In the Chinese social media realm, WeChat the dominating IM app has long passed its position as a pure messaging app and has become a very powerful tool for companies to promote their brand, products and services through the WeChat’s official account channel.

To gain a better understanding of followers’ preferences, evaluation and behavior when it comes to WeChat official accounts, globeone introduces a substantial WeChat official accounts follower behavior study in China, interviewing 2,000 WeChat official account followers in 9 top tier cities in China. The study offers unique insights for companies and an opportunity to optimize their WeChat strategy. The key findings are listed as below:

1. Most respondents have a positive attitude towards corporate WeChat official accounts
2. There is a clear preference of subscription accounts over service accounts
3. Content quality is the main driver to grow and retain followers
4. “Sharing” plays a very important role in driving new followers
5. Use all the functions available to provide follower-friendly user experience
6. Adjust posting schedule to adapt to the peak reading time

For further insights, please download the survey here: