This week our Ask Me Anything question is about the difference between a post and an article on WeChat.

This is a GREAT question and one we get asked pretty often.

In this quick video, our Founder Harriet Geoghegan answers that question and provides many more insights into types of accounts International Businesses can get and the limits on posting to help you understand the best way to run a WeChat account for your business.

What is the difference between a post and an article?

 

The short answer is that on WeChat, businesses create articles, which then get batched together into posts. This content feature is only available to Official Accounts which are typically run by businesses. The typical mode of content for a business is to write long form articles which can include some html styling, images, video embeds and more. WeChat has restrictions on how many articles can be posted, which keeps business accounts, and WeChat as a platform, engaging by ensuring no one is spamming their audience with too much content or advertising.

What are the limits on posting on a WeChat account?

Interntaional businesses are allowed to apply for what is called a Service account. This type of account has a lot of great interactive features to communicate direct to followers, but is restricted to only one Post per week. But that post can have up to 6 articles in it. The best feature of a service account is that when you publish your weekly batch of articles, all of your followers receive a push notificaion and your account is sitting on the main window of WeChat, next to your messages with e.g. family and friends.

That’s why we like to compare it to an email subscription list – everyone that subscribes to , ie. follows, your account gets a direct alert with a range of article images and headlines they can click into and engage with – just like an email newsletter with multiple sections. It also allows you to communicate on a deeper level with your customers – more information in a longer format rather than having to do short snappy social posts.

The other type of account (which is not available outside of China) is a subscription account. This account can post once article per day with up to 8 articles in each post. This format is designed more for news media. Becuase of the frequency of posting, Subscription accounts sit in a folder that users have to navigate to and find, and do not send push notifications when they publish. Therefore they aren’t as visible or engaged.

What if you have more articles you want to post?

The great thing about articles is the word limit is enormous – 20,000 words in fact. So if you have a lot of information, we recommend structuring your articles around this. A great application we use regularly is when we work with Rea Estate clients that have more than 6 listings they want to promote each week. Instead, each article will be all the listings in each suburb, or price band, or type of house. Therefore 1 article might contain 4-5 listings with a headline ‘Latest listings in Toorak.’ That way we can get lots of content out each week, and followers of the account can understand what is in each article and are guided in navigating to the info they want to see.

 

So what do posts and articles look like?

In this image, on the left is the home screen that contains both conversations with friends and family, and Official Accounts that are being followed.

The middle image is what you see when you tap the name of an account (in this case, McConnell Bourn). The image shows a Post which contains 5 articles, each showing listings in different suburbs.

Finally, image #3 is what happens when the viewer has clicked into the first article – they get a nicely designed article they can scroll through, and see all of the listings in Wahroonga, Warrawee and Turramurra, start with a property in Turramurra.

 

We hope that clears up the difference between a post and an article, with some examples to see of each! If you have more questions, please contact us and let us know – we would love to answer them either with a direct conversation with you, or if you’d like to submit a question for one of our future WeChat: Ask Me Anything videos, we’ll make a short video to answer it! Get in contact by emailing [email protected].

Interested in how to actually get your content live on WeChat? Take a demo of the WeTools platform here.