This type of advertising has strong interactivity, allowing users to comment, like, and forward. On top of all this, it can intelligently screen and launch according to user regions, usage habits, and other factors.
The First Wave of Moments Ads
On the evening of January 25, 2015, BMW, Vivo, and Coca-Cola appeared as the first batch of Moments advertisements.
Nobody really knows for sure, but people speculate that these oman number for whatsapp ads cost the three companies a minimum of 5 million RMB each.
the first batch of Moments ads for BMW
However, after several years of development, WeChat Moments ads have changed dramatically in terms of adjusting the entry threshold, bidding mode, advertising style, and creative requirements.
Currently, the access threshold and placement requirements for advertisements have been lowered. Overseas entities are now allowed to apply for accounts, and the initial investment amount is now a much more “affordable” 7,000 RMB.
However, the review and qualification of Moments ads are among the strictest in the industry. To set up the account, you need to
have a WeChat Official Account verified with your company’s business license;
ensure your industry is allowed to apply, and that you have enough licenses. Check the industry requirements here: Industries allowed to set up WeChat ads, and
already have at least two articles on your Official Account.
Then, let’s see what we can do with the Moments ads.
How Does It Work?
The Mechanism
When Moments ads first appeared, to avoid affecting the user experience, the rule was that the same user could only see one advertisement within 24 hours.
In 2019, this rule was adjusted from one to two within 24 hours. For comparison, this article mentions that “…21.2% of posts in users’ feed on Facebook are comprised of advertisements.”
Although more advertisements will lead to a negative user experience, for advertisers, the probability of being seen by users increases.
Statistics from WeChat show that, on average, each user opens Moments more than seven times a day. Therefore, with such a high-reading frequency, if you place your creative ad copy into their newsfeed, it will have a good chance of being seen.
The Format
Similar to other newsfeed ads, advertisers need to create advertising plans, advertisements, and ad copy.
Moments ads can come in pictures, images, videos, or even a merchandise window. At a first glance, the post looks similar to a friend’s, so users don’t feel like they’re being spammed by companies.
apm's Moments ads