Should You Use WeChat Advertising ?

Very good question that is in the mouth of every Brands and companies in China.

and how to Use wechat for Advertising ?

Wechat the Super APP in China

Wechat is the Top App in China, the number one. Everybody has Wechat and use it EVERY DAY.

According to its latest financial publications released this week, WeChat now has 396 million active users a month, an increase of 40 million since the end of last year. This is impressive considering that most of these users are national in China and compared to Whatsapp’s global base of 465 million active users. The ramp-up of active users of WeChat has contributed significantly to the world premiere of Tencent. With a China that represents nearly 20% of the world’s population and twice as many Internet users as the US total population, WeChat has an extremely tenable unfair advantage. While WeChat is able to continue its global reach, its competitors, WhatsApp, Line and KakaoTalk, will find it virtually impossible to penetrate China

 

Wechat Win territory outside China country by country

To reinforce its conquest of global domination, Tencent has strategically targeted important and growing markets. Since 2012, WeChat has made exploratory thrusts in India with the help of the famous Bollywood stars. Similarly, he recruited star footballer Lionel Messi to help commercialize the application in Europe and South America. WeChat also launched an advertising campaign in South Africa that was searched by Mark Zuckerberg. The application supports important and widely used languages ​​such as Indonesian, Spanish, Hindi and Russian. Let’s not forget that WeChat has already opened an office in San Francisco to launch its American push from the inside.

 

Beyond simply marketing the application internationally, Tencent supports WeChat by making strategic acquisitions and investments in products that allow it to enter new markets. Some notable examples are Kakao Talk from South Korea and a rumored investment in Snapchat, a company that rejected Facebook’s $ 3 billion acquisition bid. Thanks to connections to products as efficient as established, WeChat is able to learn quickly in each market and to integrate them potentially in the future.

source Forbes 

Digital professionals Do not like Wechat ADs

All Digital professionals  have offered WeChat ads to brands around the world. Chinese WeChat in the US, Canada, China, Western Europe, Australia and New Zealand with WeChat Moments Ads, the platform’s native and preferred ad format. National offers for these countries are currently available, and WeChat Moments Ads is about to be the next major opportunity for brands that want to engage with local and international Chinese audiences.

Wechat Digital is one of the few agencies that can provide this inventory while it is in beta. WeChat Moments Streaming ads with more than 900 million active users per month, on time. Download the WeChat Advertising Guide for more information and pricing.

Bid strategies are the problem

we talk about targeting, bid strategies, and pricing. Take a closer look at how WeChat advertising works.

WeChat emphasized the importance of the user and thoughtful thinking about how to design and show ads in users’ news feeds. Ads are shown only if a user has at least four new updates in their newsfeed.

The weixin ad appears in fifth place after four updates to the origin of the contacts. The ad automatically disappears after six hours if it receives no comment or comment. An ad is active for seven days and a WeChat user sees no ads every 48 hours.

impression on Wechat is a problem

What counts as an impression? According to WeChat, there are three types of impressions for these news feed ads:

1. When the ad interacted with (in terms of likes and comments)When the ad is in the news feed
2. When the external link is clicked
3. Points 2 and 3 are counterintuitive because they are normally defined as clicks, but WeChat defines them as “impressions”.

Users can opt out of individual ads by clicking the “Not interested” button on each ad.

WECHAT GEOTARGETING

The default targeting options in sex and location. Each advertiser can also choose two of the four additional targeting options (age, education, operating system and Internet environment such as Wi-Fi). Targeting capabilities may differ depending on the target location.

For example, instant ads in North America can only target via geolocation. WeChat Moments advertising is now available in most countries, including the United States, Canada, Western Europe, Australia and New Zealand. Download the WeChat Advertising Guide to learn more.

PRICE/ CPM
WeChat advertising is billed to CPM. Please note that WeChat’s definition, external link clicks, likes and comments are also considered impressions. In addition, the different geographic locations have different price points, and if you get an ad add a gender targeting, there is a multiplier of 1.10.

In most cases, there is a minimum budget of $ 15,000 per WeChat advertising campaign over a period of one week (for example). Contact us for specific prices.

HOW TO SUCCESS WITH WECHAT ADVERTISING ?

Here are our tips for conducting a successful WeChat campaign for your brand source Marketing to China

What is the best advertising agency for Wechat ?

Good question. Difficult to reply who is the best. One famous is Gentlemen Marketing Agency , they have experiences with a lot of Clients.

https://walkthechat.com/ is also Famous, with High quality content on Wechat , very interesting and with their wechat ecommerce plateform

This is the key for any new brand or company on WeChat. It is important to understand that WeChat is a closed network, meaning that users can only see messages and content if they are connected with you.

You can check more on users on Quora .

Community : the center of WeChat APp

In order for the content to be visible, you must develop and grow this community around your account. I consider WeChat as a key portal not only for sharing information, but also for interacting with users in questions and answers, sending newsletters, and ultimately providing incentives for users to interact with your account.

The most powerful incentive is quality content; What unique offer, ideas and education can you provide to the end user? What will keep them coming back on your account and instilling so many phenomena of loyalty to the brand.

• Keep content focused on your specific niche
• Establish yourself as a native expert in your area
• Provide totally unique ideas / offers that are only available from your account.
• Consider formatting HTML5 content for a superior user experience.

It sounds so obvious, but still very social, re-publish and re-share the user-generated content on your page, get consumers in the conversation and reward them for your doing.
Quality content equates to sharing on “moments of flux”, nothing is more powerful than P2P sharing between social groups.

So what you have is a chicken / egg situation, how do you cultivate your followers without this base and current social group.

Search for your target market to not waste your BUdget.

1. It’s important to define who you want to make the most of your advertising dollars. The price depends on the targeting.
2. Having a content strategy for WeChat and linking in Newsfeed advertising as part of an amplification strategy.
3. Have a dedicated and agile team member who can adjust the ads if they do not work as desired.
4. Make sure your brand provides relevant content that is not intrusive but provides value to users.
5. Take advantage of CPM pricing as a whole (impressions, clicks on the external link, links and comments) and encourage clicks and interactions for a better measure of engagement.
6. WeChat advertising plateform marks a milestone in its commercialization. The app has established itself as a gateway dependent on its user base with third-party services, such as gaming and online shopping. For some users, advertisements can provide valuable information. WeChat wants to encourage its users

The WeChat ad system is not for everyone – you can use ad serving if your account has more than 100,000 subscribers. We can not get more users.

150,000 users … 20 RMB per day WOW 

what is the click to rate on Wechat

– The click rate on WeChat ads is so far very low: about 0.4%.

– As a general rule, you may consider that the reading rate on a subscription account is about 10% (50% for service accounts).

– WeChat gives less than 0.3 RMB per click to the public owner

So, if your account WeChat account has, as in the example below, 150 000 users, this leaves you with 150 000 * 10% * 0.004 * 0.3 = ~ 20 RMB per day.

WeChat just launched a search engine

 Baidu has had it good. For years, the tech firm has enjoyed a near monopoly of the country’s multi-billion dollar search market. Domestic competitors Sogou and Easou trail behind, each with less than 10 percent market share. Google, its most threatening rival overseas, withdrew from China in 2010, citing hacks by the Chinese government.

But now, the tide seems to be turning. Tencent, China’s gaming and social tech titan- and the world’s ninth most valuable company – is focusing its attention on search.

source Technode

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