“Not just a circle of friends, or a brand community zone.”
A new circle of friends’ ads.
On August 8, it was learned that the topic advertisement of WeChat friends circle was officially launched. In the top right of this type of ad display, you can see the words “topic discussion.” The open video ad page is similar to the video page in the information stream, with functions such as watching, forwarding, leaving a message, and selecting a message. In addition, click on the ad bar at the bottom of the video page to jump directly to the brand’s official page.
According to the WeChat topic advertising video, this is “not just a friend circle advertisement, but also a brand community zone.” Through the exposure of hundreds of millions of channels of friends and the discussion of topics, the user’s willingness to participate can be increased, and the user can be more accurately directed to the brand side, thereby achieving a higher conversion rate. In the context of slower overall demand for advertisers and greater emphasis on conversion rates, the shift in WeChat advertising formats may attract more advertisers.
In addition, this form of advertising also opened up the various content distribution chains of WeChat. For example, click to view and distribute the content to see it. WeChat is trying to see the commercialization of the information flow. Previously reported that WeChat and Quick Hand jointly created a video version of “Look at it.” If the future video is taken online, the video stream will also be a major channel for WeChat commercialization.
WeChat friends circle topic ads
This year, we can clearly feel that the commercialization of WeChat is accelerating. The WeChat circle of friends started the first commercial beta in January 2015, and the second advertisement was started in March 2018. The third advertisement was fully opened on May 8 this year.
At the same time, the advertising format of the circle of friends is more and more diverse, including graphic ads, video ads, card ads (basic, selective, voting, full-size) ), video light interactive advertising, limited-time promotion of advertising, and topic ads on the line today. In terms of product features, it has also been online @ advertiser interaction, XX friends can see, @朋友评论 interaction and star brand cooperation introduction page.
In the process of commercialization of WeChat, one of the major trends that can be seen is that the form of advertising is flexible enough to meet the demands of various advertisers. For example, the limited time promotion of online launches, the exposure schedule of such advertisements has no requirement of more than 12 hours, and supports the shortest online 4 hours.
This type of ad is especially suitable for new product launches, variety show promotion, live broadcasts, limited time snaps, etc. with strong timeliness requirements, such as June 18th at 19:30 The battalion 2019″ finals began to broadcast live, and some special brand marketing appeals or ideas, like Olay launched the “day and night cream” for the skin care needs of the “night girl”. They chose the most active Friday night (20:00-24:00) and the weekend morning (00:00-04:00) to place a circle of friends.
Another big trend is the penetration of the sinking market. On June 12th, Weimeng and Tencent Advertising launched the “Tengmeng Plan”. From now until December 31, 2019, Weimeng will recruit growth-oriented small and medium-sized enterprises to settle in WeChat. The program and the public number are also promoted. At the end of July, Tencent’s first regional marketing service center was launched in Shanghai. Weimeng is a service provider of Tencent’s advertising area and medium and long tail channels.
According to Guo Junxian, general manager of the Tencent advertising area and the middle and long tail business unit, Tencent Advertising began to do small and medium business in 2016, and the concept of regional sinking was proposed in 2018. Tencent’s advertising business has undergone a series of internal resources restructuring and integration. For the future regional advertising development, he said that he has more firmly selected regional e-commerce, regional growth-oriented effect enterprises, regional SMEs and regional Brand enterprise.
In the fourth quarter of 2018, Tencent’s social and other advertising revenues increased 44% to 11.846 billion yuan; by the first quarter of 2019, social and other advertising revenues increased 34% to 9.988 billion yuan, a sharp slowdown. WeChat’s series of actions are attracting advertisers to increase their sales and make a large advertising revenue. As the mainstay of social advertising revenue, WeChat friends will naturally release more energy.
(The title map is from Visual China)