Creative interpretation and placement strategies of WeChat Moments advertising cases

There are two types of advertisements for WeChat advertisers : one is public account advertising , and the other is Moments advertising . Public account advertising is usually displayed in the form of copywriting , while Moments advertising is usually displayed in the form of activities. This article mainly talks about WeChat Moments ads.

What is WeChat Moments Ads

It is presented in the form of original content similar to that of friends. While conducting targeted display based on WeChat user portraits , it can rely on the WeChat friend relationship chain to interactively disseminate information flow native advertising .

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

• Brand event promotion (brand publicity or event promotion)
• WeChat coupon promotion (promoting merchant discount coupons)
• Mobile app promotion (promote Android or iOS mobile apps)
• Public account promotion (promoting subscription accounts and service accounts)
• Local promotion (promote local stores)

Brands that are the first to try

In 2015, BMW China, vivo and Coca-Cola became pioneers of the new marketing model of WeChat Moments advertising. For a time, "Whose WeChat Moments advertisement did you receive?" became a hot topic in WeChat Moments.

• BMW China: The longer you look forward to it, the more joy you will experience.
• Keywords : strong tone, strong topicality, concise and clear style

The brand itself has a strong tone and topicality, and is the most hotly discussed WeChat Moments advertisement so far. Those who received the advertisement showed off their wealth in a high-profile manner, while those who did not receive the advertisement called themselves "losers", and the discussion was very heated. The advertising design uses 12 characters plus the word "悦" in puzzle form, with the overall style being concise and bright, and the H5 page that jumps to is quite standard.

The cleverness of precision marketing through WeChat Moments ads lies in its ability to better grasp consumers’ sense of identity, thereby triggering more resonance and discussion. The commercial value brought about by this is self-evident. More and more international brands have seen the huge potential and have joined in.

• Cadillac: Meet the unique you here
• Keywords: big brand style, text design, approachable

From copywriting to design, Cadillac exudes "style" in every aspect, perfectly continuing the brand's consistent tone. Moreover, the writing is exquisite and measured, grand yet approachable. According to relevant information, the brand and WeChat modified it 50 times to present this advertisement in the circle of friends, which is another successful example of impressing consumers with content.

• Samsung : NEXT IS NOW
• Keywords: Product Focus
  

Samsung's Moments advertisement unveiled the mystery of the new product with an H5 link, fresh and lively music, and a 3D S6 appearing on the screen; it intuitively explained the understanding of "color", "vision" and "freedom" . It was simultaneously launched on JD.com's official mall and official WeChat store, and reservations can be made with one click. Functionality is stronger than communication.

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.

Moments Ad Creation Process

01Clearly define the promotion goals

Brand activities , app downloads, or public account promotions.

Select the ad format: Graphics 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.

02Program Review

The WeChat message states that the review comments will be fed back within 24 hours, please note that this is on working days. Taking into account possible modifications and resubmissions for review, it is recommended to submit at least three working days in advance.

03Advertisement launched

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 100% see the Moments ad. 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 who preview the whitelist must follow the official account of the delivery account.

04Effect tracking

Support online real-time monitoring of various data.

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

How to buy ads in Moments

When placing Moments ads through the MP self-service delivery terminal, advertisers can choose the following purchase methods:

Schedule purchase: Book the schedule in advance, lock in the target exposure (guaranteed quantity), the CPM unit price is based on the standard price, the total budget for a single delivery starts from 50,000 yuan, open to all cities, and applicable to all forms of WeChat Moments advertising.

Pricing and purchase: Select the daily exposure time period in advance, lock in the target audience (no guarantee of quantity), the CPM unit price is based on the standard price, the daily budget starts at 300 yuan, it is open to all cities, and is only applicable to local promotion advertising.

Bidding purchase: select the delivery date in advance, lock in the target audience (no guarantee of quantity), CPM unit price starts at 30 yuan, adjust the bid in real time based on the effect, daily budget starts from 1,000 yuan, only open to other cities (core and key cities do not support bidding purchases for the time being) Only applicable to one form of advertising: graphic and text ads .

The delivery areas are currently divided into three categories: core cities, key cities and ordinary cities . The specific cities included in each category and the corresponding exposure unit prices are as follows:

1. Core cities: The charge per thousand impressions for graphic ads is RMB 150, and for video ads is RMB 180

Contains Beijing and Shanghai.

