
These groups can also be a valuable source of data on customer behavior and preferences. Marketers can analyze interactions within the group to gain insights into consumer trends and interests. This data can be used to refine marketing strategies and develop more personalized offerings.
Last but not least, the mere fact that WeChat Pay is integrated across the platform’s entire ecosystem provides seamless transactions between users and businesses. This convenience enhances the customer experience, encouraging more frequent and spontaneous purchases when marketers send promos and deals through the group chat.
Quick Q&A
How can I join WeChat groups?
On the WeChat app’s main screen, click the “+” sign at the upper right side of the screen. Choose the new chat option and select “Join Private Group.” After that, you’ll be asked to enter a four-digit password dedicated to the chat room. Alternatively, you can also join via the generated QR code of the group.
Can I create a WeChat group for my business?
Yes, you can create a WeChat group for your business. All you need is to create an account on the platform, tap on the “+” sign at the top right corner of the screen, and select new chat. From there, you can pick users from your contacts and click “Done” afterwards.
Your Trusted WeChat Marketing Partner in the Chinese Market!
While official accounts serve as a one-to-many broadcast channel, WeChat groups foster real-time, genuine engagements that connect brands to their audiences more intimately. They are versatile and powerful tools for businesses, especially for enhancing customer relationships and driving sales conversions.
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At Sekkei Digital Group, we pride ourselves in understanding the importance of WeChat on China’s consumer market. With our team’s extensive industry experience and expertise, we can help you utilize these private groups as a source of traffic, engagement, and conversions for your brand.
Whether you intend to create a dedicated WeChat group for your existing customers or work with a KOL to foster community engagement, we have all the digital solutions you need. Contact us today, and let’s start working together!
