However, since ads are less intrusive and more targeted, ads on WeChat tend to have a much higher engagement rate as users often like, comment and share ads to their own friend circle. Because WeChat limits the number of ads displayed to their users to two per day, Moments Ads have a lower impression rate than other forms of advertisement on other social media. Richer content pieces like articles and podcasts are usually published on the brand’s official account. The main purpose of WeChat Moments Ads is promotion, whether it be for a brand, a specific product or a sales location, the brand’s official account or coupon distribution. Landing pages’ content varies greatly depending on the type of business but can include pictures, videos, multiple choice cards and adaptive content. If users click on that sponsored Moment, they will be redirected to the business’ landing page. Since 2015, WeChat offers businesses to post “Moments Ads”, which appear at the fifth position in users’ Moments feed as a sponsored Moment. The “Top stories” feature showcases a personalized selection of articles based on users’ preferences. They work similarly to Facebook timeline posts, allowing users to post text-based content as well as upload up to 9 images per post and share articles and videos. Moments are an essential component of the social media function of WeChat. WeChat advertising: How to use WeChat’s features to advertise your brand WeChat Moments: Creating engaging content for your followers Service accounts are more suited for bigger businesses that are using their official WeChat accounts as both websites and stores thanks to the integrated e-commerce and data collection features. However, users will be notified with a push notification in their chat list, which considerably increases publication visibility. This is far fewer publications than allowed to a Subscription account. Service accounts can publish up to four times per month and up to eight articles at a time. Once verified, Service accounts can set up a store through WeChat Pay, customer service and geo-localization. WeChat Service accounts offer a wide range of features including customer service, data collection, and CRMs. Subscription accounts are the only type of WeChat official account that can be set up by individuals and are the easiest to create for companies. Although Subscription accounts can post more articles, the absence of notifications makes them less noticeable. This type of WeChat official account is most suited for content-based businesses such as news organizations, associations, and small companies wishing to advertise their brand in China. Publications appear in users’ subscription folders with no notifications. They can publish once a day and up to eight articles at a time. Subscription accounts are specialized in information and brand communication. WeChat offers two kinds of official accounts for businesses advertising: Subscription accounts and Services accounts. Step one to WeChat marketing: Setting up a WeChat business account, but what type of account suits your business best? Source: China Internet Watch, designed by Daxue Consulting, KPIs of Wechat’s main features. How does WeChat marketing work and how do brands successfully advertise on WeChat? Let’s find out. Because of these new consumer trends and the dominance of WeChat online, the app is now one of the primary ways for domestic and foreign businesses to build a consumer base. Chinese consumers, especially the younger generations, have fully integrated digital technologies in their spending habits. Naturally, the sheer number of users and available data already makes WeChat marketing unavoidable for doing business in China, but it is not the only reason. WeChat ranks fifth as the most checked app in the world behind Facebook, YouTube, WhatsApp, and Instagram. More than 81% of users spend over one hour per day on the app. According to Hootsuite, Chinese people spend on average one third of their online time on WeChat. Boasting more than 1.3 billion monthly active users (MAUs), it is used for a wide range of applications from paying bills to ordering food, shopping or just checking friends’ social media posts. As a messaging app, social media platform, and mobile payment solution, WeChat quickly became a must-have application in mainland China. WeChat is a multi-purpose app released by Tencent in 2011. Risk assessment for a transport operator in Greater China.A world’s leading battery manufacturer setting its foot in China.A global tech company’s development of mobile payment in China.A global social media platform’s China export advertising expansion.
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