2. Key cities: CPI for graphic ads is RMB 100, and CPI for video ads is RMB 120

Including 20 highly active cities including Guangzhou, Chengdu , Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi'an, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou, etc.

3. Ordinary cities: The charge per thousand impressions for graphic ads is 50 yuan, and for video ads is 60 yuan

Includes other cities except the above 22 cities.

In addition, depending on the situation, some exposures are free of charge. WeChat defines it as free exposure: during the delivery period, the same user views the ad more than once within 5 minutes, or views it more than 8 times in total during the entire delivery period.

Different amounts of investment have different display forms

This is indeed a pitfall. When many companies decide to put their content on WeChat Moments, they are initially full of enthusiasm and are ready to plan an H5 plan that is more awesome than BMW. However, they finally find out that if the number of users is less than 1 million, WeChat will only give you an outer picture. Therefore, we can basically estimate the delivery situation through the outer graph.

1. Ordinary customers: single advertising budget is less than 1 million

• Ads support 1 outer image
• The details page supports the use of public account text messages or fixed template style H5 pages
• The "View Details" text link supports more options: view details, download the app, or schedule an event

2. Senior customers: Single advertising budget of 1 million to 5 million

• Ads support 1, 3 or 4 outer images
• Supports video ads: the outer layer video is 6 seconds, and the full video is within 300 seconds
• The details page supports the use of public account text and picture messages, fixed template style H5 pages or custom H5 pages (custom H5 pages support up to 2 pages of content)
• The "View Details" text link supports more options: view details, download the app, or schedule an event

3. VIP customers: single advertising budget exceeds 5 million

• Ads support 1, 3, 4 or 6 outer images
• Supports video ads: the outer layer video is 6 seconds, and the full video is within 300 seconds
• The details page supports the use of public account text and picture messages, fixed template style H5 pages or custom H5 pages (custom H5 pages support up to 6 pages of content)
• The "View Details" text link supports more options: view details, download the app, or schedule an event

Bidding

The bidding purchase method is suitable for advertisers who need to flexibly set the delivery time and reserve space to continuously optimize the advertising content.

1. Core cities & key cities: bidding purchase is not supported yet
2. Ordinary cities: minimum bid is 30 yuan/thousand impressions

The service standards currently supported by bidding purchase are as follows:

• Ads support 1 outer image
• The details page supports the use of public account text messages or fixed template style H5 pages
• The "View Details" text link supports more options: view details, download the app, or schedule an event

If WeChat Moments ads are based on a bidding model, the competition will be relatively greater. In theory, the higher the bid, the greater the exposure rate. Of course, the aesthetics of the copy also has a lot to do with it. After all, the public's WeChat Moments ads have an additional focus on conversions compared to brand WeChat Moments ads. If you bid very high and get high exposure, users will receive push notifications, but the copy is not attractive, you will still not get a good attention rate.

WeChat Moments Types and Settings

Currently, the main forms of display of WeChat Moments ads are graphic and text ads and video ads , and the CPM video charges are higher than graphic and text ads.

1. Moments graphic ads

The indented friend circle graphic advertisement consists of five parts:

Includes ① advertiser’s avatar & name, ② outer copy, ③ outer image, ④ “View details” link to details page, ⑤ user social interaction, etc.

Advertiser profile picture & name

Pull the avatar and name of the advertiser's public account that places the advertisement. Users can directly jump to the advertiser's public account introduction page by clicking on it.

Outer copy

The creative aspect of an advertisement is very important. The copy should be concise, friendly, and easy to understand, with a word limit of no more than 40 words and no more than 4 lines.

Outer picture

Ad creatives are an important part of directly reaching users. They are used to illustrate ideas through rich visual elements and support configuration of 1, 3, 4 or 6 pictures.

Link details page

The link details page is mainly used to describe the advertising creative in detail and further convey the important parts of the appeal to interested users. The viewing details page supports jumping to the official account text and picture message, official account details page, application download landing page , template H5 page or custom H5 page.

User social interaction

Allow users to like and comment on advertising ideas, allowing users to "participate" in the advertising.

2. Moments video ads

Moments video ads are composed of four parts, including the advertiser’s avatar and name, outer copy, outer short video, and user social interaction.

