WeChat Moments advertising creation process and advertising cases!

01 What is WeChat Moments Advertising?

WeChat Moments ads are native ads based on the WeChat public account ecosystem, displayed in Moments in a form similar to friends’ original content.

Through WeChat Moments advertising, the following goals can be achieved:

WeChat Moments Types and Settings

Currently, there are two main forms of advertising in Moments: graphic and text advertising and video advertising. The CPM video fee is higher than that of graphic and text advertising.

1. Moments graphic ads

2. Moments video ads

Advertising Case

1. BMW: The coolest snake in history

BMW was the first to take the plunge. Its first advertisement consisted of just one sentence, an H5 hyperlink, and a few pictures, which conveyed its "joy" brand image and reinforced the concept of "joy", such as the pleasure of driving. The WeChat Moments advertisement produced later was quite interesting, perfectly showcasing the high-quality performance of BMW cars through a snake game.

Watch the video first and then click H5 to interact. The outer 6-second video uses a method similar to the naked eye 3D. Of course, after watching the long video, you still get the coupon.

3. L’Oréal Paris: What exactly did Fan Bingbing use on her face?

"Fan Bingbing" and "hyaluronic acid", which emphasize that they are all natural and have not undergone plastic surgery, are very topical in themselves, so L'Oreal cleverly used this topic to spread gossip in the circle of friends - "What did Fan Bingbing use on her face?" At the same time, through the creative H5 that simulates search, consumers are naturally guided to the JD purchase page.

Moments ads bring explosive exposure to advertisers. Taking vivo as an example, the total exposure was close to 155 million, users clicked on the "vivo smartphone" logo, liked, commented, etc. more than 7.2 million times, and vivo's official WeChat account added 220,000 fans.

However, as more and more brands get involved, how to avoid following the old path of the pioneers and tell their own stories well on such a high-exposure platform has become a new issue for brands.

02 Moments Ad Creation Process

1. Clarify promotion goals

Brand activities, app downloads, or public account promotions;

Select the advertising format: graphic or video;

Select the purchase method for this ad: Scheduled purchase or Bid purchase.

The system will recommend appropriate delivery settings based on the advertiser's different delivery purposes.

2. Program review

WeChat states that review comments will be fed back within 24 hours, please note that this is on working days. Including possible revisions and resubmissions for review, at least four working days in advance is recommended.

3. Advertisement launch

You can rest assured after the review is passed. Before the ad goes online, you can configure some preview whitelists to ensure that certain people can see the Moments ad 100%, and add these people’s WeChat accounts to the background whitelist.

For example, the boss or the person in charge of important cooperative channels, no more than 40 people are needed. It should also be noted that the preview whitelist is only available to users who reside in China and their WeChat ID must be submitted. Mobile phone numbers or QQ numbers are not supported. Users on the preview whitelist must follow the official account of the delivery account.

4. Tracking results

Supports online real-time monitoring of various data: number of exposures, number of detail views, number of picture clicks, number of likes and comments, number of followers, and number of reposts.

During the advertising process, advertisers can monitor various data indicators online in real time. Within 3 working days after the end of the advertising campaign, advertisers can view the final report online to fully understand the advertising effect and optimize subsequent advertising strategies based on the data.

WeChat Moments advertising creation process and advertising cases!

Introduction to WeChat Moments advertising styles and placement strategies

Introduction to WeChat public account advertising styles, material specifications and sales methods!

WeChat Mini Program advertising formats and material specifications!

What are Tencent Video Ads? Introduction to the process of placing Tencent Video information stream ads!

Tencent Video information flow advertising style, introduction to delivery material specifications!