A Beginner's Guide to WeChat Channels

BlogA Beginner's Guide to WeChat ChannelsA Beginner's Guide to WeChat ChannelsApr 8, 20224min readBriceTL;DRWeChat Channels is a dedicated feature for short-form video content within the WeChat app, similar to Instagram Reels or TikTok.The platform is experiencing rapid growth, reaching approximately 450 million monthly active users by mid-2022.Content is distributed via an algorithm that allows users to discover videos from accounts they do not follow, expanding reach beyond existing contacts.Businesses can enhance discoverability by utilizing hashtags, location tags, and linking to WeChat Official Account articles. Posting on WeChat Channels on Mobile WeChat has developed a new dedicated space for video content, similar to Instagram Reels. It is targeted towards content creators, brands, businesses and individuals who want to reach out to a new (or existing) audience beyond their circle of WeChat followers.This new touchpoint can potentially be a great convergence of opportunities, especially since the short video market is on a steep rise. As of mid-2022, WeChat Channels have approximately 450 million Monthly Active Users, it's a 50% growth since the last year and we can only see Tencent investing more and adding new functions as they have already announced at Weixin Class PRO - an annual conference for WeChat creators. 1. Introduction to WeChat ChannelWhat are WeChat Channels?It's not a new app. It's a new feature inside WeChat that allows users, influencers, and brands to create short format videos (or carousel, up to 9 pictures) and distribute them on their feed. Other info that can be added to the post is:Hashtags to improve discoverabilityA WeChat Official Account article link, if anyA locationA video feed on WeChat Channels looks similar to the type of feed on other popular short-video Chinese apps like Douyin (Tik Tok as it's known internationally - see what's the difference between TikTok and Douyin) or Kuaishou. 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.As with any feed, this feed too is ruled by an algorithm that displays content not only from your WeChat contact or the WeChat Official / WeChat Video Account you follow but also from the rest of WeChat, depending on your behavior on the app. That means 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.This brings a new trajectory to increase discovery on WeChat, which has been a relatively closed ecosystem before (in terms of privacy settings and discoverability).🔥We prepared this helpful step-by-step list for WeChat Channels – How to Post for Success? Get familiar with it to unlock your reach.Here are some important algorithmic factors to determine content display:Number of likes = PopularityGeo-locationYour WeChat friends/contacts' engagements and activitiesFollowed accounts2. Posting on ChannelsHow to register to WeChat Channels to start postingYou can apply to post by clicking on the camera icon on the top right top of the screen from your WeChat personal account. For official brand account, the admin for both WeChat Official Account and WeChat Channels account must be the same. Here is the information to fill in during the registration of your Channels profile:NameBrief descriptionGenderLocationOnce completed and created, you are able to start posting. We recommend that brands go a step further and undergo an additional verification process to enjoy more features like connecting their WeChat Channels video account to their official WeChat account (where articles are posted) and live streaming and e-commerce.➡️ Check out our: ULTIMATE Live-Streaming Guide for WeChat Channels Live Streaming on WeChat Channels Functions that are accessible from the WeChat Channels Dashboard are:List of WeChat Channels Account you followList of followersNumber of viewsList of interactions (comments / likes / notifications) with your WeChat Channels Account3. How to access the section 'WeChat Channel'?There are 2 main opportunities to drive traffic:From the 'Discover' sectionThis feature is accessible from the 'Discover' section in the main menu. The 'Channels' item is just below the 'Moments' item.By SharingThere is a 'Go to Channel' CTA on the landing page after clicking on the Channels-related post shared card. WeChat channels provide a great opportunity for KOLs and brands to up their short-video game and leverage the huge WeChat user base at the same time. Because of the boom in the short-video market, many brands have already started leveraging WeChat Channel's features, and more are pushing their marketing plans to accommodate it.SourcesSummaryTitleReady to succeed in China?Start your China growthArticlesExplore our latest articlesHow to Create a WeChat Account: Easy Step-by-Step GuideSep 23, 20265minTongHow to Make a Rednote Account: Step-by-Step Setup GuideSep 20, 20265minTongHow to Delete WeChat Account Safely: Complete GuideSep 18, 20267minTongArticlesExplore our latest articlesHow to Create a WeChat Account: Easy Step-by-Step GuideSep 23, 20265minTongHow to Make a Rednote Account: Step-by-Step Setup GuideSep 20, 20265minTongHow to Delete WeChat Account Safely: Complete GuideSep 18, 20267minTongArticlesExplore our latest articlesHow to Create a WeChat Account: Easy Step-by-Step GuideSep 23, 20265minTongHow to Make a Rednote Account: Step-by-Step Setup GuideSep 20, 20265minTongHow to Delete WeChat Account Safely: Complete GuideSep 18, 20267minTongArticlesExplore our latest articlesHow to Create a WeChat Account: Easy Step-by-Step GuideSep 23, 20265minTongHow to Make a Rednote Account: Step-by-Step Setup GuideSep 20, 20265minTongHow to Delete WeChat Account Safely: Complete GuideSep 18, 20267minTongNewsletterStay informed on China's digital trendsReady to succeed in China?Contact us today and let's start your China growth together.Start your China growthReady to succeed in China?Contact us today and let's start your China growth together.Start your China growthReady to succeed in China?Contact us today and let's start your China growth together.Start your China growthReady to succeed in China?Contact us today and let's start your China growth together.Start your China growth ©2026The WeChat Agency, Inc.OfficesShanghaiParisSingaporeIndiaHong KongLocationsUAEFranceSingaporeIndiaJapanChinaCompanyBlogContactTerms & privacyCookie SettingsNewsletter Designed byPropulse.design ©2026The WeChat Agency, Inc.OfficesShanghaiParisSingaporeIndiaHong KongLocationsUAEFranceSingaporeIndiaJapanChinaCompanyBlogContactTerms & privacyCookie SettingsNewsletter Designed byPropulse.design ©2026The WeChat Agency, Inc.OfficesShanghaiParisSingaporeIndiaHong KongLocationsUAEFranceSingaporeIndiaJapanChinaCompanyBlogContactTerms & privacyCookie SettingsNewsletter Designed byPropulse.design ©2026The WeChat Agency, Inc.OfficesShanghaiParisSingaporeIndiaHong KongLocationsUAEFranceSingaporeIndiaJapanChinaCompanyBlogContactTerms & privacyCookie SettingsNewsletter Designed byPropulse.design ©2026The WeChat Agency, Inc.OfficesShanghaiParisSingaporeIndiaHong KongLocationsUAEFranceSingaporeIndiaJapanChinaCompanyBlogContactTerms & privacyCookie SettingsNewsletter Designed byPropulse.design