WeChat Moments ads involve WeChat advertiser on one hand and WeChat users on the other. The ads are displayed in user’s moments which is equivalent to Facebook timeline. Users see those ads while scrolling through their feed and typically have an option to interact with such ad.
Who can use WeChat Moments ads?
There is a list of specific industries that are allowed to place WeChat Moments ads. Those definition are fairly broad and include food and beverage, catering industry, automotive industry, gaming, travel, internet services etc. They currently exclude smaller and niche industries.
WeChat moments ads also come with a price tag: the minimum threshold is currently set to RMB 50K (~USD 7,400). WeChat Moments ads are only served on CPM basis.
CPM cost range from CNY 50 to 180, depending on the geographic targeting and type of ads served. Serving WeChat Moments ads in so called core cities (Beijing and Shanghai) is more expensive and CPM for video ads is higher than text/image ads.
WeChat Moments ads daily budget should be set to at least RMB 1,000.
How does it work?
WeChat Moments ads include the following elements:
– Brand name and profile picture;
– Ad description (up to 40 characters);
– Max 6 pictures or 6-15 seconds short videos;
– Link to a webpage (HTML5) hosted on Tencent’s server;
– Users can also interact with the ad by “liking” it and commenting on it.
Users will see up to one WeChat Moment ad every 48 hours. The ad will disappear within 6 hours if the user didn’t interact with it. Users can also choose “not interested” option to prevent this ad as well as similar WeChat Moments ad from reappearing in the future.
On the other hand, if users interacts with the ad, this will increase the likelihood of their friends receiving the same ad. This feature increases the chances for this particular ad to have viral effect.
Targeting
Advertisers can setup different targeting criteria for serving WeChat Moments ads to a specific audience. Currently, WeChat targeting options are as follows:
Location:
The locations are defined in 3 levels: core cities, large cities and everything else:
Core cities: Beijing, Shanghai
Large cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou,
Chongqing, Nanjing, Tianjin, Xi’an, Guiyang, Changsha, Qingdao,
Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou
*Note that WeChat Moments ads will not be served to overseas users, only those residing in the Mainland.
Gender & Age:
Gender (male/female) and various age brackets from 5 to 60+ years old
Industry specific or user’s interests:
Companies can choose to advertise to 18 industries and 122 sub-categories. The 18 core categories 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.
Marital Status:
Single, married, newly married or raising a child
Education level:
PhD, master, bachelor, high school, primary school
WeChat behavior:
Currently following your public account, already using your app, collected a WeChat coupon from ads within the past year, and showed interest in your previous ads during the past year. Those users who have indicated that they are not interested in your content will be removed.
Follow the link below to learn about the other type of WeChat advertising:
>> WeChat official accounts ads
