WeChat is the most popular social platform in China and a vital channel for brands aiming to reach Chinese audiences. A key element of WeChat marketing is publishing WeChat articles, which are longer, more detailed posts compared to Western platforms like Facebook or LinkedIn. Below are seven tips for creating engaging and effective WeChat articles.
1. Highlight Your Key Points
WeChat users typically read articles via mobile, so it’s important to make your content easy to skim. Articles can be long, so highlight key points to ensure readers can quickly extract the most important information. Bold headings, bullet points, or short summaries can help break up the text and guide readers through your message.
2. Be Creative With Imagery
While WeChat articles are mainly text-based, incorporating visuals like images, GIFs, and poster-style graphics can enhance user experience. Creative visuals make articles more engaging, breaking the monotony of text and improving the overall aesthetic appeal. Choose visuals that align with your brand and article content to keep readers interested.
3. Use Infographics And Tables
Infographics and tables are excellent tools for making information easier to digest and comprehend quickly. These visual aids help readers retain important details and add variety to long blocks of text. Use them to highlight data points or break up complex topics into manageable segments.
4. Format Using Templates
WeChat allows you to use templates for formatting, which can make your articles easier to read and visually appealing. Templates help structure your content, separate sections, and add colors that align with your branding. Creating a few different templates for various types of articles can streamline your content production process.
5. Use The Right Font Size
The standard recommended font size for WeChat articles is 17px, providing optimal readability on mobile devices. Ensuring text is easy to read on smaller screens will keep readers engaged and prevent them from abandoning the article due to strain.
6. Maintain Brand Consistency With Headers And Footers
Consistent branding is crucial for building recognition and trust. Include headers and footers in your articles to reinforce your brand. Many brands, like Maersk, include a logo, a call-to-action to “follow us,” and a QR code in their footers, driving further engagement. This consistency creates a familiar experience for readers, making them more likely to return.
7. Include Clear Calls-To-Action
The primary goal of WeChat articles is often to inform, but adding a simple call-to-action (CTA) can turn readers into followers. Common CTAs on WeChat include a “follow us” button or QR codes linking to your official account. For more advanced options, such as downloads or polls, third-party WeChat mini-programs can improve the visibility and functionality of your CTAs.
Test Your WeChat Articles
Since WeChat articles are created on a laptop but read primarily on mobile, always test the mobile display before publishing. Formatting, templates, and images can look different on mobile devices, so generate a preview to ensure everything displays correctly. Testing ensures a smooth user experience across all devices.
Conclusion
By following these tips, you can create engaging and effective WeChat articles that resonate with your audience. Focus on clear formatting, creative visuals, and consistent branding, and always test your content to ensure it looks perfect on mobile. Engaging WeChat articles will help you build stronger connections with your Chinese audience and improve your overall marketing performance on the platform.