Wechat, with 0.9 billion daily active users, is the gold mine of Tencent Advertising field. In 2017, Tencent quietly rolled out two new features to Moments ads, one as card format and the other two-option-creative.
Click here to read: Why Wechat is the most important social media channel in China?
What is Wechat Moments?
Wechat Moments is like Facebook feed, which allows users to share their photos, status, location, article etc. The difference lies that Moments is only visible to Wechat contacts, more like Snapchat, and chronologically displays all the updates from contacts, unlike Facebook’s algorism encouraging sponsored content and only showing you the most engaged and relevant content.
How does Wechat Moments Ads work?
Like Facebook Ads, advertisers can define Moments Ads target audience by demographics, such as gender, age, location, education level etc. The post format is limited to up to 6 images or a short video lasting 15s, with a short paragraph no longer than 40 characters and a hyperlink. As Wechat Ads is completely based on mobile end, the hyperlink can lead traffic to a webpage, an official account and most likely an engaging HTML5.
How to use Moments Ads?
Unlike Facebook segments its objectives and price models into brand awareness and leads generation, CPM (cost per 1000 impressions) is the single price model for Moments Ads. Tencent is very cautious in not stuffing users' feed with too many advertisements. The minimum budget was 50,000RMB (ca. 7,500 USD) for one campaign when Moments Ads was first launched.
The high threshold entry kept the small players out of the game, and required strong visuals and copy to trigger call-to-action for the first year. Wechat ads is by far only used by big B2C brands for big awareness campaign, location-based promotions, coupon download or APP download.
Now, the CPM price varies from 180RMB in Beijing and Shanghai, 120RMB in the second-and-third tier cities, to 60RMB in the rest cities. But 1 million RMB differs between normal client and key client. It is still a game for the big players.
New Feature: Two-options-Ads
Recently, Wechat rolled out a new feature to the Moments Ads. The advertiser can display 2 creative options for users to choose. Users can click on either option to expand and view the full ads. The ads format remains the same which aims at leads generation or even direct conversion. (See Dior's campaign above)
This little tweak shifts the AB test option from advertisers towards users, hitting two birds with one stone. On one hand, user action gives brand marketers more data to analyze their preference and customise content in the future. On the other hand, the users are empowered by the brand to express their opinion and get more involved in the buyer's journey.
Wechat Moments Ads is one of the advertising channels with top ROI (but also high investment) among the various platforms in China. With China's unique online ecosystem, how to choose an efficient advertising channel follows the content creation and localisation. Drop us a line if you want to know where to start with your brand.
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