How we improved engagement and follower numbers on a WeChat account
- Project type:
- Social media
- Country/region:
- China
- Industry:
- Education
Results
60%
growth in followers over 6-and-a-half months
79%
average reading completion rate for the WeChat posts
14%
average click-through rate from the WeChat page onto the posts
Challenge
Study Links, which provides high-quality services to international students in the UK, had a WeChat account for marketing to prospective international students in China.
However, the WeChat account was not the most user-friendly, which led to low engagement rates and a slow-growing follower count.
Study Links wanted to improve on this, as it felt it had a lot to offer the Chinese market. It wanted to re-structure its WeChat page, as well as develop better content to share on the account.
Webcertain were happy to help!
Solution
We began by conducting detailed market research for the client.
Based on the results of this research, we then reviewed and updated the client’s WeChat profile with a new company introduction and a new navigation tab.
We also devised a new social media content strategy, to help create more relevant and engaging content.
Execution
- We conducted detailed market research in China, focusing on the client’s sector.
- We used the results of this market research to develop an improved WeChat marketing strategy.
- We set up a new and improved WeChat profile which was more user friendly.
- We brainstormed content topic ideas on a monthly basis.
- We created engaging and relevant WeChat posts (an average of four posts per month).
- We made sure this content looked good on WeChat, ensuring it was formatted correctly and that it had a high-quality visual design.
- We managed the community on the client’s WeChat page.
