Mastering WeChat Channels’ Recommendation Algorithm for Maximum Exposure

January 3, 2025

As the Chinese social media landscape continues to evolve, WeChat Channels (视频号) remains a crucial platform for brands looking to connect with Chinese audiences. The key to success on WeChat Channels lies in understanding its recommendation algorithm, which determines which content gets seen and by whom. This blog dives into the core of WeChat Channels’ algorithm, focusing on the different recommendation mechanisms, and provides actionable strategies for optimizing your content to maximize exposure.

Understanding the WeChat Channels Recommendation Algorithm

WeChat Channels stands apart from other video platforms, such as Douyin (抖音), by relying heavily on social recommendations rather than interest-based algorithms. According to recent data, 55% of the weight in content recommendations is based on social interactions, highlighting the importance of leveraging existing connections. In comparison, popular content recommendations account for only 15% of the total weight a breakdown of how WeChat Channels determines which content gets promote

  • Social Recommendations (55%)

Engagements from WeChat friends (likes, comments, shares, etc.) play a huge role in determining whether a video gets recommended. If a video receives interaction from users within their social circle, it’s more likely to be recommended to others, creating a snowball effect of increasing exposure.

  • Interest Algorithm Recommendations (20%)

Content is tagged with specific keywords that align with user interests. Based on the user’s interaction history, videos that match their interests are more likely to appear in their feeds. This system uses data such as previous content engagement to make accurate recommendations.

  • Engagement Algorithm Recommendations (15%)

This algorithm looks at engagement metrics such as the number of likes, comments, shares, and completion rates. New content enjoys an initial boost due to its timeliness, meaning fresh videos have a higher chance of being recommended in the early stages.

  • Geolocation Recommendations (5%)

Users are shown content from creators located near them or related to their region, helping them discover videos that are more relevant to their local environment.

  • Hashtag Recommendations (5%)

Hashtags, such as “#topic,” allow content to be aggregated in one clickable hyperlink. Videos tagged with popular or relevant hashtags often get higher visibility, particularly if they are among the top posts related to that topic.

 

Optimizing Your Content Strategy for WeChat Channels

To ensure that your content reaches a larger audience, it’s important to align your video production with WeChat’s recommendation logic. Here are a few practical tips to help your content perform better:

  • Leverage Social Networks for Social Recommendations

Encourage your followers to engage with your content through likes, comments, and shares. The more interactions your video generates within social circles, the more likely it will be recommended to others.

  • Focus on High-Quality Content

High-definition, clear audio, and unique content stand out on WeChat Channels. Videos that offer original value are more likely to be recommended than reused or low-quality content. Invest in creating videos that offer something new, whether it’s unique insights, educational content, or entertainment.

  • Engage Users Early: The Golden Three Hours

The first three hours after posting a video are critical. During this “Golden Three Hours,” high engagement rates such as completion rates and positive interactions (likes, shares, comments) can trigger further algorithmic promotion. Be sure to promote your videos actively during this window through WeChat Groups, Moments, and other social channels.

  • Publish During Peak User Activity

Timing your posts when your audience is most active can help you gain immediate traction. Posting during high-traffic hours (morning, lunch breaks, evening) maximizes your chances of hitting the right audience at the right time.

 

Building an Effective Content Strategy: Key Takeaways

  • High Engagement Drives More Exposure

Focus on creating shareable content that encourages users to engage through comments, shares, and likes.

  • Use Hashtags Wisely

Tag your content with trending or relevant hashtags to increase its discoverability.

  • Create Value-Driven Content

Ensure your content offers something unique that resonates with your audience. Whether it’s education, entertainment, or problem-solving, make sure it’s content with your audience values.

  • Optimize Timing

Publish your videos during peak engagement hours and during weekends to capture the maximum number of viewers.

 

Conclusion

By understanding WeChat Channels’ recommendation algorithm and aligning your content strategy with its logic, you can significantly increase your brand’s exposure on this platform. Remember, social interactions are at the core of WeChat Channels’ algorithm, so creating content that drives engagement is key to boosting your reach.

 

If you’re looking to optimize your content for WeChat Channels and need help navigating its recommendation algorithm, our team is here to assist you. Get in touch with us today to elevate your digital marketing strategy on WeChat Channels!

