Platform / WeChat

Four lanes, one WeChat brief. AIGC, at scale.

Content. Ad creative. Channels. Storefront.

We make four kinds of work for WeChat: editorial articles for your Official Account, paid ad creative for Tencent Ads, short-form video and livestreams for Channels, and the design of a Mini Program storefront.

It all runs off one brief. A single creative direction holds the surfaces together, and one approved concept becomes around fifty versions, each tuned to a different city or market. The AI runs inside a working studio. People still direct it and sign off every frame.

Hong Kong + Shanghai / WeChat-native creative under one director

A close editorial portrait of a hand holding a phone in warm rim light, the phone screen filled with an open WeChat Official Account article showing the wide cover image and the stacked article headline. Platform work / WeChat

Why it matters

What we ship
into WeChat.

WeChat behaves like four products inside one app. People read on the Official Account, scroll Moments, watch Channels, and shop in Mini Programs, mostly without switching to anything else. We make work for all four.

A single creative direction sits over everything we make. The same studio hands that retouch the hero image also finish every variant behind it. That keeps the fiftieth ad looking like the brand, not a tired knockoff of the first.

A wide editorial shot of two designers at a daylit studio table, four laptop screens lined up showing a WeChat Official Account article, the Tencent Ads creative library, a WeChat Channels video feed and a Mini Program storefront, one per service lane.
Four lanes, one creative direction

Start with the audience. Its scale is the one thing about WeChat that nobody disputes.

Combined monthly active users of Weixin and WeChat reached 1.41 billion as of September 30, 2025.

Tencent Holdings, Q3 2025 results
0 Lanes we ship Content, ad creative, Channels, storefront
0+ Variations per concept From one signed-off master
0h Brief to first cut On Moments ads and Channels

The work, defined

Four lanes, one brand line.

A phone held in both hands, the screen filled with an open WeChat Official Account article, the cover image and headline at the top and an in-article image stack below, the WeChat chrome visible across the top of the screen.
Content surface

Surface

Content. Articles for the Official Account.

Official Account articles, written and designed in-house for a surface readers choose to open.

We write, art-direct, and build the articles that carry a WeChat Official Account. That means a cover good enough to earn the tap in a crowded subscription list, a headline that holds up in the feed, and a layout that reads as designed rather than pasted together. One month it is a long brand feature, the next a product launch or a seasonal piece. Either way, it stays inside the brand book.

Native Mandarin writers handle the copy. They publish on WeChat every week, so they write for the platform from the first line, and nothing gets run through a translated English draft. We finish each article image by image, retouched by the same people who handle the campaign hero, then hand it over ready to schedule.

In scope

  • Service Account articles
  • Subscription posts
  • Cover design
  • Long-form features
  • Launch announcements
  • Seasonal editorials
  • Article image sets
  • Always-on calendar
A wide monitor showing the Tencent Ads creative library, a grid of WeChat Moments and Channels ad variants lined up in the placement preview panel.
Ad creative surface

Surface

Ad creative. Built for Tencent Ads.

Performance creative for every Tencent Ads surface, made at the volume a real media plan burns through.

A Moments ad should look like it belongs between two friends' posts, not crash into the middle of them. Channels video has to hold attention through the first second or it loses the rest. We build banner placements, Mini Program ads, and search creative the same way, each one briefed around the exact placements the media team is buying.

Conversion frames, catalog cards, hook-tested Channels cuts, retargeting units: all of it goes through the same studio finish as the hero ad. Files arrive named the way Tencent Ads and your reporting expect, so nobody downstream has to rename anything.

In scope

  • Moments ads
  • Channels in-feed
  • Banner placements
  • Mini Program ads
  • Search creative
  • Catalog cards
  • Hook A/B testing
  • Retargeting variants
A phone screen showing a WeChat Channels video paused mid-frame, the vertical video interface with the like, comment and share rail running up the right edge.
Channels surface

Surface

Channels. Video and livestream.

Short-form video and livestream creative for WeChat Channels, scripted, shot, and finished by one team.

We handle the organic side of a Channels presence. The short videos are built to hold attention from the opening frame. Livestreams come with lower-thirds, product cards, and overlays that match the brand, plus replay cuts and highlight clips that keep earning views after the stream ends. Because Channels links straight through to the Official Account and the Mini Program, every video is made to move the viewer somewhere next.

A creative director signs off the work, it gets graded in the studio, and it ships vertical, the way Channels serves it. If you want, brand-owned avatar presenters can host the clips and the livestreams in any language, which means a seasonal refresh never sends anyone back to a booking agent.

