In today’s digital age, Chinese social media platforms are essential for establishing a commercial presence in the country, and WeChat stands as the most important of them all. Through WeChat, brands can launch highly effective advertising campaigns.
In this guide, we will explore in detail how to advertise on WeChat, the various options available to brands, the different types of ads, and we’ll focus specifically on WeChat Moments advertising. We’ll provide the necessary steps and essential tips for executing successful campaigns.
If you’re interested in advertising on WeChat or entering the Chinese market effectively, feel free to contact Influchina, a marketing agency specializing in helping foreign brands grow their presence in China through tailored strategies.
1. What is WeChat?
WeChat is one of the most well-known and widely used social networks in Asia, developed by Tencent in 2011. It offers various features, including instant messaging, sending text and voice messages, playing games, mobile payments, and the ability to promote a brand.
Additionally, this platform has become the most used social network in China, boasting over 1.6 billion active monthly users. Moreover, because WeChat is the only Chinese platform that allows direct connection with Chinese customers, advertising on WeChat is crucial for brands looking to enter the Chinese market.
Wechat has become the most used social network in China, boasting over 1.6 billion active monthly users.
2. Types of advertising on WeChat
Advertising on WeChat is a powerful tool for businesses and brands to reach Chinese consumers, allowing them to effectively spread their messages. Through WeChat ads, companies can achieve their business goals, build a loyal audience, and increase their visibility among Chinese users.
Through WeChat ads, companies can achieve their business goals, build a loyal audience, and increase their visibility among Chinese users.
There are four main ways to advertise on WeChat. Below, we’ll briefly explore these methods before focusing on the most effective and popular option: WeChat Moments ads.
1. Advertising on WeChat Official Accounts
WeChat Official Accounts are a type of advertising designed to promote brands and businesses through their verified profiles on the platform. These accounts allow businesses to directly interact with users by sharing relevant content, updates, and personalized services.
This ad format allows companies to place ads within the articles published by WeChat Official Accounts. Ads can appear at the end of the articles or be natively embedded within the content, making the advertising feel more organic and engaging for users.
This ad format allows companies to place ads within the articles published by WeChat Official Accounts.
The main benefit of advertising on WeChat Official Accounts is that brands can precisely target their audience, ensuring their ads reach users who are already interested in their content or industry. Additionally, these ads increase visibility and can link directly to online stores, facilitating quick and effective conversions.
Cost of Advertising on WeChat Official Accounts
The cost of advertising on WeChat Official Accounts varies based on several factors, including the ad type, audience size, targeting, and the duration of the campaign. These accounts allow brands to reach their audience in a more personalized way through sponsored content that appears within articles published by the accounts. Below are some key points on updated pricing:
- Cost per Thousand Impressions (CPM): Similar to other WeChat advertising formats, the CPM model is commonly used in Official Accounts. The average cost ranges from 15 to 25 RMB (approximately $2 to $4 USD) per thousand impressions, but this can increase for highly targeted audiences or large follower counts.
- Ad Type:
- Native ads in articles: These are placed within the content published by the official account, with a CPM ranging from 10 to 30 RMB ($1.5 to $5 USD), depending on the account’s level and audience size.
- Banner ads: These typically appear at the bottom of articles and have a lower CPM, starting at 10 RMB ($1.5 USD) per thousand impressions.
- Video ads: Video ads tend to be more expensive due to higher engagement rates. CPM for this format can range from 30 to 50 RMB ($5 to $7 USD), depending on video length and audience targeting.
- Advanced Targeting: Campaigns that target specific audiences—based on location, interests, purchase history, or consumption habits—usually have higher costs. Precise targeting can significantly increase the cost, but it also improves ad relevance.
- Minimum Budget: The minimum budget for a campaign on WeChat Official Accounts typically starts at 30,000 RMB (around $4,200 USD), which includes a broad audience and basic targeting. This budget can vary based on the campaign’s goals and desired impressions.