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Hermès’s Innovative WeChat Campaign: Bridging Digital and Physical Worlds in China’s Luxury Market

December 24, 2024

Introduction to Digital Innovation at Hermès

In an era where digital transformation shapes marketing strategies, Hermès has set a benchmark in China’s dynamic market. This blog post explores Hermès’s recent groundbreaking campaign that harmoniously blends offline exhibitions with interactive WeChat Mini Programs, setting new standards for engaging consumers in China’s competitive luxury landscape.

海报

Poster

Exploring the Campaign’s Mechanics

The campaign revolved around an engaging scavenger hunt/escape room that took place during an exclusive offline exhibition. Participants embarked on a journey through the venue, tasked with discovering horse-themed items—a tribute to Hermès’s equestrian roots. Each item was cleverly integrated into the exhibition, encouraging visitors to explore in-depth.

Hermes Exhibition

Inside The Exhibition

Digital Integration via WeChat Mini Program

The brilliance of this campaign was further amplified through its digital strategy, utilizing a WeChat Mini Program. Participants used this platform to log the items they discovered by clicking the corresponding images. This seamless integration of digital tools ensured a smooth and engaging user experience, highlighting the potential of WeChat Mini Programs in bridging online and offline worlds.

wechat mini program

WeChat Mini Program

Rewards and Incentives

To add excitement, Hermès offered exclusive branded rewards to those who successfully completed the scavenger hunt. This strategy not only enhanced participation rates but also created a memorable experience that participants were likely to share across their social networks.

激励

Rewards and Incentives

Key Learnings from Hermès’s Strategy

  1. Seamless O2O Integration
    • The campaign is a prime example of effective Online-to-Offline (O2O) integration, which keeps users engaged by connecting digital actions with physical experiences. This approach is particularly resonant in China’s retail environment, where digital engagement can significantly amplify physical marketing efforts.
  2. Gamification Drives Engagement
    • By gamifying the exhibition experience, Hermès managed to transform a traditional marketing event into an interactive adventure. Gamification is a powerful tool in digital marketing, especially on platforms like WeChat, where user engagement can directly translate into higher brand loyalty and customer retention.
  3. Narrative-Driven Branding
    • Hermès’s focus on storytelling, by integrating its brand heritage into the campaign, helped reinforce its identity and values. This strategy not only enriched the consumer experience but also bolstered the brand’s image in the eyes of Chinese consumers, who value rich, narrative-driven interactions.

Conclusion: A Model for Future Campaigns

Hermès’s campaign demonstrates the profound impact of integrating innovative digital marketing strategies with traditional methods. For brands looking to make a mark in China’s luxury market, leveraging social media platforms like WeChat through Mini Programs offers a direct route to consumer engagement.

This case study serves as a reminder of the effectiveness of combining physical and digital experiences in a marketing strategy, especially in a highly digital society like China. Brands aiming to expand in the Chinese market should consider similar integrations to captivate and engage with their audience effectively.

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Macau’s Tourism Transformation: Luxury Brands Left Behind?

October 30, 2024

Macau’s visitor numbers are surging, bolstering the city’s status as an important destination for Greater Bay Area travelers. Official data showed that Macau saw a record-breaking day this past Saturday, with a total of 197,000 visitors entering the city.

This brought overall visitors in 2024 to over 20 million, with average daily visitors climbing to 93,000 – 36% higher than during the same period in 2023 and 83% of pre-pandemic levels.

The Macau Government Tourism Office recently set a target of 33 million visitors for 2024, a number the SAR is likely to achieve by year’s end. This compares to the 28 million visitors Macau welcomed in 2023, and over 39 million visitors the city recorded at peak levels in 2019.

Policy payoff #

Macau’s growing number of visitors can be directly attributed to July’s increase in duty-free shopping allowances for Chinese visitors, with both Macau and Hong Kong setting new total limits of 15,000 RMB ($2,090).

Broken down, that comprises 12,000 RMB ($1,670) for luggage-carry items, more than double the previous limit of 5,000 RMB ($695), while the additional 3,000 RMB ($418) is reserved for purchases at duty-free stores at border locations.

