WeChat, as one of the most popular instant messaging social software in China, currently has more than 1.1 billion monthly active users. In the past, QQ was a social product for young people, and the low age group and students. WeChat has realized the real sense of “taking all” the young and the old. WeChat is almost the standard configuration of mobile phones. Every day, 45 billion messages are sent out from WeChat, and 410 million video calls are successful. WeChat has replaced SMS and phone calls and become the biggest social tool for Chinese people.
“If WeChat is a person, it must be our closest friend, because we spend so much time on WeChat ”–Zhang Xiaolong(Founder of WeChat)
Due to the unique advantage of WeChat, many enterprises focus on WeChat, because one of the most effective strategies to achieve the brand goal is to directly enter the most popular platform in the region.
The first step to starting your own WeChat business is creating an account. In addition to being able to create a personal profile, WeChat also offers the option of opening an official account through which the company can increase its brand awareness and engagement with customers. In addition, it is also possible to create real advertising campaigns. Therefore, there are many foreign brands use WeChat as the main portal for their advertising.
The second step is to create your brand mini program. Compared to app and official account, “No installation, no space, no push message” has become its obvious advantages，only retaining the most basic functions, and the user operation is more targeted. Users can use mini program to buy takeaway food, hire shared bicycles, and let users do anything that can be reached at hand. By providing more convenience for users, to improve the user experience, and then increase the user’s favor for the brand.
The third step is to create a brand video account. With the help of WeChat’s traffic pool, official account and social relations chain of friends circle, WeChat’s marketing system has been further improved. Based on the acquaintance relationship chain in the circle of friends, the video account will actively push the content to users, their acquaintances, and even their acquaintances’ acquaintances. This kind of social attribute is conducive to brand promotion, content output, accurate user selection, and more extensive private domain traffic and influence.
In addition to using official account, mini program and video account to build corporate image, enhance brand influence, etc. WeChat advertising is an effective way to boost followers, and mainly has the following types:
Wechat moments advertisement is put according to Tencent’s big data analysis, which is screened by region, age, gender, education background, marital status and recent browsing habits, and then accurately put the advertisement into wechat moments of potential customers. And it is devided into following forms:
Basic card advertising
The copywriting, pictures, videos and links are flexibly and freely configured.
Click the card area to jump directly to the original promotion page, applet or custom H5.
Label card advertising
Action card advertising
Using tags to show key information, accurately attract interested users.
The action button is displayed on the outer of the card to guide the user’s next action.
WeChat official account advertising is based on WeChat public platform ecology, in the form similar to the article content of official account displays on the bottom of the article, the middle of the article, and other forms are mutual advertising, video Pre-rolls, returned commission goods advertising.
Bottom or middle of article
Advertisements appear in the bottom or middle of official account messages.
It is an advertising mode that advertisers and traffic owners can freely reach cooperation through mutual selection on wechat advertising platform.
Returned commission goods ads
Video Pre-rolls can be better embedded in the start of video >3 minutes in the official account, which can be more attractive to users and increase the duration of user’s watching.
The invited official account can insert appropriate return commission goods advertisement (such as movie, book, etc.) to the artical. Users click and finish the purchase directly or complete the purchase in the mini program.
WeChat mini program advertising is based on mini program and mini game ecology, which uses professional data processing algorithm to make advertising system achieve controllable cost, considerable benefit and accurate touch. Advertising forms are mini program banner advertising, incentive advertising, interstitial.
Banner advertising scene is customized by the traffic owner of mini program. According to the characteristics of each mini program, the display page and location can be flexibly set.
According to the characteristics of their own mini programs, deeply combining the scene and plot, the user can get the corresponding incentive reward after viewing the advertisement.
When the user triggers the traffic owner specified scene, the interstitial will pop up in the form of cards.