{"id":157,"date":"2019-08-09T03:23:38","date_gmt":"2019-08-09T03:23:38","guid":{"rendered":"https:\/\/demo.mekshq.com\/johannes\/dc\/?p=157"},"modified":"2019-12-20T16:45:22","modified_gmt":"2019-12-20T16:45:22","slug":"tips-wechat-article-exposure-increase-reach","status":"publish","type":"post","link":"https:\/\/wechatwiki.com\/blog\/tips-wechat-article-exposure-increase-reach\/","title":{"rendered":"Why No One is Reading Your WeChat Articles"},"content":{"rendered":"\n

This article was originally published on my LinkedIn author profile<\/a>. <\/p>\n\n\n\n

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Newrank recently published a report on China Social Media that shows only 3% of WeChat articles are getting more than 10,000 views. Let that sink in. <\/p>\n\n\n\n

\"Number
Number of articles published on WeChat Official Account | Source: Walkthechat’s full analysis of the Newrank report here<\/a>.<\/figcaption><\/figure><\/div>\n\n\n\n

It\u2019s no wonder businesses are getting increasingly frustrated when they publish content on WeChat \u2014 labeled as China\u2019s super app with over 1 billion users, where many posts are only getting a measly 175 views. WeChat is incredibly competitive, yet according to Newrank it is still the preferred channel consumers choose to hear from brands on. <\/p>\n\n\n\n

\"Preferred
Preferred channel that consumers choose to hear from brands on.<\/figcaption><\/figure><\/div>\n\n\n\n

So, what can brands do to ensure their content gets seen by as many of the right people as possible? <\/p>\n\n\n\n

KOLs \u2014 Key Opinion Leaders (aka influencers) are the most effective way for brands to promote themselves on WeChat. Large KOLs have build mass followings of highly engaged and trusting consumers, many of whom are willing and ready to convert directly.<\/p>\n\n\n\n

\"Key<\/figure><\/div>\n\n\n\n

However, KOL campaigns can be incredibly expensive. Working with large KOLs for campaigns on WeChat can cost hundreds of thousands of RMB. <\/p>\n\n\n\n

So, what can you do if you don\u2019t have this kind of money to spend on top KOLs? If you’re a small business, or a startup, here are some tips to reach a bigger audience on WeChat;<\/p>\n\n\n\n

Brand Collaborations <\/h2>\n\n\n\n

Whether it\u2019s putting on an event together, offering your products as a package, or simply swapping content \u2014 working with another relevant brand to leverage their following is a great way to reach a bigger audience. <\/p>\n\n\n\n

Things to consider when choosing another brand to collaborate with: <\/p>\n\n\n\n

Do they share at least one of the same pillars and or values?<\/em><\/p>\n\n\n\n

*Watch this great video from Vanessa Lau on pillars & values<\/a>.<\/p>\n\n\n\n

Meaning, you can have several different pillars and values you bring to the table as a brand \u2014 say you are a jewelry brand, but you also incorporate artwork and intimate apparel into the content you create, whether that content is on your social media, in your physical store or on your website \u2014 these are your three different pillars. <\/p>\n\n\n\n

Values are how you consistently deliver your brand to your audience. For example, your values can be; your content is always helpful, delivered in an extremely positive, cheerful way, and completely transparent. <\/p>\n\n\n\n

Look for brands (this includes people!) that align with one or more of your pillars\/values and partner together to create content in the form of;<\/p>\n\n\n\n