The city’s pivot towards the broader tourist market follows China’s capital control measures limiting high-stakes gamblers and more recently, the country’s criminalization of illegal money-changing activities, which allowed Chinese players to circumvent the controls.

In addition, Macau’s increased tourism is also linked to the recent Hengqin-Macau multiple-entry policy, introduced in May. Under the policy, mainland Chinese tour groups are issued a special visa that allows them to make multiple trips into Macau through the city’s neighboring island of Hengqin.

Diversification beckons #

A pivot to more entertainment, family-friendly activities, F&B as well as cultural highlights and events has garnered more interest from a wider range of tourists, including families, to the casino hotspot. Macau’s Chief Executive Ho lat Seng announced that the city’s new measures “will contribute to consolidating Macau’s role as a global tourism and leisure center and creating more advantageous conditions for the development of adequate diversification of the economy.”

Despite rising visitor numbers and efforts to attract Chinese tourists, Macau’s luxury retail shops continue to decline. Retailers interviewed across clothing, watches, jewelry, cosmetics, and other segments all saw 30% to 50% YoY sales drops in April. Experts chalk up the numbers to changing consumption patterns.

“The luxury retail shops in Macau are targeting mainland Chinese, and more and more of these duty-free shops opening in recent years will make Macau less attractive,” Nelson Kot, president of the Macau Comprehensive Social Research Association, is reported as saying when addressing the “reshaping” consumption patterns of Chinese travelers.

Brands still have an opportunity to engage high-spending Chinese tourists in Macau, but as the landscape becomes more competitive, they will have to up the ante on activations, pop-ups and shopping-as-entertainment experiences to engage consumers. As many Chinese reallocate their leisure spending to experiential purchases such as travel, over buying just luxury goods, the question remains whether cities like Macau (and Hong Kong) can capitalize on their offerings for both.

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Kuaishou: Overview of China’s Popular Short Video Platform

September 23, 2024

Kuaishou, often referred to as “Kwai” in English, has become a significant player in China’s short video landscape, rivaling other giants like Douyin (known as TikTok internationally). With its roots tracing back to 2011 as a GIF creation app, Kuaishou evolved into a full-fledged short video platform by 2013. Over the years, it has grown exponentially, becoming a go-to app for millions of users across China, especially in lower-tier cities and rural areas.

 

Differentiation from Competitors

Kuaishou stands out from its competitors, particularly Douyin, in several key ways. While Douyin has gained popularity primarily among users in China’s more developed, urban areas, Kuaishou has carved out a niche in lower-tier cities and rural regions. This focus has allowed Kuaishou to cultivate a unique community atmosphere that is more intimate and less commercialized than Douyin.

One of the most significant differences is the content recommendation algorithm. Kuaishou’s algorithm prioritizes user relationships and interactions over purely viral content. This means that Kuaishou users are more likely to see content from people they follow or have interacted with, leading to a more community-driven experience. In contrast, Douyin’s algorithm tends to push trending content, creating a more entertainment-focused environment. This revamped “Laotie” vibe on the platform. Originally used in Northern China to describe a bond as close as brotherhood, “Laotie” is now widely adopted by Kuaishou users, symbolizing the deep trust and strong connection between creators and their fans.

Kuaishou Gala

Kuaishou Laotie Gala poster

 

Another distinguishing factor is Kuaishou’s emphasis on inclusivity and authenticity. The platform encourages users to share their daily lives, often in raw, unfiltered formats. This approach has resonated particularly well with users outside of China’s major urban centers, where people are drawn to content that reflects their own experiences and lifestyles.

Core Features and Functions

Kuaishou offers a rich set of features that cater to a wide range of user needs. Among the most popular features is live streaming, which has become a cornerstone of the platform. Kuaishou’s live streaming feature allows users to broadcast their lives in real-time, attracting audiences that can engage through comments, virtual gifts, and other interactive tools. The platform’s live streaming function is particularly popular among influencers and content creators who use it to build and maintain a loyal fan base.

