How to unleash the power of Moments advertising?

Since joining Tencent Wealth Management a year ago, I have personally placed 9 WeChat Moments ads , with the cost of a single ad ranging from 20 million to 3 million. This article is my summary and accumulation of the past year’s advertising. It reviews the past advertising history and accumulates methods to do a good job in WeChat Moments advertising. View and interpret how to do good WeChat Moments advertising from the advertiser's perspective. This article uses a large number of real cases and data, hoping that it will be of reference value to students in the M group, especially those who need to place WeChat Moments ads. All the cases in the article are real cases. The methods and conclusions are more personal insights based on the data results. There are inevitably omissions or inappropriateness. Everyone is welcome to discuss with me.

Before the main text, let everyone do a multiple-choice question:

There are two Moments ads in the picture below. Please simulate the real Moments ad environment and choose the one you are more likely to click on:

Moments Ads

After two rounds of classroom questioning, almost all students would choose (A). In fact, Option A was the first WeChat Moments advertisement of Licaitongtou in October last year. It received a lot of clicks and ranked second among the nine financial clients at that time. Although option B is brightly colored, direct advertising slogans are unlikely to win the favor of users. In actual use, users quickly swipe through the app before they have fully comprehended the meaning of “You can manage your finances with WeChat ”.

This example tells you that Moments ads are very different from ordinary Framework 1.0 ads. Instead of direct exposure, they require users to actively click to visit. Therefore, you also need to consider this feature when doing it.

1. Characteristics of Moments Ads

Speaking of the characteristics of Moments advertising, I can summarize it as follows: Moments advertising is a medium that allows advertisers and audiences to fully choose from each other. I am used to comparing Moments ads to a "love affair" between advertisers and users. The so-called love is divided into three steps: pursuit - confession - getting along .

Pursuit - Confession - Getting along

1. Pursue the “right” person – accurately locate target users

Moments ads can help advertisers reach the most accurate target users. On the one hand, the company's internal data team can screen the delivery packages for target users. On the other hand, SPA ( Social and Performance Advertising Department) also supports conditional screening of populations, regions, and terminals. Reach the target user group with maximum accuracy.

2. Once you confess your love, there must be sparks, don’t let it die in the spotlight – users actively watch ads

The CPM of Moments ads is not cheap, with the average CPM of each delivery being around 100. Such a high CPM would be a huge waste for advertisers if users do not ultimately click on the ads. Therefore, once you decide to place an ad, you need to consider getting users to click as much as possible so that they actively view the ad.

3. Get your best friends and get along well with them, and you will get good results - focus on user interaction and experience

Moments ads not only allow users to actively visit, but also allow users to see other users’ comments. This is what makes Moments ads unique, but it also increases the difficulty of advertising creativity. Moreover, if you have experience in H5 reading, you will easily realize that if the H5 experience is not good, a large number of users will be lost during the reading process, which will eventually affect the advertising effect. Therefore, it is important to pay attention to the user experience.

2. How to unleash the power of Moments advertising

After having a preliminary understanding, I will discuss in detail how to unleash the power of Moments advertising from three perspectives: creativity, delivery, and integrated influence .

1. Creativity

The most important thing when making a circle of friends advertisement is creativity. For advertising companies, creativity is emotional and requires fresh and imaginative ideas, rich ideals and artistic sense. For advertisers, they need to take into account both art and rationality when choosing creative ideas. Here is the method I use to identify ads - AR TS. Just as many immortal works of art combine art and science (such as the golden ratio), creativity combined with rational choice often leads to better results.

The ARTS rule stands for Aim, Reaction, Test, and Support. The combination is ARTS art. Very easy to remember.

ARTS rule

1.1 Aim

Whether it is a brief advertising company or an internal creative team doing WeChat Moments advertising, it is recommended that clear goals include at least the following three aspects:

1. Advertising goals and creative
2. Target user behavior and advertising creativity
3. Selection of advertising targets and WeChat Moments advertising formats

(1) Advertising objectives and creative ideas

Aim

Clarify your delivery goals. It’s easy to get lost when you first place a WeChat Moments ad and tend to think a lot. But when you want everything, you often don’t do anything well. Therefore, I recommend that you define 1~2 goals and then take action. I won’t go into too much detail here, as I will use examples to illustrate this in the following sections.

Clarify the delivery target

(2) Target user behavior and advertising creativity

Once you have a clear goal, the next step is to define your target users. The following example is an example of Licaitong: (A) and (B) are two WeChat Moments ads that were created for different promotional purposes.

Define target users

（A）To promote the management of small change. After extracting the data, it was found that the target users were between 19 and 31 years old, with a high school education and above, and were widely distributed geographically without obvious concentration.

