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…).
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 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.
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!