In this blog post, we’ll share some insights from 2023 B2B Industry WeChat Public Account Operations, a Chinese-language report written by JING Digital. We’ll also provide some tips on how to optimize your B2B WeChat account operations.
Table of Contents
Insights from the Report
WeChat B2B Account Optimization Strategies
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Insights from the Report
The report analyzed four industries – healthcare, high-tech, industrial manufacturing, and third-party services – and provided benchmarks for key metrics such as follower growth rate, engagement rate, and conversion rate.
One of the key findings was that B2B companies are increasingly focusing on creating high-quality content that provides value to their followers. In fact, nearly 60% of B2B public account content is now focused on professional value such as case studies, whitepapers, solutions guides, and practical advice. The remaining 40% of content includes brand promotions, industry information/news, interactive graphics and text and product introductions.
Channels followers use to follow WeChat accounts in HealthcareChannels followers use to follow WeChat accounts in Healthcare
The methods of gaining new followers illustrated in the pie chart are all important, as they help us better understand the channels from which we attract our new followers. I will explain each point in detail below:
WeChat QR Code: We place our WeChat QR code on various channels to guide users to follow us. For example, on pull-up banners, brochures, the end of promotional videos, our official website, and others.
Share WeChat Card: Your friend recommends an account to you, and you can follow this account from the homepage.
WeChat Channels: WeChat’s own video platform, similar to TikTok.
Search in WeChat: WeChat has a feature called “Search搜一搜”, which philippine number for whatsapp is similar to Google as a search engine, but it is exclusive to WeChat. When you input keywords, you can find articles or accounts associated with these keywords.
Livestreaming: Promote user engagement by displaying the WeChat account’s QR code during livestreaming.
Prize event: We will periodically hold some online prize events to encourage interaction with our existing users and increase potential users discovering us. Event formats can include interactive Q&As, lucky draws, and comment-based prize draws, but are not limited to these. Below are some examples of an event for your reference:
Grier School
Cambrian College
Samtec
In 2022, B2B companies faced increased fan attrition rates, particularly among new fans, and a significant drop in fan acquisition rates on traditional social media platforms like WeChat. The pharmaceutical industry was hit hardest, with a fan acquisition rate drop from 66% to 29%. This was largely due to the economic slowdown caused by the pandemic. Companies are advised to focus on enhancing fan interaction and service experience on WeChat while exploring other digital marketing avenues like video platforms, SEO, and live streaming to relieve growth pressures.
Channels followers use to follow WeChat accounts in High-techChannels followers use to follow WeChat accounts in High-tech
The B2B industry saw a 12% drop in the proportion of new fans lost within a year in 2022 c