(B) Used to promote high-yield financial products. After extracting the data, it was found that the current subscribers of the high-yield products of Wealth Management are mainly aged between 27 and 35 years old, with a bachelor's degree or above, and are mainly from core and first-tier regions.

Therefore, in terms of creative choice, for change management, we chose the idea of ​​a lucky goose raising its hand, which is suitable for all ages, has little regional distinction, and is easily liked by most people. For high-yield product WeChat Moments ads, it is not appropriate to use a childish tone due to the attributes of the target users. Also, because the target users are sensitive to "benefits", "benefits" need to be directly reflected in the copy .

(3) Target user behavior mining and WeChat Moments advertising experience

From the outer layer to the click-through and final landing page of the Moments ad, it is a complete experience. It is not enough to only focus on the outer layer of creativity, but also on the entire experience. Therefore, it is necessary to tap into users’ insights into behaviors and attitudes in order to create a better advertising experience in Moments.

Mining user behaviors and attitudes

Taking the "Change Management" WeChat Moments ad as an example, we based our analysis on:

1. Reasons why users use “Change Management”;
2. Scenarios in which users use “ WeChat red envelopes ”;
3. Have you purchased other financial products?

Three aspects to study the behavior and attitudes of existing users. Subsequently, it was discovered that the target users of change management have three characteristics: "curiosity hunting mentality", "most users are playing with red envelopes", and "weak financial management knowledge".

Practical Application of User Behavior and Attitude Insight

Practical application of user behavior and attitude Insight:

1. To appeal to users’ curiosity , we use suspenseful outer-layer creative ideas. The copy says "Raise your right hand if you want to attract wealth!", and the picture shows a lucky cat with one hand outstretched to stimulate users' curiosity.
2. Regarding users’ WeChat payment behavior , we found that most users are using red envelopes. Therefore, the term “red envelopes” is used throughout the advertisement, from content to final implementation, in one go. Including adding a "Red Envelope Brings Wealth" button at the bottom of the commercial.
3. In view of the fact that users have “weak financial knowledge” , we use the simplest operational activity of applying for red envelopes. Less is more. Through the simplest activity, we increase the user conversion rate to 30%.

(4) Choice of advertising format in Moments

Moments ads are generally divided into graphic ads and video ads . In January and February 2016, the same creatives were delivered using graphic ads and video ads, and the conversion data obtained are as follows. Since the budgets used for these two ads are different, it is meaningless to compare the absolute value of clicks , but you can compare the conversion effect of total clicks-UV.

Choice of advertising format

After testing, it was found that picture and text ads had relatively more conversions, while video ads were more used for brand exposure. The specific conversion data can be seen in the figure below:

Overview of Licaitong’s advertisements in various WeChat Moments during the Spring Festival

Finally, it is strongly recommended that those who need to place WeChat Moments ads should make solid plans based on the key points of AIM . The following is an overview of the materials for Licaitong during the Spring Festival:

1.2 Reaction

In addition to active clicks, I think user feedback is a very special thing about Moments ads compared to other ads.

Let’s understand it through the following case. From the following three options A, B, and C, choose the advertisement that you like the most:

Case

After 2 lectures, the answer was A. I believe that everyone can understand the importance of comments through this case.

Case

• [Option A] There are so many likes and comments that occupy the screen. At this time, the user may think, "What is this? It's so interesting and so many people are paying attention to it. I have to go check it out!" At this time, it motivates him to click.
• [Option B] There are no comments on the ad, but a popular internet celebrity appears below the ad. Based on a normal person’s habit of browsing their Moments, the ad will be instantly deleted, and the person will immediately click on the internet celebrity’s photo.
• [Option C] There are comments under the ad, such as "What a boring cat" and "After checking, Yu'ebao is more convenient". These comments are not conducive to the ad leaving a good impression on users. When users don't even click on the ad, the ad has already lost.

Through the above interpretation, we can get an important experience: advertising itself + user interaction, to build a dynamic advertisement. Therefore, when creating creative advertising, you should consider what comments users will make when they see the ad. Now, let’s move on to the next topic: what kind of advertisements will attract more comments?

This is indeed not easy. Among the many advertisements I have run, there are good and bad ones. After testing, I found that the "suspense type" and "hotspot type" are relatively more effective.

Users want to interact

• Suspense type, which arouses users' curiosity on the outside and makes users want to click to find out.
• Hotspot type, combine with hot spots and follow the trend. At that time we borrowed the Spring Festival, and recently many advertisers have also borrowed the European Cup (such as beer, duck neck).

Here are some cases for everyone to think about, and specific analysis of specific issues, which can also be discussed later.

