WeChat digital marketing – you’ve heard about it. You know about it. But do you know how to leverage it for your business in Malaysia?
Here, we’ll uncover the myths and misconception of WeChat digital marketing to help you move forward and ultimately win the Chinese market. But first, let’s have a quick look at WeChat and its massive presence in Malaysia.
WeChat at a Glance
Launched in 2011, WeChat is a messaging app developed by Tencent. By 2018, WeChat has surpassed one billion users. And in the first quarter of 2020, the app had amassed over 1.2 billion monthly active users.
Globally, it is the fifth most popular social network by the number of active users. It only trails behind Facebook, YouTube, WhatsApp and Facebook Messenger. It’s also the world’s fourth most-used mobile app, with WhatsApp, Facebook and Facebook Messenger ahead.
In Malaysia, WeChat is also widely popular with more than 1.9 million of advertising reach. It covers audiences from 18 to 60 years old in English, Malay and Chinese languages.
WeChat may have been foremost a messaging and calling platform but it has grown far beyond it. Its features have expanded to allow users to make payments and book flights and hotels, as well as for companies to develop apps within WeChat called mini-programs.
With such immense popularity, robust features and vast user base, turning to WeChat digital marketing has become an indispensable strategy for those who want to boost brand awareness and engage with the Chinese market.
WeChat Digital Marketing: Debunking the 7 Myths
From the common belief that foreign companies cannot apply for an Official Account to the notion that you can run ads as long as you have an Official Account, we’re finally setting the record straight for you. Here, you’ll find seven common myths and misconceptions of WeChat digital marketing.
Myth 1: Weixin is different from WeChat
Weixin (微信) and WeChat are nearly the same in terms of app functionality and features. The only difference is where they use the app name. For instance, in mainland China, they call the app ‘Weixin’, while in other countries, people call it ‘WeChat’.
Myth 2: Only a company based in mainland China can apply for a WeChat Official Account
Previously, only Chinese business license holders were allowed to open a WeChat Official Account. However, in May 2018, Tencent eased this restriction and allowed foreign companies from over 100 countries to apply for an Official Account.
Currently, there are two types of Official Accounts—think of it as Facebook Pages—which all serve various purposes. These are Subscription Account and Service Account.
Myth 3: Weixin users in mainland China cannot search the Official Accounts of overseas brands in WeChat
In the past, Weixin users are limited to search and view local Official Accounts only. However, WeChat removed this restriction and permitted Weixin users to also check Official Accounts outside mainland China within the app.
Myth 4: Applying for a WeChat Official Account is tedious and time-consuming
To apply for a WeChat Official Account, several documents may be required to be submitted. These include your company’s registration documents, bank account information, telephone bills, legal representative information, application forms, and more.
As an Official Sales Partner of WeChat Ads, we can help simplify and expedite the process for you in as fast as seven days.
Myth 5: WeChat Official Account can run ads
Before you can advertise on WeChat, you first need to complete two steps:
- Verify your WeChat Official Account.
- Apply for the right to advertise.
Moreover, be sure the industry you’re in is not in the WeChat Ads industry ban list. At present, overseas real estate investment and leasing, medical, tobacco, and casinos are some of the industries not eligible to place WeChat ads.
Myth 6: Overseas properties are completely banned from running WeChat ads
This not true, especially for businesses and brands in Malaysia. Some overseas companies may appeal for an ad to run by providing information for WeChat’s review.
To do this, you may have to provide your company name, target market, property location, ad creatives, and allocated budget among others.
Myth 7: WeChat ads only target users in mainland China
Other than users based in mainland China, WeChat Ads allow brands to also geo-target two kinds of users abroad:
- Outbound Chinese tourists across 42 countries worldwide
- Active foreign WeChat users based in 11 countries and regions, including Malaysia
Explore WeChat digital marketing opportunities in Malaysia!
Are you ready to take the leap and win the Chinese-speaking market? WeChat may be the platform you’re looking for.
IH Digital Group member Asia Travel Club is now an Official Sales Partner of WeChat Ads. With this, we can help you get started with WeChat digital marketing services such as:
- Official Account setup & verification
- Content & page management
- Mini program setup
- WeChat Pay setup
Schedule a quick chat with our team soon! Get in touch with us today by clicking the button below.