Should You Use WeChat Advertising ?

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

Should You Use WeChat Advertising ?

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

more Video about WeChat Advertising

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The Future of the Digital in China

China’s leaders meet in Beijing this week for the 19th National Congress of the Communist Party of China (CPC), an ideological internet war in the country.

Xi Jinping  wants to Control the internet in China

Some experts predict that President Xi Jinping will use the meeting to establish a level of control and influence over the party since Mao Zedong, the strong man founder of the China People’s Republic

wechat_official_logo

While the Internet has always been a key battleground for the party, in the last 12 months there has been a marked increase in censorship, with new laws and regulations aimed at online expression even in certain areas or where dissent was tolerated or went unnoticed.

Digital : center of the summit of the Communist party

On the face of it, the congress is a high-profile summit of the Communist party’s great and good. The official task of the 2,287 carefully screened delegates selected to attend this year’s event is to ponder and approve new policies and elect the people who will lead China for the next five years.

In reality, however, experts say this year’s congress – the 19th since the party’s foundation in Shanghai in 1921 – is all about one man: Xi Jinping.

“The most significant thing … is that it is most likely simply to confirm Xi Jinping’s preeminence – almost like a coronation,” says Elizabeth Economy, the director for Asia studies at the Council of Foreign Relations.

[…] Firstly, Xi may decline to promote a successor, indicating that he intends to remain in the top party post for a third, or perhaps even fourth term. According to party norms, China’s top two leaders are usually publicly anointed at a congress five years before they take power. Xi emerged as China’s presumed future leader at the 17th party congress, in 2007. But so far no likely successor has appeared; one man seen as a possible successor was recently toppled in a politically charged corruption investigation.

[…] Secondly, some believe Xi will use the congress to write a new Xi Jinping-related body of ideology – perhaps called Xi Jinping Thought or Theory – into the party constitution. That would put Xi in nearly the same political league as the revolutionary leader, Mao, and would be another sign that he was intent on extending his rule beyond the customary decade. “Instead of being first among equals, Xi would simply be first,” says Economy

source : Digital Times

Since coming to power in 2011, Xi has tried to reform the country in his image, promoting a new ideology to replace the dwindling relevance of communism and Mao Zedong’s Thought in a country where state capitalism and a global approach to do of the standard money.

“Unlike any other Chinese leader since the reform era, Xi Jinping has worked to forge a purely Chinese national narrative,” write the authors of a new study by the Mercator Institute for China Studies (MERICS).

At the same time, the Party has “taken drastic measures to suppress ideas it considers hostile.”

Censorship in China


It has more experience than most in the fight against censors and pushes the limits of freedom of expression in China. source

From self-imposed exile in the USA. I made eleven run VIP Reference, an online newsletter that compiled banned news and political gossip that was reported to thousands of subscribers beyond the Great Firewall.

But the advances of censorship soon made that impossible, and for years Li was effectively cut off until the advent of WeChat, the most popular messaging application used for everything from sharing photos to reserving taxis and paying restaurant bills.

In “Sprawling group chats hundreds of strong members, with names like” Big Teet’s Lecture Hall “, Li and dozens of others share news from dissident websites, challenge messages and viral photos.

However, Li has become a victim of a new type of Internet censorship that intrudes into previously private areas where limited discrepancy or at least dissenting discussion was once tolerated.

Digital in China and new regulation

New regulations on Wechat have been introduced that harshly reduce chats, replacing administrators with their friends’ conversations or facing punishment.

This entry was posted in Uncategorized. Bookmark the permalink. Leave a Reply Cancel reply Your email address will not be published. Required fields are marked * Name * Email * Website Comment

“All WeChat users will be affected,” explained this Digital Agency

The owner of WeChat, Tencent, did not respond to a request for comments on the new regulations, but it seems to have been widely implemented:

Last month, 40 members of a chat group in Hubei Province were disciplined for “posting inappropriate comments” by circulating letters they asked the local government, according to state media.

Beijing residents can expect two things when the city hosts major political events:

  • beautiful blue skies,
  • and massively increased censorship on the Internet.

VPN blocked

This year is no different. Along with the new WeChat regulations, the Party Congress approach has seen VPNs blocked, technology companies have been fined and a number of new materials banned.

While previous political events also coincided with crackdowns on the Internet, MERICS researchers discovered that there has been a shift towards “party and state institutions increasingly interfering in people’s lives.”

Wechat New Chat rules

The new group chat rules “extend to individual users the political controls that were once directed to the Chinese media, and were the nightmare of journalists, editors, publishers and monitors of single websites,” according to David Bandurski, of the University of Hong Kong.

Social Media in China

Social media sites, blog networks and editors have long been forced to censor mentions of everything from religious movements and homosexuality to anti-government protests and calls for Tibetan independence.

In July, the Shandong man was sentenced to two years in prison for posting online comments by calling Steam Steamed Bun Xi and calling Mao Zedong a “bandit” according to Human Rights in China, an NGO based in Hong Kong.

The Future of Digital in China

“Digital technologies that many thought could disrupt Party dominance of the agenda” have allowed

Read also : https://iworkinchina.wordpress.com/2017/10/12/beijing-in-talks-to-take-direct-control-of-tech-giants-with-1-stake/

https://iworkinchina.wordpress.com/2017/10/06/why-ai-is-hot-in-china/

 

Social Media in China

All social Media in China

chinese-social-media-web

A broader impact of the deep involvement of China in social media is that some users do not know the Internet through social media platforms. This is partly due to the large population of new users coming online at a given time. According to the Internet Network Information Center of China, China had 420 million Internet users in the first half of 2010, up 36 million Internet users over year end 2009. When new users join the Internet, often a friend to present a particularly appropriate service, such as how to communicate with your friends for free via Sina Weibo purchase goods or E-Bay China Taobao so that the service becomes their concept of the Internet. These examples show how Chinese Internet users would not distinguish between social media and the Internet itself. For them, the Internet is a social media and vice versa.

social-media-china

At the end of December 2014, China had 649 million Internet users, 56.9 million more than the previous year, representing nearly 55% of Chinese people! As the largest online community in the world continues to grow, Chinese social media sites have become popular tools to reach Chinese consumers.

