WeChat is the largest social network in China. It currently boasts over 1.24 billion active monthly users and if you’re marketing to a Chinese audience, it’s an app you can’t afford to ignore.
Going beyond what we know of social networks in the West, WeChat allows for in-app payments, as well as messaging, voice and video calls. With additional photo-sharing via moments and publishing through official accounts, it’s fast becoming the “everything app” for its users.
It’s estimated that 100-250 million WeChat users live outside of the country. With advanced geo-location targeting features, the social platform now empowers brands to take advantage of this affluent overseas market.
So how can you use WeChat targeting for international users?
In this post, we’ll take a look at some of the reasons for targeting WeChat users overseas and the options you have to choose from.
How to reach WeChat users overseas
Chinese outbound tourists spent over $254 billion overseas in 2019. This accounted for almost one-fifth of global tourism spending.
Although tourism — and all associated revenue — was hit hard by the pandemic, this amount is expected to rise as economies reopen and travel resumes.
In addition to tourists, there’s also a significant number of WeChat users permanently residing outside of China. With almost every Chinese tourist and resident abroad using WeChat, it’s a lucrative platform for international businesses.
To get started, you’ll need to either request an Official Account of your own, or partner with a third party. You can register with AdChina.io to get set up on WeChat today.
Once you have an Official Account, you can create content and interact with users directly on the platform.
WeChat targeting: WeChat Overseas Traveller Ads
Overseas Traveller Ads enable WeChat ad targeting towards people located outside of China temporarily.
It’s the best advertising product to target Chinese overseas travelers for both business and leisure.
Bespoke ad targeting options allow businesses to accurately select their audience. This is done through demographics (including location, age and gender, marital status, and education), as well as user interests (for instance, real estate, food and beverages, finance, beauty, or gaming).
Companies can also take advantage of “retargeting” options, doubling down on users who actively engage with your branded content.
A standard WeChat ad will contain the following key elements:
- Advertiser profile – where audiences click through to the official account homepage.
- Ad copy – 40 characters over 4 lines, max.
- Ad creatives – featuring one or more images or videos.
- Landing page bottom – leading audiences to open your landing page.
- Location – enabling users to find or call your store (if appropriate).
- Social engagement – this is a super important feature for the Chinese market, allowing users to like, comment, and share your targeted WeChat ads.
Once created and approved, these ads can be shown in a variety of locations within WeChat.
This could include Moments Ads (displayed on users’ Moments feed in a form similar to friends and family posts), adverts either at the bottom or within Official Accounts articles, or as Video Banner Ads shown at the beginning of videos longer than 3 minutes.
This form of WeChat international targeting is available to all industries that can advertise on the platform in mainland China. This does mean that certain organizations will be locked out (for instance medical, aviation, and financial services).
If you’re unsure, consult our AdChina.io customer success managers — they’ll set you straight about WeChat ad targeting for your industry.
There are two main ways to pay for WeChat adverts: via exposure or via clicks.
In both instances, the daily minimum budget is 50 CNY (equivalent to just over 7 US Dollars).
For picture-based ads (Official Account bottom or inside ads), the minimum Cost per Click is 0.1 CNY. If you are looking to advertise via video or via Moments ads, the Cost per Thousand Impressions (CPM) can range from 1.5 to 999 CNY.
WeChat ad targeting isn’t always the cheapest. But done right, it’s an amazingly effective tool.
Take a recent AdChina.io campaign (using Overseas Traveller WeChat Moments Ads) for Thailand King-power Duty-free. This resulted in over 15000 customer coupons being collected, at a Cost Per Action of just 9 CNY ($1.38).
No complaints there!
WeChat targeting: WeChat Overseas Resident Ads
WeChat Overseas Resident Ads are very similar to Traveller ads, with one key difference.
Yep, you guessed it: this is the product you need for targeting Chinese consumers living or studying abroad, for more than 1 month at a time.
Format and Pricing
WeChat Overseas Resident Ads are formatted and costed more or less the same as WeChat Overseas Traveller Ads.
The usual options for demographics and user interests are all available, as are retargeting tools.
Advertisers can also choose to include or exclude users who have unfollowed their WeChat Official Account in the last month, as well as those who’ve engaged with your WeChat ads in the last year.
AdChina.io recently used Overseas Resident Ads to achieve a massive CTR of 19.84% for a Home Decoration and Design business. This level of engagement shows that the overseas market is a fantastic way for brands to interact with and excite potential consumers.
One final thing to note about WeChat Overseas Resident Ads is that they’re only available to fourteen industries. This includes:
- Life Services
- Digital appliances
- Household commodities
- IT services
- Retail Stores
- Jewelry and watches
If you’re ever unsure about your WeChat ad targeting strategy, our team is always available to help.
Getting your WeChat ad targeting off the ground
If you’re looking to connect with WeChat users outside of mainland China, Overseas Traveller and Overseas Resident ads are the tools for you.
Here at AdChina.io, we pride ourselves on helping international businesses advertise in China with transparency and simplicity.
With a dashboard to manage all your campaigns and performance reports in English, we can help grow your audience (and revenue figures!). Get in touch with our global sales team today to discuss your business needs.