The requirements for the advertiser’s profile picture & name, outer copy, and user social interaction are the same, so I won’t go into details.

Outer layer video

Advertisement creativity is conveyed through dynamic videos. The outer layer supports configuring a short video of 6 seconds in length. Click to enter to view the full video, which is limited to 300 seconds in length.

WeChat Moments Advertising Practice - Precision Delivery

Moments ads can be targeted based on attributes such as age, gender, region, mobile phone system, mobile phone network environment, interest tags, etc.

1. Age and gender

Supports free selection of targeting to users of any age group between 5 and 60 years old, and supports targeting by gender.

2. Region

It supports free selection of users in cities above the prefecture level for targeting ( the data comes from the users’ frequently used location information in the past month), and supports delivery by province and by city.

3. Mobile phone system and mobile phone networking environment

Mobile phone systems include iOS and Android, and networking environments include WI-FI, 4G, 3G, and 2G. Supports combination selection, or you can choose unlimited.

For example, if you choose to target users who use iOS mobile phones in a 4G environment, only iOS users who are currently in a 4G environment will receive the advertisement.

4. Interest tags

By integrating big data on user behavior paths of various Tencent products, WeChat analyzes and defines each user and adds corresponding labels.

Currently, 24 first-level interest tags and 183 second-level tags are provided, including education, tourism, finance, automobiles , real estate, home furnishings, clothing, catering, life services, business services, beauty, digital appliances, Internet, sports, medical health , pregnancy and childcare, luggage, watches, shoes and boots, accessories, politics and law, luxury goods, beverages and alcohol, and entertainment and leisure.

Selecting interest tags helps to accurately find target users and improve advertising effectiveness; the more tags you choose, the wider the user base you cover.

Data speaks for itself: some thoughts on WeChat Moments

1. Think clearly about the number of active users of WeChat

When launching the campaign, it is still necessary to base it on the portrait of specific users, receipt data and user information, such as data on the core automobile sales cities across the country. Then we continue to test various dimensions such as time period, region, age, etc., and continuously optimize the delivery strategy and results. The same advertisement is not allowed to be placed twice, which is different from the advertisements at the bottom of the official account.

2. Incentivizing secondary forwarding will greatly reduce CPM costs

The charging model for WeChat Moments ads is CPM and the prices are clearly marked. So is it possible for us to reduce the CPM cost? It is very important to encourage ads to reach users' secondary forwarding as much as possible. Fun and value are the key.

3. How to make WeChat Moments ads attractive

You must think of creative copy before launching the ad. This is the most critical factor in the entire WeChat Moments ad. For example, the first ad launched by "Car Professor" boldly used sketch advertising paintings, and the impact was quite good. Because WeChat Moments ads are hard ads, they must be designed to be attractive enough to attract users to click and open them.

Advertisers can place such Moments ads by themselves after opening a public account; however, it is still recommended to find Tencent's advertising service providers to assist in the placement. On the one hand, the rates are the same, and on the other hand, the service providers have rich experience in placing ads, and the advertising effects may be better. The cost of advertising in the circle of friends is officially priced uniformly. If the amount of placement through the service provider is large, there may be additional free exposure.

Summarize

After the threshold for advertising in WeChat Moments was lowered, many small and micro enterprises wanted to test the waters. Of course, this also includes operators of WeChat public accounts . After all, everyone has reached the bottleneck period of increasing followers.

According to the advertising data of a friend (in a first-tier city), he invested 50,000 yuan and gained more than 5,000 followers, with an average conversion price of 2.41~14.26. Judging from the data, the exposure is large and the conversion cost is relatively low.

1. If you just want to increase followers through WeChat Moments ads, the cost-effectiveness may be relatively low. It is better to choose to place ads at the bottom of WeChat articles.
2. Suitable for brand + effect delivery, doing brand marketing and adding value to the brand;
3. In the early stage, there are also bonuses for bidding. If you need to place an ad, you can try it. The daily budget starts from 30 yuan, and you can adjust the placement strategy at any time to optimize ROI.
4. First- and second-tier cities have become a red ocean for investment, while third- and fourth-tier cities are still relatively blue oceans. Those who want to invest can consider more.
5. The review of advertising in WeChat Moments of Official Accounts is extremely strict, and the requirements for advertising copy and introduction must comply with the latest regulations of the "Guangdong Advertising Law".