WeChat Articles: an epic guide

1. 101: How can brands attract attention to their WeChat articles? What is WeChat content format & layout? How can WeChat Articles be optimized to convert better?

WeChat as a media portal for businesses to broadcast content to their audience

When creating WeChat content, the goal is to make sure people want to read and engage with it.

Content strategy on WeChat

Tips, tactics and best practices to create WeChat content that converts

When creating content for WeChat, it should optimize to generate engagement and conversion against a defined objective – what do you want your readers to do when landing on your piece of content?

Regulations on the published content

Learn more about the WeChat rules and regulations that any marketing content published in the WeChat ecosystem must comply: + WeChat Rules and Marketing Restrictions

All in one place – essential reports to learn the basics

Formatting & Design – Further readings

2. The Elephant in the room: WeChat content is increasingly challenging

WeChat Content reading rate
Wechat article reading rates dropped over the last 3 years

3. Publication and review Calendar to broadcast relevant information in the right timing

4. Updates and timeline to have some background

May 2018Reinforcing position in favour of content creators

By clicking on the author’s name (either at the top of the article on the name or at the bottom of the picture), the user is taken to a page with some basic demographic info about the author and other articles from him/her.
LinkedIn – Oilivia Plotnick
December 2017Improved readability of the Wechat content coverKawo

5. Data to put perspective in the content strategy

DateUpdatesSource / more details
January 2018In the past 3 years WeChat article engagement has dropped from 17% to 6%. There’s now 15 million sub accounts compared to 1.5mGraphics
Updated on 2019-08-02

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