Success on social media in China involves more than just posting good content. Especially with its closed, peer-to-peer sharing system, WeChat can be an especially challenging platform for growing followers, brand awareness, and content reach organically. Advertising and other media buy can help speed up these processes to attract new followers to your account, as well as to drive sales.In this guide to advertising on China’s leading social media platform, WeChat, we’ll introduce the three types of WeChat ad formats, requirements, pricing, and targeting options for WeChat advertising, and suggestions for how to supplement advertising with paid influencer promotions.
WeChat Ad Formats
1. Moments Ads
This kind of advertising places content into a user’s WeChat Moments feed. This is the social sharing part of WeChat, similar to the Facebook Timeline. 84% of WeChat users browse Moments multiple times per day – it is the most popular activity on WeChat.Ads include your account name and link, copy, creative – either a photo or video – a link to the promotion landing page on WeChat, and a social button that users can click to like or comment on a post. As of 2019, users can also tag their friends to share advertising content on WeChat. Advertising is also marked as such, with a small ‘ad’ marker in the top right corner.
Moments ads can be used effectively for different purposes, including promoting an offer or product, driving followers to a WeChat account, or promoting a video. Short video is already extremely popular in China, with over 78% of all Chinese internet users watching short videos online, and short video content is used more and more frequently by travel brands on WeChat as well. That said, promoting video content in WeChat Moments is more expensive than other kinds of ad content.Moments ads can be extremely targeted to certain groups of users. When purchasing advertising, you will be able to choose target demographics based on gender, age, education, and marital status, as well as interests, location, phone operating system, phone cost, user behavior (e.g., have they interacted with your official account before?), and other specifics.
2. Official Account AdsWeChat official account ads are banner ads placed at the end of an article posted by another official account (not your own). These kind of display ads are best for driving traffic to a specific campaign, such as a coupon or an app download. While you cannot choose the specific account where your ads will be shown, you do get to pick the account type, in order to target the right kind of readership – account types include travel/tourism, luxury, entertainment, and fashion, among many other categories.