The first comment function was launched on Moments ads, allowing for seamless interaction between brands and users

As 2020 draws to a close, Christmas, New Year's Day and the Spring Festival are approaching. The end of the year is not only the festive season that users have been looking forward to for a long time, but also a good opportunity for brands to communicate emotionally with users and bring them closer to each other.

Open first comment

Close interaction between "friends"

In order to help brands better interact with users, Moments ads open the first comment function in the comment area to brand owners.

Users can see the first comment posted by the brand as soon as they receive the ad, allowing the brand to establish more direct and friendly interactions with users as soon as the ad is exposed. At the same time, users can reply to the brand’s first comment, and the brand can also choose to reply to the user. The close interaction between the brand and users further narrows the distance between them.

Brands take the initiative to initiate conversations

User comments are unprecedentedly active

According to platform test data, the comments and likes from previous users can greatly enhance the interactive performance of advertisements and significantly improve the click-through rate of advertisements.

The first comment function gives brands the opportunity to proactively initiate a conversation with users like a friend, thereby stimulating the willingness of more users to participate in comment interactions in the future, effectively increasing the activity of the comment area and the click-through rate of advertisements.

In addition to being able to be used in conjunction with general Moments advertising formats, the first comment function also supports the superposition of "celebrity blessings". The comments and replies posted “personally” by celebrities are bound to ignite the enthusiasm of fans in the comment section, better play the celebrity effect, and allow celebrities who already have excellent interactive performance to send blessing-style ads, thereby gaining higher interaction rates, topicality, and social sharing.

Celebrity blessings are more attractive

Li Xian, Zhao Wei, Liu Wen and other celebrities dropped into WeChat Moments

The opening of the first comment function has also opened up new creative space for the brand. By cleverly setting the copy in the comment area, it can better echo and coordinate with the outer advertising materials to tell a more complete and attractive brand story. The star replies between you and me bring a more optimized user interaction experience and interactive effect.

Yili Winter Olympics Academy

In order to promote the Vitality Winter Olympics Academy, Yili teamed up with Yili brand spokesperson and academy student Li Xian to launch a full-size card advertisement and adopted the first comment function. Seeing your "current boyfriend" wearing ski gear and inviting "you" to become a disciple of the world champion in a comment on his Moments, he seems as friendly and natural as a close friend in the circle, making you want to reply to him and say "I can!"

Invited by Li Xian's first comment, users' enthusiasm for comment interaction was greatly stimulated. The comment rate of the advertisement was 19 times the industry average, and the like rate was 11 times the industry average, bringing huge social voice to the brand.

First comment feature opened

Yili Winter Olympics Academy WeChat Moments Advertisement

L'Oréal Paris "Little Honey Pot"

Zhao Wei appeared on WeChat Moments with her new directorial work and L'Oréal Paris' new product "Little Honey Pot", which aroused enthusiastic response from fans. Through the interactive advertising style of celebrities sending blessings in the circle of friends + video, Zhao Wei "personally" released the micro-film, inviting fans to open the "Magic Calendar of Time", and in the first comment, she interacted closely with "Wei fans" around the topic of her "first brand micro-film".

The first interactive comment sent by Zhao Wei effectively aroused users' interest in further watching the brand micro-film. The video click-through rate was 7 times the industry average, the dwell time exceeded the industry average by 52%, and the total interactive click-through rate of the advertisement also exceeded the industry average by 7 times. L'Oréal Paris, Zhao Wei and fans together outlined a story about time in the comment area.

L'Oréal Paris' "Little Honey Pot" WeChat Moments Advertisement

vivo X30 series mobile phones

What is it like to photograph supermodels? In Liu Wen’s latest WeChat Moments ad, the cousin hands you the latest vivo X30 series phone and invites you to take a photo for her in the first comment. The lightly interactive style of the video combined with the creativity of the first comment highlights the professional imaging flagship positioning of the new product, allowing fans to transform into professional photographers and interact closely with Liu Wen.

After the ad was launched, it quickly ignited the circle of friends. In just 18 hours, the click-through rate of the outer layer material was nearly 10 times higher than the historical average. Hundreds of thousands of users actively responded to Liu Wen, with the comment rate 40 times higher than the historical average. Comments such as "You are so beautiful that you look good in any photo" and "I will take photos for you every day" impressed many users with the charm of Liu Wen, and also effectively improved the brand's affinity and favorability.

Vivo X30 series mobile phone circle of friends advertisement

Spring Festival limited edition style is available

More surprises to look forward to

As the peak season for holiday marketing approaches, the first comment function for Moments ads has been launched, providing a major interactive tool for brand holiday marketing, helping brands to better extend their creativity, strengthen brand communication and interaction, and use festivals to narrow the distance between brands and users.

At the same time, a small spoiler: the first comment function is also the first 2020 WeChat advertising Spring Festival limited product to meet you. It is now open for investment. Welcome to consult the WeChat advertising assistant (or the corresponding operation manager) for more information

In recent years, launching limited advertising styles during the Spring Festival has become a “regular feature” for WeChat advertising to greet users during the Chinese New Year. The flip card ads in 2019 led everyone to discover the other side of advertising; the celebrity blessing + video light interactive advertising style in 2020 was deeply recognized by brand owners and has become a regular form that is used frequently.

During the upcoming Spring Festival of the Year of the Rat, WeChat Advertising will continue to launch more interesting and interactive innovative advertising styles to add icing on the cake for brands’ Spring Festival marketing.

This time, please stay tuned for what different surprises WeChat advertising will bring.