After launching your brand’s official WeChat account, what’s next?
Right now, you’re wondering how to boost your marketing strategies to attract more traffic to your WeChat business profile or e-commerce store. The best way to do this is by posting short video content.
Opening a WeChat Channels account allows businesses to create and customize videos that are discoverable within the platform’s highly visible user feeds.
In this article, let’s discuss how WeChat channels work and the strategies you can implement to improve brand visibility in China’s most-used super app.
What is WeChat Channels?
The WeChat Channel feature is a public video feed inside China’s biggest social media platform. Through this function, regular users, influencers, and brands can publish short-form video content not only for their friends on WeChat but also for other users engaging with the same topics they’re posting about.
This public video and live-streaming feed was released by WeChat in early 2020 in response to the continued popularity of the short video market in China, especially with the rise of Douyin.
In June 2025, WeChat Channels recorded over 490 million daily active users. This represents a significant increase from the 200 million user base the platform achieved upon its release in 2020.
How does WeChat Channels work?
At first glance, the WeChat Channels dashboard resembles those of many popular short-video streaming apps in China, such as Douyin and Kuaishou.
Unlike the closed, contact-based environment of WeChat Moments, Channels uses an open algorithmic feed that recommends content beyond a user’s immediate network. This means your videos can be surfaced to strangers who do not follow your account, making discoverability much higher than traditional WeChat formats.
Quick Comparison: WeChat Channels vs WeChat Moments
Brands previously limited to static posts or short-form videos in Moments now have a dedicated, interactive space to share richer content. With livestreams, vertical video, and comment threads, it feels much more like a true content hub.
In fact, Tencent reported that video viewership on WeChat Channels grew more than fourfold over the past year, primarily driven by this algorithmic exposure and increased user engagement.
For foreign brands, this presents a unique opportunity to reach Chinese audiences in a space that combines entertainment, commerce, and community, all within China’s most widely used app.
Who are the users of WeChat Channels?
WeChat Channels have approximately 490 million daily active users (DAU), indicating that over one-third of WeChat’s users utilize this feature daily.
The average viewing time of WeChat users on Channels is 30 minutes per visit in 2024. This surge in engagement is fueled by continuous feature improvements (e.g., better recommendation algorithms, e-commerce integration, live-streaming engagements, and an expanding content library).
Over 70% of Channels users are between 18 and 35 years old. This indicates that the platform appeals to digital-savvy and young audiences.
Before utilizing Channels in your WeChat strategy, you must also familiarize yourself with the audience dynamics of the platform you intend to use.
For example, did you know that female account holders dominate 80% of its user base? It’s crucial to take note of this statistic, especially if you’re targeting a specific demographic.
How to access WeChat Channels within the app
WeChat video channels are accessible through the app’s Discover tab. From there, you’ll see the “Channels” option, which, once clicked, brings you to a separate landing page solely dedicated to the feature.
The Channels feed is organized into three categories, allowing WeChat users to choose how they’ll explore content. Here are some of its main access points within the app:
- Following Section: This WeChat Channels video feed shows content from the official accounts you follow. When scrolling, you’ll likely encounter posts from an official brand account or an influencer.
- Friends Section: When you open the WeChat Channels page, the “Friends” tab is the first option that will appear on your screen. Typically, it includes videos posted by your WeChat contact. However, it often shows content with the most likes and engagements first.
- Hot Section: Trending content will appear in this specific WeChat Channels feed. If your video becomes viral, this section will give your content a chance to generate traffic from the huge WeChat user base, regardless of whether they’re following your brand’s official account or not.
- In-app Search Section: If you click the magnifying glass dashboard icon at the top left of the WeChat Channels page, you’ll see popular hashtags. You can also use this feature to search for videos that specifically piqued your interest.
How do I register a WeChat Channel for my brand?
● Through the Personal Account’s WeChat Channel
Before anything else, it’s important to know that even a WeChat personal account holder can post videos on Channels. All they have to do is log in or register, then go to the Discover tab and select the WeChat Channels section.
From there, click the settings options in the upper right corner of the screen and tap on the camera icon with the text “Post Video” at the bottom of the page. When creating a personal WeChat Channels account, you must provide details like name, description, gender, location, and avatar photo.
● Connecting Your WeChat Official Account with Channels
Another way to create your brand’s official WeChat Channel is to connect it with your existing company profile within the app. To do this, tap the dashboard option from the feed’s main menu.
After that, you can access the settings menu by clicking on the three-dot icon “…” on the dashboard. It will show you the “Verify” option. Once clicked, you must select “Corporate Verification” to start the process of connecting your WeChat Official account.
When a QR code appears on your screen, your official account admin must scan it. It may take a few seconds or minutes to determine whether the verification was successful. Only then can you start posting videos on WeChat Channels.
