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Introduction to WeChat Channels l How do WeChat Channels Work?

Introduction to WeChat Channels. How do WeChat Channels Work?

WeChat Channels is a new feature within the WeChat ecosystem that allow users, influencers and brands to create and post short-form contents and distribute them through a media feed like sub-one minute videos or photos.

With the shift from graphic to video, competition in the short video industry is becoming more intense. With a new platform, it also represents the emergence of new business opportunities. Marketing methods to promote product sales and product awareness will also follow.

In this video, our WeChat marketing coach, Karen will introduce and guide you through WeChat Channels.

Presented by:

◆ Karen Ho

WeChat Marketing Coach


Karen Ho l OctoPlus Media

Cover topics:

WeChat official account creation, content management, WeChat ads solution, etc.





Karen Ho

Karen is a skillful Digital Marketing Specialist, expertise in Google Ads, Facebook & Instagram Ads and YouTube Ads for industries i.e. Banking, Tourism, Property, E-commerce and Health service.

Experience in managing and setup client’s multi-channel digital campaigns on different platforms, create insights based on the performance.

Introduction to WeChat Channels

WeChat channel or we call as 微信channels, 微信视频号 is a new feature within the WeChat ecosystem that allows users, influencers, and brands to create and post short-form content and distribute them through a media feed like sub-one minute videos or photos. Further information can be added to the post which includes hashtags to define topics that help to improve discoverability within the channel section, a WeChat official account article link – this acts as a bridge to a Wechat OA, and last is location.  Other terms of WeChat channel that you can find online and offline are like WeChat video account, WeChat video channels.

WeChat channel looks like a video feed/timeline where the content creators and short video influencers can share posts with videos and pictures under their personal account or their official account. (showing visuals example) There are ‘Follow’ tab features WeChat Channel posts from followed accounts, ‘Friends’ tab which is the feed with filtered content showing the most liked videos by WeChat friends, ‘Trendy’ tab is the feed with content from another account that the user doesn’t follow and location ping icon which is to access a listing of content published by a nearby user.

How Do WeChat Channels Work?

It is quite similar to Douyin or TikTok, users can scroll through the feed infinitely to discover what their friends & their favorite brands have posted as well as content from the other users, influencers and public accounts. From Channels, WeChat users are able to explore content and follow users that are not in their contact and WeChat Official Accounts that they are not following.

There is a search bar at the top of the video feed, this provides users with the capability to discover content outside of their followers as well as WeChat’s friends and contacts. Users are able to search videos by hashtags and the search results could be in the post or WeChat video account.

Sharing option consists of share to contact, WeChat group, and WeChat moments. The shared card in the thread looks very similar to a Mini Program shared card. (show example) When clicking on the Channels-related Post shared card, the user is taken to a separate landing page where there is a ‘Go to Channel’ CTA to access back the timeline.

Learning from China Marketing Academy? You will never regret doing so because you will:

  • Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
  • Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
  • Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.

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