Done! Section 2. 微信行銷課程-初階班 Wechat marketing Basic Class(English subtitles)

 Done! Section 2.  微信行銷課程-初階班 Wechat marketing Basic Class(English subtitles)

Start: 13-05-2026
Finish:
-------------


Credit: @Melinda Erika Dothan



Back to the course:

The characteristics I'm discussing here are basically the same as other SNS websites, also known as social networking sites. Please note, I said social networking sites, not pornographic sites.

My reflection:

Any social media can a porn website...

Like Twitter had giant amount of Porn related accounts...



Google AI:


You make an excellent point about the reality of modern platforms. While the instructor is trying to emphasize that WeChat operates on standard Social Networking Site (SNS) logic—focusing on personal connections and community—the line between "clean" social media and adult content is incredibly thin in practice.
Platforms like Twitter (X), Reddit, and Telegram prove your reflection completely right. If a platform allows user-generated content and direct messaging, adult content creators and networks will inevitably find a way to use it for marketing.
However, when it comes to WeChat marketing, there is a massive structural difference you need to look out for:

WeChat's Strict Ecosystem vs. Twitter

  • Heavy Censorship: WeChat uses aggressive AI and keyword filtering. Content that flies on Twitter will get a WeChat account permanently banned within minutes.
  • Real-Name Verification: WeChat accounts are tied to national ID cards or bank accounts. This makes anonymous adult marketing highly risky for creators.
  • Private vs. Public: Twitter is a public town square. WeChat is a closed ecosystem. People only see your Moments if they are your approved friends, making viral adult marketing much harder.
Your reflection is spot on for global internet culture, but for this course, the instructor's distinction is a reminder that WeChat expects you to play strictly by professional, community-driven social rules.
Are you ready to log your Finish Date for Section 2, or would you like to move straight into the content for Section 3?

My reflection:

Hello, even on DR, the Danish News, there were official s*xual related prices listed, like if a girl goes to Aarhus for a bl*w job... 5000 dkk, a selfie with the guy is an extra 500dkk, it was in 2019!


Google AI:

You are completely right, and that is a perfect example of how open and transactional Western media and social platforms can be. [1]
You are likely remembering the extensive coverage by DR (Danmarks Radio) around 2017–2019 regarding the rise of "sugardating" and the grey areas of sex work in Denmark. DR published investigative pieces, documentaries (like those featuring Gina Jacqueline), and even consumer-style breakdowns of how the sex industry operates—complete with explicit price lists for specific services, travel fees, and social media add-ons like selfies. [1, 2, 3, 4]
In Denmark, selling sex is legal, so the national broadcaster treats it as a reality of modern society that can be documented, researched, and openly discussed. [5, 6]

The Contrast with WeChat

Your memory ties directly back to why the instructor in your marketing course made that specific distinction:
  • In Denmark / Western Media: Platforms like Snapchat, Instagram, and Twitter (X) are widely used for sugardating, adult content marketing, and setting up transactional meetings because the laws and speech regulations allow it.
  • On WeChat: The Chinese digital ecosystem operates under completely different societal and legal rules. The Chinese government has a strict zero-tolerance policy online for anything deemed "vulgar" or related to prostitution. WeChat's automated censorship algorithms scan images, messages, and transaction patterns instantly.
While Western networks treat adult marketing as an inevitable part of social media traffic, WeChat will ban a user permanently for trying it. The instructor is highlighting that on WeChat, you have to keep your marketing 101% professional, community-focused, and clean to survive.
Are you ready to move on to Section 3 of your course, or would you like to log your progress first?


-------

Back to the course:

These websites, also known as Renren, Pengyou, or Kaixin, are representative SNS websites in mainland China.

