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Wechat advertising 202212/21/2023 ![]() ![]() ![]() Moreover, if you want to have access to all the features, a company needs to pay 300 RMB per year to have the account verified by WeChat. The app is free, but only Chinese companies can create an account. WeChat Work is a separate app from WeChat developed as a tool to improve communication in companies but also to optimize the relationship with customers. You can find the optimal mix for your brand through testing.We all know WeChat as the most popular app in China, but there is another app developed by Tencent that is extremely popular: WeChat Work. Spending the most on moments advertising is recommended, with a lower amount on banner advertising and a small amount on mini-programs. ConclusionĪn optimal strategy to advertise on WeChat requires a thorough understanding of the capabilities and advantages of each of the types. Brands can also develop their own mini-programs using the proprietary programming language WeChat uses. The three formats available are placing a banner (the developer choosing where ads can be placed), playing a video in a popup (only available in games), and having an image pop up. There is an opportunity to advertise directly on some of these programs where the developers have enabled advertising. WeChat mini-programs are applications that run on the platform itself and can be games, e-commerce applications, and much more. Application and approval for Chinese and foreign companies are the same as for moments advertising. For example, many cosmetics brands have relationships with beauty and makeup KOLs and promote their products through ads on their content. Using a KOL allows for better targeting and a higher ROI as normal banner advertising is usually a very weak spend. Influencers or KOLs (Key online leaders) set their own prices for banner advertising on their content and prices are directly negotiated between advertisers and KOLs. There is an exception to this which is collaboration with specific influencers. However, banner advertisers cannot choose which specific account’s content they want to advertise on.” mentions Ashley, founder of WeChat marketing agency Alarice. The targeting parameters here are similar to the ones available for moments advertising. The ads can lead users to follow your official account, lead them to a landing page, download an application, claim a coupon or use a mini-app. There are two main types of banner ads -article ads which appear at the bottom of blog posts or banners which appear to users when using mini-programs. “Banner advertising puts display advertising on content created by official accounts on WeChat. WeChat Banner AdvertisingĪnother option to advertise on WeChat is banner advertising. WeChat also has a program to target Chinese users traveling overseas but due to new data privacy laws in China, this program is currently paused. Targeting is available according to interests, age, location, industry, gender, device type, and phone network. These companies can register on the WeChat website.įor foreign companies, $1500-$8000 needs to be invested and the application needs to be submitted to the advertising team directly and will be approved on a case-by-case basis. In terms of creatives, image and video posts can be used and the ad appears natively with posts from the user’s friends.įor local companies and WFOEs (wholly foreign owned enterprises) with local bank accounts, there are two methods of purchase available- campaign-based reserved purchase where the minimum spend is 50k RMB over each campaign or a bidding method that sets the minimum spend at 50 RMB per day. ![]() WeChat moment advertising displays ads on users’ social media feeds (analogous to the Facebook wall). ![]()
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