In the second part of our series we explored WeChat's Official Accounts and the different functions each type of account offers to businesses getting started on the platform. In this article, we will cover how to use WeChat effectively and produce content that will resonate with your intended audience in China.

For a refresher about WeChat and its role at the heart of China’s social media landscape, check out part one of this series.

1. Avoiding cultural mistakes

Before you create content of any kind for WeChat, it's important to remember that it pays to be cautious and culturally sensitive.

Although foreign brands have historically been received warmly, your reputation will not last long in China if you do not take care to consider how the messaging of your content will be received. This could involve engaging consultants who understand Chinese culture well, or running content ideas by local teams to identify any potentially problematic elements.

That said, being culturally sensitive doesn’t mean being constrained creatively in terms of the content you produce on WeChat. It simply means doing sufficient due diligence to avoid your content being interpreted wrongly.

For an example of playful yet respectful cultural content, consider Nike’s 2020 ad for Chinese New Year. The ad resonated because it was relatable and at the same time conveyed an understanding of the culture.

2. Ensuring WeChat content resonates with your audience

As a foreign brand using WeChat, you can reach the Chinese marketplace by aligning who you are with the audience you are trying to engage. Bringing a knowledge of cultural concepts to your written and visual content can be helpful in this regard. Here are several points to keep in mind:

Develop guanxi ('relationships') – Guanxi is a term used to describe the role of relationships in achieving your goals in China. Its closest equivalent is the concept of networking, but in a manner that is much more familial than what is generally found in the West. To create relationships through your content, seek to create articles or videos that reflect a knowledge of Chinese sensibilities and adds value for your target market.
Familiarise yourself with mianzi ('face') – ‘Face’ is an intangible concept that is associated with showing respect for other people – 'giving face'. Although usually spoken about in the context of in-person interactions, it can also have important implications for content creators. For example, take care not to inadvertently shame or embarrass others with your content, as this can cause them to 'lose face'. This typically applies to descriptive content like the sharing of a personal experience in China or a review of an industry event.
Demonstrate lijie ('politeness') – The concept of politeness in Chinese culture relates to the idea of ‘harmony'. It is crucial not to create content that might unnecessarily stir up controversy or otherwise create disharmony. In particular, foreign brands should avoid creating content that is overly direct, especially if it expresses some kind of judgment.

3. Understanding cultural elements

When it comes to creating content on WeChat, there are many kinds available, such as video, long- and short-form articles, guides, Q&As, graphics, and so on. Beyond the concepts detailed above, there a few more tips to consider:

Check the accuracy of your cultural references. China is a diverse country which means your content needs to be created with a specific audience in mind. Relying on generalisations will unlikely yield the kind of impact you are looking for from your content on WeChat.
Be aware of numerical symbols and their meaning. For example, the number four is considered unlucky in China because when spoken, it sounds like the word for 'death'. It is therefore best to avoid using it in any content that includes lists, for example. Conversely, the luckiest number in Chinese culture is eight, as it sounds similar to the word for 'wealth'.
Be conscious of symbolic colours. When your content needs to include colours – when creating an infographic, say – it's important to understand what they mean and the kind of message they may convey. For example, white, green and black tend to come with negative connotations in China. Red, on the other hand, symbolises happiness, good luck and vitality, and is therefore a culturally rich and welcome colour.

This content etiquette guide is very much an introduction to the culture you'll need to understand when you create content for this key social media platform. It offers some initial references that can be built on to reduce the chances of making a mistake and ensure that you engage with your target audience in a culturally appropriate way.

Stay tuned for part four of our series, where we will cover the kinds of content strategies available to businesses getting started on WeChat.

If you would like to chat about how to begin using WeChat for your business, please contact us.

A Guide to WeChat Content Etiquette