The potential revenue from China’s enormous consumption power is one of the key reasons international companies look to enter the Chinese market. That said, local sales cannot be fully realized without a digital presence on China’s most dominant communication platform, and this is where WeChat comes into play.
WeChat remains one of the most important channels for marketing and business development in China. By the end of 2025, Weixin and WeChat together had more than 1.4 billion monthly active users, and the platform continues to play a central role in everyday communication, content distribution, and business interaction in China.
Put it bluntly: if your company is doing business in China and is not on WeChat yet, it may be time to reconsider your local marketing strategy. You can start here: Which WeChat Corporate Account Best Fits Your Business Needs?.
In order to offer some inspiration before you begin, here are ten practical recommendations that you can apply to improve your WeChat content marketing.
Table of Contents
The formats
1 – Embrace video content
Videos are one of the most favorite content types on WeChat, and have a high potential to go viral. For this reason, it’s strongly recommended that you incorporate videos as part of your WeChat content marketing strategy. Use as many videos as possible, even instead of long content articles. True that producing high-quality videos can be daunting, so you will surely be happy to know that even relatively simple videos can be extremely popular if they are authentic.
2 – Share your knowledge
Use your knowledge and expertise to make your audience’s life easy by creating educational content that delivers clear added value, such as tutorials, step-by-step guides, and how-to’s. This content type is highly appreciated by the audience and will help highlight your unique knowledge and stand out in the Chinese market’s fierce competition.
3 – Create digital H5 brochures
H5 brochures are some of the most popular “WeChat tricks” in the sense that it is a unique content format for the platform. WeChat’s H5 brochure is the happy medium between a single-monotonous article and an expensive mini-program, primarily used to promote a specific product, sales, and special events. Some of the H5 brochure’s most distinctive advantages are its high degree of interactivity and attractiveness, easy and fast shareability, and being an excellent source for capturing leads and collecting data.
The style
4 – Make it mobile-friendly
WeChat is a mobile-first platform that plays a central role in daily digital activity in China. Thus, you want to ensure the content you publish is conveniently readable from a cellphone’s screen, with clear and large font, and not too long.
5 – Keep it short
WeChat users are bombarded with content, yet they are highly engaged with it. Users spend a significant part of their day inside the WeChat ecosystem, which makes content visibility, readability, and shareability especially important for brands communicating through the platform. Therefore, to make your content easier for readers to digest and to ensure that your most important messages stand out, keep your articles short and to the point. Keep in mind that article titles are limited to 64 characters, with only the first 31 visible before clicking. In practice, 31 characters usually amount to about 12-18 words.
6 – Limit promotional content
WeChat users enjoy (and are more likely to share) engaging and valuable content that appeals to them. That being the case, try to limit the promotional content you share on the platform, and by all means, don’t use click baits. These might be considered a violation of your “unwritten contract” with your followers, and you are bound to lose their trust.
7 – Avoid superlative
Although using phrases like “the first / the best / the most … in the industry” is common in marketing in the West, in China such terminology may be perceived as misleading or even as false advertising and should therefore be avoided. China’s Advertising Law draws strict lines around what can and cannot be stated in published marketing content. Your content editors must be aware of these restrictions and follow them carefully.
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The exposure
8 – Leverage SEO for WeChat
One of the “WeChat tricks” that international companies are unaware of is that WeChat allows much more than just content-sharing; it also acts as an independent search engine. As such, SEO is very much relevant and important for content distribution and exposure on WeChat, and it is strongly recommended to conduct good keyword research relevant to your company and industry. SEO is ongoing work, but if done right, it will pay off by increasing awareness and the number of followers.
Read more about Digital Marketing in China: 5 channels B2B companies should consider
9 – Schedule publishing
Much like in your email inbox, so is in WeChat, chats are sorted in descending order according to the recency of the last message. Practically speaking, as followers see all the notifications in one chat screen, you want to schedule the publishing in a relatively “relaxed” time, so your message doesn’t get lost among the other red notifications on the screen.
10 – Give your audience a reason to share
To end the list with another striking point, millions of users post updates on WeChat Moments every day. So, you should give them a good reason to share your content. “Worth-sharing” content includes exciting and entertaining content, visuals, videos, memes, emojis, and anything that would make people laugh. If you cannot count on your followers to share your content, encourage your local team to help amplify it through relevant groups and their own Moments as well.
In conclusion, WeChat is a must-have in any company’s marketing strategy in China. With a variety of business account types, internal marketing channels, advertising options, and even payment features, WeChat allows companies to engage with their audience in a more direct and effective way.
If you have a blog and other marketing materials from your company’s global operation, you are already on the right track. You can absolutely use this content for your WeChat marketing, but not before you have carefully checked that it is adjusted to local requirements, customer expectations, and the restrictions of China’s Advertising Law.
At PTL Group, we provide ongoing China business support for dozens of international companies doing business in China. Our support also extends to marketing services for B2B companies in China, including setting up and managing clients’ WeChat activity and social media localization. You can learn more about marketing localization in China and contact us with any inquiries.
