Is it worth investing in WeChat Moments advertising? HOW DOES IT PERFORM?

Why use WeChat advertising ?

Traditional advertising places advertisements on television, newspapers, and magazines because people's attention is focused there. To put it bluntly, your ads should be placed wherever your audience’s attention is!

Where is the audience's attention?

It’s on WeChat, which you use every day. WeChat has become a part of modern life. It is indispensable for browsing news, in-depth reading, chatting, payment, etc. It can be understood this way: WeChat is an upgraded combination of a portable television, newspaper and telephone. By the third quarter of 2017, WeChat had covered more than 95% of smartphone users in China. In other words: WeChat’s reach was even higher than that of television at the time.

In addition to the key factor of "attention", WeChat advertising also has promotional advantages that many modern advertisements do not have:

1. Massive users:

Covering almost all mobile Internet users in China

2. Accurate reach:

Classify notes by population and promote only to target audience

3. Native advertising:

The format of Moments ads is similar to original content, and the experience is good

4. Deep interaction:

You can directly leave messages and interact with Moments ads

5. Marketing closed loop:

It can achieve promotional purposes such as following public accounts, issuing card circles, collecting customer information, etc.

6. Effect tracking:

Get the delivery effect in real time and adjust the creative ideas in time

WeChat ads are divided into Moments ads and Official Account ads . Moments ads are the ads we see when we browse Moments; Official Account ads are the ads at the bottom of the official account, video patch ads, and mutual selection ads. Today I will focus on introducing WeChat Moments ads to you.

Moments ads are native ads that are displayed in users’ Moments in the form of original content similar to that of friends. To put it simply, the advertiser thinks you are his "friend" and posts an advertisement in your circle of friends. Moments ads provide advertisers with an Internet social promotion and marketing platform with hundreds of millions of high-quality user traffic .

Although we see ads in WeChat Moments every day, we may not really understand them. Currently, there are five types of advertising formats in Moments: graphic ads, video ads , basic card ads, optional card ads, and @advertiser interactive ads.

1. Graphics and text ads

Including outer copy , outer pictures, text links, user social interactions, local promotional graphic ads also include store logos, which is the most common form of circle of friends advertising.

2. Video Ads

It consists of five parts, including outer copy, outer video, text link, and user social interaction. It is a common advertising form used by brand advertisers.

3. Basic card ads

Card ads include two forms: pictures and videos. The text is below the picture and is somewhat different from the original content in the Moments.

4. Opt-in card ads

Based on the card ads, two more selection buttons are added, which is more conducive to audience interaction, understanding the audience's wishes, and providing a better experience.

5. @Advertiser interactive advertising

It is applicable to all forms of WeChat Moments advertising and consists of three parts: function entrance, user @advertiser comments, and advertiser replies.

Moments advertising can achieve the ultimate advertising effect for different marketing goals. Supports marketing activities such as brand event promotion , official account promotion , mobile application promotion , WeChat card and coupon promotion and local promotion.

1. Brand activity promotion

It supports "pictures and text" and "videos". Click on the text to configure "view details", "receive discounts", "book activities", etc. Click to jump to the template details page, public account picture and text messages and custom H5 pages to meet the promotion needs such as brand exposure, product/activity page promotion, etc.

2. Public account promotion

You can configure "View Details" and "Learn about the Official Account". Clicking this will redirect you to the templated Official Account details page, which can meet the promotion needs of increasing the visibility of the Official Account and cultivating potential consumers and loyal fans.

3. Mobile application promotion

You can configure "View Details" and "Download Apps/ Games ". Clicking will jump to the mobile app template details page, which can meet the promotional demands of increasing mobile app downloads and mobile game promotions.

4. WeChat card promotion

You can configure "View Details" and "Get Discount", and click to jump to the card and coupon details page. Users can directly enter the card and coupon redemption page through Moments ads, quickly receive coupons, and drive consumption.

5. Local promotion

Only graphic and text ads are supported. You can configure "View Details", "Get Discount" or "Book an Event". Click to jump to the template details page (supports information collection or brand promotion ) or public account articles. Click on the store logo to jump to the store details page. By associating with specific offline physical stores (such as stores, shopping malls or real estate projects) and combining them with advertising displays, local promotion needs can be met to achieve the effect of converting traffic from online to offline.

It supports targeting based on attributes such as region, gender, age, mobile phone related (brand and model, mobile phone system and network environment), marriage and love, education level, interest tags (commercial interests/APP interests), LBS, and remarketing.

1. 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. Based on the optional prefecture-level city, you can refine it to target users in a certain administrative area.

2. Gender and age

Supports free selection of targeting users aged 14-60, and supports targeting by gender.

3. Mobile phone related

Supports targeting by mobile phone brand, model and price; supports targeting by mobile phone system (iOS, Android); supports targeting by physical environment such as Wi-Fi, 4G, 3G, 2G, etc. Supports free combination selection, and can also choose unlimited.

4. Marital status

Supports targeting based on the user’s current relationship status, including single, newlywed, married, and those with children.

5. Education level

Supports targeting based on the user's highest educational level, including PhD, Master, Undergraduate, High School, Junior High School, and Primary School.

6. Interest Tags

Divided into commercial interest tags and APP interest tags. Commercial interest tags include 18 first-level interest tags, 124 second-level tags, and 51 third-level tags; APP interest tags include 10 game tags and 28 non-game tags.

7. LBS

Local promotion ads support a more refined regional targeting function: in addition to supporting options for more than 300 cities and more than 2,800 districts and counties across the country (excluding Hong Kong, Macao and Taiwan), it supports more than 4,400 business district options and more than 58 million designated POI points (points of interest) with customized targeting within a radiation radius of 500 to 5,000 meters.

8. Remarketing

It supports delivery to users who have interacted with you in recent time, including fans who have unfollowed you within a month.

How to place ads in Moments? What is the effect? Generally speaking, industries such as games, e-commerce , finance, tourism, and automobiles .

1. PepsiCo China: "Monkey King"

Using the life experience of the Monkey King from the classic IP "Journey to the West" as an inspiration, the advertisement inspired users to express their respect, emotion and nostalgia, which was then converted into a large number of shares and collections, as well as further dissemination by numerous self-media . The exposure volume was 103 million, and the number of short video views exceeded 200 million.

2. Food Station

Use interest tags to find vertically classified users that match the characteristics of the official account. Original graphic and text messages combined with matching advertising ideas attract users and achieve effective conversions, with the cost of a single attention being less than 3 yuan.

3. Witness the love in the heyday of the Tang Dynasty

Through the advertisement released by Fan Bingbing for her new movie "Yang Guifei, the Woman of Dynasty", interactive discussions were aroused, the pre-order rate of the movie was as high as 13%, and the public account gained 300,000 followers.

4. Mrs. Jin Wedding Photography

Select female users who are of appropriate age and in the "newly married" status, and expose users with current and future potential needs based on the local circle. The cost of each follow is about 4 yuan, and fans are converted into effective orders.

5. Wuhan Happy Valley

With the help of Halloween, through basic targeting + LBS data customization, precise push was carried out to students, business districts and entertainment venue enthusiasts. 350,000 people participated in the interaction and more than 6,000 tickets were sold online.

Okay, that’s all about WeChat Moments advertising. For information about the charging strategies, delivery operations and more excellent case data of WeChat Moments advertising, please click [Read original text] for consultation. In the next issue, we will give you a systematic introduction to WeChat public account advertising, so stay tuned!

On average, a WeChat user checks his or her Moments about 10 times a day. If you also want to be noticed, you might as well try Moments ads.