Thanks to its enormous size (900 million users strong by the latest count) and importance in China, WeChat marketing is considered to be one of the most critical elements of any brand’s China marketing strategy.
Big part of WeChat marketing is WeChat advertising. Since WeChat has no direct equivalents in the West, many foreign companies often find it hard to understand how exactly WeChat advertising operates. This why we are going to look at it in some more details in this post.
In general, WeChat advertising is the way the network enables companies to display promotional messages within the platform. WeChat ads enable brands to accomplish the following goals:
– Acquire new followers for WeChat official account,
– Drive traffic to a website which could be also be a landing page or sign up form,
– Generate app downloads.
Currently, there are two types of WeChat advertising:
– WeChat Moments ads and,
– WeChat official accounts advertising.
In order to understand how each of those work, let’s look at three sides of WeChat advertising:
– WeChat advertiser – an official account that is placing ads on the network
– WeChat user – the network user to whom the ads are served
– WeChat publisher – an official account that is qualified and agrees to display the ads
At the moment, anyone can apply to become WeChat advertiser. The only pre-requisite is registering WeChat official verified account (service or subscription type) and having joined the advertiser program.
In order to become a WeChat publisher, the account that displays the ads and receives the revenue share, the account should have minimum 5000 followers. They also have to agree to provide advertising space in their content and abide by WeChat advertising rules.
To learn more about two types of WeChat advertising follow the links below: