Are you still worried about the advertising materials for Moments? Here is a complete design specification!

1. Copywriting

Copywriting is an important part of the creative expression of WeChat Moments ads and should be friendly, easy to read and understand. The advertising copy should not exceed 40 words and the text content should not exceed 4 lines. When writing advertising copy, please strictly abide by the "Basic Standards for Advertising Copy" and other relevant content in the " WeChat Advertising Production Standards".

1. Usage of punctuation marks and explanation of individual symbols

Usage: Please refer to the national "Usage of Punctuation";
Book title quotation marks: limited to book titles, article titles, newspaper and magazine titles, movies , music, etc.
Ellipsis: The Chinese ellipsis "..." needs to occupy two characters (six dots) and only appears once; (In the Chinese input interface, press the shift key + the number 6 to output the correct Chinese ellipsis)
Connecting symbol: Only the wavy line “~” can be used to connect related numbers, time, and place to indicate the start and end points.

2. Typesetting standards

Line breaks: The integrity and unity of the sentence must be ensured;

Characters: Punctuation marks and text should be consistent in format, e.g. Chinese characters should not be mixed with half-width punctuation marks; English characters should not be mixed with full-width punctuation marks;

Reference number of words that can be displayed in one line: iPhone6/6s Plus (20 words), iPhone6/6s (20 words), iPhone5/5s (16 words), Xiaomi 4 (19 words), Samsung note2 (20 words).

3. Prohibited Content

Special characters

Special characters and symbols are not allowed, such as: “:)”, “-.-”, etc.; emoji expressions are not allowed, such as: “😂”.

Inducement or guidance operation

Descriptions that induce or guide users to take actions are not allowed

Including but not limited to the following copy: "Please click to view details", "Please click to take a look", "Click below to find out what it is", "Click below to learn about the official account "

WeChat Product Function Glossary

Without official authorization from WeChat, it is prohibited to use the following product function words and their homophonic words

Including but not limited to the following: " Friends Circle ", "Like", "Comment", "Official Account", "WeChat", "Red Envelope"

URL: Direct URL link content is not allowed

Phone number: Phone numbers are not allowed

Dash:

Dashes are not allowed. Dashes can easily cause ambiguity when displayed on mobile devices.

To express a reference, the recommended reference style is:

Edison said: "Success is one percent genius and ninety-nine percent hard work."

Blank lines & spaces:

No blank lines or spaces are allowed

Irregular line breaks

Single words or word wrapping are not allowed

Stock Code

Company stock codes are not allowed

Non-Simplified Chinese characters & Dialects & Minority Languages

Non-Simplified Chinese characters (single characters, phrases, idioms) are not allowed

The use of dialects and minority languages ​​as advertising copy is not currently supported

Product sales data: Product sales data of any dimension is not allowed

4. Copywriting suggestions

You don't have to stick to writing the most gorgeous and clever advertising copy. Sometimes a simple and accurate copy can also make your advertising achieve good results. Here are some copywriting suggestions.

Copywriting style

What is your brand personality? Cheerful? Solemn? Mysterious? In the circle of friends, your advertising personality should be unique and original. Keeping the copy consistent with the brand’s tone will deepen users’ impression of the brand.

Focus on the audience and their feelings

Please don't pursue rhetoric too much and avoid talking to yourself. You need to pay attention to your audience's feelings, understand what your audience is thinking, and understand your brand's strengths.

Avoid clichés

Clichés are everywhere. They look nice but often lose their practical meaning. These words and phrases are easily skipped by users, or simply impress users but fail to prompt them to choose your brand. Writing advertising copy is sometimes different from writing lyrics. In terms of the direction of the copy, please choose the best one and conceive the copy according to the nature, positioning, and audience needs of your brand. Avoid using words and phrases that are too vague and fail to convey substantive information.

2. Pictures

Pictures are more eye-catching elements and will directly affect the effectiveness of advertising . Graphic elements should be used to express the theme. It is not recommended to use pictures with pure text, as this is not conducive to attracting user clicks.

1. Single image specifications

Image size: no more than 300KB, GIF format is not supported, and the text in the image should not exceed 30%

Image size (choose one of four): 800×640 pixels (5:4), 640×800 pixels (4:5), 800×800 pixels (1:1), 800×450 pixels (16:9)

Image formats: PNG, JPG, JPEG

2. Multiple image specifications

Number of pictures: 3/4/6

Single image size: no more than 300KB, GIF format is not supported, and the text in the image should not exceed 30%

Single image size (choose one from three): 800×800 pixels (1:1), 640×960 pixels (1:1.5), 640×1136 pixels (1:1.775)

Image formats: PNG, JPG, JPEG

The square area in the middle of the picture (the area within the green dotted line in the picture below) is the part that appears in the list after the Moments thumbnail picture. In order to ensure the display effect, the specifications are as follows:

3. Requirements for text on pictures:

1) If there is text in the image, the text other than the company/activity logo must not exceed 15 characters and the text should not exceed 30% of the image.

2) 1 Chinese character takes up 1 character, 2 English letters/numbers take up 1 character, and 1 punctuation mark takes up 1 character

3) Advertising images for the “Photography Industry” industry are not allowed to contain any text

4. Image design specifications

1) Portrait Authorization Specifications

If the image uses a celebrity portrait, you must provide a "scanned copy of the endorsement contract" when submitting the advertisement for review, or submit an authorization letter in accordance with the following requirements: "Personal Authorization Template" or "Company Authorization Template".

If the image uses a person's portrait, a letter of commitment must be submitted as required when submitting the advertisement for review: "Letter of Commitment Template".

2) Image selection suggestions

Choose high-quality images to make your ads more effective. Here are some suggestions for choosing images.

3) Choose interesting subjects

Please note that for users, Moments is relatively private. When your ads appear here, they must not only be eye-catching but also be easily accepted. Content, composition, and color will all affect users' impression of your brand. Therefore, please pay attention to the audience experience, select high-quality and interesting pictures, and do not use pictures that are too strong, rough, or have nothing to do with your business.

4) Stay away from “gallery-like” and “banner ads”

Experience tells us that stock photos and the rampant banner ads are difficult to impress the general public and have low social effects. So make sure your images are interesting and well designed.

5) Storytelling

Tell a story. It can be fantastic and sci-fi, or it can be everyday and heartwarming. Whatever story you’re telling, using images to create a mood or show a moment in the story can be fascinating.

3. General Template

1) Template Introduction

The universal native promotion page is suitable for brand promotion in Moments and local promotion advertising. Its biggest feature is that after clicking on the outer image, you will enter a template page with a native immersive experience.

2) Operation process

For brand promotion ads in Moments, click on the ad image to enter the WeChat universal native promotion page; click on the "View Details" text link to jump to the H5 native promotion page.

3) Design specifications

The author of this article is @广点通小助手 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century