What Brands Need to Know Before Launching on WeChat In China
WeChat isn’t just an app; it’s the backbone of how millions of Chinese consumers connect, shop, and share every day. But breaking into this vibrant market means more than just translating your content or creating a profile.
To truly succeed, you need to understand WeChat’s unique tools, follow strict rules, and speak directly to Chinese users in a way that feels natural and trustworthy. From selecting the right account to crafting meaningful content and navigating advertising laws, every detail counts, especially when it comes to WeChat advertising strategies in 2025.
Ready to take your brand into China’s bustling digital world?
This guide will help you get it right from the start, showing you how to build authentic connections, boost visibility, and grow your brand on China’s most powerful social platform.
Let’s get started with the key insights!
What Brands Need to Know Before Launching on WeChat
1. Getting Started: WeChat Account Types and Rules
Before you launch your brand on WeChat, the first thing you need is an official account. This isn’t just a sign-up process; it’s how you establish your digital identity in China. But to do it right, you’ll need to understand the types of accounts available and follow WeChat’s strict rules for registration and advertising.
WeChat Official Accounts
Think of WeChat Official Account setup like creating your Facebook business page, but with far more tools to connect with customers. It’s where you’ll publish content, interact with followers, and build trust with your audience.
There are two main account types that brands usually choose:
- Service Accounts
These are designed to provide services and maintain strong customer relationships. You can post up to four times a month, with each post including up to eight articles. Your messages land directly in users’ chat feeds, ensuring high visibility.
Service accounts unlock advanced features like custom development (APIs, JS-SDK), geo-localization, QR code tracking, and WeChat Pay integration. Perfect if you plan to offer customer support, e-commerce, or personalized services.
- Subscription Accounts
These focus more on frequent content publishing. You can post daily (up to eight articles per post), but messages appear in a dedicated “Subscription” folder, meaning they get less immediate attention. They’re great for news updates or brands that rely on regular content distribution.
Which One Should You Choose?
Foreign businesses can only open a WeChat Service account. These accounts are mainly used for marketing and running operations, allowing brands to engage customers through interactive features and valuable content. It is the best choice because of its visibility and added functionality.
2. Registration & Verification
To fully access WeChat’s powerful features and advertising tools, your brand needs a verified WeChat Official Account. It is like your passport to doing business on China’s biggest social platform.
The process usually takes 2–4 weeks and requires:
- A registered business license (Chinese or overseas)
- A legal representative’s ID or passport
- Company bank account details
- An ICP license if you plan to host your website or landing page in China
Verification is not optional; it’s essential. Without it, your account will face restrictions, meaning you won’t be able to run Moments ads, integrate Mini Programs, or fully leverage WeChat’s ecosystem.
For international brands looking to build trust and maximize visibility in China, starting with a properly verified account is the first and most important step.
3. Winning Content Strategy: More Than Just Translation
When launching on WeChat, simply translating your Western marketing materials into the Chinese language won’t be enough. Chinese users engage with content differently, and without adapting their approach, your content will be ignored.
Localize Your Message
Successful WeChat marketing requires content that feels native. This means adapting your tone, visuals, and campaigns to fit Chinese culture and values. For example, running promotions during Singles’ Day (Double 11) or Chinese New Year can significantly boost engagement.
Invest in High-Quality Visuals
Chinese consumers love eye-catching, high-quality visuals. Whether it’s images, short videos, or infographics. Your content should be mobile-friendly and visually appealing to grab attention and get shared.
According to a 2024 Statista study, over 70% of WeChat users prefer image-rich posts and short videos. Make sure your content is mobile-friendly and uses high-quality graphics and videos to capture attention.
An Example Of The Video Shows An Ad For A Book That Helps Kids Learn More Words
Offer Long-Form Value
WeChat isn’t just about quick posts. Users expect detailed, meaningful content similar to articles or newsletters. Share helpful information, industry tips, or stories that build trust and provide value beyond just promoting products.
Unlike many Western platforms, WeChat users enjoy in-depth content. Articles work like mini-blog posts or newsletters that provide useful insights or stories, not just product ads. According to research, over 80% of WeChat users regularly read long-form articles, and posts with high-quality visuals see 2x more shares.
Use Storytelling
Chinese audiences value brands that connect emotionally. Sharing stories that align with local traditions and community values helps build trust and loyalty.
Mix Up Content Formats
Don’t stick to just articles. Combine videos, Moments posts, infographics, and live streams to keep followers engaged and appeal to different preferences.
By localizing content, sharing relatable stories, and using the right formats, you can craft a strategy that truly resonates with Chinese consumers and drives results on WeChat.
4.Use WeChat’s Features for Conversion
It’s a complete ecosystem with tools designed to help brands connect with customers and boost sales. Understanding and using these features can make a big difference when growing your business in China.
