You can finally use WeChat ads!
Being the most actively-used communication platform in China, WeChat has a significant influence over the Chinese population. What began as a tool for communication between close friends and family, has now enhanced its service by incorporating advertising functions in which users can choose to receive news, discussions, and other selective content.
Wait… What are WeChat ads?
WeChat ‘Moment Ads’ is the advertising of sponsored moments on the WeChat ‘Moments’ service. Ads in ‘Moments’ will display the brand’s name and profile picture, text description up to 40 characters long, a link to an HTML5 webpage hosted within the WeChat network, and up to six images.
The service functions as a way of showcasing new advertising opportunities for marketers, on what was originally considered a closed social networking platform.
You can also read: What you need to know about WeChat
Why would you want to use WeChat Ads?
WeChat Ads participate to a good user experience
The good thing about WeChat ‘Moment Ads’ is that it does not force its content on users, but instead is open to users who can selectively receive what they want to see. The function of selectivity is also reflected in the service’s options: ‘read more’, ‘details’, ‘download application’, and ‘reservation’, which are displayed beneath the ad’s text or images. Not only do these options expand the depth of the ads contents, but also give users the choice to utilize the service in the way they want.
What about the future of WeChat Ads?
It is believed that in the long-term, WeChat ‘Moment Ads’ will connect its social media service with e-Commerce, in which content distributed through these ads will link to an action such as an online shopping platform, where users can buy products with “one touch”.
This new ads service scheme has seen great results with WeChat commanding that they directly focus on interactivity and user experience. The fact that they work with numerous high-budget brands and companies has allowed them to produce high-quality ads and campaigns, which do not spam or annoy users. This is highly important for WeChat, as being the most-active communication platform in China demands a premium-level of facilitation.
We were all waiting for it: WeChat Ads are now affordable!
A few years ago, it would have costed you millions to use WeChat Ads. Last year, Tencent had opened advertisement for more brands, as it had decreased the minimal entry price to 200,000 RMB.
Well, guess what? The entry price was just decreased to 50,000 RMB. Depending on the budget, you will be able to use images or videos, and your account will have more or less personalised pages.
So, how does it work now?
The pricing for visual image and video advertising (categorized by location) are as follows:
Central Cities: Beijing, Shanghai. (2)
Major Cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xian, Shenyang, Changsha, Qingdao, Ningbo, Chengzhou, Dalian, Xiamen, Jinan, Haarbin, Fuzhou, Shijiazhuang, Urumqi, Lanzhou, Xining, Yingchuan, Taiyuan, Hefei, Guiyang, Kunming, Nanning, Lhasa, Nanchang, Changchun, Haikou, Hohhot. (35)
Other Cities: All other cities, excluding any Central or Major cities.
The pricing for ad’s creative directory are as follows:
A whole new world now open on WeChat! This brings a lot of new opportunities for marketers who are targetting the Chinese market.