E-commerce integration is another significant aspect of Kuaishou’s appeal. The platform has seamlessly merged content creation with online shopping, allowing users to purchase products directly from the app. This has given rise to a new form of social commerce, where influencers and everyday users alike can sell products during live streams or through their video content. Kuaishou’s e-commerce ecosystem has been particularly successful in driving sales for small businesses and local brands, further strengthening its ties to rural and lower-tier markets. Total e-commerce GMV in first quarter 2024 was RMB288.1 billion, representing an increase of 28.2% from RMB224.8 billion for the same period of 2023.

Screenshots from Kuaishou live streaming channel

Screenshots from Kuaishou Live Streaming

Community engagement is at the heart of Kuaishou’s user experience and helps content creators in Kuaishou win high-stickiness fans. The platform fosters a sense of belonging through its user-generated content model, where anyone can become a creator and share their stories. Unlike other platforms that may prioritize professional or highly polished content, Kuaishou celebrates authenticity. This has created a diverse content landscape where users can find videos ranging from everyday life moments to niche hobbies and interests.

 

Key Statistics and Market Presence

Kuaishou boasts impressive statistics that underline its dominance in the market. As of the first quarter of 2024, the platform had over 600 million monthly active users (MAUs), with daily active users (DAUs) exceeding 300 million. These numbers reflect a broad and engaged user base, with users spending an average of 85 minutes per day on the app. Kuaishou’s user base is not only vast but also highly active, with a significant portion contributing content regularly.

Kuaishou’s market presence extends beyond China, with a growing user base in Southeast Asia, Latin America, and other regions. The company’s successful IPO in February 2021 on the Hong Kong Stock Exchange further solidified its status as a global player, raising over $5 billion and giving it a market capitalization that briefly surpassed $160 billion.

 

User Demographics and Popularity

Kuaishou’s user base is diverse, but it is particularly popular among users in China’s lower-tier cities and rural areas. This demographic skews younger, with a significant portion of users aged 18 to 35. The platform’s appeal in these regions can be attributed to its focus on relatable content and community-building features that resonate with users outside of China’s metropolitan hubs.

In contrast to platforms that cater primarily to urban, affluent users, Kuaishou has succeeded in creating a space where people from all walks of life can connect and share their experiences. This has made it a cultural force in China, reflecting the voices and stories of those often underrepresented in mainstream media.

 

Future Potential

Kuaishou has taken major steps into the AI industry with the introduction of the Kling Large Model, a cutting-edge AI system that generates high-quality videos from text prompts. This technology is aimed at boosting Kuaishou’s ultrashort drama sector, where demand far outweighs supply. With 94 million users watching more than 10 episodes daily, Kuaishou is addressing the content shortage by increasing the number of creators and enhancing their productivity by AI technology. A standout example is Chen Xiao’s short drama The Mirror of Mountains and Seas: Breaking Waves, which utilized the Kling model alongside other tools. The drama received over 52 million views, becoming the platform’s top ultrashort drama.

 

The Mirror of Mountains and Seas Kuaishou

The Mirror of Mountains and Seas Kuaishou

The Mirror of Mountains and Seas Kuaishou

Conclusion

Kuaishou has firmly established itself as a major player in the global short video landscape, offering a unique platform that blends content creation, live streaming, and e-commerce. Its focus on community, authenticity, and inclusivity has allowed it to thrive in markets where other platforms may struggle to gain traction. As Kuaishou continues to expand its reach both in China and internationally, it remains a platform that empowers users to share their stories, build connections, and engage with content that truly reflects their lives.

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What Is WeChat Marketing?

August 27, 2024

WeChat is the major platform leading China’s digital transformation. A “mega app” that encompasses major successful features of most western and Chinese platforms: Blog-like articles, digitally interactive experiences, WeChat Pay, e-commerce & e-booking with WeChat Mini Programs, Moments (a virtual space to share daily updates), Channels (for visual-led content), live streaming, enterprise solutions, even search engine, and more.

This Chinese social media has established itself as a major platform for content creation through articles and channels, now the roadmap for Tencent (WeChat’s owner) is to leverage Miniprogram to boost business growth further, as it has become part of users’ daily life, develop futuristic features on WeChat Pay, and make WeChat Search a user habit. This is a rapidly changing platform and brands need to keep up if they want to stay relevant to Chinese users.

WHAT IS WECHAT MARKETING?

