Mini-program ads are useful for anything that Moments ads and Official Account ads are useful for. They’re used to make games, create loyalty programs for restaurants, run e-commerce stores and many other things.

Mini-programs are lightweight apps within WeChat. WeChat runs an advertiser/creator matchmaker system which allows advertisers to pay creators to make videos for them. There’s also a third option which is more like influencer marketing. WeChat Video Account Ad Buying ModelsĪds can be tailored to get a high-level of exposure to quickly enhance the popularity of the Video Account (CPM), or performance-oriented advertisers can use the bidding placement mode to efficiently acquire more targeted traffic (CPC). WeChat Advertising Formats for Official AccountsĪ WeChat Video Account “comment ad” for a company offering bookkeeping services can be seen in the comments section below a short video on WeChat. Similar to WeChat Moments Ads, the ads in WeChat Official Accounts can be used for a variety of reasons, including brand promotion, collecting sales leads, promoting products (e-commerce), driving app downloads, as well as sending users to your WeChat Official Account, mini-program or Video Account. Then it can also be shared by users privately or to Moments.Īds on Official Accounts are displayed at the footer or middle of the article, and may be in an image or video format. The content they post shows up first in the messages area of WeChat. WeChat Official Accounts are the accounts run by businesses, organizations and brands. This is an option we do not usually use, because it does not perform better than we achieve with our advertising experts, analysts and tools. This is called OCPM, or Optimized Cost Per Impression. In this model, it is also possible for WeChat’s system to take into account conversions, such as cost per lead and automatically adjust the bidding. It’s also based on cost per impression (CPM), and you will be competing with other advertisers for other advertising spots. You would use the “Exposure Competition” model. Imagine you are an SME that wants to first spend 10 thousand Chinese Yuan/month.With this model, you would make a large purchase of ad credit up front, with the cost-per-impression (CPM) and time period fixed. You may choose to go with the “Exposure Scheduling” model. Imagine you are a large consumer brand that wants to spend 10 million Chinese Yuan/month to reach very many people.In short, WeChat Moments use a cost-per-impression (CPM) model, but it comes in a few different styles suitable for different businesses. WeChat Moments Advertising FormatsĪ “combination card ad” for a new Korean restaurant opening in town soon, ad by Dianping, which is kind-of like Yelp. Other advertisers choose to send users off of WeChat to other websites/apps. The ads in WeChat Moments can be used for a variety of reasons, including brand promotion, collecting sales leads, promoting products (e-commerce), driving app downloads, as well as sending users to your WeChat Official Account, mini-program or Video Account.įor many advertisers, the entire user journey – from ad to content to payment – is all within WeChat. The ads themselves look a lot like regular content posted in the feed, which helps make sure more people actually look at them.

This is the feed users scroll through to see content posted by their WeChat “friends”. WeChat Moments Ads are native advertisements that are displayed in a user’s Moments feed.

To get good results, your offer will need to be interesting to users.

WeChat is very competitive and ads do not show up for users nearly as much as Facebook’s do.

The advertising estimate models used for many ad types feel like Facebook’s ad system.

Ads can be targeted to audiences based on region, gender, age, device type, educational level, interest/behavior, and retargeting.

We’ll try to make it simple, even for people that haven’t used WeChat before. This page will help explain the various WeChat advertising formats available. WeChat is not just an app, but a “super-app” composed of smaller integrated apps, which means there are a lot of different places within WeChat that you can advertise.

Wechat moments advertising