Category | Details |
CPM (Cost per Thousand Impressions) | Average CPM: 15–25 RMB ($2–$4 USD), higher for targeted audiences or large follower counts. |
Ad Types | |
– Native ads in articles | CPM: 10–30 RMB ($1.5–$5 USD), depends on account level and audience size. |
– Banner ads | CPM: Starts at 10 RMB ($1.5 USD). |
– Video ads | CPM: 30–50 RMB ($5–$7 USD), higher due to increased engagement. |
Advanced Targeting | Higher costs for precise targeting based on location, interests, or habits. |
Minimum Budget | Starts at 30,000 RMB (around $4,200 USD), varies by campaign goals. |
2. Advertising on WeChat Moments
WeChat Moments advertising is one of the most popular and effective ad formats on the platform because it allows brands to reach users within their social activity feed, similar to ads on social networks like Facebook or Instagram. These ads appear natively in the Moments section, where users share updates and photos, making them feel less intrusive and more organic.
These ads appear natively in the Moments section, where users share updates and photos, making them feel less intrusive and more organic.
There are three main formats within WeChat Moments advertising:
- Video ads: These ads are ideal for quickly and effectively capturing user attention. Videos can be either short or extended and are designed to tell engaging stories or promote products visually. Video ads are seamlessly integrated into users’ feeds, playing automatically to create a greater impact.
- Image ads: These consist of one or more well-designed, eye-catching images that blend into the Moments feed. They are usually accompanied by a brief text conveying the campaign’s main message and often include a CTA button that directs users to a landing page or online store.
- Interactive ads: This format offers a more dynamic and immersive experience, allowing users to interact with the ad—by swiping, tapping, or even participating in polls or games. Interactive ads are excellent for capturing attention and generating engagement, enhancing interaction with the brand.
Thanks to these varied formats (video, image, and interactive), brands can choose the strategy that best suits their objectives and consumer behavior.
Cost of Advertising on WeChat Moments
The cost of WeChat Moments advertising depends on several factors, allowing brands to tailor their campaigns according to their budget and objectives. These factors include the target audience, the type of ad (image, video, or interactive), the campaign duration, and the level of demographic targeting.
Here are some key points regarding pricing:
- Cost per Thousand Impressions (CPM): WeChat Moments advertising typically follows a CPM model, meaning brands pay for every thousand impressions. The CPM can vary depending on audience segmentation. Generally, CPM starts at 50 RMB (around $7 USD), but this can increase based on the target audience and location.
- Advanced Targeting: Campaigns aimed at more specific audiences, such as users in a particular city or with specific interests or age ranges, tend to have higher costs. Campaigns with precise targeting often result in a higher CPM, as they ensure the ads reach the most relevant audience.
- Minimum Budget: To advertise on WeChat Moments, the minimum budget typically starts around 50,000 RMB (approximately $7,000 USD). This covers a basic campaign with a relatively broad audience, although the amount can vary based on the campaign type and segmentation strategy.
- Ad Formats: Video ads, which usually generate more engagement, tend to be more expensive than static image ads. Likewise, interactive ads, which allow users to interact directly with the brand, come at a higher cost due to their greater potential for grabbing attention.
- Large-scale Campaigns: Major brands seeking massive reach often invest higher amounts, with budgets that can exceed 500,000 RMB (around $70,000 USD) for large-scale campaigns that target wide audiences and utilize interactive and video formats.
|
Category |
Details |
|
CPM (Cost per Thousand Impressions) |
Starts at 50 RMB ($7 USD), increases with advanced targeting. |
|
Advanced Targeting |
Higher CPM for specific audiences based on location or demographics. |
|
Minimum Budget |
Starts at 50,000 RMB ($7,000 USD), varies by campaign objectives. |
|
Ad Formats |
Video and interactive ads are more expensive than image ads. |
|
Large-scale Campaigns |
Budgets can exceed 500,000 RMB ($70,000 USD) for wide audience reach. |
The cost of WeChat Moments advertising varies depending on the audience size, ad format, and the level of segmentation used. Brands should adjust their strategy according to their goals and budget to optimize campaign performance.
3. Advertising on WeChat Mini-Programs
WeChat Mini-Programs advertising is an innovative way for brands to integrate directly within the small applications (mini-programs) that operate inside the WeChat platform. These mini-programs can range from games, e-commerce in China tools, reservation services, or any type of app that doesn’t need to be downloaded separately.
