WeChat Advertising 101 - What Are WeChat Ads and How Much Do WeChat Ads Cost
With the meteoric rise of the WeChat App, WeChat Ads have cemented themselves as an indispensable pillar in the realm of Chinese social media advertising. This platform has not only captured the attention of digital marketers worldwide but has also become a critical component of their marketing strategies, offering a unique blend of reach, engagement, and conversion opportunities that are hard to find elsewhere.
However, much like there isn't a universal cure-all elixir for every ailment, WeChat, while undoubtedly a powerful advertising channel, may not be the perfect fit for every business. It's worth carefully evaluating whether it aligns with your specific marketing needs and objectives.
In this article:
What Are WeChat Ads?
WeChat Ads is the quintessential advertising platform of WeChat, designed to leverage the vast and diverse ecosystem of this social media juggernaut.
It stands as a comprehensive paid social marketing promotion platform, ingeniously weaving together various advertising channels to offer unparalleled marketing opportunities. Among these channels are:
WeChat Moments Ads
WeChat Official Account Ads
Mini-Program Ads
WeChat Video Account Ads
WeChat Search Ads
WeChat Top Stories Ads
This integration across multiple facets of the WeChat ecosystem enables advertisers to craft nuanced and multifaceted marketing campaigns. Whether the goal is to increase brand awareness, drive traffic to a website or Mini Program, or promote specific products or services, WeChat Ads provides the tools and reach necessary to achieve those objectives effectively. The platform's robust targeting capabilities ensure that ads are delivered to a relevant audience, maximizing the impact of every marketing dollar spent.
In essence, WeChat Ads represents a gateway to the vast and vibrant digital landscape of China, offering marketers a dynamic and flexible platform to connect with over a billion active users. Its comprehensive suite of advertising solutions caters to a wide range of marketing needs, making it an invaluable asset for brands looking to expand their presence in the Chinese market.
What Are the Available Choices and Formats of WeChat Ads?
WeChat offers a diverse array of advertising campaigns, spanning multiple choices and formats, including:
WeChat Moments Ads
WeChat Moments is a feature within the WeChat app, akin to a social media feed, where users can share updates, photos, videos, and articles with their friends. It's a personal space for WeChat users to express themselves and stay connected with their network.
For advertisers, WeChat Moments presents an opportunity to place ads in this social feed, allowing them to reach users in a more intimate and engaging environment. These ads can be tailored and targeted based on user behavior and preferences, making them a potent tool for reaching potential customers within the vast WeChat ecosystem.
WeChat Moments Ads come in several formats:
WeChat Official Account Ads
A WeChat Official Account, also known as WeChat Business Account, is a public account created on the WeChat platform by companies, organizations, public figures, or entrepreneurs to engage with their audience. These accounts serve as a bridge between the account holders and their followers, allowing for the dissemination of information, services, and products directly through the WeChat app.
WeChat Official Account Ads leverage the platform's Official Accounts by seamlessly integrating advertisements within the articles posted on these accounts. Typically positioned in the middle or at the end of the articles, these ads are designed to blend naturally with the content, offering a less intrusive advertising experience.
WeChat Official Account Ads come in several formats:
Mini-Program Ads
A WeChat Mini Program is a type of application that operates within the WeChat ecosystem, allowing users to access various services without needing to download and install separate apps. Introduced by Tencent in 2017, these mini-programs are designed to be lightweight, fast, and highly accessible, offering a wide range of functionalities from e-commerce and games to utilities and services.
WeChat Mini-Program Ads capitalize on the expansive mini-program ecosystem within WeChat. This advertising format encompasses ads displayed upon opening a mini-program, as well as those integrated within the mini-programs themselves, offering a versatile approach to reaching users directly within these highly engaging applications.
WeChat Mini-Program Ads come in several formats:
WeChat Video Account Ads
WeChat Video Accounts, also known as WeChat Channels, is a feature within the WeChat ecosystem that allows users and brands to create, share, and discover short videos and live streams.
This platform is designed to enhance user engagement by leveraging the popularity of video content, offering a space where creators can showcase their creativity, share insights, or promote products and services through visual storytelling.
WeChat Video Account Ads provide businesses and advertisers with the opportunity to place promotional content directly within the video feed of WeChat Channels. These ads can appear as short video clips either before the main video content (pre-roll ads), in between (mid-roll ads), or after it has played (post-roll ads).
Additionally, ads can be integrated into the discovery feed of WeChat Channels, where users browse to find new and interesting video content.
WeChat Video Account Ads come in several formats:
WeChat Search Ads
WeChat Search is a powerful feature within the WeChat app that allows users to search for a wide range of content including articles, official accounts, moments, mini-programs, and more.
It acts as a gateway for users to access information and services directly within the WeChat ecosystem, making it easier for them to find what they're looking for without leaving the app.
