Which WeChat Account Is Best For My Business: A Service or Subscription Account?
WeChat, the main means of communication for most online Chinese, offers a viable way to reach consumers who regularly use this application. For many, WeChat is the start and end of their phone usage. In China, 90% of smartphone users now use WeChat, with heavy daily activity.
WeChat is used both as a messaging app and a social media platform as well as evolving to be an important place for brand positioning. On 30 September 2014, there were 468 million active WeChat users - most of them in China. Due to the inclination of Chinese to discuss and research brands, products and services on social media, WeChat is an important piece of the puzzle for brands.
There are many questions regarding setting up an Official WeChat Account. One big decision is whether your brand should use a Subscription or a Service WeChat account. These two types of accounts are quite different and are mainly characterized by different functionalities and varied methods of engagement with the audience. Before making a decision about WeChat ensure that your target market can view your account. Your content must be engaging and relevant to the recipient. Below is a breakdown of the different types of WeChat accounts for companies.
Service Accounts
A service account is allowed to send four messages per month. This is well suited for companies that want to spread brand awareness and more in-depth messaging. A service account includes custom-menu components that work as a mini-site embedded in the WeChat platform.
When using a service account your followers receive a notification in their main message feed, as if they receive a message from a friend and you are able to provide more detailed content within each message. Further options allow for payment as well as customization including games, mini-sites and much more.
Subscription Accounts
Subscription accounts are less personal with less advanced functionalities. This account is a rather basic way to reach followers who receive notifications. One message can be sent every 24-hours, although large and well-known accounts can send up to 3 messages a day. A subscription account is useful for companies with daily deals or frequent updates. In addition, all subscription accounts users follow are bundled together under the 'subscriptions' icon, so they are not as likely to notice new messages as with Service messages.
Subscription accounts are less likely to create a deep brand impression or unique experiences that are capable through service accounts. Although subscription accounts could be useful for promoting daily deals or content that is engaging enough that followers will seek out and open your messages.
WeChat Evolution
As WeChat evolves more opportunities will present themselves as they have in the past: payment options, gamification, microsites, apps within WeChat and paid advertising opportunities. Pursuing the evolvement of the app is vital to gaining the most benefits possible. Another reason to keep up is the constant development of rules and regulations in the platform such as what content is or is not permitted. As one example, WeChat accounts can get suspended for using certain language or asking too much of their followers.
With new innovations launching constantly, brands on WeChat are able to interact with their followers and drive sales in new ways. WeChat users are capable of using many different aspects and functions without ever having to leave the app. As WeChat grows it will continue to innovate and meet customer needs which is one more touch point that could be relevant for your company.
In Summary
If you’re looking for a way to get deals to your followers, a subscription account could be for you. If you want more in-depth and interactive platform to connect with followers, a service account may be more beneficial. Determining your company’s WeChat account type is an important step to reach Chinese consumers in a relevant way.