How To Use WeChat Channels For Marketing in China?
1. Build a Content Strategy that aligns with your Target Audience
The cornerstone of every marketing strategy is engaging content. With your Channels profile directly connected to your brand’s official WeChat account, you wouldn’t want to release videos that won’t appeal to your target audience.
Considering how WeChat Channels work with precise algorithms, you should try to resonate with your potential consumers. You should strive to make these videos visually appealing and informative.
Global brands like Fenty Beauty, MAC Cosmetics, and L’Oréal knew some local audiences prefer beauty tutorials and tips over fancy ad promotions. Because of this, they included these content strategies on their WeChat Channels to provide added value to their audiences.
Global beauty brands posting on WeChat Channels
To maximize your reach, we recommend participating in online shopping festivals. Major domestic events, such as 11/11 Singles Day and Chinese New Year sales, often mark the peak of consumer engagement in the Chinese social media landscape. Incorporating these dates with your content marketing strategy increases the chances of garnering higher traffic and potential sales conversions.
Adding hashtags is also among the most effective strategies for amplifying the visibility of your video content within this dedicated space. The WeChat Channel’s features also allow you to add article links and a location to the post, increasing its discoverability.
2. Convert WeChat Channels Viewers into Private Domain Traffic
WeChat Channels is your public content discovery engine. Treat every short video and live stream as a hook that moves viewers into digital assets you control, such as your Official Account, Mini Program store, groups, and WeChat Work (WeCom). Channels and Official Accounts are separate, so it’s always wise to plan a consumer path from public content consumption to private domain traffic.
Here is how we can set video content on WeChat as an asset for foreign brands that want quality leads and repeat purchases:
- Link your Channels content to your Mini Program, allowing viewers to browse or make purchases without leaving WeChat. Use this integration for exclusive product drops, early access, or appointment booking.
- Build membership and loyalty in your Mini Program and link it to your Official Account menu. WeChat supports membership cards and points that you can use for VIP perks, services, or gated benefits. Promote those perks in Channel videos and pin a call-to-action that opens your menu or Mini Program.
- Place trackable QR codes in your video content. Drive people to your Official Account follow page, a member signup flow, or a WeChat group that you manage. Trackable codes ensure clean attribution within the ecosystem.
3. Collaborate with WeChat KOLs & KOCs for Sponsored Content
WeChat Channels provides short video influencers with an effective platform to build a fan base according to their chosen niche. As consumers and experts in their respective fields, other users often trust their recommendations more than known celebrities or traditional advertising content from official accounts.
Most of them also have their own WeChat Channel, which they use to communicate with their followers and discuss topics they’re interested in exploring. As a result, they have a more personal connection with their audiences.
The question is, which one should you work with: KOLs or KOCs?
When working with Key Opinion Leaders, you can tap into an already solid and massive follower base. These influencers have dedicated fans who follow the trends they set. The only problem is that they also consistently work with other brands.
Key Opinion Consumers (KOCs) have a significantly smaller follower base than KOLs. However, they have an authentic appeal to consumers. Their content does not revolve around endorsements. Instead, they share pieces of their lives that make their recommendations more credible to other users.
4. Explore Advertising Options on WeChat Channels Feed
A WeChat official account can customize an advertisement campaign to appear on the Channels feature. To take advantage of the video feed’s massive reach and interactive nature, you can choose from a variety of ad formats.
The Mutual Selection Ad is a collaborative advertisement strategy in which advertisers and content creators choose each other based on mutual preferences. These ads seamlessly integrate with video content, ensuring a seamless and engaging user experience.
You can also consider the Small Task Ad, which encourages WeChat users to participate in tasks such as creating and sharing content tailored to the advertiser’s goals. Creators are rewarded for their contributions based on their success in driving ad conversions.
Moreover, WeChat Channels support native advertising through live broadcasts and short video ads. It allows promotional content to merge flawlessly within the ongoing broadcast.
5. Explore Live-Streaming Options
Live streaming is a huge part of WeChat Channels. In fact, more than 68 million monthly active users enjoy viewing and engaging with this content format. It’s a compelling medium for brands and influencers to connect with their audience through real-time, interactive content.
This feature enables an immersive experience, significantly enhancing brand storytelling, product demonstrations, and direct sales. You can even work with live-stream influencers to implement these content strategies more effectively.
Live-streamer doing product demos in WeChat Channels
To initiate live streaming on WeChat Channels, brands must apply formally through the platform’s backend. They must provide details of their desired live streaming type, plans, and contact information there.
Once approved, WeChat provides a streaming address and key, enabling the stream to launch through third-party platforms like OBS.
6. Monitor Campaign Performance in WeChat Channels Analytics
Analytics is a window into where and how your brand’s content and traffic move within the WeChat ecosystem. These tools offer in-depth insights into user demographics and engagement metrics, enabling marketers to gauge the performance of their content effectively.
