social media set up

Signing up for a Chinese social media account is easy, but getting it registered as an official brand account could be more complicated and involves more paperwork. Popular Chinese social media platforms such as WeChat, Weibo and Xiaohungshu (Little Red Book) offer 'Official Account' or 'Brand Account' to corporates and brands. This is particularly useful for international entities & Western businesses in building credibility and trustworthiness to expand their reach to the Chinese audience.

Official/brand account on Chinese social media

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WeChat Official Account

- WeChat mini programme: applications within the WeChat ecosystem, allowing the audience to better access the company's services, products or even payment

- WeChat pay: Mobile payment & digital wallet services for easy online transactions

- Live broadcast: Live streaming is a popular way of promotion amongst the Chinese. Companies could plan and notify audiences few hours before the live streaming section to boost views and engagement.

Weibo Brand Account

- Content optimisation: When the audience search for content on Weibo, content from the verified brand accounts would come up towards the top. This would be useful in increasing brand awareness and building a fan base.

- Deeper understanding of TA: Through the account's backend, companies could have a deeper understanding of their audience and behaviours on the platform, to create content that best fit the interests of their target audiences

- Audience categorisation: Companies with a Weibo Brand account would be able to understand the demographic characteristics of their audiences & followers, such as gender, age and location.

Xiaohungshu (Little Red Book) Brand Account

- Comment management: Too many comments, yet too little time to reply? Brand Account on Little Red Book allows users to better categorise, reply and manage the interactions with their audiences - helping brands to better retain the loyalty of their fans.

-Linkage with offline shop: Particularly useful for retailers with physical stores in China, Brand Account could list out details of their stores for more extensive promotion.

- Content optimisation: When the audiences search for content on the platform, content from the brand accounts would appear first as they are likely to carry higher credibility.

Registering for an official account could be a hassle to a lot of companies, especially those that do not have a Chinese business entity and registration. Aside from the paperwork for registrations, most of the contact points are Chinese speakers and the language difference could be a barrier for a lot of the companies in the West.

The most straightforward way is to register through a third-party agency, yet in most cases, the brand's official account is registered under the agency's name instead of the brand's - this would be tricky for brands to take over the account ownership at a later stage (say when there's a change in agency) and also affect the credibility for the brand.

Here at Comms8, we could you help with the social media set up

Here at Comms8, with our deep understanding of the Chinese social media scene and local contact, we are your single touchpoint in setting your presence on Chinese social media that are registered under your brand's name! Next step? Simply fill in the form here. Our specialist will be in touch with you to arrange further. Not to worry about the credibility - the social media account is fully yours with 100% ownership and control!

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