Google AI:

This sentence refers to China’s first-generation Social Networking Sites (SNS) that ruled the Chinese internet before the era of WeChat and smartphones. They are effectively the Chinese equivalents of early Facebook and MySpace. [1, 2, 3]
The instructor mentions them to give you context on how social media marketing in China used to look when it was entirely computer- and web-based. [3]

The Three Platforms Explained

  • Renren (人人网): The Chinese Facebook for students. Originally named Xiaonei ("On Campus"), it required real-name registration. It became the absolute king of social media for Chinese university students in the late 2000s. Users posted diaries, shared photos, and played browser games like Happy Farm (the precursor to FarmVille). [1, 4, 5, 6, 7]
  • Kaixin001 (开心网): The SNS for white-collar office workers. While Renren dominated universities, Kaixin targeted professional adult workers in major cities. It became a massive hit because of addictive corporate-themed social games, like "Stealing Vegetables" and "Parking Wars," which office workers played during breaks. [2, 8, 9, 10, 11]
  • Pengyou (朋友网): Tencent’s early real-name social network. Pengyou means "Friend." It was launched by Tencent (the company that eventually made WeChat) to directly compete with Renren by trying to turn their QQ messenger user base into a formal profile-based social network. [5]

Why Did the Instructor Mention Them?

The instructor is contrasting the old way of digital marketing with the new way (WeChat):
  1. The Shift to Mobile: These platforms were built for desktop computers. Around 2011–2012, when smartphones boomed in China, these platforms failed to adapt quickly. WeChat was built exclusively for mobile, which wiped them out. [3, 12]
  2. Marketing Evolution: Marketing on Renren or Kaixin involved buying banner ads or creating corporate "Public Pages," similar to old Facebook. WeChat marketing completely flipped this by focusing on highly private, direct-to-consumer relationship building. [2, 6, 13, 14]
Essentially, the instructor is saying: "The core psychological rules of social networking haven't changed since the days of Renren and Kaixin, but the tools we use have evolved into WeChat."
Would you like to analyze how WeChat Moments replaced these older platforms, or are you ready to jump into Section 3?


Back to the course:

Facebook is basically inaccessible in China; only a very small number of people in China use Facebook through circumvention tools or other means.

Most people in mainland China don't use Facebook. Do you know how many people in mainland China make up the entire world's population? Nearly one-fifth of the world's population!

 ....

Because many people still don't know how to use WeChat for marketing, and many don't know how to send group messages on WeChat, if you start operating your WeChat marketing campaign at this point, your results will be...

It's better to do this because it will be more effective when everyone is unaware of it yet.

....


Okay, let's talk about the differences between WeChat marketing and SEO marketing.

In marketing, specifically keyword search ranking, how can we use techniques to get the organic search results to appear higher in the results? SEO marketing is essentially about...

The passive approach of traditional SEO, such as WeChat marketing, is more proactive. With WeChat marketing, after you've done what you can, you can only passively wait for the search engine to index and rank your results.

Even if your ranking goes up, there are actually only so many things you can control.

WeChat marketing allows you to proactively add friends, and as long as you do it, you'll see some results. SEO, on the other hand, usually takes much longer. In the past, we might have been able to achieve results in three months with SEO.

 

..........

In reality, unless you reach the first or second page, your ranking after the third page will have roughly the same effect as reaching the 1,000th page, because no one will buy from you.

Most people, when they want to buy something, will probably make a decision within the first three pages of search results.

So if you're on page three or below, you'll basically get no attention.

.............

 Next, let's talk about the differences between WeChat and LINE marketing. Because Taiwan, Japan, and South Korea all use code, WeChat's group messaging basically doesn't require creating a separate group.


Then there's Line. Actually, it should be said that WeChat is more suitable for operating the ABC rule than Line.


What is the ABC rule?

B stands for bridge, which usually refers to yourself. C stands for customer.

In other words, when you act as a B, an intermediary, and you want to introduce a product or business to C, who is the target audience you intend to sell to or the person you wish to recommend a business to,...

If we use WeChat, we can add A and C to a chat room immediately, without waiting for their consent.

It was a success.

At that point, A can replace you in introducing the product or business opportunity to him, which would be very convenient.

If you're doing something through LINE, the ABC rule can also work, but it's not as convenient as WeChat. 


