For one-click-to-follow ads, the average cost per new follower is US$4.įor both Moments ads and one-click-to-follow ads, advertisers on WeChat will need to have a verified, official account. The average CPC for both ad formats is US$0.25-0.50. The minimum spend for a Moments ad campaign featuring video is US$30,000.įor official account ads and one-click-to-follow ads, the pricing is based on real-time CPC (cost per click) bidding. (Click here to read our article on China’s city tiers and outbound travel from lower-tier cities.) CPM pricing for Moments ads with photos range from RMB50-150, and RMB60-180 for ads with videos. WeChat splits users into three city tiers: 1) Beijing and Shanghai 2) other major cities 3) other, non-core cities. From there, they can decide whether they want to start following you.įor any of the three WeChat ad formats, the minimum spend for an advertising campaign is US$10,000.įor Moments ads, there is set pricing for CPM (cost per thousand views), and this changes depending on the location of the users you are targeting. By clicking on different parts of the ad, users can either immediately follow your account, or they can click through to see your official account’s profile page, where they will be able to read your account description, and see the last three articles that you published. This ad format is best for organizations and companies that want to engage in more branding on WeChat and encourage long-term engagement. Like official account ads, they are also banner ads displayed at the bottom of content published by a different official account. The purpose of these ads is to drive fan acquisition. 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. These kind of display ads are best for driving traffic to a specific campaign, such as a coupon or an app download. WeChat official account ads are banner ads placed at the end of an article posted by another official account (not your own). 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. Moments ads can be extremely targeted to certain groups of users. That said, promoting video content in WeChat Moments is more expensive than other kinds of ad content. 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. 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. Advertising is also marked as such, with a small ‘ad’ marker in the top right corner. As of 2019, users can also tag their friends to share advertising content on WeChat. 84% of WeChat users browse Moments multiple times per day – it is the most popular activity on WeChat.Īds 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. This is the social sharing part of WeChat, similar to the Facebook Timeline. This kind of advertising places content into a user’s WeChat Moments feed. 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. Advertising and other media buy can help speed up these processes to attract new followers to your account, as well as to drive sales. 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. Success on social media in China involves more than just posting good content.
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