It’s necessary for a company to level up its brand recognition through an official account, for it is an integral part to WeChat, an App with a user base of 1 billion people. That puts almost all Chinese people on board.Unfortunately, when making the attempt at official accounts, most business owners will be perplexed by the stark choice between a subscription account and a service account.
I. Subscription Account
According to Tencent, the purpose of subscription accounts is to provide a new form of information dissemination for media outlets and individuals so as to build a better model to manage and communicate with their readers.
Thus, subscription accounts are similar to newspapers and magazines, the main aim of which is to convey information to their audience. If that fits your core demand, and you seek to boost the influence and recognition of your brand, subscription accounts are for you.
The biggest advantage of a subscription account is in its ability to push more messages: you can push your content once a day, with a maximum capacity of 8 messages.
Its drawback is that the content will be put in the Subscription Account Folder and stay parallel to messages sent by other content creators. That may lower the chance of a message to be clicked open and thus of a reader to be converted into a customer, since readers need to proactively choose messages to read. Thus, creators must ensure the consistency of their posts’ quality and the frequency of the pushes, so that readers will be drawn to the accounts on a regular basis.
II. Service Account
A service account is defined as a brand new service platform to provide businesses and other organizations with greater capability to manage their users and offer services.The definition shows that service accounts are comparable to official websites of companies which help customers get in touch with the company and make product inquiry. Therefore, if you expect an official account to help you serve the customers and maintain the admin system, go with a service account.
These QR Codes can be extremely helpful for your operation, now that you can push targeted messages based on the categorizations. If the subscribers are divided into three groups, each member in one of the groups can receive four pushes per month that may be totally different from those received by the other two groups. Using this, you can have targeted user management.
In addition, WeChat Pay is only available on service accounts. Therefore, if you plan to develop online stores, membership systems, or mini-programs that involve payments, service accounts is the only option on the table.
III. Service Account or Subscription Account
In most cases, companies would go directly for subscription accounts. Did they make the wrong choice?The answer: it depends on the companies’ need. If you have a clear mind about your company’s positioning and make serious efforts to develop your account, a service account or a subscription account, or a dual model of them both will bring you substantial profits anyhow. The following examples may help to keep it in perspective.
The subject that registered the account is shown as “LUO Zhenyu, an experienced media practitioner”. Each day, he would push a 60-second voice message to the subscribers. This unconventional form has been proved a tremendous success: all headline messages from the account have 100,000+ views.
McDonald’s mainly operates a service account on WeChat which notifies the subscribers of the latest theme sets, discounts and holiday events.
Subscription account and service account-Red
Red is a social platform to share posts about cosmetic products. For the users to distinguish its subscription account and service account, it named them “Red APP” and “Red Service Account” respectively.
The author of Flow Pool once said that a service account is in effect an independent App, possibly with even higher value; he suggested anyone who considers developing an App to try a service account instead.
Meanwhile, a subscription account is more comparable to a media platform, with greater advantages in vertical content to improve brand image.
The dual model is the best for an international brand that attempts to set foot in China’s market. It can build online influence and attract potential buyers by posting content catered to its audience on a subscription account, while managing its official image and maintaining its customers with a service account.