China is one of the smaller countries in the world in terms of the internet, but these constraints directly contributed to the incredible success of local Chinese social media sites. The Chinese government, it is impossible for foreign companies to enter the social networking market in China. Without access to the majority of social media used elsewhere in the world, the Chinese have created their own networks, such as Facebook, MySpace, YouTube and Foursquare – but with more users – which is why every company needs global pay attention to those sites. More information about social Media Agency in China : here

Weibo

“Weibo” is the Chinese word for “microblog”. Known as the “Chinese Twitter”, Sina Weibo is actually much more than that – it has two times more users than Twitter, and is used by more than 22% of the population of Chinese Internet almost 540 million people! Sina Weibo was well ahead of the game by offering users the ability to embed images and videos – well before its Western counterpart, Twitter.

Some differences between Chinese and foreign social media is rooted in the culture and language. At first glance, Sina Weibo microblog is a latecomer to the phenomenon. But launched in 2009, almost three years after Twitter, Sina Weibo is by far the most popular microblogging platform in China. (The PRC government has blocked Twitter, but a small number of Chinese expatriates and residents hack their way around the obstruction.) Similar to Twitter, Sina Weibo allows users to post 140-character messages, and users can follow friends and finding interesting comments posted by others. Small but significant differences in the platform have some say he is a Twitter clone, but better. For example, unlike Twitter, Sina Weibo allows users to post videos and photos, comment on the updates of others, and easily add comments when publishing the message from a friend again.

Although mobile phones are used to send less than 20 percent of Twitter updates in the US, nearly half of updates Sina Weibo are sent via the mobile phone. This phenomenon highlights the growth of mobile Internet in China, one of the biggest trends in China and Asia.

And just like Hollywood celebrities to connect with their fans via Twitter, Weibo depend Chinese celebrities and even some world famous spirit jumped at the opportunity to connect with their Chinese fans through Sina Weibo. Lebron James and Kobe Bryant are two of the most influential global celebrities in Chinese social media, and they are both Sina Weibo active users. After the establishment of a Sina Weibo account last month, Kobe Bryant had more than 100,000 followers within hours.

QQ Application

QQ is an abbreviation of Tencent QQ, a popular instant messaging service. Last September, there were 784 million active user accounts with approximately 100 million line at a time. According to the Alexa internet ranking, the QQ webisite 8th.

WeChat Application

WeChat – is a voice and text mobile. With social features like “friend finding,” you can chat with friends via voice, text or images. You can also create group conversations with several friends to discuss together. It has over 100 million users.

Source :

New York Time
Cnn

Fake Ads on Wechat

WeChat the chinese most popular instant messaging service in China, is likely to lose its luster as users complain of being bombarded with misleading advertisements and information overload.

Fake adverstisment

The situation came to public attention when a business account set false advertisements on “Moments”, one of the main functions integrated in WeChat which allows users to upload photos and share their daily lives by texts.

On Monday, authorities in Chongqing broke a case in which a “travel agency” has told his followers on WeChat to “Like” its ads to win a free Hong Kong and Macau trip, which was later proved be misleading.

HR nightmare

Where?

Similar cases were reported in the provinces of Guangdong, Sichuan, Shaanxi and Jiangsu of unscrupulous businessmen trying to attract customers with promotions for coveted items, they have failed to deliver.

WeChat, developed by the Internet giant Tencent, allows people to send text, photos, videos and voice messages on mobile phones. The application won a legion of fans in China thanks to its convenience, to reach 600 million users since its launch in 2011.

With fake ads, the information on the application overload is causing some users want to escape the flood of daily annoyances.

Beijing said he receives “tons of messages” from his colleagues in the focus groups WeChat, even on weekends.

Wei said he spends about an hour a day responding to messages from his colleagues, and to check WeChat every few minutes because the messages from his boss may be among the sea of ​​notifications.

I feel as if I had been kidnapped by WeChat.

Wei is not the only feeling bombarded by the application user. In early February, Huang Zhen, a professor at the Central University of Finance and Economics, has caused a buzz on the Internet when it announced it would abandon all discussion groups WeChat and “try to find some inner peace. ”

Survey about Wechat

In a survey conducted in March by a Shanghai newspaper, two thirds of respondents feeling of being “kidnapped” by WeChat, but most have chosen to put up with the barrage of messages and information.

“The “Moments” section WeChat, for example, has declined in popularity since it became a place for people to either share or advertisements Chicken Soup for the Soul-type items.” view more here

“My WeChat ‘Moments’ are essentially spammed by them every day, which is pretty boring,” a user named WeChat screen “HXfengai” said.

As calls for change mounting WeChat teams must adjust their design of products and services to break the bottleneck and retain users, said Zhang Yi, CEO of iiMedia research.

Zhang said that the development teams WeChat should redouble their efforts to take into account user feedback and try to understand what they really need.

“It is difficult to say how loyal users will remain WeChat, but if the company can make adjustments according to the specific needs of users, it can help keep many users,” he said.

 

source :