Connecting with Chinese families can be tricky for many Australian schools.
Maybe you’re trying to grow your international enrolments from China but aren’t quite sure how to get your school in front of the right people. Or maybe you already have Chinese students, but staying in touch with their parents feels harder than it should be.
So, how can schools build real, two-way connections with families who live overseas, speak a different language, and have entirely different digital habits?
That’s where WeChat naturally steps in – a familiar, trusted space for Chinese parents to receive information and stay closely connected to their child’s school experience.
Why Choose WeChat?
Most Chinese don’t use email as a primary communication tool. Instead, they’re used to getting updates through mobile apps. To maintain clear, efficient communication, choosing the right mobile app is the key.
WeChat is one of the most important communication tools for Chinese people, boasting a massive user base. As of 2025, it has over 1.3 billion monthly active users, covering the vast majority of smartphone users in China. It’s the go-to app on almost every Chinese person’s phone for staying connected.
But WeChat is much more than just messaging and calls. It’s a powerful all-in-one platform where users can send and receive payments via WeChat Pay, browse news, subscribe to official accounts, play games, book services, pay bills, order food, and more. Essentially, it meets almost every daily life need.
One of the key reasons WeChat stands out is because Chinese users rely heavily on following WeChat official accounts for information. Approximately 49.3% of users follow 10 to 20 WeChat Official Accounts. Think of it like having your own mini website inside WeChat, where schools, brands, and businesses can regularly update content and engage directly with their audience.
What sets WeChat apart from other platforms is its unique private domain nature, which enables more precise targeting and deeper engagement. For example, when a parent shares your content in their WeChat Moments or private conversations, it amplifies your potential reach to similar target audiences, as their network often consists of other parents with comparable interests and needs.
So, if you want to reach and connect with Chinese parents and families effectively, WeChat is one of the best platforms for you.
How Does a WeChat Official Account Work?
A WeChat Official Account is like your school’s verified page inside the app, think of it as your digital front door in the Chinese online world.
With an official account, you can:
- Publish articles, updates, videos, and photos
- Send push notifications directly to followers
- Reply to audience enquiries in real time
- Track views, clicks, and engagement levels
Content can be organised in menus, and posts can be tailored to showcase school information and events, student achievements, or important announcements all in Chinese, and all in a way that feels native to the platform.
In short, it gives your school a professional, accessible, and trustworthy presence in a space that Chinese audiences already trust.
See it in Action: Billanook College
Through a long-standing partnership with Billanook College, CHIN has provided expert topic suggestions, translation, content creation and typesetting services, ensuring the school’s messages are communicated to local and international Chinese audiences via WeChat with accuracy, professionalism, and cultural relevance. This approach has significantly enhanced Billanook’s visibility and credibility among Chinese families, fostering stronger connections and brand trust.
How Can Australian Schools Use WeChat Effectively?
Here’s a quick roadmap to get you started:
1. Set up your WeChat account properly
Choose the right type of WeChat account, get it verified, and brand it clearly with your school’s logo and name.
Pro tip: Work with someone who knows the process, account registration can be tricky if you’re new to it.
2. Create content that matters
You don’t need to post daily, but consistency is key. Share highlights from school life, student milestones, holiday reminders, or even cultural celebrations like Chinese New Year.
Make sure the content is professionally translated or written in Chinese, is visually engaging, and easy to read on mobile.
3. Engage, don’t just broadcast
WeChat allows readers to reply to posts or send private messages. It is a great opportunity for schools to directly communicate with parents.
4. Measure and improve
WeChat comes with built-in analytics, so you can see content engagements, follower growth and audience demographics. Use that data to keep improving your content and timing.
Let CHIN Help
Building genuine relationships with a Chinese audience doesn’t have to be difficult, it just requires the right channel. By using WeChat, Australian schools can bridge the communication gap, offer better support to international families, and create a stronger sense of trust and community.
If you’re not sure where to start, CHIN’s expert team understands the full WeChat Official Account process inside out, and is always ready to provide you with professional and comprehensive support.