These mini-programs can range from games, e-commerce tools, reservation services, or any type of app that doesn’t need to be downloaded separately.
Mini-program ads are highly effective due to the interactive nature of mini-programs and their ability to offer a seamless, integrated experience within the WeChat ecosystem. There are several advertising formats within this context:
- Startup screen ads: These ads appear when users open a mini-program.
- In-program banner ads: Discreetly placed within the content or interface of a mini-program, these ads can be static or animated banners. They do not interrupt the user experience and can generate significant visibility since they’re easily integrated into apps that users are already interacting with.
- Interactive ads: Similar to WeChat Moments ads, this type of advertising allows users to engage with the ad within the mini-program. For example, a brand could feature an ad within a game mini-program, where the user needs to complete an action as part of the game, thus generating a higher level of engagement.
- Video ads: These ads are integrated into mini-programs, allowing brands to tell visual stories that capture the user’s attention. They are ideal for branding campaigns and products that benefit from visual demonstrations.
The main advantage of advertising on WeChat Mini-Programs is that the ads are natively integrated into the app’s ecosystem, giving brands direct access to millions of active users. Additionally, with advanced targeting options, brands can ensure their ads reach the right audience in the most relevant context.
Cost of Advertising on WeChat Mini-Programs
The cost of advertising in WeChat Mini-Programs varies depending on the audience, targeting, and the type of ad used. Below are the key aspects of pricing for Mini-Program ads:
- Cost per Thousand Impressions (CPM): The CPM model is commonly used in Mini-Programs, where brands pay for every thousand impressions. The average CPM usually starts at 60 RMB (approximately $9 USD), though this can vary based on audience targeting and the placement of the ad within the mini-program.
- Ad Types:
- Banner ads: These appear at the top or bottom of the mini-program interface and are one of the most affordable formats, with CPM ranging from 30 to 60 RMB ($5 to $9 USD).
- Video ads: Video ads within mini-programs are more expensive due to their higher ability to capture attention. CPM for these ads ranges from 80 to 150 RMB ($12 to $22 USD), depending on the length and quality of the content.
- Interactive ads: Ads that allow users to interact with the brand, such as games or surveys within the mini-program, usually have a higher cost. The CPM for interactive ads can reach 100 RMB ($15 USD) or more, depending on the level of interaction.
- Advanced Targeting: Precise targeting in Mini-Programs enables brands to focus on specific users based on location, age, gender, interests, and purchase behavior. This increases the cost of the campaign but enhances its relevance and effectiveness, potentially increasing CPM by 20-30%.
- Minimum Budget: The minimum budget for starting an advertising campaign in Mini-Programs is typically around 20,000 RMB (approximately $3,000 USD). However, for larger, highly-targeted campaigns, the budget can be significantly higher, especially if advanced formats like video or interactive ads are used.
- Performance-based Payment (CPC/CPA): In some cases, advertisers may opt for cost-per-click (CPC) or cost-per-acquisition (CPA) payment models instead of CPM. In this model, costs vary depending on the industry and desired conversion type. The average CPC for mini-program ads ranges between 1 and 3 RMB ($0.15 to $0.50 USD) per click, while CPA can vary depending on the type of conversion, such as a download or purchase.
- Large-scale Campaigns: Large-scale campaigns in mini-programs that aim for massive reach or include gamification or interactive engagement elements tend to require higher budgets, with costs exceeding 100,000 RMB (approximately $14,000 USD), depending on the campaign’s reach and complexity.
