How to advertise in a circle of friends?

How to advertise in a circle of friends, reading this article is enough!

1. What is WeChat friends circle advertisement? Wechat friends circle advertisement is a native advertisement displayed in the circle of friends in the form of original content similar to that of friends based on WeChat official account ecology. By integrating hundreds of millions of high-quality user traffic, friends circle advertisers provide a unique Internet social promotion and marketing platform in China.

Types and Settings of WeChat Friends Circle At present, there are two kinds of advertisements in friends circle: graphic advertisements and video advertisements. CPM video charges more than print advertising.

1) friends circle graphic advertisement

2) Friends circle video advertisement

Advertisers who brighten their circle of friends: 1. BMW: The coolest snake in history, the first BMW to eat crabs. The first advertisement is a sentence, a hyperlink and some pictures to convey its brand image and strengthen its concepts, such as happy driving. The friend circle advertisement made in the later period is quite interesting, which perfectly shows the high-quality performance of BMW cars through a snake game. o

2. KFC: Hey, come with me, watch the video first, and then click H5 to interact. In the outer 6-second video, a method similar to naked-eye 3D is adopted. Of course, after watching the long video, we still got the coupon.

3. L 'Oré al Paris: What Fan Bingbing used on his face emphasized the natural non-cosmetic "Fan Bingbing" and "hyaluronic acid", which was very topical, so L 'Oré al skillfully used this topic and put it in the circle of gossip friends-"What does Fan Bingbing use on his face?" . At the same time, by simulating the creative H5 of search, consumers are naturally guided to buy pages in JD.COM.

Friends circle advertising brings explosive exposure to advertisers. Take vivo as an example, the total exposure is close to 65.438+0.55 billion, users click on the "vivo smartphone" logo, and they like and comment more than 7.2 million times, and the official WeChat of vivo has increased its fans by 220,000. However, with the participation of more and more brands, how to tell their stories on such a high exposure platform, instead of taking the old road of pioneers, has become a new topic for brands.

2, circle of friends advertising creation process

1. Clearly promote the target brand activities, application downloads or official WeChat account promotion; Choose the advertising form: print advertising or video advertising; Select the purchase method of this advertisement: reservation purchase or bidding purchase. The system will recommend appropriate placement settings according to different placement purposes of advertisers. 2. Plan to review WeChat and write feedback review opinions within 24 hours, indicating that it is a working day. Plus possible amendments and re-submission, it is recommended to advance at least four working days. You can rest assured after the online advertisement is passed. Before online advertising, you can configure some preview whitelists to ensure that someone can see this friend circle advertisement at 100%, and add their micro-signals to the background whitelist. For example, the boss, for example, the person in charge of an important cooperation channel, can not exceed 40 people. In addition, it should be noted that the preview whitelist is limited to domestic resident users, and micro signals must be submitted, and mobile phone numbers or QQ numbers are not supported; Users who preview the whitelist should pay attention to the official WeChat account. 4. Effect tracking supports online real-time monitoring of various data: exposure times, details viewing times, image clicks, likes and comments, attention and forwarding. In the process of advertising, advertisers can monitor various data indicators online in real time. Within 3 working days after the end of the advertisement, advertisers can view the closing report online, fully understand the advertising effect, and optimize the follow-up advertising strategy according to the data. 3, friends circle advertising purchase method

With the development of mobile Internet, it seems that it has encountered a bottleneck in promotion, and friends circle advertising is one of the few high-quality channels at present.

Yesterday, a friend left a message saying that the landlord could put more cases of WeChat friends circle. Today, let's take a look at the detailed process and some cases of WeChat friends circle advertising.

WeChat friends circle advertisement is a native advertisement displayed in friends circle in the form of original content similar to friends circle based on WeChat official account ecology.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

Through the WeChat friends circle advertisement, the following purposes can be achieved:

At present, the display forms of friends circle advertisements are mainly graphic advertisements and video advertisements, and CPM video charges are higher than graphic advertisements.

1, friend circle graphic advertisement

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

2, friends circle video advertising

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

1, BMW: the coolest snake in history

The first BMW to eat crabs, the first advertisement is a sentence, a new hyperlink and a few pictures, which conveys its brand image of joy and strengthens the concept of joy, such as pleasure while driving. The friend circle advertisement made in the later period is quite interesting, which perfectly shows the high-quality performance of BMW cars through a snake game.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

2. KFC: Hi, come with me.

Watch the video first, and then click H5 Interactive. In the outer 6-second video, a method similar to naked-eye 3D is adopted. Of course, after watching the long video, we still got the coupon.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

3. L 'Oré al Paris: What did Fan Bingbing use on her face?

"Fan Bingbing" and "hyaluronic acid", which emphasize natural and no cosmetic surgery, are very topical in themselves, so L 'Oré al skillfully used this topic and put it in the circle of gossip friends-"What did Fan Bingbing use on his face?" . At the same time, by simulating the creative H5 of search, consumers are naturally guided to buy pages in JD.COM.