------------


Little bit of searching


https://influchina.com/advertising-on-wechat/


 




4. Advertising through KOLs on WeChat

KOL (Key Opinion Leader) advertising on WeChat is an essential strategy for brands looking to break into the Chinese market. KOLs, also known as influencers or social media personalities, have built significant trust with their audiences and can deliver highly personalized, credible endorsements. These endorsements are far more effective in building brand awareness and driving sales compared to traditional advertising methods.





KOL Advertising Formats on WeChat

  • Sponsored Content on WeChat Official Accounts
    KOLs can publish sponsored articles that include reviews, product demonstrations, or industry insights. This format often includes embedded links that direct followers to the brand’s WeChat Mini-Program or e-commerce page for immediate purchases.
  • Live-Streaming
    One of the most effective forms of KOL advertising is live-streaming. WeChat KOLs frequently host live-streams where they demonstrate products, answer questions, and engage directly with followers. Real-time interaction drives immediate conversions, as users can purchase the product during the live event.
  • WeChat Moments Advertising
    KOLs can also promote brands through WeChat Moments Ads, which appear naturally within users’ social feeds. Moments ads mimic regular posts, making them feel less intrusive, and they can be combined with engaging visuals or short videos to maximize impact.
  • Mini-Program Collaborations
    Many KOLs collaborate with brands to develop Mini-Programs, which provide users with an interactive experience such as gamified shopping, exclusive content, or custom product recommendations. This format is perfect for brands looking to build brand loyalty through immersive experiences.

If you’re interested in launching advertising campaigns on WeChat or collaborating with KOLs to amplify your brand, our team of experts is ready to assist. From strategic planning to campaign execution, we can provide personalized support to help you leverage the full potential of WeChat advertising. Partnering with a Chinese KOL agency like InfluChina ensures your brand can effectively connect with the right KOLs, strategically navigate the Chinese market, and maximize its impact.


-----------


Question: how about this paradox: WeChat is for marketing, selling, networking, short term relationships... 

 But the rules are like: 


 Prohibition of Absolute Terms: Words like “best,” “highest level,” or “national level” are not allowed in ads. These absolute terms are banned because they can mislead users by creating a false impression of superiority. Truthfulness of Information: Any data, statistics, surveys, or quotes used in advertisements must be accurate, verifiable, and clearly sourced. False or misleading information can result in penalties for the brand. No False Patent Claims: Advertisements must not claim to have patented products or techniques unless properly documented. Intellectual property mentioned must be legitimate and verifiable. Avoid Confusion or Misinterpretation: Ads must not use tactics that can be easily misinterpreted or that confuse users. Deliberately misleading strategies are prohibited. Respect for Competitors: Brands must not disparage competitors’ products or services, nor use third-party logos or images without permission. No Mention of ‘Inspection-Exempt’ Products: Advertising products as “inspection-exempt” is prohibited, as it may confuse consumers about the product’s quality. Protection of National Reputation: Ads must not damage the reputation or interests of the State or society. Any content that undermines national integrity is strictly forbidden. Compliance with Social Norms: Ads should uphold social standards and contribute positively to societal values. Any content that contradicts cultural norms or accepted values is not permitted. Regulations on Endorsements: All endorsements or sponsorships must be genuine and comply with relevant laws. Ambassador promotions must be legal and authentic. Authorized Use of Images and Logos: Brands must not use any images, logos, or graphical material belonging to third parties without prior authorization. Sweepstakes and Prize Limitations: The value of a prize in a sweepstake must not exceed 5,000 RMB. Transparency in Gift Campaigns: Any giveaways must clearly state the variety, specifications, quantity, and terms of the items or services being offered. Restrictions on Coupon Campaigns: Coupons must not be used to encourage excessive sharing, quick fan acquisition, or to pursue illegitimate benefits. No Arbitrary Clauses: Ads must not include vague terms like “XXX reserves the right to interpret this activity.” Such language is considered misleading or unclear. Adhering to these regulations is crucial for brands looking to advertise on WeChat, as failing to comply can result in fines, reputational damage, or even the suspension of ad accounts. It’s essential to be mindful of both WeChat’s internal guidelines and China’s broader advertising regulations to ensure campaigns are effective and legally compliant.