By monitoring these analytics, you can refine your strategies, tailor your content to better meet the preferences of your target audience, and enhance the overall effectiveness of your marketing efforts on one of China’s most influential digital platforms.
Why Should Your Brand Utilize WeChat Channels
• Massive Reach and Discoverability
WeChat Channels is embedded in China’s largest social app, giving your content access to an enormous audience. It’s prominently placed under WeChat’s “Discover” tab, which means any of WeChat’s 1.4 billion monthly active users can potentially stumble upon your videos.
It uses an open, algorithm-driven feed that shows your videos to people beyond your followers. This dramatically boosts your brand’s visibility, allowing content to go viral and reach new customers who might never see your brand’s regular WeChat posts otherwise.
• Staying Relevant with Consumer Trends (and Competitors)
Short-form video is the hottest trend in Chinese social media, and WeChat launched Channels essentially to keep up with the popularity of apps like Douyin (TikTok).
Adopting WeChat Channels ensures your brand rides this video trend instead of missing out. It’s especially crucial for engaging China’s younger, trend-savvy consumer base, especially given that over 70% of Channels users are between 18 and 35 years old.
By establishing a presence on Channels, you not only meet consumer expectations for modern, video-rich content but also stay ahead of competitors. It signals that your brand is in tune with the latest digital trends in China, helping you stay culturally relevant and top-of-mind with your target audience.
• Discovery Traffic from WeChat Search Results
WeChat now indexes Channels alongside official accounts, articles, mini-programs, and more in its native search tool (“搜一搜”). That means your videos become searchable, mainly if they include relevant hashtags or keywords in captions.
Search results turn into a mini‑brand ecosystem: videos, articles, store links, and your brand zone can all appear in one view. Having video content visible in that mix yields a richer result, better user engagement, and improved SEO within the app.
How can a foreign brand set up a WeChat Channel in China?
A foreign brand can set up a WeChat Channel by first registering a WeChat Official Account. This process requires a verified business license and several supporting documents.
Once the account is approved, the brand can activate the Channels feature in the backend, upload content, and connect it with other WeChat features, such as Mini-Programs and groups. Many companies work with a local partner or agency to handle verification and compliance with Chinese regulations.
Quick Q&A
What is the difference between WeChat Moments and Channels?
WeChat Moments and Channels serve distinct purposes within the WeChat ecosystem. Moments is a feature that allows users to share life updates, photos, and articles with their friends. It’s similar to a personal social media feed, where privacy settings can limit who sees these posts.
On the other hand, WeChat Channels is a relatively newer platform focused on video content. It allows users and brands to publish video clips and live broadcasts to a broader audience, not just their friends.
What content performs well on WeChat Channels?
Content that educates, entertains, or feels culturally relevant tends to perform best on WeChat Channels. Short, vertical videos with a clear message or emotional hook often gain traction, especially when paired with trending music or relatable storytelling.
Livestreams featuring product demos, behind-the-scenes footage, or interactive giveaways also draw high engagement, particularly for beauty, fashion, and lifestyle brands. Brands that localize their tone and visuals, while maintaining authentic content and avoiding overly polished language, achieve better reach and retention.
Can you sell products on WeChat Channels?
Yes, you can sell products directly through WeChat Channels by linking to a Mini Program store or using livestream e-commerce features. Brands often integrate product cards into livestreams or under videos, allowing viewers to browse and buy without leaving the app.
Can overseas brands use WeChat Channels?
Yes, overseas brands can utilize WeChat Channels, but a specific process is involved. Since Tencent opened up official accounts to international companies in 2018, foreign businesses can now register a WeChat Service Account that is fully visible to users in Mainland China.
Once verified, this account grants access to WeChat Channels, where brands can publish videos, host livestreams, and connect with WeChat Pay and Mini Programs.
Your Trusted WeChat Video Marketing Partner in the Chinese Market!
WeChat Channels is more than just a video feed. If you read our article thoroughly, it’s easy to see that this feature opens different opportunities for brands to attract public traffic. From its interactive video format to its unique advertising options and live-streaming functions, it’s a platform you wouldn’t want to skip when marketing in China.
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At Sekkei Digital Group, we understand how vital video channels are to your overall WeChat marketing strategy. With our team’s extensive industry experience, we offer you services that can unlock your brand’s potential in this competitive and complex landscape.
Whether it’s launching a live stream for your brand, working with influencers, or opening an official account, we provide the digital solutions you need to thrive. Contact us today, and let’s start working together to establish your business in China!
References:
Maximizing WeChat Channels: An In-Depth Look at the Statistics and the Future Plans
Introduction to WeChat Channels
A Beginner’s Guide to WeChat Channels
WeChat Video Channels: E-commerce Trends in 2024