A deep dive into the hidden rules of “WeChat Points Wall”!

In APP operation and promotion, especially iOS promotion, WeChat Points Wall is playing an indispensable role. But what is WeChat Points Wall? What are its characteristics? How to make good use of the WeChat Points Wall as a resource? There are still a large number of CPs that are still not very clear. Today we will unveil the mystery of WeChat Points Wall for you.

When many practitioners hear the term "WeChat Points Wall", their first reaction is that it is a new service or new feature launched by Tencent. In fact, WeChat Points Wall is a new type of promotion method launched by a third-party advertising platform. It uses WeChat official accounts as a carrier, embeds the points wall code in the official accounts, and WeChat users get rewards by completing various advertising tasks on the points wall.

Basically, the process of "WeChat Points Wall" can be summarized as "Follow the official account" - "Complete the novice task (bind WeChat account, Apple account and mobile phone ID and other information)" - "Perform download tasks" - "Get rewards".

This series of operations is not too complicated. Basically, you can complete the download of a game or application and get the corresponding points or rewards within three minutes, which undoubtedly reduces the user's time cost.

1) At the user level, WeChat is a social software with over 500 million registered users and over 100 million daily active users. Such a huge user base is a market that every developer and advertiser wants to enter. Given that the cost of advertising on WeChat Moments can easily reach tens of millions, and there is also a "brand awareness" requirement, the WeChat Points Wall can be said to be a way to quickly enter this "blue ocean".

Moreover, the cost for users to obtain content has been greatly reduced compared to before. Users no longer need to download a separate app. They can complete tasks and redeem rewards within WeChat. Moreover, users receive real money rewards, which further increases their enthusiasm. After testing, under good network conditions and advertising volume, a user can earn 10-20 RMB per hour on the WeChat Points Wall. This income is still quite attractive to some "diaosi users".

2) At the developer ( WeChat operator ) level, the emergence of WeChat Points Wall can be said to have greatly lowered the threshold for cooperation between developers and advertising platforms. Previously, developers had to overcome three major hurdles to cooperate with advertising platforms: having their own apps, having a certain amount of traffic, and bypassing Apple's strict review.

But now you only need a WeChat official account to access the WeChat points wall, which not only saves development and promotion costs, but also eliminates the worry of being blocked from going online on the AppStore. Developers (operators) only need to maintain their public accounts.

3) At the advertiser level, WeChat Points Wall can reduce the occurrence of fake traffic and improve the authenticity of data. WeChat strictly limits the binding to mobile phone numbers when registering, which increases the cost of "brushing". In addition, a series of manual operations such as following public accounts afterwards can block malicious brushing to a greater extent, thereby ensuring the authenticity of the data.

Mobile Game Matters learned from the person in charge of the advertising platform of a WeChat points wall that in addition to the promotion cost of the WeChat points wall being slightly lower than that of the traditional points wall, its biggest advantage is that its impact on the weight of the list is far greater than that of the traditional points wall.

As a new product in the current market, WeChat Points Wall also has certain drawbacks and uncertainties.

1) Whether the ecosystem is healthy or not is uncertain, because it is based on WeChat, and it is not yet clear what WeChat’s attitude towards it is. Assuming that WeChat deliberately suppresses the WeChat points wall, this ecosystem may be difficult to quickly establish and improve;

2) The accuracy of advertising effect is low. WeChat public account operators lack big data on the attributes of their fans, so they basically have no information on advertising delivery and screening, which loses the core feature of mobile advertising , namely, accurate delivery. Therefore, the user quality of this promotion method is low. However, according to data from multiple WeChat point wall advertising platforms, the user quality of WeChat point wall is 30-50% higher than that of traditional APP point wall.

3) Prices may continue to rise. It is not difficult to infer from the previous price changes of APP point wall advertisements that WeChat point wall may become one of the standard advertising models for product promotion and ranking. When the advertising volume is sufficient, its price will inevitably rise. Moreover, the operation level and user quality of WeChat point wall of different public accounts are very different. Therefore, the delivery skills of WeChat point wall will be a big test for game promoters.

Conclusion

Previously, we conducted in-depth analysis on Tieba and mobile video advertising. Today, we also conducted a brief analysis of WeChat points wall. In the foreseeable future, the above three promotion methods may gradually be accepted by more developers and advertisers.