WeChat Moments and Official Account media buying

A Moments campaign that sends its tap to an external H5 page throws away most of what it paid for. WeChat gives you six seconds of outer card and one destination, and the destinations that hold are a Mini Program, a native landing page built inside Tencent Ads, or the Official Account profile itself. We will not run Moments for an advertiser with none of the three in place, which means the first month of most engagements here is account infrastructure rather than media, and the proposal says so before you sign. The entity question, before anything else: Cross-border advertisers buy through Tencent's overseas channel on a deposit and without a Chinese business licence, or through a mainland entity that holds one. The routes differ in what may be advertised, how invoicing works, and whether an Official Account can be verified as a Service Account at all. We map yours in week one and price the gap. Where a client already holds a Subscription Account and assumed it was the same object, that conversation happens before budget is committed rather than after the first push fails to reach anyone. Moments: The outer card and the expanded view are two pieces of work, not one asset cropped twice. The outer card earns the tap; the expanded view has to survive it. Targeting is set by city tier, interest and Tencent's behavioural segments, and we deliberately keep concurrent campaign counts low, because Moments frequency capping is applied per user per period and four campaigns against overlapping audiences buy the same impression three times. Official Account placements: Banner slots at the foot of and inside other publishers' Official Account articles are the cheaper half of WeChat and behave nothing like Moments. Intent is lower, cost per click is lower, and the sensible objective is a Mini Program entry or a follow rather than a purchase in session. We keep the two budgets separate in reporting and never quote a blended acquisition cost across them, because the blend always flatters whichever half is losing. Compliance handled rather than discovered: Chinese advertising law bans absolute superlatives outright, with penalties starting at RMB 200,000. Every line of Chinese copy is read against that prohibition by a mainland reviewer before submission, and rejected variants stay in your file so the pattern becomes visible to your own team. For family and education advertisers we also check creative against the restrictions on tutoring promotion and on marketing directed at minors, which are enforced unevenly and expensively. What we do not do: We do not build your Mini Program, though we will specify what the landing path needs to contain. We do not run Official Account editorial, community groups or customer service. We do not buy followers and we do not work alongside agencies that offer a follower guarantee. Creator seeding is not part of this engagement; it sits in the RED and Weibo work, because the buying logic is different and mixing them hides which one paid. Who this is not for: Advertisers testing China with one month of budget. Moments has an order floor that makes a single-month test expensive per unit of learning, and the honest recommendation is to spend that money on the account and Mini Program instead and come back when the infrastructure exists. Reporting: Fortnightly, in English. Spend by placement, Tencent-reported actions, Mini Program-side events from your own analytics, and the difference between the two written as a number rather than reconciled quietly.