5 types of advertising forms and promotion processes for WeChat Moments ads

WeChat is a well-known mobile social software in China, with more than 1 billion users. Such a huge user scale is far ahead of other social applications. WeChat ads represented by Moments ads are the most popular among advertisers, 75 % of advertisers tend to place ads in Moments. Moments has a strong user base and high user stickiness, which has laid a good traffic foundation for the development of WeChat advertising. Since the internal testing in January 2015, WeChat Moments advertising has continuously introduced new functions and presentation forms. For advertisers, the first step in promotion is to find an advertising display format that matches the characteristics of their own products. Only when the marketing direction is correct can the marketing effect be considerable. Moments advertising There are currently 5 advertising forms in Moments advertising: graphic advertising includes outer copy, outer pictures, text links, and user social interaction. Local promotion graphic advertising also includes store logos, which is the most common form of advertising in Moments. . Video advertising consists of five parts of content, including outer copy, outer video, text links, and user social interaction. It is a commonly used advertising form by brand advertisers. Basic card advertising Card advertising includes two forms: pictures, texts and videos. The copy is under the picture, which is somewhat different from the original content in Moments. Selective card advertising has two more selection buttons on the basis of card advertising, which is more conducive to audience interaction, understanding the audience's wishes, and a better experience. @Advertiser interactive advertising is applicable to all Moments advertising formats and consists of three parts, including function entrance, user @Advertiser comments, and advertiser replies. Targeting Function of Moments Everyone who is engaged in online advertising and marketing knows that whether the effect is good or not, the reach rate is the fundamental factor that determines the advertising effect. How to achieve the reach rate of WeChat Moments ads and the precise targeting function is obvious. The current targeting function of Moments: supports attribute targeting such as region, gender and age, mobile phone related (brand model, mobile phone system and Internet environment), marriage and love, education, interest tags (business interests/APP interests), LBS, remarketing and other attributes. Region: Supports free selection of users in cities above prefecture-level cities for targeting (the data comes from users’ common location information in the past month), and supports delivery by province and city. Based on the optional prefecture-level cities, it can be refined to target users in a certain administrative region. Gender and Age: Supports free choice to target users of specific ages 14-60, and supports targeting by gender. Mobile phone related: supports targeting by mobile phone brand, model and price; supports targeting by mobile phone system (iOS, Android); supports targeting by physical environments such as Wi-Fi, 4G, 3G, 2G and so on. Supports free combination selection, or unlimited selection. Marriage and love status: Supports targeting based on the user's current relationship, including single, newlywed, married, and parenting. Education level: Supports orientation based on the user's highest academic level, including doctorate, master's degree, bachelor's degree, high school, junior high school, and elementary school. Interest tags: divided into commercial interest tags and APP interest tags. Commercial interest tags include 18 first-level interest tags, 124 second-level tags, and 51 third-level tags; APP interest tags include 10 game tags and 28 non-game tags. LBS: Local promotion advertising supports more granular regional targeting functions: in addition to supporting options for more than 300 cities and more than 2,800 districts and counties across the country (excluding Hong Kong, Macao and Taiwan), it also supports more than 4,400 business district options and more than 5,800 Ten thousand designated POI points (points of interest) customize the orientation of a radiation radius of 500~5000 meters. Remarketing: Supports delivery to users who have interacted with you in the recent period, including fans who have unfollowed you within a month. Case Moments advertising uses the precise targeting function to find accurate users and achieve conversions. The following is a case in point: Food Station uses interest tags to find vertically classified users that meet the characteristics of public accounts. Original graphic and text messages are paired with matching advertising creativity to attract users and achieve effective conversions, with a single attention cost of less than 3 yuan. Mrs. Jin Wedding Photography selects female users of the right age and in the "newly married" state. Based on the local circle's exposure to users with current and future potential needs, the cost of a single follower is about 4 yuan, converting fans into effective orders. How to make effective advertisements in WeChat Moments? Advertising accuracy is because the "cooperation" between merchants and customers is the relationship between supply and demand. The greater the demand intention of the people to whom the advertisement is placed, that is, the more accurately the merchant's advertisements are delivered to the people with greater demand intention. , the better the advertising effect. For example: children's education institutions place advertisements in the circle of friends of children's parents in the institution's service area. For businesses, these talents are accurate and have high demand intentions. Moments advertising should currently be a more accurate advertising method on the market. Advertising display and good advertising design on the platform will attract potential customers of merchants immediately; and the platform’s control over the number of advertisements depends on the effectiveness of advertising, because most people have certain expectations for any advertisement. For those who are resistant, if there are a lot of ads on the platform, even the most accurate customers will not be able to stand watching ads all day long. Currently, the quantity of advertisements in Moments is also very good. There are only 2-3 advertisements per person in Moments every day. Compared with other platforms, the full advertising space has a great advantage. Basically, every advertisement received People who see advertisements will pay some attention to merchant advertisements. As we all know about marketing activities, the fundamental function of advertising is to "get the word out". At present, the purpose of many businesses' advertising is not just to "get the word out", but to acquire direct customers. Therefore, marketing activities are very important. , is a key point for customers to contact merchants.

For example: There was a merchant who took photos of pregnant women and babies before and had been doing a 29.9 yuan event. The effect was good at first, but it got worse and worse later because too many merchants had such activities. After chatting with the merchant, I learned that this merchant has unique The advantage is door-to-door shooting, and the low-price activities they do are all for nominal fees. The main profit point is the second sale. Later, the company’s marketing planning specialist gave me the following advice: Free! The direct advertising campaign is to search for 20 pregnant women in the city, take photos at their homes for free, and then give away photo frames. After the campaign was modified, the advertising immediately exploded, and thousands of phone calls were obtained in one day. Therefore, a good “marketing campaign” is a necessary condition for directly acquiring customers. Frequency of advertising Advertising must be done continuously to reflect greater advertising effect. No matter how small an individual is, it must have its own brand. Even a small store must at least have its own brand within its own service area and advertise widely. The number of times determines the customer's choice. For stores of the same category, customers will definitely choose the one with the most advertisements. This is also one of the more practical functions of advertising at present. It is just like opening a store as a front door. Every boss will want to The purpose of making the door more beautiful than that of your peers is to get better exposure, better value, and win the favor of customers when they compare. When advertising now, what you consider is not how many people you want to advertise in your service area. What you should consider is how many times you want to advertise to one person in your service area. Only in this way can the effect of each advertising placement be well reflected. Therefore, advertising must be done frequently and continuously, so that our advertising effects can become better and better. Choose an agent to find the right person, have a conversation, and do the right thing, which saves you worry and effort. They can identify the right advertising platform based on the characteristics of the product and the preferences of the target users, and customize a delivery plan suitable for the advertiser's own products to maximize the advertising effect. In summary, no matter from the perspective of the display form and precise targeting of WeChat Moments ads, Moments ads can achieve precision, which is very beneficial to local merchants. WeChat’s local Moments advertising has received comprehensive praise. It is an indispensable advertising opportunity for local merchants. It maximizes the interests of merchants while also serving local users. This is a very good way to combine life and marketing. product.