Category | Details |
CPM (Cost per Thousand Impressions) | Starts at 60 RMB ($9 USD), varies by ad placement and targeting. |
Ad Types | |
– Banner ads | 30–60 RMB ($5–$9 USD) CPM. |
– Video ads | 80–150 RMB ($12–$22 USD) CPM. |
– Interactive ads | 100 RMB ($15 USD) or more CPM. |
Advanced Targeting | Can increase CPM by 20–30% based on location, interests, etc. |
Minimum Budget | Starts at 20,000 RMB ($3,000 USD), higher for larger campaigns. |
Performance-based Models | CPC: 1–3 RMB ($0.15–$0.50 USD) per click, CPA varies by conversion. |
Large-scale Campaigns | Can exceed 100,000 RMB ($14,000 USD) for extensive campaigns. |
4. Advertising through KOLs on WeChat
KOL (Key Opinion Leader) advertising on WeChat is an essential strategy for brands looking to break into the Chinese market. KOLs, also known as influencers or social media personalities, have built significant trust with their audiences and can deliver highly personalized, credible endorsements. These endorsements are far more effective in building brand awareness and driving sales compared to traditional advertising methods.
KOL Advertising Formats on WeChat
- Sponsored Content on WeChat Official Accounts
KOLs can publish sponsored articles that include reviews, product demonstrations, or industry insights. This format often includes embedded links that direct followers to the brand’s WeChat Mini-Program or e-commerce page for immediate purchases. - Live-Streaming
One of the most effective forms of KOL advertising is live-streaming. WeChat KOLs frequently host live-streams where they demonstrate products, answer questions, and engage directly with followers. Real-time interaction drives immediate conversions, as users can purchase the product during the live event. - WeChat Moments Advertising
KOLs can also promote brands through WeChat Moments Ads, which appear naturally within users’ social feeds. Moments ads mimic regular posts, making them feel less intrusive, and they can be combined with engaging visuals or short videos to maximize impact. - Mini-Program Collaborations
Many KOLs collaborate with brands to develop Mini-Programs, which provide users with an interactive experience such as gamified shopping, exclusive content, or custom product recommendations. This format is perfect for brands looking to build brand loyalty through immersive experiences.
If you’re interested in launching advertising campaigns on WeChat or collaborating with KOLs to amplify your brand, our team of experts is ready to assist. From strategic planning to campaign execution, we can provide personalized support to help you leverage the full potential of WeChat advertising. Feel free to contact us for tailored guidance on navigating the Chinese market and maximizing your brand’s reach.
3. Key Regulations for Advertising on WeChat
When advertising on WeChat, it’s essential to comply with a set of restrictions and guidelines established by Tencent, which align with China’s advertising laws. These regulations are designed to ensure that advertising content is transparent, truthful, and not misleading, protecting both consumers and brands. Below are some of the key requirements:
- Prohibition of Absolute Terms: Words like “best,” “highest level,” or “national level” are not allowed in ads. These absolute terms are banned because they can mislead users by creating a false impression of superiority.
- Truthfulness of Information: Any data, statistics, surveys, or quotes used in advertisements must be accurate, verifiable, and clearly sourced. False or misleading information can result in penalties for the brand.
- No False Patent Claims: Advertisements must not claim to have patented products or techniques unless properly documented. Intellectual property mentioned must be legitimate and verifiable.
- Avoid Confusion or Misinterpretation: Ads must not use tactics that can be easily misinterpreted or that confuse users. Deliberately misleading strategies are prohibited.
- Respect for Competitors: Brands must not disparage competitors’ products or services, nor use third-party logos or images without permission.
- No Mention of ‘Inspection-Exempt’ Products: Advertising products as “inspection-exempt” is prohibited, as it may confuse consumers about the product’s quality.
- Protection of National Reputation: Ads must not damage the reputation or interests of the State or society. Any content that undermines national integrity is strictly forbidden.
- Compliance with Social Norms: Ads should uphold social standards and contribute positively to societal values. Any content that contradicts cultural norms or accepted values is not permitted.
- Regulations on Endorsements: All endorsements or sponsorships must be genuine and comply with relevant laws. Ambassador promotions must be legal and authentic.
- Authorized Use of Images and Logos: Brands must not use any images, logos, or graphical material belonging to third parties without prior authorization.
- Sweepstakes and Prize Limitations: The value of a prize in a sweepstake must not exceed 5,000 RMB.
- Transparency in Gift Campaigns: Any giveaways must clearly state the variety, specifications, quantity, and terms of the items or services being offered.
- Restrictions on Coupon Campaigns: Coupons must not be used to encourage excessive sharing, quick fan acquisition, or to pursue illegitimate benefits.
