In China’s 2025 digital marketing landscape, WeChat Official Accounts and Video Accounts have emerged as the “golden twin engines” for businesses looking to connect with users.

WeChat’s massive user base (over 1.2 billion monthly active users) and its integrated public-private traffic model offer brands unique growth opportunities. Here’s a strategic approach based on the latest industry developments:

1. Synchronized Public and Private Traffic: Building Conversion Loops

Video Accounts now support direct integration of followers from Official Accounts and community users into livestreams, while simultaneously increasing exposure through public recommendation algorithms. For example, a beauty brand generated over 5 million yuan in GMV from a single event by first announcing a new product through their Official Account, then directing users to a limited-time discount in their Video Account livestream. The upgraded WeChat Shops now allow product information to seamlessly transfer between Official Accounts, Video Accounts, and Mini Programs, significantly shortening the customer decision journey.

2. Content Strategy: From Quick Hits to Deep Value

While short videos remain dominant (over 60% of content is under 1 minute), user receptivity to medium and long-form videos has increased substantially. For example, in-depth product reviews or industry trend analyses running 3-6 minutes have achieved conversion rates of up to 18% in knowledge-based products. Companies should consider combining “short videos for traffic acquisition + long videos for retention,” complemented by livestreams to enhance engagement.

3. Commercial Tool Innovation: Lower Operational Barriers

Video Account e-commerce GMV reached 320 billion yuan in 2023, an impressive 205% year-over-year increase. The platform has introduced policies like “zero-deposit trial operations” and “reduced technical service fees” to attract small and medium-sized merchants. For livestream selling, brands can precisely match with target users through “mutual ad selection” and expand revenue through tips, paid content, and other monetization models.

Conclusion

The core of WeChat dual-channel operation lies in treating “content as service, traffic as assets.” Businesses need to center their strategies around user needs, flexibly utilize available tools, and achieve sustainable growth within the regulatory framework.