In Part 1 of our WeChat Advertising Guide 2022, we did a deep dive on what advertising looks like on WeChat, the features that are available for targeting an audience, and payment and bidding options. Here in Part 2, we are going to look at how to get set up an account and campaigns, as well as best practices, for all brands, no matter their size.
WeChat – the omnipresent super-app that is an inextricable part of life in China as public transport, healthcare systems and steamed rice. It is a social media behemoth, one that brands looking to advertise in China should be very familiar with. In this two-parts WeChat Advertising guide, we’re going to do a deep dive on:
- What advertising looks like on WeChat
- The available features for targeting an audience
- Payment and bidding options
- How to get set up
- Best practices
Types of WeChat Ad
WeChat Moments are like the Facebook news feed, but boiled down to almost only the posts (AKA status updates) that WeChat friends make.
China’s rapidly developing alcohol and wine market continues to provide exciting opportunities for beers, wines and spirits professionals who are looking for sustainable ways to export their brand to the middle kingdom.
With the Chinese wine market expected to reach a revenue of US$25.929 million in 2021 and a year-on-year CAGR growth of 5.34% between 2021 to 2025, the wine industry in China shows no signs of slowing down.
China’s F&B import market continues to provide exciting opportunities for foreign brands and export professionals as the Chinese consumer preferences for healthy and imported foods gives rise to new developments in China’s e-commerce sector.
As the online market for live seafood, fresh meat, and seasonal fruits and vegetables expands, F&B brands will need to adapt their digital marketing strategies if they want to create meaningful customer relations.
WeChat has become the center for social media branding in China, with the majority of users now following from around 10 to 20 Official Accounts and 26.7% of users following more than 20 OAs, this is according to the WeChat official report from QuestMobile.
However, as competition for user attention increases on WeChat, brands are concerned on how to better engage and fully use the potential of their WeChat Audience.
The rise of brand-savvy buyers has forever changed the way Chinese shoppers consume media, especially when it comes to beauty and cosmetics. To be successful within the Chinese cosmetics marketing, you don’t have to be a big cosmetic brand like L’Oréal, Estee Lauder or SK-II; smaller brands still have the opportunity to excel as long as they understand the value of personalization.
Along with the rise in disposable income and lasting perception that foreign brands have higher quality products, Chinese consumers are increasingly buying products though cross-border e-commerce. This growth in cross-border e-commerce offers an alternative gateway for foreign brands selling products, especially for overseas brands that lack the scale to establish a physical store in China. And for brands who are planning to launch full-size stores, cross-border e-commerce is a great way to establish their presence and test the market.
Whether you’re just starting out with a fresh WeChat account or have been tasked with growing an established one, it’s never a bad idea to stay on top of key updates, new trends and major announcements revolving around WeChat marketing. 2020 will be a busy year for WeChat, with a range of updates and changes that will help to advance and evolve the platform, and provide new opportunities for both users and brands.