WeChat Mini Programs are like small apps built directly inside WeChat, allowing users to browse products, shop, book services, play games, or access information without leaving the platform. With 945 million monthly users in China, Mini Programs have become a game-changer for e-commerce, offering personalized recommendations, exclusive deals, and a fast, seamless buying experience.
Since their launch, they’ve driven a 600% increase in annual transactions for foreign businesses, making them a powerful tool to boost traffic and grow brand visibility with over 60 entry points across WeChat.
A Wechat Mini Program Launch Page Ad For A Bookkeeping Business
QR Codes
In China, QR codes are everywhere. Adding them to packaging, ads, or in-store displays lets users instantly follow your Official Account, join promotions, or open your Mini Program. Make them visually appealing and offer small incentives for scanning to increase engagement.
WeChat Groups
Creating branded or industry-focused WeChat groups helps you build a community. They’re perfect for sharing updates, collecting feedback, and connecting directly with customers. While group rules prevent spammy promotions, well-managed groups can nurture strong relationships and brand loyalty.
WeChat Pay
Mobile payments dominate in China, and WeChat Pay is essential. Integrating it into your e-commerce or Mini Program ensures a smooth checkout experience, reducing friction and encouraging repeat purchases.
WeChat Moments
Moments works like Facebook’s news feed. Brands can post behind-the-scenes updates, new product launches, or limited-time offers. Paid Moments Ads can also reach a wider audience while blending naturally with user content.
Wechat Moments Ad Example
WeChat Channels
Short video content is rapidly growing in China. WeChat Channels allow you to share engaging videos that can easily link back to your Official Account or Mini Program for conversions.
5.Navigate the Chinese Advertising Laws & Regulations
Advertising in China comes with strict rules, and brands need to fully understand them to avoid penalties or even account suspension. If you’re planning to market on WeChat or any other platform in China, here’s what you should know:
China’s Advertising Law
China’s main advertising law (revised in 2015) regulates all types of ads, posts, videos, and campaigns on WeChat. It’s enforced by the State Administration for Market Regulation (SAMR), which closely monitors compliance.
Truthful and Accurate Claims
Every claim in your ad must be backed by evidence. Using superlatives like “the best” or “No. 1” is only allowed if you can prove it. Exaggerated or misleading statements can lead to fines or ad removal.
Respect Cultural and Legal Boundaries
Avoid offensive language, sensitive political topics, or inappropriate visuals. Content that touches on religion or ethnicity must be handled very carefully. Respecting cultural norms is essential for building trust with Chinese consumers.
Extra Rules for Sensitive Industries
Some industries face strict restrictions. For example, health-related ads can’t claim to cure diseases or guarantee results. Alcohol ads can’t suggest that drinking leads to success or a higher social status. Education, finance, and property promotions also have specific limits you must follow.
Clear Disclosure
Ads must be easy to recognize as advertising. Promotions and special offers need to clearly show terms and conditions to avoid misleading users.
WeChat’s Own Review Process
WeChat itself reviews every ad to make sure it complies with both Chinese law and platform-specific rules. Expect strict checks on wording, images, and claims before your ad goes live.
6.Building Authenticity and Trust
In China’s competitive market, trust is everything. If you want long-term success on platforms like WeChat, your brand needs to feel genuine and reliable to local consumers. Here’s how to build that trust effectively:
Be Authentic and Transparent
Chinese consumers can quickly spot brands that only push sales. Instead of using aggressive, hard-sell tactics, focus on sharing honest and valuable information. Show the real story behind your brand, your values, mission, and the people behind your products. Being transparent about pricing, product sourcing, and company policies also helps customers feel confident about choosing you.
Responsive Customer Support
Quick, helpful, and friendly customer service goes a long way in building trust. Ideally, support should be provided in Chinese to make communication easy and personal. Whether through live chat, WeCom, or group discussions, responding promptly to inquiries and resolving issues shows customers that you care about their experience.
Focus on Relationships, Not Just Sales
In China, strong relationships with customers often matter more than one-time transactions. Engage with your audience through meaningful conversations, loyalty programs, and personalized services. Encourage feedback and show that you’re listening and improving based on what customers say.
When your brand demonstrates authenticity, transparency, and a genuine commitment to customer satisfaction, you not only win sales, you also build lasting relationships that help your business thrive in China.
Conclusion
To succeed in China, WeChat for foreign brands is essential to understand and use effectively. From choosing the right account and creating authentic content to following advertising rules, every step matters. WeChat offers powerful tools for building trust, engaging customers, and driving sales.
Mastering WeChat advertising and leveraging its features will give your brand a strong advantage in this competitive market.
Ready to grow your business in China? Start your WeChat journey today and connect with millions of potential customers like never before.
