Just like all other social media portals such as Facebook, it is crucial to pay attention to the details when it comes to ad placement & targeting strategy in order to win in the battlefield. For instance, advertising on WeChat is only available to certain official accounts and industry verticals and sometimes you might even need to acquire special approvals.
Target you audience with ease
If you appreciate the completeness of the WeChat ecosystem, Chinese netizens are spending an immense amount of time on the platform everyday, and it is a no brainer to advertise your product through the WeChat advertisement network. Just like all other social media portals such as Facebook, it is crucial to pay attention to the details when it comes to ad placement & targeting strategy in order to win in the battlefield. For instance, advertising on WeChat is only available to certain official accounts and industry verticals and sometimes you might even need to acquire special approvals.
WeChat advertisement basically consists of few major formats, namely the moments ads 朋友圈廣告, account ads (公眾廣告) & miniprogram ads. Out of the above, perhaps moments ads is the most commonly used ad inventory.
What Is WeChat Moment Ads ?
First you have to understand the WeChat moments page is equivalent to Facebook’s wall section, and each “moment” whether it is a text message, photo, video or article posted by your friend or business official account is basically a newsfeed in Facebook’s terminology.
The moment ads will thus look pretty much the same as a regular “moments” posting however with a tag that says “sponsored” on the upper right corner.
Advertisers can select various ad formats and targeting options for your moment ads depending on your marketing objective, whether you are trying to bring awareness, engagement / conversation, website traffic, video views or even eCommerce conversion.
What Is The Pricing Model ?
WeChat ad platform’s charging models are comparable to other major media outlets by offering CPM by fixed rate, CPM by bidding, and CPC. of course it gets a bit complicated that they offer different fixed rates depending on the cities (core or 2nd tier) that you are trying to target.
For some of you that aim to target the Chinese community in regions out of China e.g., New Zealand, Australia, Canada, be aware that there are restrictions on settings and options that differ if you are reaching out to audiences residing in mainland China.