How does advertising on wechat work?

How does advertising on wechat work?

There are 3 types of WeChat advertising: WeChat Banner Advertisements, WeChat Moments Advertisements, Key Opinion Leader(KOL) Promotion.

Chapter 1

How does advertising on wechat work?

WeChat advertising can make a huge difference in helping your brand gain more recognition in the China market. It is the perfect channel for foreign brands to connect to a Chinese audience. Not only can brands display their promotional messages in the user’s newsfeed but also at the bottom of WeChat official account articles.

There are three types of WeChat advertising:

  • WeChat banner advertising
  • WeChat moments advertising
  • Key Opinion Leaders (KOLs) promotion

WeChat banner advertising

Banner ads appear at the bottom of WeChat Official Account

 articles. They drive users to either follow an official account, download an app, purchase a product, claim a coupon code or sign up to an offering via a customised landing page. The advantage of this approach is that it is performance-based, meaning that advertisers have more flexibility to test and measure the effectiveness of the ad with low upfront costs. It is great choice for e-commerce businesses because it can direct potential consumers to the correct webpage, where a purchase can be made.

WeChat moments advertising

Moment ads appear in the Moments section, which is comparable to Facebook’s Newsfeed. It is less disruptive compared to banner ads, because moment ads blend in with the usual user-generated posts. The advantage of this approach is that advertisers can choose between display or video format – both of which are highly interactive and engaging. However, with a higher comparative cost, moment ads is a better choice for more established brands with visually attractive products.

Key Opinion Leaders (KOLs) promotion

KOLs are celebrities or famous people who have the power to influence others. Advertisers usually work with KOLs to post an advertisement on their official account, which helps to publicly expose their brand to the KOLs’ wide network of followers. It is a great way to market your brand on WeChat because KOLs are seen as a trusted source of knowledge and advice. The key to success is to select the right influencer that is well-aligned to your business and product offering.

You can find more information about choosing the right WeChat advertising for your business in this detailed blog post WeChat advertising: How to get it right as a foreign brand


The cost to advertise on WeChat is a minimum threshold of US$10,000 required by Tencent. However, there may be additional service charges depending on who you work with.


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