Precise positioning of Moments ads, do you want to know how WeChat sees you?

Do you want to know how WeChat sees you?

Since the first batch of WeChat Moments ads went online in January 2015, some netizens have been crying out that they were being "unfairly treated" by WeChat. The first batch of ads were placed by brands such as "BMW China", " vivo " smartphones, and " Coca-Cola ". Some people believe that those who received BMW ads are labeled as "elite class", while those who received Coca-Cola ads are labeled as "loser class". Actually, this is not the case. Please see how WeChat identifies your identity!

As of December 2016, WeChat has a total of 889 million monthly active users worldwide. With such a large user base, accurate positioning is the guarantee for effective advertising. First of all, WeChat is also owned by Tencent. The data source of WeChat will be cross-matched with the data source of QQ users. The data source of WeChat itself includes the WeChat public accounts followed, the public account articles read, the information shared in the circle of friends , etc.; the data source of QQ includes QQ, QQ space, QQ browser , etc., and App Store users will also be matched. The data analysis of QQ users and multiple software and platforms over its 17 years of operation provides in-depth analysis from both the horizontal and vertical time perspectives, restoring a user "portrait" through multi-faceted information.

All advertisers want to send their ads to accurate target users , so the target audience has a great impact on the effectiveness of the ad.

Moments advertising can accurately target the target audience, and audience screening can basically be divided into four categories: basic attributes, interests and hobbies, user status, and user environment.

Basic Properties

1. Region

The division rule is to locate the user based on the user's active location within three months. There are many ways to locate the user, such as turning on GPS, searching for nearby people, locating in Moments, using the WeChat "location" function, or other Tencent products. Regions will be divided according to their location. In theory, the larger the urban area, the finer the division. For example, Hohhot can be divided into a certain road or landmark building.

2. Age

The age range for WeChat targeting is 13-60 years old. WeChat will be targeted by data from QQ or other Tencent products. Take QQ as an example. There will be a birthday option on QQ. Even if someone fills in a non-real birthday, when doing data analysis, it will also be analyzed based on a series of data such as the average age of your QQ friends, the WeChat public accounts you usually follow, etc., to roughly calculate the age range.

3. Gender

WeChat itself has this option set up, and it divides directly based on the user's choice. If someone insists on filling in a false answer, WeChat can only watch you do what you want. However, willful users are in the minority after all.

Hobbies

The interest tags for Moments ads have 18 first-level tags, including 122 second-level tags. It will be based on the user's interests reflected by their social tracks (such as public account subscriptions) and behavioral performance (such as article reading) in the past three months. Because people’s interests vary at different stages, interest tags and regions also use three months of data analysis to ensure accuracy without losing exposure .

Taking the first-level label " car " as an example, it includes 7 second-level labels including low-end cars, mid-range cars, high-end cars, luxury cars, used cars, car rentals, modifications and maintenance. As can be seen from the right side of the picture, WeChat's classification standards for second-level labels can be clearly seen, allowing the advertisement to achieve the best effect.

We can go back to the beginning of the article and say that users who received the "BMW China" and "Coca-Cola" advertisements felt that they were divided into classes. This is a complete misunderstanding, because according to later data analysis, first of all, most of BMW's advertisements were invested in first-tier cities such as Beijing, and WeChat does not have conditions for division based on salary. If a user is worth hundreds of millions, but the public accounts he follows are mostly about sports but not cars, he will not see BMW advertisements.

Another advantage of interest tags is that if multiple interest tags are selected, one of the tags that meets the requirements will be selected, and there will be no loss of exposure to the target user.

User Status

1. Education

The judgment of academic qualifications can first be based on region and age. The age range of high school students is approximately between 15 and 18 years old. If they are positioned in middle school and have friends of similar age, most of them can be identified as middle school students. If they are around 18 years old, browse a lot of university information during the graduation season, and are positioned from middle school to university, and follow a certain university’s official account, it is not difficult to judge that the user has just entered university from middle school, and this information tag will also be recorded in this user.

• Marital status : Marital status is divided into single, newly married, married, and having children. Single: Users who are single and have no romantic partner.
• Newly married : users who have planned to get married (such as getting engaged) and are married within one year.
• Married : Users who have been married for more than one year.
• Childcare : Users who start planning to have children until they are under 3 years old.

There is also an "unspoken rule" in this section, that is, those under 17 are assumed to be single (you know), and those over 40 are assumed to be married.

Taking newlyweds as an example, the judgment criteria are the interest in wedding dresses, diamond rings, honeymoon trips, real estate information, etc. Advertisements such as wedding photography and travel can accurately target users and deliver them with high precision.

User Environment

Including mobile phone system, mobile phone price, mobile phone brand, and networking environment.

• Mobile phone system: Generally, APP-type advertisements will be distinguished;
• The price and brand of a mobile phone will reflect the user's consumption concept and the user's spending power for digital products. A small number of applications may only be applicable to high-end phones.
• The network environment refers to the network environment in which the advertisement is displayed to the user. If the click-through rate of a video advertisement in a WiFi environment is higher than that in a mobile network, some target users may not pay attention to the advertisement due to traffic or network speed issues.

Now, go check out the public accounts you follow and think about the places you’ve booked before, and you’ll know who you are in WeChat’s eyes.

summary

The benefits of this crowd positioning system are two-way.

For advertisers, the most troublesome problem is ineffective advertising. In the television era, there is no other way. If you want to do brand communication, you can only advertise to everyone. Three generations of a family, men, women, young and old, may be sitting in front of the screen. For most products, most of their advertising costs have to be wasted.

For users, advertisements that have nothing to do with them are undoubtedly like "junk". For example, if an 18-year-old boy watches an advertisement for a set of kitchenware, it will be meaningless to him; but if it is an advertisement for the NBA, the World Cup, or games , most boys will be happy to watch it.

Therefore, the era of personalized advertising is bound to come. As the social software with the largest number of users, the advertising value of Moments will surely become higher and higher!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @明天星期八 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map