Are you searching for ways to use Tencent advertising in China for your marketing campaign? In this article, we will guide you through the details of Tencent Advertising in China.
Providing internet services in China, Tencent has become one of the leading companies globally. Ranking as the top internet company in Asia and second worldwide, Tencent boasts over 900M active audiences. Tencent Holdings is mostly known as the owner of WeChat, but there are far more apps and advertising options there. Let’s explore some of them!
Tencent: The Creator of Glorious WeChat
WeChat, the insanely popular social media platform that all brands are competing to conquer, is indeed owned by Tencent. With more than 1.6 billion users as of 2023, WeChat is the most popular social media platform in China and it is this app that made Tencent popular and put it in the group of the biggest tech companies in the world. It’s also where most of Tencent’s revenue comes from.
However, WeChat is not the only star in Tencent’s sky. In 2020, a quarter of Chinese businesses’ online advertising allocation was spent on WeChat- but that’s just the beginning. By advertising with Tencent, your ads will be over hundreds of thousands of applications and millions of users will be under your radar. That’s how big the company is, not to mention that Tencent continues to expand.
Advertising on Tencent is one of the most popular ways to reach potential Chinese customers. Advertising on Tencent products gives companies the chance to reach Chinese consumers who spend the majority of their time online – 55% of mobile internet usage.
Advertising Options on Tencent
Tencent offers a variety of ad types, including banner ads, video ads, and native ads. The most common ones are:
Banner ads
Banner ads are static or animated images that are displayed on a web page or app. In terms of cost, they are more budget-friendly. They may be cheaper options but they still work pretty well and produce good results. Tencent also utilizes a location feature for banner ads, making them tailored for each user.
Video Ads
Unlike other types of ads, incentive video advertising is more immersive and can be placed in a variety of positions to make it more noticeable.
Native ads
Native ads are the type of ads that are used with the surrounding content and are integrated into the content of a web page or app. Highly effective, native ads make up most of the brands’ views on Tencent.
Alternative Tencent Platforms for Advertising Apart from WeChat
While WeChat advertising is most brands’ top priority, there are many available platform options to advertise and reach out to a wide range of audiences.
Advertising on WeChat
WeChat advertising allows brands to show ads on users’ timelines and WeChat Official Account articles, which is fantastic for expanding official account followers as well as steering internet traffic.
WeChat Moments Advertising
This type of advertising is a Facebook-style ad that appears on users’ timelines. Users and ads are selected as a match according to factors like age, location and many other aspects.
WeChat Official Account Advertising (Banner Ads)
Official account ads are usually preferred by established and well-known brands. Official accounts are usually followed by millions of users if you can create and develop effective marketing strategies.
The various types of WeChat official account ads are article banners, text-type banners, influencer banners, and video-type banners. Banner ads are image-based and can be up to 8MB in size. The banner ad is placed at the top of an official account article.
WeChat Mini-Program Advertising
This type of ad can be a big priority for your brand to reach users in China, as WeChat mini-programs have become extremely popular. These ads come in the form of gaming ads, banner ads, or pop-ups.
Advertising on QQ
QQ is another social media platform that is owned by Tencent. Similar to WeChat, almost all Chinese people living on the mainland have an account there. It is the most popular text exchange app and instead of emailing Chinese people use this app to communicate with each other.
This platform is especially popular among the young generation and brands who target popular items make use of this platform effectively to reach their target customers.
QQ’s algorithm lets businesses fine-tune their campaigns by optimizing for screens, apps, pop-ups, and banners. QQ also helps brands meet diverse targets like e-commerce expenses or product/brand promotion.
Advertising on Tencent Music Platforms
Tencent also controls some of China’s most popular music apps, so-called ‘Spotify’ such as QQ Music. By utilizing tailored Tencent music ads, brands can reach out to bigger groups of people who love listening to music.
Advertising on Tencent News Platform
China’s one popular mobile news app Tencent News is the perfect website for global advertisers who want to target Chinese users. The ads can be based on user browsing data and choices, which enables brands to reach out to the target audience.
Tips for Successful Tencent Ads
Here are a few basic strategies to help you run a successful Tencent ads campaign:
Study your target customers, and define your audience and objectives
Before starting any type of marketing campaign, you need to study your target customers. This is even more important when advertising on Tencent. You need to understand who your target audience is, what their needs and desires are, and what type of content they are most likely to engage with.
You can target your ads on Tencent by age, gender, interests, and even location. This allows you to create very specific campaigns that are tailored to your target audience.
Set a budget, bid strategically, and choose your ad type wisely
Tencent offers a variety of ad types to choose from, each with its strengths and weaknesses. You need to understand the differences between each type of ad to choose the right one for your campaign.
Mobile is the future, invest in the mobile version
The mobile version of Tencent’s apps is growing rapidly, with more and more users accessing the internet through their smartphones. This trend is only going to continue, so it’s important to invest in creating a strong mobile presence for your business.
Invest in multiple Tencent platforms
While WeChat is the most popular Tencent app, there are many others that you can use to reach your target audience. By investing in multiple platforms, you’ll be able to reach more people and create a stronger presence on Tencent.
Monitor your results and adjust accordingly
As with any advertising campaign, you will need to monitor your results and make adjustments as needed. This includes testing different ad formats and targeting options to find what works best for your business.
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