WeChat friends circle advertising is officially open to officially open a text to understand!

After a month of invitation testing, the WeChat friends circle advertising independent delivery terminal officially opened to all markets from February 23. (The specific rules for the use of this mechanism are shown below)
The opening of the circle of friends ads actually conforms to a recognized trend of advertising: content is advertising, advertising is content. The native ads of social products are similar to those of the circle of friends, and the original advertisement content is turned into a friend-like original content form to be displayed in the feed stream of the specific user's circle of friends.
The project general manager of the Microsoft Bing Advertising Group has written an analysis of social advertising. He believes that in the digital advertising era, it is the most critical of advertising services to satisfy the needs of customers and users through "local advertising". The so-called "local advertising", in his view, is an advertisement that meets the website/app needs and user-generated content style.
Explained by specific websites, such as Google's advertisements, the advertisements that users see are based on search, so these advertisements are both commercial advertisements and user search results, both parties are satisfied; Facebook advertisements are also based on users. Love to push games, movies, etc.; Instagram/Imgur's ads are photos, similar to the photos sent by ordinary users. According to this standard, the best experience of a friend circle advertisement is that the advertisement content is similar to the new content posted by the user's friends.
In fact, after the WeChat user enters the workplace, they have joined a large number of working relationships. They may be the publishers of their own company advertisements and the advertisement readers of workplace relations. Therefore, the normalization of the circle of friends can meet the needs of the workplace for the exposure of the company's information in the circle of friends.
Previous friends' advertising has always been considered sacred and unattainable. WeChat has extremely high requirements for advertisers' brand attributes and service fees. At the same time, for users of WeChat friends, they can receive certain brand advertisements, such as “high-end” and “quality”. Therefore, the friends of the circle of friends not only have no objection to such advertisements, but also actively participate in the interaction, and interact with the “like” people who can receive the same advertisements.
After the WeChat friends circle self-service launch, more small businesses will join the ad, and the “superiorship” generated by the friends in the circle of friends may no longer be. Moreover, as the number and frequency of advertisements increase, the user's freshness of the advertisement for the circle of friends will decrease. If there is not enough exquisite advertisement content, it is easy to affect the user experience. I don’t know how Zhang Xiaolong will respond to the user experience.
However, regardless of whether the user likes it or not, the friend circle advertisement is in line with the development trend of the social product's native advertisement.
As will be explained below, the cost per thousand impressions of the WeChat circle of friends is between 50 yuan and 100 yuan. Compared to Instagram, which is also a social application, the cost per thousand impressions of its feed stream ads is $50 (about 325 yuan). Obviously, the advertising cost of a friend's circle advertisement is not expensive.
Some Wall Street analysts believe that Instagram's advertising revenue in 2016 will be between $1 billion and $2 billion. According to eMarketer, Instagram's advertising revenue in 2017 will be 2.8 billion US dollars, while advertising revenue on global social networks will reach 36 billion US dollars in 2017, accounting for 16% of the total digital advertising.
According to survey data, the proportion of digital advertising revenue and revenue of social products is increasing. The following is an introduction to the self-service mechanism of the circle of friends.
At present, the friend circle advertising self-service terminal is like this: Users can choose different advertising formats according to different promotion purposes. In addition to the "brand display" advertisements that we have already seen before, this new circle of advertisements has also added new forms of advertising such as "publicity promotion" and "mobile application promotion".
At present, the circle of friends has opened 14 first-level industry categories. These 14 first-level industries include: apparel, daily chemicals, network services, personal products, retail & service entertainment and leisure, education abroad, Home decoration, food and beverage, transportation, IT products, consumer electronics, financial services, operators, real estate.

Method of purchase
Friend Circle ads support both purchases and auction purchases, which are charged according to the number of exposures. The exposure unit price and service standards are as follows:
Schedule purchase
Suitable for advertisers who need to focus on targeted users during a focused promotion period. Support 5 to 28 business days in advance to schedule delivery, and focus on the target user to complete the predetermined advertising exposure within 12 hours to 3 natural days. Bidding purchase
Suitable for advertisers who need to flexibly set the delivery time and reserve space to continuously optimize the content of the ad. After determining the population and daily budget, support freely set bids, and use real-time bidding to compete with other advertisers for advertising exposure. At present, the core cities and key cities do not support bidding purchases, and only support “normal cities”. The minimum bid is 30 yuan/thousand exposures.
Service standards
Based on different budgets for advertising investment, WeChat provides different standard services. At present, the service level is divided into three categories: ordinary customers, senior customers, and VIP customers. The average daily budget for “ordinary customers” is at least 200,000 yuan. First, WeChat advertising official will reduce the threshold to 50,000 yuan. The “fixed template” mentioned in the above table can meet the different promotion needs of customers' videos, event reservations, attention, application downloads and so on.
Delivery process
When the user chooses to self-deliver the circle of friends on WeChat, it needs 5 processes: account opening, creating advertisement, program review, advertising online, and effect tracking.
Customers can select the ad target population label on the ad server, including geography, age, gender, interests, and more. The circle of friends advertising system will distribute ads based on the customer’s settings. In one process, a circle of friends can be launched after 3 to 15 business days of application.
At the same time, after the advertisement goes online, the customer can view the closing report online within 3 working days after the advertisement is finished. Customers can be informed that the data includes:

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