Bird Brother Notes, Information Flow, Aiqi SEM, Information Flow Advertising, Advertising Delivery, Information Flow Channel Bird Brother Notes, Information Flow, Aiqi SEM, Information Flow Advertising, Advertising Delivery, Information Flow Channel

Friends circle advertising brings explosive exposure to advertisers. Take vivo as an example, the total exposure is close to 65.438+0.55 billion, users click on the "vivo smartphone" logo, and they like and comment more than 7.2 million times, and the official WeChat of vivo has increased its fans by 220,000.

However, with the participation of more and more brands, how to tell their stories on such a high exposure platform, instead of taking the old road of pioneers, has become a new topic for brands.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

Brand activities, application downloads, or official WeChat account promotion;

Choose the advertising form: print advertising or video advertising;

Select the purchase method of this advertisement: reservation purchase or bidding purchase.

The system will recommend appropriate placement settings according to different placement purposes of advertisers.

Wechat writes the feedback of audit opinions within 24 hours, indicating that it is a working day. Plus possible amendments and re-submission, it is recommended to advance at least four working days.

After the approval, you can feel at ease. Before the advertisement goes online, you can configure some preview whitelists to ensure that someone can see this friend circle advertisement 100% and add its micro signal to the background whitelist.

For example, the boss, for example, the person in charge of an important cooperation channel, can not exceed 40 people. In addition, it should be noted that the preview whitelist is limited to domestic resident users, and micro signals must be submitted, and mobile phone numbers or QQ numbers are not supported; Users who preview the whitelist should pay attention to the official WeChat account.

Support online real-time monitoring of various data: exposure times, details viewing times, image clicks, likes and comments, attention and forwarding.

In the process of advertising, advertisers can monitor various data indicators online in real time. Within 3 working days after the end of the advertisement, advertisers can view the closing report online, fully understand the advertising effect, and optimize the follow-up advertising strategy according to the data.

Friends circle advertisements support two purchase methods: scheduled purchase and bidding purchase, and are charged according to the number of exposures. The exposure unit price and service standard corresponding to the two procurement methods are as follows.

Except for the local promotion advertisements in the circle of friends, other graphic advertisements support reservation purchase and bidding purchase. Local promotion advertisements in friends circle only support bidding purchase. Friends circle video ads only support reservation purchase, and are charged according to the number of exposures.

The characteristic of advance purchase is that the exposure can be locked 1-28 days in advance, and the amount of the advance account in the account can be frozen in advance, which is a contract purchase method with guaranteed price and quantity.

The minimum budget for graphic advertisements of friends circle purchased through the schedule is 50,000 yuan, and the exposure unit price is determined by the advertising area. At present, the distribution areas are mainly divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit price are as follows:

Core City: 150 yuan/Thousand Exposure

Including Beijing and Shanghai. For example, if an advertiser places a graphic advertisement in a circle of friends in Beijing with a budget of 300,000, the advertiser's advertisement can get at least 2 million exposures.

Key cities: 100 yuan/thousand exposures

Including Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin and Fuzhou.

For example, if an advertiser puts a friend circle graphic advertisement in Guangzhou and Shenzhen with a budget of 300,000, then the advertiser's advertisement can get a total exposure of 3 million in at least two cities.

Ordinary city: 50 yuan/1000 sheets.

Including other cities except the above 22 cities. For example, if an advertiser puts a friend circle graphic advertisement in Dongguan and Zhangzhou with a budget of 300,000, then the advertiser's advertisement can get a total exposure of at least 6 million in two cities.

The minimum budget of a friend circle video advertisement purchased through scheduling is 50,000 yuan, and the exposure unit price is determined by the advertising area. At present, the distribution areas are mainly divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit price are as follows:

Core City: 180 yuan/Thousand Exposure

Including Beijing and Shanghai. For example, an advertiser puts a friend circle video advertisement in Beijing with a budget of 6.5438+0.8 million yuan, and the advertiser's advertisement can get at least 6.5438+0.8 million exposure in Beijing.

Key cities: 120 yuan/Thousand Exposure

Including Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin and Fuzhou.

For example, an advertiser puts a friend circle video advertisement in Guangzhou and Shenzhen with a budget of 6.5438+0.8 million yuan, and the advertiser's advertisement can get a total exposure of 6.5438+0.5 million in at least two cities.

Ordinary city: 60 yuan/1000 sheets.

Including other cities except the above 22 cities. For example, an advertiser puts a friend circle video advertisement in Dongguan and Zhangzhou with a budget of 6.5438+0.8 million yuan, and the advertiser's advertisement can get at least 3 million total exposure in two cities.