  • Understanding the WeChat Ecosystem:

In the past three years, WeChat marketing and advertising underwent tremendous changes. With the emergence of the new social media apps, it proved that it’s not going away and also managed to strengthen its position by continuously adapting to the new consumer behaviours by expanding its features and consolidated its position as a top app in China.

We have observed new trends emerging while strengthening existing ones. Some of the major trends that took off were: 

  • WeChat channels & Live-streaming, 
  • WeChat work (WeCom),
  • Relevance of mini programs, 
  • Focus on content creators, 
  • Smart targeting.

  • Select the right WeChat Official Account for your brand:

There are mainly 2 types of Official Account: WeChat Service Account & WeChat Subscription Account.

WeChat service and subscription accounts offer very different user experience hence the user journey and landing on the article vary.

WeChat service Accounts have the same priority as a user’s contacts in terms of notification status and appear on the main page in chronological order.

 

WeChat subscription accounts are gathered in a separate folder where accounts are shown according to an algorithm (most often read accounts) compared to the chronological order before.

 

  • Audit of other players & Gap Analysis

Identifying Key Players’ Strategy

Identify the key players in China. To do so, it is important to examine the activity and performance of your competitors on WeChat.

How to do the screening?

  • Quantitative and qualitative data including views, comments, likes, wows to illustrate share of voice of each player to provide a detailed comparison of the landscape
  • Audit of the key content pillars, tone of voice, content formats, and top performing posts from to compile the standard of what’s out there within WeChat
  • Competitors’ menu and overall official account usability
  • Overview of the strategies employed by B2B/B2C companies and their relevance for your brand

Gap Analysis & Key Learnings

Analyzing areas where other key players are lacking, what kind of content or type of information is missing and identifying gaps that could potentially become an opportunity in the future for your brand’s own communication.

  • Identifying your Target Audience in China: 

Chinese Netizens

Understanding who a Chinese internet user is becomes crucial to reach the right audience with the right channels and communication methods. Each Chinese platform, be it Weibo, RED (Xiaohongshu) or Kuaishou is characterized by a different user profile and same goes for WeChat.  

WeChat is used on a daily basis by more than one billion people, it’s a huge and extremely diversified crowd. With precise segmentation, you will be able to reach your desired target audience with the most aligned messaging and maximize the ROI on WeChat.  

Who is your Target Audience on WeChat?

The first task is to define your target audience and understand their main characteristics, social behavior, consumption patterns and what are the key trends among the group. 

Secondly, examine how they behave on WeChat, what kind of content they interact with and what is their peak activity time on the platform to reach them with the right messaging at the right time.

Try to create a very detailed target audience personas to get a full portrait. 

Different Communication for Different Audiences 

We recommend pushing personalized messaging for the different target audiences.

Based on the personas you created, your brand on WeChat can do a backend segmentation or WeChat CRM system can share to a selected audience different WeChat articles at different times. Because everyone likes special treatment, explore how backend tagging and CRM can improve your customers’ user journey.

To do that, analyze your target audience again and what are their key preferences and motivations and define your content pillars based on that. 

Content that is better tailored to users needs and expectations will perform better and decrease the risk of unfollowing by the fans. It would also improve the overall user experience if the users don’t find the receiving content too intrusive or irrelevant. You can also consider sending additional, targeted posts to segmented followers on top of regular communication for all.

  • Define your Content Strategy

WeChat is already a highly saturated space with many accounts pushing quality content on a regular basis, either in the form of posts or WeChat ads. An average WeChat user only follows around 20 public accounts and spends around half an hour per day reading articles. It’s not easy to make it into this within a short period of time. This can be achieved with a clear vision of your target audience and perfectly crafted content. 

WeChat Content 

In very basic terms, WeChat marketing strategy can be divided into content format and content topics. Beyond articles, the WeChat ecosystem offers many components that could be leveraged by brands in many interesting ways – official account menu, welcome message, H5, videos and more. 

We also recommend preparing different content for different target audiences and for fans at different stages of relationship with your brand e.g. new followers, potential customers, repetitive customers.  

WeChat Content Formats

Depending on the goal you want to achieve, you might want to choose different content types or combination of more touchpoints to take your communication to the next level. Top-notch account optimization is a requirement for successful interaction with your fans on WeChat, then you can experiment with different formats and styles of your WeChat articles and campaigns. 

