How to Cross-Promote on WeChat Official Accounts

The form of WeChat official account cross-promotion comes in many variations.

1. Single article ad swap (barter collaboration): I publish an article promoting your official account on mine; you do the same for my account on yours. (Some also use direct reposting to achieve this.)

These collaborations usually involve accounts with similar follower counts or readership. For example, an account with 10,000 followers might partner with another 10,000-follower account, or a post getting 1,000 reads could be paired with a 980-read slot in the third position of another account's feed.

2. Multiple accounts join forces to create a single recommendation post, with all participating accounts pushing this content to drive mutual promotion. Sometimes they even pool money to advertise this post. If you see a neatly arranged list of recommended official accounts in one article, this is likely what it is.

3. Menu bar return push (follow-reply cross-promotion): The promotional copy is edited and placed in each other's official account menu bars, or turned into a follow-reply message to achieve mutual promotion.

(Follow-replies ensure you never miss a new follower, while menu bars provide a continuous traffic entry point.)

Overall, cross-promotion is essentially a way to exchange traffic resources. Swapping articles is purely about exchanging reach, but when set up as follow-replies or menu bar promotions, you're trading traffic entry points, which yields better results.

I've also started my own official account and created a group chat. If you're interested in cross-promotion, send me a private message and I'll add you so we can discuss and support each other.