When we talk about WeChat marketing in 2025, we’re usually referring to the management of a WeChat Official Account. This includes setting up an account, creating content, and managing leads. In an era dominated by short posts and short videos, long-form content on WeChat still holds its ground. Its strengths lie in content depth and flexibility in design.
Although newer Chinese social media platforms have attracted large audiences, WeChat continues to provide exceptional value, particularly for brands targeting the Chinese-speaking community. That’s why, in today’s fragmented digital space, it’s more important than ever to create effective, strategic WeChat content that truly connects with your target audience.
Why Strategy Matters on WeChat
Unlike open platforms where content can go viral organically (like RED or TikTok), content on WeChat doesn’t spread by default. It relies heavily on user sharing and loyal followings. That’s why a smart WeChat strategy is essential – starting with clearly defining your audience, understanding their interests (topics, format, tone, layout, etc.), and creating content tailored to those insights.
Successful WeChat management isn’t about pushing out as much content as possible; it’s about publishing the right content.
What is Ineffective Content?
Before exploring what makes content work, let’s first define what doesn’t:
- Translating English articles into Chinese, particularly through AI or machine translation, and publishing them without editing.
- Copying and pasting web content onto WeChat without formatting it for the platform.
- Ignoring WeChat’s design and layout best practices, e.g. long blocks of text or poor mobile readability.
- Posting English-only content to a Chinese-speaking audience.
These missteps are common in Chinese marketing, and they waste time while delivering little to no engagement. Worse yet, they can harm your brand perception.
What does Effective WeChat Content Look Like?
1. Topic Value
WeChat users are investing time to read, so give them something worth reading. Your content should be relevant and valuable, not just self-promotional.
For example, if you’re an internet service provider in Australia, skip the sales pitch. Instead, create articles like “5 Things to Know Before Choosing an NBN Plan in Australia” or “How to Optimise Your Home Internet Without Upgrading”.
This kind of practical, localised content builds trust and gives your Chinese social media strategy more traction.
2. Content Format
What’s the best format: mostly text or image-rich posts? It really depends on your industry and the message you want to convey.
If you manage a travel-related account, rich visuals are key. An article like “Top 3 Weekend Getaways from Melbourne” becomes much more shareable when you include photo galleries, short videos, or even GIFs. These formats make your WeChat content stand out in busy feeds.
3. Layout & Design
WeChat gives you far more control over layout than most other platforms. Custom layouts, font variations, image placements, and call-to-action buttons can dramatically increase engagement.
Clean, mobile-friendly formatting isn’t just cosmetic; it’s an essential part of any professional WeChat strategy.
4. Tone & Voice
Your tone should reflect your brand personality. If you are a B2B brand, your tone might be formal or approachable or somewhere in between. If you are a B2C brand, you can even humanise your brand by adding personality to your long-form content.
This is where partnering with an experienced WeChat agency can help. Tone, voice, and style are often underestimated, but they’re key to standing out in Chinese marketing.
CHIN’s Experience with Australian Brands
At CHIN, we’ve helped over 50 Australian brands across government, tourism, tech, property, education, and healthcare grow their reach and reputation through effective WeChat management and Chinese social media marketing. Whether you’re starting from scratch or looking to optimise your existing account, our approach combines strong creative direction with data-backed strategies.
Don’t waste time on WeChat content that doesn’t deliver. Instead, focus on meaningful, well-crafted storytelling – and let a strong WeChat agency help you build a strategy that actually works. Contact CHIN marketing team today!