Target Marketing on New WeChat Ads Platform

After several rounds of tests, WeChat Ads platform finally launched online. It is quite attractive for its 200 thousand initiate price.

How much is a user worthy of? 

According to incomplete statistics, WeChat has 549 million active users and it will be up to more than 700 million at a conservative estimation. In terms of the current market, every user can bring 95 dollars to Tencent, which is a bit lower than 166 dollars of Facebook.

Except the big VIP accounts and some dead accounts (never use), the average amount of common users’ friends is about 159. Considering of the shielding, the average amount of effective exposure in the friend circle is about 120.

Why you can see the Benz, but only I see the farmer.

Actually starting from Ali cooperating with Sina Weibo, social platform has been facing a difficult problem that the game between the social ecology and the flow turning into money. The most important thing in the gambling is the degree.

The original genetic of Sina is media without commercial nature, so it cooperate with Ali to dig value in the prevalent Sina user pool. Both sides are prudent, they use big data to do a large number of analysis through users’ habits of searching, purchasing and browsing. They try to be accurate, reduce advertising harassment, increase the conversion but not affect the ecology.

During the test period, the most frequent advertisement is once a week. WeChat try to deliver accurately according to the delamination of users. 

This is why you see the Benz, I see the farmer.

As mentioned at the beginning, after a period of tentative operation, from the price of 3 million and only cooperating with big brand to 200 thousand initiative price and fully opening. The friend circle starts to provide advertising service for medium and small size enterprises. However, do not worry that our friend circle will not be turned into advertising circle.

For example, if an advertisement appears in your friend circle, you can shield it or do not pay any attention to. The probability of appearing in my friends’ friend circle is only 20%. If I interact with this advertisement, its probability will be up to 95%.

To the advertisers for the medium and small size enterprises, the WeChat open some oriental functions. As far as I known, there are only some basic orientations like city, sex, age, phone system and so on. With the further operation, its functions must be more abundant. People familiar with the function, oriental accurate choice almost decides the cost of the advertisement. How much will waste and how much will earn back is quite clear to them.