WeChat Moments advertising now open to all brands

[vc_row][vc_column][vc_column_text]Advertising on WeChat Moment platform was officially released to all brands last week.


What is Moments advertising?

Moments ads aren’t new. Earlier this year, 25 brands including Coco Cola and Mercedes-Benz already took part into the first testing campaign. And even before this official launch, advertising companies relentlessly tried to find ways to access user’s Moment through forwarded message via a network of personal accounts (a practice forbidden by Tencent terms of use).

For example, a WeChat advertising company created a scheme for advertising on personal WeChat Moments. In Shanghai and Beijing, they leverage 600 individual accounts, each with at least 500 friends. The price of posting on individual’s moments ranges from 10 RMB to 400 RMB per post. Advertising through such a network enables to reach over 300,000 WeChat users. However this is very manual process. What the Tencent Moment ad brings is a much more sophisticated way to reach your target audience

How does it work?

Moment ads can have the following component:

  1. Brand name and profile picture
  2. Up to 40 character ad description
  3. Link to a html5 webpage that’s hosted on Tencent’s server
  4. Up to 6 pictures

You can target users according to their location, interest, age, gender, device and phone network.

City specific:

Three category including Beijing&Shanghai, 35 first and second tire cites, and non-specific cities.

Industry specific:

Companies can choose to advertise to 17 industries including: education, travel, finance, car, real estate, home product, clothing, food&beverages, life-style service, business service, beauty product, internet/IT, sport, medical healthy, pregnancy product, and games.

Individual user can see up to one Moment ads in 48 hours. The ad will disappear in 6 hours if the user did not like, comment or click on the link. If the user interacts with the ad, this will increase the likelihood of his/her friend receiving the same ad. This viral effect will increase the quality of target users.

How much does it cost?

Location specific:

  • CPM (cost per 1,000 view) for non-specific location ads- 40RMB
  • CPM for users in Beijing & Shanghai — 140 RMB
  • CPM for users in 35 first and second tier cities — 90 RMB

Minimal entry price: 200,000 RMB

How to apply?

The application process is very unsophisticated so far: you should write an e-mail with the Application form to wxad@tencent.com in order to get in touch with a sales representative from Tencent.

Is Moments advertising right for you?

WeChat Moments Advertising is not for everyone. Compare to Tencent’s other advertising channel, Q-zone and Tencent Weibo has CPM between 0.2–1RMB; WeChat banner ads has CPC (cost-per-click) of between 2–5 RMB; KOL campaign has CPM of 0.5–1 RMB, WeChat Moment ads is comparatively much pricier.

Current version of Moment advertising cannot take users directly to an external website, such as WeChat shop, App download or directly to payment, although this may be a trend for the future.

Moment advertising tend to be a better choice for well known brands with visually attractive products. For small and medium companies, or companies in service or B2B industry, other advertising channels such as KOL, WeChat banner ads, and Tencent ads on QQ and Q-zone maybe a better choice.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_separator][vc_row_inner][vc_column_inner width=”1/2"][vc_column_text]

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