Similar to ads run by Facebook on the user’s feeds, display ads have become a frequent sighting on the moments page of WeChat. These ads are of two types – display ads and video ads. WeChat allows the outer link video to play for up to 15 seconds. Users can click on the link to open the full video, which can last up to 90 seconds. In the case of display ads, up to 6 images can be added depending on the amount invested. These ads generally consist of the brand’s name, logo, image/video, description (up to 40 characters) and user feedback.
User targeting on WeChat
Apart from allowing advertisers to target audience based on age, location, gender and so on, WeChat has also reportedly hired marketing managers and data analysts to analyze marketing data in an effort to provide better results to advertisers. Ads will only be shown to users who have a minimum of 4 new updates on their moments feed. WeChat also displays ads to users based on the data obtained from other users who have viewed the same ad. For example, if a user sees an ad and interacts with it, there’s a high chance of the same ad being displayed to his/her contacts as well. Also, if a user views the ad but has not liked or commented within 6 hours, the ad will be removed from his/her feed. Users have the option of turning off an ad by clicking on the ‘Not Interested’ button next to the ad.
How much does it cost?
WeChat charges advertisers based on the number of impressions that the ad receives. Impressions are triggered when users view and interact with the ad. Each user is allowed only 1 impression every 5 minutes and 8 impressions per day. The advertiser pays a fixed amount per 1000 impressions. However, this amount varies based on the city. The cities are divided into 3 categories – Core, Key and others. Core cities include Beijing and Shanghai. Key cities are Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi’an, Guiyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou. All other cities fall under the ‘others’ category. Below is the cost per 1000 impressions in these categories of cities.
Advertisers are also required to invest a minimum of 50,000RMB and are allowed different features based on the amount invested. If not, they can choose to bid real-time by investing a minimum of 1000RMB per day.
Setting up WeChat moments ads
1. Log in to your Weixin account and recharge your account
2. Click on the ‘Create ad’ button under the ‘Advertisers’ tab
3. Select the promotion type and the purchase type
Promotion type – Brand activity, app, official account
Purchase type – Scheduled, bidding.
4. Select the date, time and your target audience
You can filter the audience for your ad based on the city, age, phone’s operating system, network and any other category that the user falls into based on profession, interest etc. such as finance, games, and travel.
5. Set your ad’s budget
7. Contact Tencent
Once you’ve finished the above mentioned steps, you will have to recharge your account with sufficient funds, sign a contract with Tencent and send your ad for review, which usually takes one to three business days.
Once Tencent reviews and approves your ad, it will be displayed to users and you will be able analyze its performance.