You can place advertisements on WeChat Moments for only 50,000 yuan. What exactly is going on?

After a month of invitation-based testing, the WeChat Moments advertising self-delivery platform was officially opened to the entire market from February 23. (The specific usage rules of this mechanism will be shown below)

The opening of Moments advertising is actually in line with a recognized advertising development trend: content is advertising, and advertising is content. The native ads of social products are similar to Moments ads, which transform the native ad content into a form similar to friends' original content and display it in the Moments feed of specific users.

The project general manager of Microsoft's Bing advertising group once wrote an article analyzing social advertising. He believes that in the digital advertising era, satisfying the advertising needs of customers and users at the same time through "local advertising" is the most critical aspect of advertising services. In his opinion, so-called "native advertising" refers to advertising that meets the needs of websites/apps and the style of user-generated content.

To explain with a specific website, for example, Google ads are ads that users see based on searches, so this type of ad is both a commercial ad and a search result for users, which satisfies both parties. Facebook ads also push games , movies, etc. based on user preferences. Instagram/Imgur ads are photos, which look similar to photos posted by ordinary users. According to this standard, the best experience for Moments advertising is when the content of the ad is similar to the news content posted by the user’s friends.

In fact, after entering the workplace, WeChat users have already joined a large number of work relationships. They may be the publishers of their own company's advertisements or the readers of advertisements for their workplace relationships. Therefore, the normalization of WeChat Moments advertising can meet the needs of people in the workplace for exposure of their company's information in WeChat Moments.

Previously, Moments ads have always been considered sacred and unattainable, and WeChat has extremely high requirements for advertisers’ brand attributes and service fees. At the same time, for WeChat Moments users, being able to receive certain so-called "high-end" brand advertising push notifications will generate a certain identity recognition, such as "high-end" and "tasteful". Therefore, users of Moments not only do not have aversion to such advertisements, but will also actively participate in the interaction and interact with "similar" people who can receive the same advertising push.

After the self-service advertising service of WeChat Moments is launched, more small businesses will join in the advertising , and the "sense of superiority" that advertising has given to Moments users may no longer exist. Moreover, as the number and frequency of advertisements increase, users’ novelty for Moments ads will decrease. If the advertising content is not sophisticated enough, it will easily affect the user experience. I wonder how Zhang Xiaolong, who puts user experience first, will respond to this.

However, whether users like it or not, Moments ads are in line with the development trend of native advertising in social products.

As will be introduced below, the cost per thousand impressions of graphic and text ads on WeChat Moments is between 50 yuan and 100 yuan. Compared with Instagram, which is also a social application, the cost per thousand impressions of its feed ads is US$50 (approximately RMB 325). Obviously, the advertising fee of Moments ads is not expensive.

Some Wall Street analysts believe Instagram will generate between $1 billion and $2 billion in advertising revenue in 2016. According to eMarketer's forecast, Instagram's advertising revenue in 2017 will be US$2.8 billion, and global advertising revenue on social networks will reach US$36 billion in 2017, accounting for 16% of the total digital advertising share.

According to survey data, the digital advertising revenue and revenue share of social products are increasing.

The following is an introduction to the self-service advertising mechanism for Moments.

Currently, the self-service advertising platform of Moments looks like this:

Users can choose different advertising formats according to different promotional purposes. In addition to the "brand display" ads that we have already seen, this time the Moments ads also added new advertising forms such as "public account promotion" and "mobile application promotion ".

Currently, 14 first-level industry categories are open to Moments advertising, including: apparel, daily chemicals, network services, personal products, retail & services, entertainment and leisure, education and study abroad, home decoration, food and beverage, transportation, IT products, consumer electronics, financial services, operators , and real estate.

How to buy

Moments ads support two purchasing methods: scheduled purchase and bidding purchase, and are charged according to the number of exposures . The exposure unit price and service standards are as follows:

Scheduled purchase

Suitable for advertisers who need to focus on exposing target users during a key promotion period. It supports scheduling delivery 5 to 28 working days in advance, and completes the scheduled advertising exposure to target users within 12 hours to 3 natural days.

Bidding

It is suitable for advertisers who need to flexibly set the delivery time and reserve space to continuously optimize the advertising content. After determining the target audience and daily budget, you can freely set bids and compete with other advertisers for ad exposure through real-time bidding. Currently, core cities and key cities do not support competitive bidding. They only support “ordinary cities” placement, with a minimum bid of 30 yuan per thousand exposures.

Service Standards

Based on different advertising budgets, WeChat provides services of different standards. Currently, the service levels are divided into three tiers: ordinary customers, senior customers, and VIP customers. The previous minimum single-time budget for "ordinary customers" was 200,000 yuan. Now WeChat Advertising officially lowers the threshold to 50,000 yuan.

The “fixed templates” mentioned in the above table can meet customers’ different promotion needs such as videos, event bookings, attention, and app downloads.

Delivery process

When users choose to place self-service ads in WeChat Moments, there are five steps involved: account opening, ad creation, plan review, ad launch, and effect tracking.

Customers can select advertising target audience labels at the advertising delivery end, including region, age, gender, interests, etc. The Moments advertising system will distribute advertisements in a targeted manner based on the customer's settings. After completing the whole process, a Moments advertisement can be launched online 3 to 15 working days after the application is submitted.

At the same time, after the advertisement goes online, customers can view the closing report online within 3 working days after the end of the advertisement. The data available to customers include:

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