Marketing on WeChat

An introduction to the world’s most-used super app and how European businesses can use it effectively.

What is WeChat – and why should you care?

WeChat is not just a messaging app. It's a platform where over 1.3 billion users in China (and millions more globally) communicate, pay, search, shop, read news, and connect with brands.

Unlike Western apps, WeChat brings the entire user journey into one place. This makes it a powerful channel for European companies looking to build visibility and engagement in China - whether you’re in tourism, retail, culture, or lifestyle.

What Makes It So Unique?

WeChat is the leading example of a super app, meaning users don’t need to switch apps to complete daily tasks. They can message friends, pay for meals, book travel, read articles, follow brands, and make purchases all within the same ecosystem.

This seamless experience offers brands a chance to be present at every touchpoint. But it also comes with expectations: localized language, culturally relevant design, and native interaction styles. Simply translating a campaign isn’t enough. It needs to be adapted to the local context, behavior, and expectations.

Marketing Tools on WeChat
1. Official Accounts
WeChat offers two main types of business accounts:

• Subscription Accounts: Ideal for brands that post regularly, such as news, campaigns, or product updates. Content is grouped in a separate “folder” in the user feed.
  
  
• Service Accounts: Provide more visibility (appear in the main chat feed) and functionality (customer service, payment, automation). Usually the best option for brands looking to convert and engage.

These accounts are the foundation of your WeChat presence, used to share content, manage customer dialogue, and build trust.

2. Mini Programs
WeMini programs are lightweight apps that live inside WeChat.

They can be used for:

• Booking experiences
• E-commerce
• Games or contests
• Loyalty programs

A well-designed mini program drives high conversion and offers a smooth user journey. They can be built from scratch or using prebuilt templates. Approval by Tencent is required.

3. Paid Advertising
WeChat offers several ad formats:

• Banner Ads (in articles or publisher content)
• Moments Ads (similar to Instagram feed ads)

Ads can be targeted by location, age, interests, device type, and more. Budgets are flexible, but creative localization is critical to generate ROI.

4. WeChat Pay Integration
Payments are a crucial part of the user journey.

WeChat Pay is one of China’s dominant payment methods, and integration is key. Both in digital tools and physical stores (especially for Chinese tourists abroad).

Common Challenges for Western Brands

Success on WeChat goes far beyond simply setting up an account. One of the first barriers is the onboarding process itself, which can be difficult for companies that lack a Chinese business license. This can often be resolved through a trusted local partner, but it still requires careful coordination. Even with the technical setup in place, many Western brands struggle with cultural adaptation. Campaigns that perform well in the West often fall flat in China due to differences in tone, design, and consumer expectations.

Another frequent issue is content strategy: Chinese users expect content that delivers real value, not just promotions or corporate announcements. Building a loyal following takes time. WeChat users are selective, and unfamiliar brands must work harder to earn attention, trust, and engagement over time.

Making WeChat Work for You

WeChat is an essential part of China’s digital infrastructure. It's not just a channel, but a complete ecosystem where discovery, engagement, and conversion happen in one place. For European companies looking to succeed in the Chinese market, WeChat offers unmatched reach and integration across the entire customer journey.

But success requires more than just access. It depends on local insight, technical execution, and the ability to communicate the right message in the right way. That’s where Unimedia comes in - helping brands navigate WeChat with the right strategy, tools, and cultural understanding.

Want to know what WeChat could mean for your brand in China?

Book a free strategy session with our team.