WeChat Search Ads enable businesses to place advertisements within the search results of the WeChat Search function. When users perform a search that is relevant to a product or service being advertised, these ads can appear at the top or within the search results, marked clearly as sponsored content.
This positioning ensures high visibility and targets users who are already showing an interest in related topics or services.
WeChat Search Ads come in several formats:
WeChat Top Stories Ads
WeChat Top Stories is a feature within the WeChat app that aggregates and highlights trending news and stories. The content in "Top Stories" is curated based on a combination of user interests, social trends, and editorial selections, ensuring that users are presented with engaging and relevant content.
This feature enhances the WeChat experience by providing a dynamic and informative feed directly within the app, making it easy for users to stay updated on the latest trends and news stories.
WeChat Top Stories Ads are a form of advertising within the WeChat platform that allows businesses to place promotional content directly in the "Top Stories" section.
WeChat Top Stories Ads come in several formats:
How Much Does WeChat Advertising Cost?
WeChat advertising is accessible for budgets of all sizes, with a minimum daily budget requirement of just 50 RMB (approximately 7 USD). The specific cost of your advertisement is determined through an ad auction process.
On average, WeChat advertising costs around $0.41 per click and $5.5 per 1,000 impressions. However, actual expenses for your campaign may vary, either higher or lower, depending on factors such as your industry, ad placement, and target demographics.
Please refer to the detailed pricing table below for more information, with all the prices in RMB by default:
| WeChat Ad Channels | Scheduled Ads with Fixed Prices | Bid by Impression | Bid by Click |
|---|---|---|---|
| WeChat Moments Ads |
¥50,000 per campaign
¥50-180/ 1000 Impressions
|
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
| WeChat Official Account Ads |
¥1,000 per campaign
¥25-40/ 1000 Impressions
|
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
| Mini-Program Ads |
¥1,000 per campaign
¥15-70/ 1000 Impressions
|
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
| WeChat Video Account Ads |
- |
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
| WeChat Search Ads | - |
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
| WeChat Top Stories Ads | - |
¥50/ day
¥1.5-999/1000 Impressions
|
¥50/ day
¥0.1 or above/click
|
Not sure how to set a budget for your WeChat advertising campaign? Contact us for a free consultation.
WeChat Ads Case Studies
Tim Hortons
Industry: Food & Beverage
Channels: Moments Ads, Official Accounts Ads, Mini-Program Ads
Results:
248% increase in coupon claims
Over 76% reduction in coupon download costs
49% decrease in registration costs
39.4% decrease in in-store visit costs
Online membership now exceeding 1 million
Hermes
Industry: Fashion, Luxury
Channels: Moments Ads, Mini-Program Ads
Results:
During Chinese New Year, each of the three articles published on Hermès' Official WeChat Account received over 100,000 reads.
Dyson
Industry: Home appliance
Channels: Moments Ads, Mini-Program Ads, WeChat Video Account Ads
Results:
During Super Brand Day, Dyson’s WeChat index grew 18 times compared to the same period last year.
Traffic entering the “Search” brand section was five times higher than usual.
User-initiated search volume increased by 80%.
Click volume increased by 21%.
User visits (UV) to the store increased by 287%.
Sales revenue increased by 52%.
Half a month after the event, Dyson’s mini-program sales continued to rise, achieving a year-on-year growth of over 200%.
Under Armour
Industry: Sportswear
Channels: Mini-Program Ads
Results:
Landing page PV: Over 3 million
Unique users for playlist setup & running challenge: Over 250 thousand
Users participating in the lottery: Over 310 thousand
A total of 5,000 Under Armour discount coupons and 14 Under Armour premium sports gift packs were released
Will WeChat Ads Work for You?
WeChat Ads are undoubtedly a strong social advertising channel, however, it is not suitable for all industries. WeChat Ads are perfect for achieving the following objectives:
1. Brand & Event Promotion
Enhance brand visibility and engage more users in events.
2. Product Promotion
Market online products to increase customer base and drive sales.
3. App Promotion
Encourage more users to download, install, and engage with the app.
4. Lead Generation
Gather potential customer information to develop new business opportunities.
5. Official Account Promotion
Boost official account followers to expand reach and engagement.
6. Video Channel Promotion
Increase views by promoting video updates and live streams.
7. Mini-Game Promotion
Attract more users to play mini-games for increased interaction.
8. Store Promotion
Drive foot traffic to local stores by attracting nearby customers to visit and participate in events
Determining whether WeChat Ads will work for you depends on your industry, marketing goals, and other factors. It's essential to carefully consider elements such as your target audience, budget, and the specific objectives you aim to achieve with your campaign before investing in WeChat advertising.
Let’s Connect
Do you have more questions about WeChat Ads or need professional assistance with your WeChat advertising campaigns? Contact us today for a free evaluation and personalized suggestions!