1.3 Test

Each material has its own advantages. How should an MKTer choose?

test

As an MKTer, I often face difficult decisions. Take the following case as an example. When I was making the WeChat Moments advertisement “ Where are the red envelopes going ?”, I actually made two versions of 6s videos on the outer layer. One uses a locomotive to create a domineering opening, while the other uses red envelopes as anthropomorphic, more refreshing approach. At the time, I felt that each had its merits and it was difficult to decide.

At this time, we give the choice to the user. Each party allocated a budget of 50,000 yuan and conducted a WeChat Moments ad test one day before the launch. The results show that material A is superior to material B in all aspects.

Test Results

The advertisement "Where do the red envelopes go?" achieved the best results in terms of statistics among all 40 advertisements during the Spring Festival. It ranked first in sharing rate, second in like rate, and third in comment rate, and also received positive reviews from Pony.

Advertising effectiveness

1.4 Support

Here I take the example of the “Men in Black” WeChat Moments advertisement launched by LicaiTong in October 2015. At that time, there were only graphic and text advertisements, and the purpose was to expose the commercials and implement them in operational activities. The experience process goes through seven steps from the outer layer to operational activities, and the design of each step has been deeply considered by us. as follows:

Experience process

The conversion effect is average. The conversion rate from clicking on details to the activity page is less than 4:1; the conversion rate from clicking on details to subscription is less than 143:1. Such conversion rates have prompted us to think about how to maximize the value of Moments advertising.

Example

Then, in the following Moments ad. We have streamlined the process, improved user experience , and maximized traffic protection. In addition, visually maintain consistency between brand promotion and operational activities, including activities, subscriptions, and sharing, and consider consistency comprehensively.

Example

Example

Finally, the operation activities were well carried out and the WeChat Moments ads influenced more than 1.1 million people to subscribe in one day, half of whom subscribed directly and half of whom subscribed elsewhere after seeing the ads. And through data review, it was found that users who had viewed WeChat Moments ads had better results in terms of subscription conversion and average subscription amount per person.

2. Delivery

In addition to regular SPA-based delivery, we provide number packages through data mining, allowing us to accurately reach target users through each delivery. In the actual operation process, the number package (core group) is superior to the basic targeted ordinary package (control group) in terms of the three dimensions of " click rate ", "behavior rate" and "interaction rate".

Precise delivery

Here are the following:

Commonly used data mining methods for financial management

3. Integrate influence

In terms of unit price, Moments ads are relatively expensive; in terms of open rate, the click-through rate of Moments ads is also likely to be lower than 5%. It is not easy for brand owners to gain a great influence immediately through WeChat Moments advertising alone, even if it is a WeChat Moments advertising with tens of millions of followers. Therefore, our approach is to use WeChat Moments ads as a fulcrum to extend the communication cycle. Take the WeChat Moments ad for "Where are the red envelopes?" on February 1 as an example:

• Teaser: Since January 23, we have been hyping the topic of "Where do the red envelopes go" on Weibo, with over 71 million readings. At the same time, we released a trailer on both WeChat and Weibo platforms (ending with the question of where the red envelopes go) to increase suspense.
• Amplification: When the Moments ad was released on February 1, in addition to the Moments ad itself having 300 million exposures and covering 100 million users. In collaboration with Tencent Video , a 15-second warm-up video of the Red Packet Where to Go advertisement was simultaneously played on Tencent Video, with 100 million exposures per day. At the same time, the video "Where do the red envelopes go" was uploaded to all video websites and received 20 million views.
• Celebration: After the WeChat Moments ad was played, an H5 was produced and disseminated through two perspectives: "Returning Home for the Spring Festival" and "Returning to Work after the New Year", with UV exceeding 2 million. At the same time, the behind-the-scenes video was also circulated after the New Year and received 7 million views.

Example

Judging from the actual media placement, the video about where the red envelopes go was only placed in WeChat Moments ads and not in any other channels . But judging from the post-test results of the advertisements provided by Nielsen, video websites and Weibo have played a very good complementary role. 45% of users who have seen the "Where do the red envelopes go" ad saw it on video websites, and 17% of users who have seen the "Where do the red envelopes go" ad saw it on Sina Weibo . At the same time, after deduplication, it was found that video websites and Sina Weibo accounted for 27% of the contribution, while WeChat alone (including Moments ads, WeChat public accounts , H5, etc.) accounted for 61% of the contribution. It is clear that using WeChat Moments advertising as a fulcrum and extending the dissemination cycle is effective in expanding the dissemination influence.

Delivery results

3. Conclusion

With the advent of the mobile Internet era, traditional advertising is becoming more and more expensive and more and more difficult to effectively reach users. Moments advertising has brought new ideas to us marketers . The above is a summary of my advertising. I would like to thank all my colleagues who have worked with me on WeChat Moments advertising. At the same time, I welcome people with lofty ideals to discuss how to further enhance the value of WeChat Moments advertising.

The author of this article @jevanwu compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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