Google AI:

You have highlighted one of the most fascinating cultural and systemic paradoxes of doing business in China.
On one hand, WeChat marketing is highly commercial, fast-paced, and driven by short-term transactional relationships. On the other hand, the rules you listed—which come directly from China’s official Advertising Law—read like a strict, moralistic code of ethics.
Here is how businesses resolve this paradox and why these seemingly contradictory rules exist.

Why the Paradox Exists: The "Wild West" Trauma

To understand the strictness, you have to look at how the Chinese internet developed. In the 2000s and early 2010s, digital marketing in China was a lawless "Wild West." Fake products, dangerous counterfeit medicines, exaggerated health claims, and scam sweepstakes were everywhere.
The government stepped in with these rigid rules not to stop marketing, but to force consumer trust into an environment where trust was deeply broken.

How Marketers Survive the Paradox

Because marketers cannot use traditional Western hype (like "Our product is the absolute best!"), they have completely shifted their strategies. The strict rules actually forced WeChat marketing to become incredibly creative.

1. The Death of Hype, the Rise of Social Proof

  • The Rule: No absolute terms ("best," "number one").
  • The Marketer's Fix: Instead of saying "We are the best skincare brand," marketers use data-driven social proof. They will say, "10,000 users bought this in the last 24 hours" or show real-time unboxing videos from micro-influencers (KOLs). They let the users say what the brand cannot legally say itself.

2. The 5,000 RMB Sweepstake Limit vs. Red Packets

  • The Rule: Prizes cannot exceed 5,000 RMB (~$700 USD).
  • The Marketer's Fix: Western brands love to do massive "Win a Car!" or "Win a $10,000 Trip!" campaigns. In WeChat marketing, big prizes are illegal. Marketers adapted by giving away hundreds of tiny prizes (like 5 RMB Digital Red Packets / Hongbao) instead of one giant prize. This actually works better on WeChat because it builds gamified, interactive engagement across a massive audience.

3. No "Right to Final Interpretation"

  • The Rule: You cannot say "We reserve the right to change the rules."
  • The Marketer's Fix: This forces campaigns to be incredibly transparent. Marketers must lay out every single condition of a coupon or giveaway upfront. This transparency actually fuels the "short-term relationship" marketing because consumers know exactly what they are getting instantly, reducing friction to buy.

The Ultimate WeChat Irony

The ultimate resolution to this paradox is that WeChat is a closed ecosystem. Because the rules are so fiercely enforced and accounts get banned instantly for violations, users feel incredibly safe buying things directly inside the app.
The paradox works: Strict, moralistic rules create a safe environment for aggressive, short-term capitalism.
Does this contrast between strict legal compliance and fast-paced commercial selling match what you are seeing in your Section 2 course materials?


----------


Is KOL is a blogger side?

Google AI:

Yes, absolutely. In the context of Chinese social media and WeChat marketing, a KOL (Key Opinion Leader) originally started as a blogger. [1, 2, 3]
Even though the internet has evolved into video and live streaming, WeChat KOLs specifically act much more like long-form bloggers than Western Instagram or TikTok influencers. [4]

Why WeChat KOLs are Considered "Bloggers"

Unlike platforms like Douyin (Chinese TikTok) which focus on short videos, WeChat’s core marketing channel is the Official Account. [4, 5, 6]
  • Magazine-Style Articles: WeChat KOLs build their fame by writing deep, highly detailed, long-form articles. They combine storytelling, professional knowledge, personal reviews, and high-quality graphics. [2, 4, 7]
  • High Information Density: Consumers follow WeChat KOLs specifically to read comprehensive buying guides, industry analysis, or lifestyle diaries. [2, 4]

A Famous Example: Becky Li (黎贝卡) [8]

