For many, WeChat advertising is an unskippable step when doing business in China but is it? Due to the extremely high number of users, which is 1.2 billion, WeChat ads can be powerful for your marketing strategy in China.

What is Wechat Advertising?

WeChat advertising enables companies to display promotional messages on users’ timelines, in WeChat Official Account articles, or in the mini-program. Additionally, WeChat advertisement is a great tool for brands to enhance and maximize the number of WeChat Official Account followers, it helps companies to drive their traffic and generate app downloads.

Wechat Paid ads to consist of 3 types of ads:

1. WeChat Moments Advertising
2. WeChat banner adverting
3. WeChat Key Opinion Leader advertising

Let’s find out the difference between these 3 types.

WeChat moments advertising

WeChat’s moment’s advertising was launched in early 2015, at that time the first testing campaign involved Coco-Cola and Mercedes-Benz.

How does WeChat Moment work?

For Western marketers, WeChat advertising is the most familiar method to enable promotion on WeChat moments, which are similar to Facebook ads that appear on the timeline.

Therefore, WeChat advertising on moments is divided into two major cases:

• Companies registered in Mainland China either local companies or Wholly Foreign Owned Enterprises – WFOE are willing to invest at least 50k RMB (~8,000 USD)
• Foreign companies which are willing to invest $1,500 –$8,000 USD

Therefore, for foreign businesses the process goes through the Tencent team, in order to get more information, you can contact us.

NB: Advertisements for real estate and finance are not accepted by Tencent.

WeChat Moment ads can have the following components：

• Brand name and profile picture
• Up to 40 character ad description
• Link to an html5 web page that’s hosted on Tencent’s server
• Up to 6 pictures or 6-15 seconds short videos

WeChat advertising: targeting options

Users can be targeted according to their location, interest, age, gender, device, and phone network.

Location

In terms of location, Tencent April 2017 started offering WeChat Overseas Advertising to target Chinese travelers in 42 countries and regions:

• Asia: Hong Kong, Macau, Taiwan, Japan, Korea, Malaysia, Singapore, Thailand, Vietnam, Russia, Philippines, Cambodia, Laos, Maldives, Myanmar, India, Indonesia
• Europe: Germany, France, England, Italy, Finland, UAE, Egypt, Belgium, Denmark, Netherlands, Morocco, Portugal, Sweden, Switzerland, Saudi Arabian, Sri Lanka, Turkey, Spain
• North America: United States, Canada, Mexico
• Oceania: Australia, New Zealand 
• South America: Brazil, Argentina 

The current location data helps to define Chinese tourists. However, due to legal reasons, WeChat advertising is not open yet to local residents.

• advertisings channels & Options

Trendy: use Video content marketing like 5-15 second videos or use influencer marketing. It is a very popular strategy for WeChat Marketing, foreign businesses have to leverage social networks to perform in China. We are a  digital marketing agency in China, and help Brands with a minimum budget in the different industry categories, personal services, or professional services according to your advertising goals

With your official account advertising, you can set up different WeChat Advertising strategies, and with WeChat Pay, they purchase to pay via personal accounts. The average cost of WeChat promotion can change based on advertising formats, the advertising messages, quality of the advertising post, or the right advertising process, depending on the Province or the key cities – major cities

You can also set up upbeat campaign videos that can use content Lookalike audience and create a successful Moments campaign. We promote Chinese marketing services to many countries (with a Minimum budget). WeChat offers mode (Customization Mode or function for Ads). 

Gender & Age

When it comes to gender & age users are usually targeted from 5 to 60 years old.

Industry-related specifics

WeChat enables companies to choose to advertise to 18 industries and 122 sub-categories. Moreover, there are 18 core categories which include: education, travel, finance, cars, real estate, furniture, fashion, F&B, personal services, professional services, cosmetics, home electronics, sports, health, child education, bags, watches, shoes, jewelry, politics and law, luxury goods, drinks, Internet, entertainment.

WeChat behavior

Moment ads can be seen by individual users every 48 hours. Lately, within 6 hours the ad disappears in case if the moment the ad was not liked, commented on, or clicked on the link by the user. The interaction of the user with the moment ad is leading to the enhanced likelihood of his/her friend receiving the same ad. Therefore, the number of target users can be increased by this viral effect. All these price bases for advertisement targeting depend on granular targeting, and your activation link.