Last Updated on November 22, 2024
The prevalence of user-generated content and social commerce has led to Xiaohongshu’s continued success in recent years. Seeing how its “seed and harvest” model works well with a younger user base, many local platforms, including WeChat, understandably followed suit.
Read along as we explore the WeChat Little Green Book feature and how this content format makes a major difference in how your target audience connects with your brand.
What is WeChat’s Little Green Book (小绿书)?
Little Green Book (Xiaolushu) is WeChat’s response to Xiaohongshu’s increasingly popular image-based, short-form content formats. It’s a relatively new feature within WeChat’s ecosystem that allows users to share images, notes, and quick stories beyond their existing followers.
With the transition from private to public traffic domain, Little Green Book can help a brand’s WeChat official account reach more audiences through subscription feeds and other in-app customer acquisition channels.
These days, young people in China seemingly prefer content quality over generic product recommendations. Because these WeChat posts are now more visually driven and capable of e-commerce integration, they give new brands more chances to expand their reach to this demographic and engage with non-followers.
How To Post Little Green Book Content Using Your WeChat Public Account
If you’re wondering where to check it out, the good news is this little green book function is still included in your WeChat official account interface. In reality, it’s still under the public account content category with extensive reach and platform visibility.
Here’s a short guide on how you can post Little Green Book posts:
- Step #1: Visit the WeChat public account platform. You can scan the QR code displayed on the screen if you have an existing account. If not, you’ll need to undergo the WeChat official account registration process and select which profile type suits your business.
- Step #2: After logging in to the WeChat public account platform, find the “New Creation” section and proceed to click the “Picture Message” option to initiate a little green book post.
Source: PHP CN (Platform Tutorial)
- Step #3: A new window will appear, prompting you to add media content along with the corresponding text and title you want to upload on the platform.
- Step #4: From there, you just have to select “Submit Publication.” You’ll be able to publish the little green book post so that your existing audience can comment and engage with the content.
Right now, it’s unclear how WeChat handles the algorithm for little green book content. However, what’s guaranteed is these posts are also directed to non-followers of an official public account.
How To Use WeChat’s Little Green Book Feature For Your Marketing Campaign?
1. WeChat Mini-Program and Store Integration
Usual public account content that only allows e-commerce integration to users with 100 followers. The advantage of little green books is they’re automatically capable of linking to WeChat mini-programs and virtual storefronts.
With the e-commerce feature integrated into Little Green Book’s content creation tools, users can directly jump and lead to sales conversion after reading the engaging posts.
In hindsight, it’s similar to how WeChat users can write an article and advertise a mini-program within the long-form content. The only difference is Little Green Book content requires more visually driven strategies, as it’s meant to attract customers outside your existing audiences.
The e-commerce integration on a Little Green Book post also shortens the consumer journeys within the platform. With young people becoming more inclined to short-form content, this feature increases the chances of conversions to your Mini-Program or Store.
2. Location-based Features
When you create content for WeChat’s little green book feature, you have the ability to incorporate location information into the post.
Thanks to the platform’s highly optimized geolocation technology, businesses can add location tags to posts, allowing them to target users based on their physical proximity to a store, event, or campaign.
This capability is particularly advantageous for brands with physical outlets or region-specific events because it allows content to reach potential online and offline customers.
3. Traffic Support
Tencent’s internal traffic recommendation system also backs the Little Green Book feature. When you publish a post, it’s prioritized for additional exposure within the tech giant’s ecosystem, allowing it to gain visibility beyond organic reach.
This traffic boost not only amplifies content reach but also aligns with WeChat’s intention to adapt further to the growing social commerce trend prevalent throughout China.
Little Green Book vs Little Red Book: What’s The Difference?
The Little Green Book is a short-form content feature within the broader WeChat ecosystem. Its purpose is to transition between the platform’s messaging, social sharing, and e-commerce features.
Meanwhile, Little Red Book’s visual-based format has always been its flagship feature. The platform’s focus is primarily on user-generated content and e-commerce. While its user base doesn’t match WeChat’s massive audience, its reach is not as segmented as China’s largest super app.
Even at first glance, you can tell that Little Red Book displays content in a typical information stream pattern, with two images per row. This format offers a richer array of search and recommendation scenarios.
In contrast, Little Green Book is fundamentally an official account. Because of this, the display effects and engagement mechanisms of the two are different.
Advantages of Creating Little Green Book Content
- Crawlable by Local Search Engines
Little Green Book’s user-friendliness and dynamic format seem to work well with Chinese search engines, especially Baidu.
While it’s too early to tell if this trend will continue, it’s not surprising that these platforms favor fresh, informative content from WeChat’s Xiaolushu function. This is especially true given that many users respond enthusiastically to these posts, and search engine systems are likely to pick up on that as a ranking factor.
- Personal Touch
With its focus on visuals, foreign marketers can create posts that offer a personalized experience that resonates with viewers on an emotional level.
They can establish a more personal connection, helping the customers feel involved in the brand narrative. Visuals go a long way in creating this authenticity, especially with younger Chinese consumers who value genuine storytelling.
However, remember that these visually inclined audiences can be a double-edged sword. If you don’t want to get lost in a saturated feed, the first image must be attractive to pique users’ interest and encourage them to click.
- High Discoverability
Little Green Book benefits from the platform’s powerful social sharing capabilities. Posts shared through this information feed can circulate in personal chats and Moments, exposing the brand to users who might not otherwise encounter it.
This “word-of-mouth” reach can amplify visibility and attract a diverse audience within the WeChat ecosystem.
Your Trusted WeChat Marketing Partner in China
The addition of Little Green Book to WeChat’s ecosystem is a clear sign of how Chinese users are increasingly favoring attention-grabbing short-form content. Because of this, foreign brands interested in breaking into the Chinese market should be ready to align their strategies with the future changes in China’s most-used super app.
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At Sekkei Digital Group, we understand WeChat’s importance to the local consumer market. Without extensive expertise and industry experience, we can help you utilize Little Green Book functionalities for your marketing endeavors.
Whether you intend to promote your WeChat mini-program or launch a social media marketing campaign, we have all the digital solutions you need. Contact us today, and let’s start working on your strategy.
References:
How to post little green books on WeChat public account How to post little green books