Types and development trends of WeChat Moments ads in 2015: H5 ads become popular on the platform!

Since last year, WeChat has become a social platform that advertisers have quickly moved to and invested in, and the Moments as a carrier has attracted attention from all parties. Since the beginning of the year, after the first batch of WeChat Moments ads for BMW, Coca-Cola, OPPO and vivo smartphones were successfully launched, many multinational brands, high-end luxury goods and e-commerce brands have joined the ranks of WeChat Moments advertising. In August this year, the official website of Moments advertising was officially launched and the cooperation process was made public. The level of cooperation amount was relaxed and charges were made based on the number of exposures. The unit price of exposure was determined by the region where the advertisement was placed . Currently, the minimum advertising amount has been lowered to 200,000 yuan, and some real estate advertisers have already started advertising in a single city. In addition, the relaxation of the levels has made other small and medium-sized brands such as tourism brands, real estate, small household appliances, maternal and child care and life services eager to try.

At present, there are several main trends in Moments advertising:

Advertising restrictions have been relaxed, the number of advertising brands has increased, and product categories have become more diversified.

Advertisers can apply independently through the official website and access WeChat Moments advertising once the application is approved. Basic targeting adds commercial tags, operating system and Internet environment to simple age and gender. Urban coverage has also expanded from the previous core cities to 37 key cities across the country.

The increase in commercial tags also makes accurate positioning of WeChat Moments ads particularly important. Regional differences will lead to differences in consumer feedback. By extension, if male brands are pushed to female consumers, the effect will not be obvious. Advertisers should conduct more in-depth research and analysis on their users or potential buyers, and then push them in a targeted manner to achieve a higher return on investment.

During this year's Chinese Valentine's Day, a certain car brand spent a huge amount of money on advertising on WeChat Moments, which triggered comments and complaints from many netizens who received the advertisement. The reason is that the brand was only pushed to first-tier cities, and many first-tier city users who saw the advertisement were not its target consumer group. The brand may have greater potential in second- and third-tier cities. If it is pushed directly to users in second- and third-tier cities through precise geographical positioning, will the effect be improved?

Advertising methods are constantly changing, and H5 has become a popular platform

As WeChat relaxes the threshold for advertising in Moments, users are becoming more sensitive and picky in the face of increasingly complex advertisements, and the forwarding and comments on advertisements have also decreased relatively. Brand owners have noticed the decline of this enthusiasm, so it is not enough to have awareness when advertising in WeChat Moments. There must also be enough creativity in the images and copy. Detailed external links are the main battlefield for WeChat Moments advertising of major brands. External links support the use of WeChat payment, card coupons, WeChat emoticons and other functions. The Html 5 page (H5 for short) with rich plasticity and high scalability provides advertisers with huge room for content creativity.

"H5" has taken advantage of WeChat, a mobile social platform. With its low threshold development cost and cycle, compatibility with video and audio, powerful interactive presentation, huge potential for gaming functions, and currently the best performance on mobile terminals, brand owners have been thriving on this highly anticipated advertising platform this year. From the perspective of function and design goals, it can be divided into the following four types:

Display

In a storytelling way, use slides or animations to tell the story of the brand/product or the warm-up and introduction of the event. This type of H5 page is equivalent to a brand’s micro-official website, which is more inclined to shape the brand image and convey the brand’s spiritual attitude to users. In terms of design, it is necessary to use a visual language that is consistent with the brand’s temperament to leave a deep impression on users.

Game Type

Turning your brand or product into a mini game can make brand interaction more interesting, increase audience engagement and increase the likelihood of sharing.

Functional

As a functional mobile website, users can enjoy various services such as online booking, direct purchase, sample application, product testing and event invitation.

Interactive

Currently, celebrity and product interaction has become the mainstream of H5 advertising. In addition, technology experience has also become an interactive form that advertisers are eager to try.

A while ago, an H5 advertisement titled "Kris Wu is about to join the army" exploded in the circle of friends and occupied the headlines of the circle of friends. The advertisement used a fake Tencent news page that looked real to attract attention. After clicking on it, Kris Wu jumped out of the page and had a video conversation with the user. In addition to the surprise, an advertisement for Tencent's mobile game came out. Similarly, the movie "Tiny Times" interacted well with fans through the protagonist's fake circle of friends and conversations, while also vividly promoting the movie, which ultimately turned into a box office explosion point.

The Giardini series launched by Bulgari is inspired by the garden architecture of the Italian Renaissance. Inspired by Alice in Wonderland and riding on the recent craze for secret garden graffiti, the idea is to use the gorgeous Bulgari gate to attract users to open it and go into the garden to hunt for treasures. By clicking on the treasure, users can see Bulgari's Giardini series. It is creative and can attract user interaction, while perfectly presenting the details of each product.

In addition to creating highlights through the interaction between celebrities and products, high-tech multi-frequency interactive forms are also gradually being adopted. This year's Chinese Valentine's Day, BMW and Liushen adopted dual-screen interaction. Two mobile phones must scan the QR code at the same time to view the animation and complete information. This type of interactive H5 provides a better two-person experience connection and is suitable for festival releases.

The interactive H5 with higher technological content and the panoramic liquid life museum created by Durex allow you to see different scenes in 360 degrees in one space. The detailed content has a very good interactive experience. While the showmanship and creativity are amazing, there are also vouchers to be given away, which is a two-birds-with-one-stone experience for users.

Combined with the above cases, since H5 can play an important interactive role, the creativity and design of brand advertising copy and promotional graphics are still the key to attracting users to leave messages, interact and even click on external links to jump. For example, this creative advertisement by Kris Wu has a high click completion rate among users, especially female fans. But Tencent's mobile game is actually aimed at male consumers aged 12-25! From this point of view, we can only say that the concept of this H5 is great, but the strategy can be even better. Due to limited group targeting, secondary sharing can effectively help spread the brand's influence and increase advertising exposure . Therefore, the spreadability of the redirected H5 page is particularly critical. The spread effect of game interactive H5 is far better than that of advertising diversion.

Summarize:

WeChat Moments advertising has become an important platform for advertisers to interact with users. Since WeChat relaxed restrictions on Moments advertising, the categories have become more diverse and the types of advertisements have increased. Faced with increasingly complex advertisements, users' enthusiasm has declined. Advertisers should make breakthroughs in both content and strategy when placing advertisements in WeChat Moments. They should accurately position their brands, customize exclusive content for them, shorten the distance between them and their advertisers, and enable users to resonate emotionally during the display or interaction process, so that they have a deeper impression of the brand and products and even have the motivation to consider and buy. This is the only way to maximize the use of this popular platform.

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