In scope

  • Short-form video
  • Livestream creative
  • Lower-thirds and overlays
  • Replay highlight cuts
  • Product card frames
  • Avatar presenters
  • Vertical edits
  • Always-on calendar
A phone screen showing a WeChat Mini Program storefront, a campaign banner above a grid of product cards, the rounded capsule menu in the top corner of the interface.
Storefront surface

Surface

Storefront. A Mini Program designed to sell.

The visual design of a Mini Program storefront: covers, banners, product cards, and campaign skins, all on-brand and built to convert.

A Mini Program is the brand's own storefront inside WeChat, and it should not look like it came out of a template. We design the visual system for it, from the home banner and category tiles to the product grid and the campaign landing screens. Then we shoot or generate the product and lifestyle photography to fill it, sized to the exact frames the storefront serves.

We design the look and produce the images. Your developers handle the build itself. Every campaign also gets a storefront skin to match, designed from the same brief as the ads sending traffic to it.

In scope

  • Home banners
  • Category tiles
  • Product card imagery
  • Campaign landing skins
  • Seasonal refreshes
  • Lifestyle photography
  • Promo modules
  • Brand-book system

Contact sheet

Selected frames.

A selection of finished work: articles, Moments ads, Channels cuts, and storefront stills, all run through the studio. Each frame is authored, and sized for the surface it runs on.

A vertical phone held in soft window light, the screen showing an open WeChat Official Account article with a wide cover image and the article headline stacked above warm editorial body text.
Content · OA article
A phone screen showing the WeChat Moments feed, a sponsored brand card with image, advertiser name and a call-to-action button sitting between two personal posts.
Ad creative · Moments
A phone screen showing a WeChat Channels video, a sponsored in-feed ad frame of a skincare product with the advertiser label and an action button along the lower interface.
Ad creative · Channels
A phone held vertically, the screen showing a WeChat Channels video paused mid-frame, the like, comment and share rail running up the right edge of the interface.
Channels · Short-form
A phone screen showing a WeChat Mini Program storefront, a campaign banner above a grid of product cards, the rounded capsule menu visible in the top corner of the interface.
Storefront · Mini Program
A producer at a wide reference monitor showing the Tencent Ads creative library, four columns of WeChat ad variants tagged Content, Ads, Channels and Storefront.
A close cinematic detail of a hand holding a phone vertically against a soft cream background, the screen filled with an open WeChat Official Account article showing the cover image and the article header.
1 brief Four lanes, every surface, every market

Partnership

Authored creative, AI volume.

Right now, plenty of brands have AI tools for WeChat. Fewer have kept a real creative process around those tools. The ones that did tend to be the ones getting results, because the tooling was never the hard part.

WeChat is also where the ad money is heading. Tencent's own results say as much, and Channels, which the company reports under the name Video Accounts, is a big part of why.

Marketing-services revenue rose 19% in 2025, lifted by higher ad impressions as user engagement grew on Video Accounts and Weixin Search.

Tencent Holdings, full-year 2025 results

We are a working studio before anything else. Directors, writers, retouchers, and colorists sit next to the AIGC engineers, the people who run the AI image and video generation. Nothing goes straight from a model to a client. Every file gets the same review the hero shot does.

  • Private GPU infra
  • NDA & DPA
  • EU AI Act
  • Data sovereignty

Everything runs on private infrastructure. You choose where it is hosted, in mainland China, Hong Kong, the EU, or the US, depending on where your data needs to sit. The LoRA models we train, small add-on models that teach the AI your brand's look, stay your property, and you can take them with you if you ever leave.

We do as much or as little of this as you need.

How a WeChat campaign runs

One brief,
every surface.

Articles, Moments ads, Channels video, and storefront design all run through the same process. The format at the end of it changes, but the steps to get there do not. Most of the outcome is settled early, in the brief and the creative direction.

The first two steps decide most of it. The rest is execution.

A creative director and a brand lead at a studio table, a laptop between them showing the WeChat Official Account dashboard alongside printed Moments and Channels screenshots.
Where it is won

Discovery and brief.

One working session to settle the goal, the audience, which WeChat surfaces are in scope, and what the brand will and will not do. You get back a one-page brief and an asset map broken out by surface and by lane.

A storyboard wall with four columns of frame sketches labeled Content, Ads, Channels and Storefront, each column anchored by a printed WeChat phone mock.
Where it is won

Creative direction across the four lanes.

