Advertisement Formats on WeChat

Advertisement on WeChat

WeChat is Chi­na’s largest mar­ket­ing plat­form. Nev­er­the­less Adver­tise­ment on WeChat is a bit spe­cial. Since the Chi­nese con­sumer mar­ket is very young in two respects (con­sumers are young, but the mass mar­ket is only a few years old), Chi­nese con­sumers react to adver­tise­ments twice as often as in a glob­al comparison.

WeChat is prob­a­bly the chan­nel of choice for every mar­keter, but the plat­form is far from being freely acces­si­ble to all com­pa­nies. The “offi­cial accounts” are sub­ject to strict con­trols. It is con­trolled by which com­pa­ny and from which indus­try it comes, demands access to the Chi­nese dig­i­tal mar­ket. Only com­pa­nies with ver­i­fied accounts and from approved indus­tries are allowed to apply for per­mis­sion to place ads.

WeChat cur­rent­ly offers two adver­tis­ing for­mats: the Moments Ads and the Account Ads. (We also gonna see a third Ad For­mat for the WeChat Mini Pro­grams, but these are not real­ly Ads appear­ing in the App WeChat itself…).


Moments Ads

The Moments page is very sim­i­lar to Face­book. Face­book also has pages and feeds. The Moments allows a user to share sta­tus, pho­tos, arti­cles, and links with his WeChat con­tacts. The ads in this cat­e­go­ry look like reg­u­lar Moments Post, except that a “spon­sored” tag appears in the upper right corner.

Moments Ads can be used to pro­mote “Offi­cial Accounts”, cam­paigns, engage­ments, vouch­ers, “local pro­mo­tions” or down­loads. For the Moments Ads, the adver­tis­er can tar­get the audi­ence by gen­der, age, loca­tion, indus­try, sta­tus, edu­ca­tion lev­el, etc.

Moments Ads are billed accord­ing to the CPM (Cost per Mille) cost mod­el. The adver­tis­er pays per 1,000 impres­sions. The min­i­mum adver­tis­ing bud­get is 1,000 RMB/day (this cor­re­sponds to a CPM of 158 USD).

Moments Ads are suit­able for well-known brands with visu­al­ly appeal­ing products.


Account Ads

Account Ads appear in the account of a user. Cur­rent­ly, there are three dif­fer­ent types of Account Ads:

  • Foot­er ads.
  • Video Ads and
  • Exchange Ads

Just like the Moments Ads, the Account Ads can be used to pro­mote pro­mo­tions, offi­cial accounts, cam­paigns, down­loads, etc. Fur­ther­more, account ads allow you to pro­mote brand­ed prod­ucts direct­ly from your WeChat stores. In this way, users are direct­ly direct­ed to the brand’s WeChat store by click­ing on the ad. Account Ads are suit­able for brands with active e‑commerce activ­i­ties because they can lead vis­i­tors direct­ly to their own WeChat store via ads.


Mini Program Ads

A new fea­ture for mini pro­grams in the WeChat ecosys­tem has recent­ly been added. Now brands can also offer ad spaces near “mini pro­grams”. This fea­ture is cur­rent­ly still in the test phase, so no offi­cial infor­ma­tion on prices and places has been pub­lished yet.

When users acti­vate the “Mini Pro­grams Near­by” fea­ture, they are shown a list of Mini Pro­grams based on their loca­tion. With the new WeChat Mini Pro­grams ad fea­ture, brands can now bid on adver­tis­ing space on this list.

The Mini Pro­grams are also dis­played when cer­tain key­words such as “hotel” are entered via the search function.

Ok guys, now you know which Ad For­mats we have on WeChat. Hope this arti­cle helped you. Leave a com­ment below if you have any remarks or questions!

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Nora Holtmann is a passionate platform hacker: She loves to discover new platforms and explore their technical possibilities for new businesses. Her specialty is developing new digital business models for social media platforms and reporting on them in books and blogs. That you are reading about her here is the best proof that it works. As a lecturer, she trains online marketing managers and helps them to develop creative opportunities for their companies. Her passion is traveling. When she is not traveling with her backpack, she travels the world via the internet. This way she has made contacts all over the world. She lives in Berlin and also loves to travel culinary to the countries where she is currently mentally active (currently China and Korea are on the menu). Nora Holtmann can be booked for lectures and seminars. Also check out her books on Amazon!

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