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Wechat moments advertising12/23/2023 ![]() However, in part due to its ubiquity in both business and social life within China, WeChat’s Moments page has long been used by small-scale retailers for informal, social-powered advertising of various goods. ![]() Compared to offerings like Facebook’s News Feed or Instagram, Moments hosts a relatively smaller proportion of branded ads. And it’s no surprise when you consider the sheer number of things people are actually able to do on the app, with WeChat combining communication. On the whole, however, WeChat has been cautious to clutter up Moments’ social aspect with too much commercial activity. WeChat has one of the most active userbases of all social media platforms in China, with 877 million people logging in every day and 61 checking their account for updates at least 10 times a day. Both Chinese-registered companies and foreign companies can advertise under a minimum investment of 50 RMB/day (bidding) or 50.000 RMB/campaign (reservation). Due to WeChat’s wealth of user information, advertisers can also choose to target users based on their location, gender, age, industry, marital status, education level, and behavior, according to web agency WalktheChat. WeChat Platform offers 3 advertising placements: WeChat Moments Ads is sponsored content in the users WeChat Moments feed among their community posts. This kind of advertising places content into a user’s WeChat Moments feed. In January 2017, an upgrade allowed brands to advertise in more interactive ways with multimedia-enabled ads. Prior to the public release, some brands–including KFC in a Valentine’s Day campaign and Tencent itself–had already made use of the feature.Īds on Moments were launched in 2015, and have slowly grown in function as well as accessibility for advertisers since then. Those tagged will receive a notification in Moments identical to that in normal posts or comments.Īccording to a post on WeChat’s ‘s ad helper official account, the function is now automatically available for all paid ads on Moments. Users can alert their WeChat friends in the comment section below individual ads by tapping an symbol followed by a friend’s name. This will only grow Moments advertising effectiveness for brands.WeChat announced on Monday (in Chinese) that tagging is now available for all advertisements in the social app’s News Feed-like Moments section. Late last year Tencent announced they would bring together their seven internal units such as WeChat, QQ, gaming and finance to offer smarter, more targeted advertising using better coordinated user data and profiling. There's still plenty of room for growth when you consider Facebook makes 97% of its revenue from advertising versus just 17% at Tencent. In Q3 last year, advertising revenue grew 63%. WeChat Moment ads and other Tencent advertising is likely to continue to become ever more relevant for brands as the platform evolves. ![]() For example, if a company is aiming to acquire more followers to its WeChat account, Chen recommends the use of WeChat banner ads. The top brands all had beautiful imagery/video, which is a fortunate characteristic of the popular beauty, fashion and tourism categoriesĬall to action was varied: purchase, book/reserve, download the app or just follow the WeChat account. This study highlights how brands maintain consumer spending by enhancing brand love via Web-drama advertising and instigating ticklish moments as print screens of WOM on social media. For any of the three WeChat ad formats, the minimum spend for an advertising campaign is US10,000. WalktheChat’s Chen says Moments ads will work well for well-known brands with visually attractive products but smaller companies, or those in the service or B2B industries, should consider other advertising channels. When you use this software, it identifies key active users and targets them with your. Recognisable brands are most likely to resonate on WeChat Moments feeds - other brands will need a stunningly creative campaign for breakthrough How Moments advertising works To make use of Moments advertising, you will need a service account with WeChat. 7/10 of the top ads were short video, and nine of the ads linked to a longer video. Although it costs 20% more, it is much likely to be noticed and engaged. In the first half of 2022, the cosmetics and care industry was the largest advertiser on WeChat Moments in China, contributing over a third of the super apps advertising revenue. Key themes and learnings from the top WeChat Moments ads: ![]()
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