You’re probably familiar with Facebook and Instagram “Stories” — the short-lived visual content (photos and videos) shared by people you are friends with or follow that appears at the top of your app. Well, did you know that WeChat has a similar tool? This feature is called “Moments” and if you are doing Chinese marketing, you need to know how it can be used.
Advertising on WeChat Moments
Brands can place sponsored content on the WeChat Moments timeline. A Moments ad consists of a brand account, an HTML5 link that is hosted on Tencent’s server as well as up to six images and an ad description with no more than 40 characters. But be warned: WeChat Moments ads are not cheap. First off, you will need a verified, official account.
What Ads are Best?
Moments ads can serve a variety of purposes, such as promoting an offer or product, driving followers to a WeChat account, or promoting a video. Short video is extremely popular in China, with over 78% of all Chinese internet users watching short videos online. But, promoting video content in WeChat Moments is more expensive than other kinds of ad content.
Moments ads can be extremely targeted to certain groups of users. When purchasing advertising, you will be able to choose target demographics based on gender, age, education, and marital status, as well as interests, location, phone operating system, phone cost, user behavior (e.g., have they interacted with your official account before?), and other specifics.
Congratulations! Now that you know how to use WeChat Moments, you may want to strengthen your connections and networks to develop business relationships. If you’re interested in learning how to use WeChat for marketing purposes, register in our WeChat Marketing class!
