What is WeChat Moments Advertising?
Advertising on WeChat Moments is a similar method as advertising on Facebook allowing brands to place ads on their news feed. It gives users the feeling that their “friends” send an advertisement on their WeChat moments, but with an additional “Sponsored” tag in the upper right corner.
WeChat Moments ads provides advertisers with high quality user data based on which marketers can define their target audience according to age, gender, location, industry etc.
Types of WeChat Moments ads
In order to target the right audience using the right method, understanding the types of WeChat Moments ads is a necessity. Up until of the end of 2017, WeChat Moments ads has launched different features such as normal image-text ads, video ads and cards ads to support activities including brand promotion, WeChat public account promotion, Apps promotion, WeChat card voucher promotion or localized promotion (LBS).
Now let’s look at the main types in more detail:
1. Normal image-text ads
It consists of 5 or 6 parts including brand logo and name, text (maximum 40 characters), images (up to 6 images), URL (supporting links to public accounts, APP downloads or H5 pages), and comments.
*location based services (LBS) ads also include store location info.
2. Video ads
Most elements are the same as the normal image-text ads, the only difference is the video element. It allows a brand to publish a 6 -15 second video. A user can click the video ad to see a full screen complete video of up to 5 minutes on a campaign page.
3. Cards ads
Cards ads exist in 3 different types; regular cards ads (as shown in the picture); selective ads allowing the user to choose option A or B to view 2 different advertisement; or voting cards ads. For cards ads, the limit is 10 characters for the title and 30 characters for content.
Latest new ecommerce feature:
This year WeChat launched a new feature that allows ecommerce to be directly linked to a moments ad. With this type of advertising audience targeting is still supported and an Optimized Cost Per Mille (oCPM) function is added. This new ‘ecommerce feature’ is great news for ecommerce marketers opening up a ton of new possibilities.
The new feature works on normal image-text ads and video ads for now. Users will be lead to a customized H5 pages by clicking the text or video.
General best practice case study:
It is always good to look around what other brands are doing in order to get inspiration. One case study we really liked it of Watson, a local convenience store. They launched a regular image and text WeChat Moments ad in Nanning during the opening day of one of its stores. By using WeChat’s target audience function, they were able to target young women between ages 18 to 35 years old. Additionally, they used the WeChat coupon function to attract users to the offline store.
In this case, according to a WeChat report, Watson gained 4.87% interaction and over 2,000 people redeemed the coupon just two days from launching the ad. Reach out if you would like to know more about this case, or any other WeChat advertisement campaigns.
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