Registering with WeChat, creating a business account and running ads

WeChat is not just a messenger, but a full-fledged ecosystem with payments, mini-applications and powerful tools for business. For Russian entrepreneurs and companies working with China, WeChat is a key platform for promotion and communication. In this article, we will discuss:

• How to Register on WeChat
• How to create and arrange a business account
• How to run ads on WeChat

Registration on WeChat

How to Register a Personal Account

You need a personal account to access WeChat. The registration process is quite strict, especially after the introduction of additional security measures.

Registration steps:

1. Download the WeChat app (available from the App Store and Google Play).
2. Open the app and select "Sign Up".
3. Provide a telephone number (preferably Chinese or registered in international databases).
4. Create a password and agree to the terms.
5. Go through verification.

You need to scan the QR code from another active WeChat account.

Important! The account confirming you must be over 6 months old, unblocked and with an active chat history.

6. Get an SMS confirmation code and complete the registration.

Important! Recently, WeChat has tightened requirements for new user registrations. If you do not have a Chinese number or an acquaintance who can confirm you, registering can be difficult. In such cases, you can try to register an account through the official website or use paid activation services.

Creation and registration of a WeChat business account

Types of business accounts

WeChat has several types of official accounts, each of which is suitable for different purposes:

1. Subscription Account (Subscription Account)

• Suitable for media, bloggers and companies who want to publish content regularly.
• You can do 1 post per day, but it will be in a separate tab.
• You can not run ads and configure mini-applications.

2. Service Account (Service Account)

• The best option for business and brands.
• It allows you to run WeChat Pay, advertising, mini-programs and chatbots.
• You can post 4 posts per month, but they appear in the subscriber feed.

3. Enterprise WeChat (WeCom)

• Corporate communication system for internal communications of companies.
• Allows you to connect employees, keep records of working hours and use CRM.
• For most companies, the best option is the Service Account, as it gives you access to all business tools.

How to register a business account?

1. Go to the official website of the WeChat Official Accounts Platform: https://mp.weixin.qq.com.
2. Select "Register" (Registration).
3. Specify the type of account (preferably a Service Account).
4. Enter the company data:

• Name of company
• Business license (if there is a Chinese company)
• Contact details

5. Check it out (you may need a deposit of $99 per year).
6. After confirmation, the account is activated and you can start setting up.

Business account registration

After registration, it is important to properly set up and arrange your account:

• Add a logo and description (preferably in Chinese).
• Set up a menu with quick links (to your site, products, contacts).
• Connect WeChat Pay if you want to accept payments.
• Create a content plan and start posting useful posts to your audience.

Council: If you do not have a Chinese company, you can arrange a business account through partners or intermediaries who will register an account for their legal license.

How to run ads on WeChat

WeChat offers several advertising tools that help promote a business.

Types of advertising on WeChat

1. WeChat Moments Ads (Advertising in News Feed)
   • It is shown in the user feed (similar to advertising on Instagram).
   • You can target by gender, age, location.
   • The minimum budget is $500.
2. WeChat Official Account Ads (Advertising in Business Accounts)
   • Shown in articles of popular accounts.
   • You can choose specific bloggers or thematic publics.
   • The minimum budget is $1,000.
3. Mini Program Ads (Advertising in Mini Applications)
   • Suitable for mobile games, shops and services.
   • Allows you to take users directly to your mini-store.
   • The minimum budget is $500.

How do you run an ad?

1. Register a WeChat Advertising Accounthttps://ad.weixin.qq.com).
2. Go through verification (a Chinese company or intermediary is required).
3. Set up an advertising campaign:
   • Choose the type of advertisement.
   • Identify your target audience.
   • Add banners, videos or text.
4. Pay for advertising and launch a campaign.
5. Track statistics through WeChat Ads Manager.

Important! WeChat strictly moderates ads, and without a Chinese license to officially launch a campaign is difficult. The alternative is to work with Chinese agencies to help advertise.

WeChat is a powerful tool for businesses, especially if your audience is in China. However, for successful work, you need to take into account all the features of the platform:

• Personal registration requires verification through other users.
• It is better to arrange a business account through a Chinese company or intermediaries.
• Advertising is only available to companies with Chinese registration, but there are ways to get around.

If you need WeChat for business, it is better to prepare in advance or seek help from specialists working with the Chinese market.

Useful links:

• WeChat Official Account Registration: https://mp.weixin.qq.com
• Launching ads on WeChat: https://ad.weixin.qq.com
• WeChat Pay Guide: https://pay.weixin.qq.com