The Qixi War Begins: WeChat Ads Launches Three New Products to Improve the Style of Advertising

This article starts with the upcoming Chinese Valentine's Day, points out that all major platforms and brands are preparing for marketing and promotion at this time, and finally introduces the three new advertising products launched by WeChat Ads for the marketing of brands on Chinese Valentine's Day. This article is suitable for brands that want to promote on WeChat, and they can draw inspiration from it.

As Chinese Valentine's Day approaches, major brands and platforms are preparing for this important marketing event. Recently, WeChat Ads has launched three new advertising products to meet the marketing needs and characteristics of Chinese Valentine's Day brands and merchants, covering three marketing scenarios: Moments, Video Accounts, and Sogou.

The Qixi Festival is centered on "love" and driven by "gifts", which places higher demands on brand style and scene atmosphere. The core upgrades of the three major products launched by WeChat Ads this time are also mainly centered on visual experience, interactive experience, and post-link purchase experience.

1. Brand Gallery Ads in Moments

As the first vertical multi-screen advertisement on WeChat, the Moments brand gallery advertisement supports the simultaneous display of 3-5 vertical video cards, making the dynamic effects more eye-catching and giving the brand more room for expression. At the same time, information labels are displayed under each card to facilitate users to quickly access them. In terms of visual experience, this makes the advertisement a high-level showcase for the brand, making it more memorable for users.

The multi-screen mode can also attract user interaction. After users swipe left to watch the brand TVC, they can directly enter the brand landing page, which improves the efficiency of entering the store to a certain extent.

2. Video account carousel card ads

The "Hope of the Village" video account has become an important platform for seeding. WeChat has launched a video account carousel card advertisement, taking another step forward in building a closed-loop link.

The carousel card component in brand color is more in line with the brand style, allowing users to immerse themselves in the connection. 3-5 components, different cards can lead to different official mini programs, or different pages of the same mini program, or jump to native pages and H5 to achieve precise diversion. In addition, the video content itself can be shared and spread through relationship connections, bringing more social exposure to the brand.

3. Tanabata Limited Brand Picture

The poetic name "Scroll" corresponds to its beautiful dynamic effect. On the search page, users can see the brand's flowing scroll displayed at the top of the brand's official information area. Clicking on the scroll will jump to the brand's mini program, H5, or native page, creating a festive atmosphere with ingenuity.

It is not difficult to see that the three products launched by WeChat Ads this time can provide more choices and more immersive information delivery for Qixi advertisers. The core performance is in the following three aspects:

1. Visual Expression

In the era of visual culture, images have a profound impact on people's way of thinking and living habits. Therefore, WeChat's three new advertising products have put a lot of effort into visual design and dynamic experience, striving to create more textured brand advertisements.

2. Simultaneous comparison of multiple products and multiple SKUs

The Chinese Valentine's Day is connected to gift-giving scenarios and needs, and the exquisite visual presentation fits the style of beauty and luxury goods. Brand galleries and carousel cards can display multiple products at one time, making it easier for brands to better display styles with different colors and designs for consumers to compare and choose.

3. Extend the continuation of innovation

WeChat Search will also launch the "Qixi Gift Brand Venue", bringing more possibilities to brands and users.

Author: TOP Jun, WeChat public account: TopMarketing