How To Adapt Your WeChat Service Account Post-Fold

WeChat Service Accounts in the Era of Folding: Adapting to Change

The recent internal testing of WeChat's service account folding scheme has sent ripples through the business community. While we wait for official announcements about future developments, one thing is clear: businesses need to adapt to this potential shift.

As a seasoned operator myself, I've observed several strategies that can help you navigate this new landscape. Here are four approaches you can consider:

1. Reimagine Content Format:

With more non-pinned accounts vying for attention, simply relying on text content might not cut it. The key is to make your service account stand out visually. Leveraging images and videos can significantly increase your visibility. Several successful accounts, such as Xmind Mind Mapping, Font Library Planet, and Shenzhen Public Security, have already adopted this approach.

2. Segment Your Audience with Targeted Push Notifications:

For service accounts with a large subscriber base (over 1 million), the "four pushes per month" rule can be leveraged for targeted messaging. By segmenting your audience based on user behavior and preferences, you can deliver personalized content that resonates better. This not only caters to diverse user needs but also improves engagement.

Consider WPS Office and Tuhu Auto: they utilize this strategy effectively by sending different types of notifications to users based on their subscription level and usage patterns.

3. Embrace the Power of Video:

Video content remains a dominant force in the social media landscape, and WeChat's Video Account is no exception. This platform offers significant opportunities for businesses due to its lower traffic acquisition costs compared to competitors like Douyin (TikTok). Whether you choose to self-manage your Video Account or partner with an MCN agency for live streaming, there's immense potential for growth.

4. Cultivate a Private Domain through WeChat Groups & Enterprise WeChat:

Even with service account folding, WeChat Groups and Enterprise WeChat offer valuable avenues for direct communication with your audience. These platforms allow for unlimited messaging frequency and real-time engagement, fostering stronger relationships.

Consider the success of Luckin Coffee, which has cultivated a thriving private domain of over 20 million users through strategic messaging on WeChat and Enterprise WeChat.

Remember, these strategies are not mutually exclusive. Feel free to combine them based on your specific needs and business goals. The key is to remain agile, adaptable, and always prioritize delivering value to your audience in the ever-evolving world of WeChat.