WeChat Content Pillars

What are the most important topics that you would like to share with your fans and what are the topics that are the most interesting to your social personas? Focus on these areas and find a balance between brand and social-led content.

Determine the frequency of each topic and try to stick to it to not overwhelm your audience with similar stories all the time. 

  • Other Features to Leverage

WeChat is much more than articles – Tencent is constantly expanding its ecosystem of features that can be used by brands. In the past couple of years, new tools such as WeCom (previously WeChat Work), Mini programs, WeChat Channels, WeChat Search (Sou Yi Sou) or WeChat Beans have been introduced and we can only expect to see further new updates each year.  

Try to follow the latest WeChat/Weixin news and experiment with new tools to keep up with the changes taking place on WeChat and Chinese social media. 

Take a look at some of the key tools that you can use in your brand communication on WeChat.

  • Interactive posts,
  • WeChat Channels,
  • Mini programs,
  • H5 pages,
  • Surveys,
  • Live-streaming,
  • Coupons,
  • and more.

  • Distribution & Amplification

Because WeChat is a semi-closed platform a thoughtful and well-executed content amplification plan is a must. Every day and every hour, WeChat users are bombarded with articles from millions of WeChat official accounts competing for their attention and clicks. It’s crucial to make sure that your carefully prepared content reaches your target audience in the most effective way. Let us help you to discover multiple touchpoints through which WeChat content can be accessed and understand different methods of content amplification, both organic and paid, to make sure that your WeChat marketing and distribution strategy covers all of them.

48 hours

Lifespan of a WeChat post is extremely short. The most critical time is the first 48 hours after the publication – this is when 90% of reads and interactions happen and the rest usually within total 7 days after the publication. Therefore it’s extremely important to grasp this moment to keep the ball rolling and ensure that the post is 100% optimized for WeChat and checks the boxes of shareability or the ‘wow’ factor.

When you post a new article, WeChat users first see the preview of the post. When your brand secures at least the opening of the article, you can work towards a positive reaction, for example share or ‘wow’.

Organic distribution

By organic distribution, we mean all the promotion methods that you don’t need to pay for and purely utilize your own resources. Keep in mind that these methods can be relatively time consuming and require some effort on your and your team’s end. Some of our favorite organic methods include:

  • Optimized WeChat SEO,
  • Private traffic management, 
  • Backlinking to previous articles, 
  • Internal teams mobilization to spread articles (sharing, wow, Moments),
  • Collaborations with other partner accounts,
  • Linking from WeChat Channels video. 

Paid promotion

Due to the semi-closed nature of WeChat and a more and more saturated environment, especially when it comes to official accounts, organic reach is decreasing with each year. On the other hand, paid promotion like WeChat ads can get you very far and help you to reach millions of new potential customers. 

The main two types of official accounts to get followers and articles views are:

  • WeChat Moments ads,
  • WeChat Banner ads.  

WeChat Moments ads — displayed within user’s friends’ updates on Moments. WeChat strictly limits the number of ads displayed to each user on their Moments and when scrolling though Moments for a longer period of time, the user might come across max. 3 ads. A Moments ad can drive users to a landing page, video, mini program, shop, coupon and more. This type of ad is suitable for big-scale campaigns as the minimum budget required by Tencent is 50,000 RMB (7,500 USD). 

WeChat Banner ads — usually displayed at the end of a WeChat article, banner ads can drive users to follow a WeChat Official Account, view articles, download an app, signup link or to a customized landing page. Much more affordable than WeChat Moments ads, you can start promoting with minimal budget. 

KOL marketing

If you follow Chinese marketing trends closely, then you are probably already familiar with the KOL marketing. KOL, which stands for Key Opinion Leader, is a fastly growing way of promoting your brands with the help of influencers. Brands fell in love with this kind of marketing because compared to Western influencer marketing, KOLs  are perceived as more trustworthy in opinion of the Chinese consumers and this trend doesn’t show any signs of slowing down. You can choose from a wide range of big and small KOLs across different industries. 

You can adopt various strategies when working with Chinese KOLs.

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