- No Arbitrary Clauses: Ads must not include vague terms like “XXX reserves the right to interpret this activity.” Such language is considered misleading or unclear.
Adhering to these regulations is crucial for brands looking to advertise on WeChat, as failing to comply can result in fines, reputational damage, or even the suspension of ad accounts. It’s essential to be mindful of both WeChat’s internal guidelines and China’s broader advertising regulations to ensure campaigns are effective and legally compliant.
4. Key Tips for Effective WeChat Advertising
To ensure your WeChat advertising is successful and resonates with your audience, consider the following essential tips that can make a difference in the outcome of your campaigns:
Know Your Audience
- WeChat offers advanced targeting tools that allow you to direct your ads to highly specific audiences. The better you understand your audience, the more relevant and impactful your ads will be. Make use of demographic, interest, and behavioral data to fine-tune your approach.
Define Your Advertising Objectives
- Since each advertising objective requires a different approach, it’s crucial for brands to clearly define the goal of their ad campaigns from the start. Whether it’s brand awareness, lead generation, or direct sales, your strategy will differ accordingly.
Use Interactive Formats
- WeChat users highly value interactive and engaging content. Consider using interactive ads like polls, quizzes, or games to boost engagement. Mini-programs and video ads are also excellent for driving active participation and creating memorable brand experiences.
Create Authentic Content
- Advertising that feels genuine and aligns with the consumer’s values typically performs better. Avoid overly commercial or forced messages; WeChat Moments ads, for example, should blend naturally into the user’s experience. Authentic content builds trust and rapport with your audience.
Focus on User Experience
- Success on WeChat depends on providing a smooth, positive experience for users. Avoid intrusive ads and ensure that the process for interacting with your brand or making a purchase is simple and frictionless. The better the user experience, the more likely you are to see conversions.
If you’re interested in advertising on WeChat, connect with Influchina, an agency specializing in creating effective social media marketing strategies for Chinese platforms using influencers in China. If you’re aiming to optimize your presence in the Chinese market, don’t hesitate to reach out for personalized support.
FAQ
Frequently Asked Questions About WeChat Advertising
What is WeChat Moments advertising?
WeChat Moments ads are similar to the ads you see on social networks like Facebook, appearing in users’ Moments feeds alongside posts from friends. These ads can include images, videos, or interactive formats, allowing brands to increase brand visibility, drive sales, and redirect traffic to other parts of the WeChat ecosystem, such as Mini-Programs or Official Accounts.
What are the costs of advertising on WeChat?
The cost of WeChat advertising depends on the chosen format and audience segmentation. Generally, WeChat Moments ads operate on a CPM (cost-per-thousand-impressions) model, with prices starting at 50 RMB (around 7 USD) per thousand impressions. The minimum budget for a campaign is typically around 50,000 RMB (approximately 7,000 USD), though this can vary based on the ad format and targeting strategy.
Where can I redirect users through a WeChat ad?
WeChat ads can direct users to various destinations, including a brand’s Mini-Program, Official Account, event registration page, product detail page, or even an external website. This flexibility allows brands to guide users through their desired conversion funnel effectively.
What types of ads can I run on WeChat?
WeChat offers several ad formats:
- WeChat Moments Ads: These are seamlessly integrated into users’ social feeds.
- Official Account Ads: Appear within articles published by WeChat Official Accounts.
- Mini-Program Ads: Displayed within WeChat Mini-Programs—small applications within the WeChat platform.
- WeChat Channels Video Ads: Similar to TikTok, these video ads can gain viral visibility and drive engagement.
Can I advertise on WeChat if my company is not based in China?
Yes, foreign businesses can advertise on WeChat, but certain requirements must be met. You’ll need a verified WeChat Official Account and ensure your industry is permitted on the platform. Some sectors, such as tobacco, healthcare, and certain types of education not recognized by China’s Ministry of Education, are prohibited from advertising on WeChat.
How long does it take to set up a WeChat ad campaign?
Setting up a WeChat ad campaign can take between 7 to 28 working days, depending on whether you already have a verified Official Account or need to create one from scratch. For companies with a pre-verified account, the process is faster.