Bidding is suitable for advertisers who need to flexibly adjust their advertising settings and constantly optimize their advertising effects. After determining the target audience and daily budget, advertisers can bid for advertising exposure, and compete with other advertisers through real-time bidding to obtain advertising exposure.

The bidding scope of bidding procurement is divided into three levels according to the delivery area: core cities, key cities and ordinary cities. The bidding scope corresponding to each city is as follows:

Core cities: Advertisers bid for exposure, and the bidding range is 100~300 yuan/thousand exposures.

Including Beijing and Shanghai. For example, if an advertiser places a graphic advertisement in a circle of friends in Beijing, the bidding price is set at 120 yuan/thousand exposures, and the daily budget is 30,000 yuan, then the actual exposure unit price will not exceed 120 yuan/thousand exposures, and the advertising consumption on that day will not exceed 30,000 yuan.

Key cities: Advertisers bid for exposure, and the bidding range is 60~200 yuan/thousand exposures.

Including Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin and Fuzhou.

For example, if an advertiser places a graphic advertisement in a circle of friends in Guangzhou and Shenzhen, and the bidding price is set as 80 yuan/Thousand Exposure, and the daily budget is 30,000 yuan, then the actual exposure unit price will not exceed 80 yuan/Thousand Exposure, and the advertising consumption on that day will not exceed 30,000 yuan.

Ordinary city: Advertisers are free to bid, and the lowest bid is 30 yuan/1000 exposure.

Including other cities except the above 22 cities. For example, if an advertiser places a friend circle graphic advertisement in Dongguan and Zhangzhou, and the bidding price is set at 30 yuan/Thousand Exposure and the daily budget is 30,000 yuan, the actual exposure unit price will not exceed 30 yuan/Thousand Exposure, and the advertising consumption on that day will not exceed 30,000 yuan.

This is really a pit. When many companies decided to launch a circle of friends, they were also in high spirits at the beginning, ready to plan a better H5 scheme than BMW. In the end, they didn't find 1 10,000, and WeChat only gave you an external picture. So we can basically estimate the release situation through the external map.

1. Ordinary customers: the budget for a single launch is within 1 10,000.

The advertisement support configuration 1 external map details page supports the use of WeChat official account graphic message or H5 page with fixed template style to view details. The text chain supports more choices: viewing details, downloading applications or booking activities.

2. Senior customers: the budget for one-time investment is 654.38+0,000 to 5 million.

Advertising support configuration: 1, 3 or 4 The external image supports video advertising: the external small video takes 6 seconds, and the complete video takes less than 300 seconds. Details page supports the use of WeChat official account graphic messages, H5 pages with fixed template style or customized H5 pages (customized H5 pages can support up to 2 pages). The "View Details" text chain supports more choices: view details, download applications or book activities.

3.VIP customers: the budget for a single launch exceeds 5 million.

Advertising support configuration: 1, 3, 4 or 6. External pictures support video advertising: it takes 6 seconds to connect a small video, and less than 300 seconds to complete the video. The details page supports the use of WeChat official account graphic messages, fixed template H5 pages or customized H5 pages (customized H5 pages can support up to 6 pages). The "View Details" text chain supports more choices: view details, download applications or book activities.

Bidding is suitable for advertisers who need to flexibly set the delivery time and reserved space and continuously optimize the advertising content.

1) Core cities &; Key cities: bidding is not supported for the time being.

2) Ordinary city: lowest bid 30 yuan/1000 exposure.

At present, the service standards supported by bidding procurement are as follows:

Advertising support configuration 1 The external details page supports the use of official WeChat account graphic messages or the fixed template style H5 page "View Details" text chain supports more choices: view details, download applications or book activities.

If the advertising in the circle of friends is a bidding mode, the competition will be relatively greater.

Theoretically, the higher the bid, the greater the exposure. Of course, the aesthetics of copywriting is also closely related. After all, the public's friends circle advertisement has one more key transformation link than the brand's friends circle advertisement.

If the bid is high, the user gets high exposure, but the copy is unattractive and can't get good attention.

Friends circle advertising supports targeted delivery according to geographical location, gender and age, mobile phone related (brand model, mobile phone system and networking environment), marital status, education level, interest tag (business interest /APP interest), LBS, re-marketing and other attributes.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

1, age, gender

Support the free choice of orientation for users of any age from 5 to 60, and support gender orientation.

2. Region

Users in cities above the prefecture level are free to choose orientation (the data comes from the common location information of users in the last month), and they are supported to be placed by province and city. Based on optional prefecture-level cities, it can be refined to users in an administrative area.

3, mobile phone system, mobile phone network environment

Mobile phone systems include iOS and Android, and networking environments include WI-FI, 4G, 3G and 2G. Support by combination selection, or unlimited selection.

4. Interest label

Wechat analyzes and defines each user by integrating the user behavior path big data of Tencent products, and adds corresponding labels.

