WeChat is a popular social media platform in China with over 1 billion monthly active users. This document provides an introduction to WeChat advertising, including banner ads, moment ads, and key opinion leader promotions. It outlines the types of each, targeting capabilities, and provides examples from brands like UNIQLO and Doublemint that achieved hundreds of thousands of impressions.

1. Introduction
to WeChat
Advertising
C H A T C O N F E R E N C E
H K 2 0 1 8
C O P Y R I G H T 2 0 1 8 M A V E N T U S I N C .

2. What is MavSocial?
MavSocial is an integrated social media management
software that addresses the issues Asian marketers
experience.
Digital Library UGC Curation Publishing Post Boosting Engagement Publishing Governance

3. Why WeChat?
1.1bn registered WeChat Accounts
1bn monthly active users
100m of its users are outside of China
14m Official Accounts (Serviced & Subscription)
80% of users follow an official account
38bn messages sent in a day
30% of time spent on mobile in China is on WeChat

4. WeChat Ads
WeChat
Banner Ads
WeChat
Moment Ads
KOL
Promotion

5. WeChat Banner Ads
Banner ads on WeChat appear on bottom of an Official
Account.
There are two types:
Standard Banner
KOL Banner

6. Standard Banner Ads
Banner ads are located
at the bottom of Official
Account articles
The ad has a logo,
account name and
headline
The CTA opens a new
page with additional
information
Image Source: Dragon Social

7. Introduced to allow Tencent to monetize KOL
advertising on WeChat
Much larger than a standard Banner ad
Requires collaboration between the Brand and the KOL
New type of WeChat Banner Ad
KOL Banner Ads

8. Why Banner Ads?
Simple to do – minimal design skills
Performance based
Helps grow brand awareness
Cheaper than WeChat Moments Ads

9. WeChat Moment Ads
Audience targeting based on location, interests, age, gender,
education, marital status, device, WeChat behaviour
If a user clicks an ad, it means that the ad is a good fit.
Ad will go viral (on the Moments pages of other similar users
and contacts)
There are three types:
Display Ads
Video Ads
Coupon Ads

10. Display and Video Ads
WeChat Moments
Ads appear in the
Moments section –
comparable to
Facebook
Newsfeed
Image Source: WalkTheChat

11. Coupon Ads
Supports text,
images, videos,
and allows users
to collect,
redeem and
share coupon
from WeChat
Image Source: TMG Worldwide

12. Additional Info
International targeting (now in beta) U.S., Canada,
Australia, New Zealand, Hong Kong, Taiwan,
Malaysia, Singapore, Japan & Korea. (England, Italy,
France, & Germany are coming soon)
WeChat defines impressions as:
An ad appearing in Moments
External link is clicked
Ad is liked, commented or clicked on

13. Additional Info
Each user will see a maximum of two Moments Ads
within a 24 hours
Ads only appear if the user has a minimum of 4 new
updates in Moments
If the user doesn't engage with the ad, it will be
replaced after 6 hours
One Moments Ad lasts up to 7 days
Users can click a 'not interested' button to stop
seeing an ad

14. Additional Info

15. Cost of WeChat Ads
Core cities: Beijing, Shanghai
Large cities: Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing,
Tianjin, Xi'an, Guiyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou

16. Banner Ads Example
Brand: UNIQLO
Objective: Raise brand
awareness and promote
new products
Target Geography: Northern
cities in China
Results: 900k impressions,
highest CTR of 1.27%

17. Moments Ads Example
Doublemint's
Moments Ad
with text and a
video linking to
a native
advertising
page
Image Source: Chozan

18. Moments Ads Example

19. Contact Details
Chris Hodgeman
chris.hodgeman@maventus.com
Twitter: @chrishodgeman