Boost Your WeChat Marketing with Audio features

This post is the second part of the five-week-long Flow WeChat Marketing Special series, in which every week, we introduce and explain the practical use of selected WeChat features.

Messaging on WeChat is based on two simple features: text and audio messaging. Unlike its competitors, WeChat made short voice message sending its key feature. This convenient function not only often replaces text messages but also serves as a popular alternative to phone calls for many users in China.

Thanks to rigorous registration policy, official accounts can be trusted more than on many other Chinese social media platforms. Companies, who are applying for official service or subscription accounts, went through a strict validation process in order to minimize the presence of fake accounts.

In this environment, followers are willing to engage with their favourite brands with more than simple shares and likes. WeChat users often participate in campaigns that require exposing their personal side to a greater extent. This level of user engagement fuels a creative competition where brands are constantly trying to find new ways to leverage WeChat features , including audio recording.

In 2014, PepsiCo created a heart melting Chinese New Year’s campaign based on the basic sound record and upload feature. Users could mix their own voice message with the well-known “Bring Happiness Home” theme song. They could also add special effects to further enhance their message, which was then delivered to their loved ones.

McDonald’s has also run a campaign that embraced WeChat’s voice recording feature. The popular fast food company created a contest where participants were asked to record a BigMac rap in the style of MC Hua Shao, the host of the singing show “The Voice of China”.

Promoting the Little Prince special edition watch line, the Swiss watch maker, IWC Schaffhausen invited WeChat Users to share their favourite quotes from the book using WeChat’s voice recording feature.