Introduction to WeChat Ads
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WeChat is a popular social media platform in China with over 1 billion monthly active users. This document provides an introduction to WeChat advertising, including banner ads, moment ads, and key opinion leader promotions. It outlines the types of each, targeting capabilities, and provides examples from brands like UNIQLO and Doublemint that achieved hundreds of thousands of impressions.
Introduction to WeChat Ads
- 1. Introduction to WeChat Advertising C H A T C O N F E R E N C E H K 2 0 1 8 C O P Y R I G H T 2 0 1 8 M A V E N T U S I N C .
- 2. What is MavSocial? MavSocial is an integrated social media management software that addresses the issues Asian marketers experience. Digital Library UGC Curation Publishing Post Boosting Engagement Publishing Governance
- 3. Why WeChat? 1.1bn registered WeChat Accounts 1bn monthly active users 100m of its users are outside of China 14m Official Accounts (Serviced & Subscription) 80% of users follow an official account 38bn messages sent in a day 30% of time spent on mobile in China is on WeChat
- 4. WeChat Ads WeChat Banner Ads WeChat Moment Ads KOL Promotion
- 5. WeChat Banner Ads Banner ads on WeChat appear on bottom of an Official Account. There are two types: Standard Banner KOL Banner
- 6. Standard Banner Ads Banner ads are located at the bottom of Official Account articles The ad has a logo, account name and headline The CTA opens a new page with additional information Image Source: Dragon Social
- 7. Introduced to allow Tencent to monetize KOL advertising on WeChat Much larger than a standard Banner ad Requires collaboration between the Brand and the KOL New type of WeChat Banner Ad KOL Banner Ads
- 8. Why Banner Ads? Simple to do minimal design skills Performance based Helps grow brand awareness Cheaper than WeChat Moments Ads
- 9. WeChat Moment Ads Audience targeting based on location, interests, age, gender, education, marital status, device, WeChat behaviour If a user clicks an ad, it means that the ad is a good fit. Ad will go viral (on the Moments pages of other similar users and contacts) There are three types: Display Ads Video Ads Coupon Ads
- 10. Display and Video Ads WeChat Moments Ads appear in the Moments section comparable to Facebook Newsfeed Image Source: WalkTheChat
- 11. Coupon Ads Supports text, images, videos, and allows users to collect, redeem and share coupon from WeChat Image Source: TMG Worldwide
- 12. Additional Info International targeting (now in beta) U.S., Canada, Australia, New Zealand, Hong Kong, Taiwan, Malaysia, Singapore, Japan & Korea. (England, Italy, France, & Germany are coming soon) WeChat defines impressions as: An ad appearing in Moments External link is clicked Ad is liked, commented or clicked on
- 13. Additional Info Each user will see a maximum of two Moments Ads within a 24 hours Ads only appear if the user has a minimum of 4 new updates in Moments If the user doesn't engage with the ad, it will be replaced after 6 hours One Moments Ad lasts up to 7 days Users can click a 'not interested' button to stop seeing an ad
- 14. Additional Info
- 15. Cost of WeChat Ads Core cities: Beijing, Shanghai Large cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi'an, Guiyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou
- 16. Banner Ads Example Brand: UNIQLO Objective: Raise brand awareness and promote new products Target Geography: Northern cities in China Results: 900k impressions, highest CTR of 1.27%
- 17. Moments Ads Example Doublemint's Moments Ad with text and a video linking to a native advertising page Image Source: Chozan
- 19. Contact Details Chris Hodgeman chris.hodgeman@maventus.com Twitter: @chrishodgeman