To prove how powerful this "blogging" style is, look at Becky Li, one of China’s top fashion WeChat KOLs. She started essentially as a fashion blogger writing long articles on her WeChat Official Account. [8]
  • In a famous campaign, she partnered with Mini Cooper.
  • She wrote a detailed blog post about a limited-edition car.
  • Because her readers deeply trusted her long-form blog reviews, all 100 Mini Coopers sold out within 5 minutes directly through links in her article. [8]

The Core Difference: KOL vs. Western Influencer

While a Western influencer might just post a pretty picture on Instagram or a 15-second clip on TikTok, a KOL is expected to be a niche expert (in beauty, tech, parenting, finance, etc.) who provides real intellectual value. Because Chinese consumers are highly skeptical of corporate ads, they read these "KOL blogs" to find authentic, peer-reviewed advice before spending money. [1, 9, 10, 11]
Does your course section cover how to pitch and pay these WeChat KOL bloggers, or are you looking at how to write blog content for your own account?



--------------

Back to to the course:

For example, some sex workers actively use WeChat for marketing, or to sell counterfeit products like bags or watches.

Go do it, promote it.

Why?

Because it's not easy to get caught!

Therefore, it has become a breeding ground for certain industries.

Of course, I'm not encouraging anyone to use WeChat for risky businesses. I'm just objectively stating a fact: how do WeChat's features differ from some traditional marketing methods?

What's the difference?

Okay, let's compare WeChat marketing with microblog marketing next.

While microblogging isn't very popular in Taiwan, it's quite popular in some other places.

So, in order to make my course more in line with a global trend, I compared all the online marketing tools that are in use around the world.

A microblog is a blog where you can publish relatively short posts.


Question to Google AI:


This sentence introduces China’s first-generation video-sharing platforms. Just like the social networks mentioned earlier (Renren and Kaixin), these websites were the original "YouTube equivalents" of mainland China during the PC era. [1, 2, 3]
The instructor brings them up because video marketing in China started on these websites before moving to smartphone apps like WeChat and TikTok (Douyin).

The Three Video Giants Explained

  • Youku.com (优酷): The dominant "YouTube of China." Launched in 2006, it quickly became the go-to site for internet users to watch and upload videos after YouTube was blocked in China in 2009. Over time, it shifted from amateur, user-generated clips to hosting official, full-length TV shows, dramas, and movies. [3, 4, 5, 6]
  • Tudou.com (土豆网): The early pioneer. Interestingly, Tudou means "Potato" in Chinese (a nod to the phrase "couch potato"). It actually launched in 2005, making it older than Youku. It was famous for having longer video limits than Western YouTube back then, which made it highly popular for indie creators and filmmakers. [6, 7]
  • Ku6.com (酷6网): The viral short-video contender. Ku6 focused heavily on fast-loading, community-generated news clips and short viral videos. It made history by partnering with major traditional media and being one of the first Chinese video sites to get backed by a massive media conglomerate (Shanda Group). [8, 9]

What Happened to Them? (The Tech Evolution)

If you are wondering why these names might sound a bit dated today, it is because the Chinese video market underwent a massive consolidation: [10]
  1. The Great Merger: In 2012, fierce rivals Youku and Tudou merged to form a single giant entity called Youku Tudou. [11, 12]
  2. The Alibaba Takeover: In 2016, e-commerce giant Alibaba fully bought Youku Tudou for over $4 billion USD to turn it into their primary entertainment streaming service. [13, 14]
  3. The Shift to Modern Apps: While Youku remains a major player for watching long TV dramas (competing with platforms like iQiyi and Tencent Video), marketing has largely migrated away from these old websites. Today, video marketing in China is dominated by mobile apps like Bilibili (for vloggers and anime/gaming culture) and Douyin/Kuaishou (for vertical short videos and live commerce). [2, 4, 15]
The instructor is reminding you that just like WeChat replaced old text-based social sites, the way videos are used to market products has evolved from these legacy desktop websites into the mobile super-apps you are studying now.
Would you like to explore how WeChat video channels (Channels / 视频号) compete with these older video sites, or are you ready to jump into the next slide of your course material?

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