We lock the visual references and set the editorial voice for the Official Account. AIGC and avatar models get chosen surface by surface. Content, ad creative, Channels, and storefront each get their own treatment, all of it under one direction.

A motion designer at a calibrated workstation, the main monitor showing a single WeChat Channels hero frame, the side panel showing the Tencent Ads creative library grid of variants.
The rest is execution

AIGC generation and authored finish.

Now the generation runs, lane by lane, across the surfaces we agreed on. Every output still goes through the studio retouch and a brand check before a media plan or a publishing calendar ever sees it.

A media buyer at a daylit studio desk, the calibrated monitor showing the Tencent Ads campaign dashboard with WeChat Moments ad placements live.
The rest is execution

Launch. Per-surface, per-market.

Assets are handed over in the formats WeChat actually uses: article image sets ready to schedule, Moments and Channels ads named for Tencent Ads, storefront skins cut to the Mini Program frames. Tracking and naming are set up so the reporting later makes sense.

A colorist at a calibrated grading suite, the main reference monitor showing a warm WeChat Channels frame paused on a product still, the Channels interface elements visible at the screen edges.
The rest is execution

Adapt. Variants, refresh, season.

Once the hero is approved, new variants land within days, for a new audience, another city, a festival, or the next season. The brief does not change, so each new batch is faster and cheaper than the one before it.

Four things, all under one studio. We write and design Official Account articles, for both Service and Subscription accounts. We build ad creative for Tencent Ads, across Moments, Channels in-feed, banner, and Mini Program placements. We script and produce Channels video and livestreams. And we design the look of a Mini Program storefront, down to the banners and product cards. One creative direction sits over all four.

Native Mandarin writers, not translators working off an English document. They publish on WeChat every week, so they write for the platform's habits from the first line. The brief can reach us in English; the article itself is written in Chinese, for a Chinese reader.

Design and imagery, not the back end. We design the storefront system, the banners, the category tiles, the product grid, the campaign screens, and we shoot or generate the photography that fills it. What we do not do is the build. Registration, verification, and development stay with your team or your developer. You get a finished design and a full set of images, ready to drop in.

Yes. One hero shoot, or one AIGC sprint, produces the master. After that the variants come fast, sorted by audience and by city, usually within days. LoRA models trained on your brand keep every frame consistent, and the optional avatar presenters mean a refresh does not need another shoot.

Every project is scoped from the brief, so there is no public rate card. What it costs depends on which surfaces are in scope, how many variants you need, and whether the brand needs a one-time setup for LoRA models or an avatar. The more you order, the lower the cost per asset, since most of the work sits in the master and not the variants behind it. Send the brief and you get a written scope and an indicative figure back, usually within 48 hours.

The hero concept gets signed off once, during the direction step. From then on, every variant in every lane runs through the same retouch, the same color grade, and the same brand-safety check. That shared finish is what keeps the articles, the ads, the Channels video, and the storefront looking like a single campaign.

For a brand we already work with, short-form creative runs about 24 to 72 hours from brief to first cut. A new brand or a new product needs a one-time setup first, to lock the treatment, train the LoRA models, and build the avatar. After that, a weekly drop at full production quality is the normal pace. When something is trending and the calendar calls for it, we can turn a piece around in a day or two.

Yes. We brief the ad creative around whatever placements the media team is buying across Tencent Ads: Moments, Channels, banner, Mini Program. Dynamic creative needs a lot of format variety, and we produce it, named cleanly so the reporting stays readable afterward. We make and finish the creative. The media buying itself stays with whoever runs your account.

Every output goes through a studio retouch pass: dodge and burn, film grain, a little chromatic aberration, a color grade in Lightroom or Capture One. We keep a written image style guide that bans the usual AI tells, things like poreless skin, identical bokeh, melted product detail, and text that is almost but not quite real letters. A person reviews every final file before it goes anywhere near a media plan.

Yes, and a good share of our WeChat work already does. We deliver under your agency's brand, with NDAs in place, and we stay out of sight. You keep the client relationship and run the conversation. We are the production capacity behind it.

You do. That covers the finished assets, the masters, and any LoRA, fine-tuned, or avatar models trained on your IP. Commercial-use rights for AIGC output are handled through enterprise tiers that grant them. The Copyright and AI guide goes through the legal detail.

WeChat platform and ad-format details on this page were last reviewed in early 2026.

Try us

Send the WeChat brief.
Back in 48 hours.

You get a recommendation surface by surface, a scope outline, a rough timeline, and a few sample article or Channels frames, free, so you can see how we think before you commit a budget.