Moments ads have been upgraded. Now you can chat with advertisers in Moments
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Yesterday, a magical advertisement appeared on WeChat Moments , from Nongfu Spring. Unlike previous Moments ads, this ad has a prompt at the bottom where users can @the advertiser to interact. It is understood that this is a new feature that is being tested internally in Moments ads - the interactive comment feature. In addition to Nongfu Spring, BYD is also participating in the first wave of internal testing on the first day. What changes have the new features brought? This new feature has once again brought huge changes to Moments ads. The main changes are in the following two aspects. First, users can post comments under Moments ads and @ the advertiser. ● Visible to advertisers and friends; ● Advertisers and friends can reply; ● Friends will not be notified of messages. Second, advertisers can respond to users’ comments in a targeted manner. ● Visible to users and friends; ● Users and friends can reply; ● Users have message reminders, but friends do not; ● Advertisers can only reply once to each user comment. How to use the new features? Currently, the interactive comment function is still in the internal testing stage and can only be implemented on the self-service delivery side. The backend display is like this: in the delivery settings, choose to use the "@advertiser" function in the new function. When creating an ad, check the "Turn on comment interaction" button to enable this new feature. After setting up the new function in the background, you can participate in the normal bidding process. User comments will be displayed in the background "interactive message", and it can support multiple people online to reply to messages at the same time. This is how the front-end display works, so users can have real-time one-on-one interaction with advertisers. What is the significance of the new feature? I think the launch of the interactive comment function is of great significance, which is no less than the upgrade of WeChat Moments ads from pictures to videos. There are two main meanings of the new function. First, eliminate irrelevant "harassment" and improve user experience . I don’t know if you have ever had this experience: you see an advertisement in the circle of friends and you are interested in it, or you want to complain, comment or like it. Then, every time a friend likes or comments on it, you will receive a message reminder. Sometimes you will receive N reminders in a day or even two days, and most of the friends’ comments have nothing to do with you. In fact, many of these message reminders are "harassment" messages, but they cannot be blocked specifically. I believe that the original intention of WeChat ’s setting was to enhance the interactive effect of Moments ads, but sometimes it often backfires. In the newly added interactive comment function, as long as the user @ the advertiser's comment, friends will only be able to see it but will not receive a reminder. This means that the comment is one-on-one between the user and the advertiser and has nothing to do with other friends. The user’s friends will not receive any reminders about the advertiser’s reply. This setting undoubtedly improves the user experience of Moments advertising. Second, strengthen the two-way interaction between users and advertisers. In 2016, the Blue V Alliance led by Haier was in its heyday. Corporate Blue Vs found a new way to grab attention. They became popular all of a sudden, and the advantages of personalized operations were particularly obvious. This is also the biggest difference between Weibo advertising and Moments advertising . Although Moments advertising was accurate and had a large exposure , it was always display advertising, a one-way communication between advertisers and users. Even if there were thousands of likes on comments, good reviews or complaints, they could not reach the advertiser itself, and users could only entertain themselves in the comment area or talk to their friends. The essence of today's interactive comment function is actually to enable advertisers and users to have fair dialogue and two-way communication. This instantly changes the "I speak and you listen" model between advertisers and users into "chatting together". It will be more helpful for advertisers to conduct personalized operations and optimize advertising formats. By the same token, public accounts that are good at being cute, such as Alipay , Haier, and Baidu PR, can now also play freely in Moments advertising. This time, Nongfu Spring has set a good example for advertisers. I call this feature "the Weibo version of Moments advertising." The evolution of Moments advertising In January 2015, WeChat announced the launch of Moments advertising with the phrase “Advertising can also be a part of life”. Four days later, BMW, Coca-Cola and vivo took the lead and became the first brands to run advertisements on WeChat Moments. In terms of form, the newly launched Moments ads are still copywriting + pictures + details page. The details page can support external links. In December 2015, WeChat Moments advertising was upgraded and a new video advertising method was launched. CrossFire , KFC, BMW, Porsche, Head & Shoulders and L'Oreal became the first video advertising players. There are two forms of Moments video ads: 6-second short videos and 30-90-second long videos. The former is short and concise, can be played automatically in a loop, and will only produce sound effects after being clicked. In August 2016, on the opening day of the Rio Olympics, the native promotion form of WeChat Moments advertising was launched. Six major brands including NIKE, Amul, Samsung Galaxy, Yili , Tencent News , and Golden Dragon Fish have made their debut on WeChat Moments. In terms of form, compared with previous Moments ads, there is no need to click "View Details" to jump. Users only need to click on the outer picture of the ad to directly open the inner native promotion page, providing a smoother and more natural experience. In September 2016, local advertising in Moments was officially launched. Local advertising is customized for brands with offline stores. It can help offline physical merchants establish connections with target users in their service areas, thereby achieving the promotion goal of directing traffic from online to offline. The specific form is to add a store address information column to the outer layer of the normal advertisement, including the store location, telephone number, photo album, business hours, etc. In January 2017, native video ads for Moments were launched. During the Spring Festival, the format of WeChat Moments advertising was upgraded again. The outer display of native advertising was upgraded from pictures to videos. Video native promotion page advertising can configure a 6-second or 15-second short video for the outer layer of the advertisement. Users can directly click on the short video to enter the inner native promotion page. The forms of native advertising have expanded from graphics and text to a variety of forms such as text, pictures, carousels, full-screen videos, embedded videos, 360-degree panoramic images, and the loading speed of the inner layer of advertisements on the native video promotion page has increased by nearly 10 times. Porsche, Lancome and Yili became the first advertisers to participate in the test. In May 2017, a new interactive comment feature was launched on Moments ads. Users can have one-on-one two-way communication and interaction with advertisers. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @骏小宝 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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