Choosing interest tags is conducive to accurately finding the target users and improving the advertising effect; The more tags you choose, the wider the users you cover.

1. Want to know the active users of WeChat.

When launching, it is still necessary to do it according to the portraits of specific users, receiving data and user information, such as the data of domestic core automobile sales cities. Then constantly test the time period, region, age and other dimensions, and constantly optimize the delivery strategy and effect.

The same advertisement is also not allowed to be placed twice, which is different from the advertisement at the bottom of the official WeChat account.

2. Stimulating the second forwarding will greatly reduce the CPM cost.

The charging mode of friends circle advertising is CPM and the price is clearly marked, so can the cost of CPM be reduced?

It is very important to encourage advertisements to reach the users' secondary forwarding as much as possible. Interest and value are the key.

3. How to make WeChat friends circle advertisements attract users to click?

Be sure to think about the creative copy before putting it in. This is the most important thing in the whole circle of friends. Because friends circle advertisements are hard and wide, they must be designed attractive enough to attract users to click and open. 1) Choose interesting pictures. Please note that for users, the circle of friends is relatively private, and advertisements appearing here should not only be eye-catching, but also be easily accepted. Content, composition and color will all affect users' impression of the brand. So please pay attention to the audience experience, choose high-quality and interesting pictures, and don't use pictures that are too strong, rough and irrelevant to business. Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

2) Tell stories

Telling a story can be fantasy science fiction or daily warmth. No matter what kind of story you are telling, creating an atmosphere with pictures or showing a moment of the story will be very attractive.

Bird brother's notes, information flow, Archie SEM, information flow advertisement, advertisement placement, information flow channel

Direct copy, but also try to communicate with users, such as:

BMW China: The longer we wait, the more we can arrive as scheduled.

Ying finidi: "I want to take you somewhere" "Now?"

What is a good copy?

Simple, interesting and persuasive, meeting these three requirements is a good copy.

label

After the advertising threshold of WeChat friends circle dropped, many small and micro enterprises wanted to test the water. With the development of mobile Internet, it seems that it has encountered a bottleneck in promotion, and friends circle advertising is one of the few high-quality channels at present.

Personally, I think it's okay to put some advertisements in the circle of friends. But it can't affect other people's lives.

Friends circle advertising is still effective or true. Without good products and good reputation, it won't last long at all. In fact, experience is very important, so as to show your product features.

The first principle of advertising in friends circle is not to bring unpleasant reading and brainwashing bombing to friends. Try to do the following:

1, exquisite graphic typesetting, providing an aesthetic feeling.

2. There must be positive information.

3, in line with the principle of mutual benefit with friends in the circle of friends, meet the demand and supply, with the focus on reciprocity.

4. Advertising information and information content that brings pleasure coexist and are released alternately to avoid frequent push of advertisements.

5. Beautiful pictures and interesting information guide advertising reading.

6. Increase the amount of reading and forwarding, and replace frequent advertising content distribution with hot spots.

Advertising in a circle of friends will cause fatigue for a long time, and friends will not pay attention to it for a long time, or block your circle of friends. You can send some positive quotations in your circle of friends, and don't advertise persistently.

Friends in the circle of friends have different interests in work and cannot be generalized. It is suggested to choose to block friends who are not interested in this advertisement. Introduce products sincerely with novel pictures and infectious language, and put in product advertisements regularly in a specific period of time.

After applying for basic information, the following options will appear, click individual to settle in, and then wait for approval. ....

In many applications, most of them have some problems. Just take a clear picture according to the title, and remember to use my ID card, basically once or twice.

After passing, the personal number will enter the novice period, and only one article can be updated every day. (The powerful can pass the novice in just a few days. ) I don't have much authority in the novice period, but I can open my own advertisements.

Even if I pass the novice in just a few days, I still need to meet the conditions. Self-operated advertising is less difficult than headline advertising, so I opened self-operated advertising among novices.

If you can't pass the novice in a short time, you can spend some time creating an article or video every day. Of course, if you don't have time, you can update it in about three days, but if you want to open it early, you can meet the requirements within one month. Every original article will be recommended by default. The more recommendations, the more browsing.

Just a month ago, I was lucky enough to be a novice and opened a headline advertisement. Actually, this has something to do with my diligence. I spend some time on originality every day, which is likely to pass.

After opening, there will be profit options on the left, just select the headline advertisement. Of course, people who have the ability can choose to advertise themselves. I don't think I have this ability. It's pure entertainment and extra money.

After all the conditions are met, at the same time of each post, you can check the display advertisement at the bottom of the article. I guess headline advertising revenue is based on display revenue. The more recommendations, the more articles displayed, and the more natural the advertisements displayed.

Advertising should still be backed by real products. The exposure of the front desk is red, and without good products, it will do the opposite. Word of mouth and experience are very important.