China Digital MarketingDigital Advertising

Leverage the Hidden Potential of WeChat Marketing in Malaysia

wechat marketing

WeChat most likely is the closest messaging app that comes close to Facebook in the social media realm. There are a variety of functions that allow users to chat, interact with content created on WeChat Official Account, make digital payment via WePay and more. It offers many solutions to support your marketing needs, including WeChat Official Account, WeChat Ads, and WeChat mini program.  

Malaysia had over 26 million internet users in January 2020, and WeChat ranked as the 6th most popular social media platform in Malaysia, with more than 100 million downloads on Google PlayStore. WeChat Advertising could potentially reach out to 20 million active Malaysian users in a month.   

WeChat Ads Help to Reach Wide Audience  

There are over 26 million users on Facebook (Malaysia, Sep 2020) , WeChat is the second most-used mobile app, with over 20 million active users, followed by Instagram, with approximately 11.68 million users in Malaysia.  

Out of the total WeChat users in Malaysia, 70% belong to the age group of 26-40 years, while another 13% belong to the age group of 18-25 years.  

In Malaysia, WeChat is popular with its wide advertising reach. It provides ad opportunities for 14 target-able industries. 

WeChat Ads targetable industries

WeChat Ad is Cost-Efficient 

Based on our years of experience as a digital marketing agency, running multiple ads on social media platforms, we have found out that WeChat is relatively a cost-efficient ad platform, compared to Instagram Ads. Why?  

1. WeChat is not an advertising platform as popular as Google, Facebook or Instagram, so ad clutter would not be an issue here.   

2. As it is not the most popular advertising channel, bidding for ads becomes cost-friendlier.   

For these reasons, Marketing on WeChat is very cost-efficient.  

Getting Started on WeChat Marketing Services  

1. Official Account Verification Setup  

Official Account (OA) Setup is essential because it is the first step of WeChat Advertising. You are only eligible to apply for a WeChat Ads account after having a verified WeChat OA ready. After setting up an OA, then only you will be able to enjoy more advanced functions: WeChat Advertising, WeChat Pay, Voucher, and more advanced APIs – to support your different marketing needs. 

WeChat Marketing - OA

Official Account of different brands 

2. WeChat Ads 

a) Official Account Ads 

WeChat Official Account Ads appear on WeChat Official Account (OA) articles. This ad exhibits a banner look with a call-to-action (CTA) button. The goal is to generate clicks and leads with its strategic placements. 

Official Account (OA) Ads have 2 placements:  

  • In-article Ads (Ads that are relevant to the content that the user is reading) 
  • Bottom Ads (Non-intrusive ad unit that is placed at the end of content) 
WeChat Marketing OA Ads

b) Moment Ads 

WeChat Moments Ads are native ads that display on a user’s Moments Feed with an additional ‘Sponsored’ tag in the upper right corner. Generally, this ad type is designed to build consumers’ awareness or generate impressions. A user can see up to one Moment Ads every 48 hours. 

 Moment Ads have 2 placements: 

  • Regular Ads ( can post up to 6 square images or 1 video)  
  • Basic Card Ads ( can post only horizontal image or video only) 
WeChat Moment Ads

c) WeChat Mini Program  

WeChat Mini Program can be referred to as a ‘super app’ in terms of online shopping and entertainment. You can use this Mini Program to create an in-app e-commerce website, providing product or service information and customer service to facilitate the buying process – all in one app. 

Feature of Mini Program: 

WeChat mini program

Reach local audiences through WeChat Marketing 

Apart from the Official Account setup, WeChat Ads and Mini Program, other marketing strategies can be applied on WeChat like page management and content marketing to drive engagement. 

WeChat Marketing Services

If you are interested in broadening your reach to Malaysian on social media, IH Digital – an official partner of Tencent is the right agency to help you achieve your goals.  

Interested in working with us and plan for your brand’s WeChat marketing strategy? Contact us today for a consultation soon.   

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