Why there are no promotional ads in your WeChat Moments

As soon as the WeChat Moments advertisement came out yesterday, all the WeChat friends were excited, but the strange thing is that some people who can be called old WeChat players did not see this advertisement. Instead, many friends who post advertisements and inspirational messages in WeChat Moments all day long saw it earlier. The mystery was not solved until the appearance of Tencent's internal documents and the WeChat advertising circle PPT introduction!

1. Why does WeChat promote advertising?

The answer is that WeChat’s data is simply too good. Data shows that WeChat currently has 1.12 billion registered users and 440 million monthly active users, ranking first among social applications in more than 70 countries. The amount of information in the Moments is as high as 3 billion every day, and 76.4% of users will check friends’ updates or share messages in the Moments. With such a huge gold mine, even Zhang Xiaolong, who once said that “WeChat is not a marketing tool”, can’t bear the pressure and has to start mining.

2. What are WeChat Moments ads like?

When talking about Moments ads, we have to mention the previous WeChat public account ads. You should have seen this at the bottom of many graphic and text messages. It laid the data and user foundation for WeChat Moments advertising and also attracted many advertisers.

Here comes the important question: What is Moments advertising?

WeChat Moments is also called Feed Ads. It draws on the information flow ads currently being used by Facebook and Twitter. The format is similar to that of original content from friends. It is based on WeChat user portraits and uses a real-time social mixing algorithm to communicate interactively through trust relationships.

WeChat borrowed this approach because of the success of Facebook and Twitter. Previously, Weibo also had similar feed ads, but was criticized badly. How can WeChat avoid this problem?

An example of a Moments ad includes the following:

(1) Avatar + name, you can click to follow

(2) Promotion label to remind you that this is an advertisement

(3) Detailed external links, jump to advertising pages or other independent arrangements, but this advertisement cannot be forwarded

(4) Promotional pictures, up to nine pictures

(5) Social interaction: you can like or comment

3. How are Moments ads pushed to me?

This is the special thing about WeChat Moments ads. Ads will first be shown to a group of “high-quality seed users” who have some characteristics, such as “high activity in WeChat Moments” and “frequent participation in advertising interactions”.

If these seed users like the advertisement or leave comments, the system will spread the information to their friends with these users as the core. That is, when you see the advertisement, some of your friends have already liked it or even given it a positive review. At this point, your aversion to this advertisement is not so severe, and the advertisement based on acquaintance relationships spreads out in circles.

4. Will there be a lot of ads in WeChat Moments?

According to the information currently available, no. The following is the exposure strategy of Moments advertising:

(1) When there are more than 4 new messages in the Moments, ads will be pulled

(2) The advertisement is located in the fifth item of the Moments message

(3) If you do not like or comment on the ad, it will disappear after 6 hours. If you do any of the above, the ad will continue to display.

(4) The effective period of an advertisement is 7 days, but for a single user, only one advertisement is pushed within 48 hours, which means that we will only see one advertisement every two days.

According to today's grayscale test, if you like or comment on an ad, you will continue to be disturbed by new interactive messages. At this time, click the word "Promote" in the upper right corner of the ad and select "Not Interested". This will make the ad a permanent message and you will no longer receive reminders.

5. How expensive is WeChat Moments advertising?

According to the sales strategy, if it is delivered in non-targeted areas across the country, the cost is 40CPM. If the display volume is around 200 million, the cost of a single delivery will be more than 8 million. If a link is added, it will increase by another 20%. Therefore, the cooperation cost of more than 10 million for dissemination on the Internet is more reliable.

The advertising price for core cities such as Beijing and Shanghai has a higher standard of 140CPM, while the prices for other first- and second-tier cities are also around 90CPM. Friends in Beijing and Shanghai, do you feel that your value is rising?

OK, let’s summarize:

(1) Gold mine: WeChat currently has more than 400 million active users, and the amount of information in Moments is 3 billion per day, which is of great value;

(2) Feed: The ads in Moments are in the form of feed ads, which are very similar to other friend messages;

(3) Intelligence: Ads are pushed intelligently based on friends’ behaviors, so the objection is not too strong;

(4) Restraint: If there is no interaction, the ad will automatically expire after 6 hours, and the ad will only appear once within 48 hours;

(5) Ten million: The price of a national launch is in the tens of millions, and future launches will require at least five million.

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