For overseas businesses who have been waiting patiently for a chance to experiment with WeChat Moments Ads, this functionality is officially available for overseas businesses.
You say…not so fast, how can it suddenly get so easy when it was next to impossible to do this less than a year ago?
Here are some of the steps you will need to complete before you can begin to advertise on WeChat.
Register for a WeChat Official Account
Register for the WeChat Official Account Advertising Function (广告主）- this is a function you can find within the backend administrative platform for WeChat.
MORE AD FORMATS NOW AVAILABLE
The other piece of good news? From our latest interaction with our WeChat Tencent Advertising Manager (which was within the last 24 hours of this writing), we were told that asides from WeChat Moments Ads, other advertising formats within the WeChat ecosystem are also open to foreign businesses as well. These types of advertising formats include the ability to place ads on other official WeChat Accounts (think of this as Google AdSense, where another official WeChat Account ‘opens’ different spots on their platform for advertisers to place ads), WeChat Mini Programs and/or Mini Games. The threshold spend for these formats are much, much lower than the original $10,000 spend required to run ads on WeChat Moments.
NO SPEND THRESHOLD
With the opening of these new formats and the WeChat advertising platform in general, you can now run ads without bearing the hefty $10,000 advertising spend threshold. Small businesses rejoice! Other advertising formats allow you to bid based on a desired CPM, so even if you have a small(er) budget, you can still run ads on the WeChat platform.
RUN YOUR OWN ADS
Still keeping up with all this good news? Take a deeeeeeep breath. Whereas it used to be that foreign accounts would provide permission for a third party WeChat authorized advertising agency to run their ads, you can now, wait for it…RUN YOUR OWN ADS.
This is similar to Facebook giving you an option to hand off your advertising to a marketing agency by giving their Facebook Business Manager permission to manage your page and run your ads, you can still let a marketing agency handle this if you don’t want the hassle of doing it yourself (or if you can’t read Chinese, you don’t really have a choice).
So with all these new developments in 2019 with WeChat Official Accounts and WeChat Moments Advertising and other new WeChat advertising formats, you should definitely get excited about all the potential opportunities you have to engage with the Chinese audience for your brand.
Our WeChat Marketing Specialists can help you set everything up for smooth sailing ahead and all it takes is one call to our office at 604-674-0389 or an email to firstname.lastname@example.org.