How to Advertise on WeChat in 2025: A Guide for Foreign Businesses
Want to tap into China’s massive market?
Advertising on WeChat in 2025 is the key. With over 1.4 billion active users, WeChat has evolved from a messaging app to a powerful all-in-one platform that integrates shopping, payments, social media, and more.
But how do you get started?
From Moments Ads to Mini Program campaigns, there are multiple ways to connect with Chinese consumers. With features like precise targeting and high engagement rates, advertising on WeChat is an essential tool for businesses wanting to make an impact in China.
This guide walks you through everything you need to know to kickstart your WeChat advertising journey and make the most of this dynamic platform.
Let’s dive in!
Why Advertise On WeChat in 2025?
In 2025, WeChat will be more than just a messaging app. It has evolved into a powerful ecosystem that combines mini programs, payment systems, search capabilities, and e-commerce, making it a must-use platform for Western businesses entering the Chinese market.
With over 1.4 billion monthly active users, WeChat seamlessly integrates into daily life, offering everything from shopping to banking. Mini programs allow businesses to create lightweight apps within WeChat, providing a direct path to engage users.
The platform’s payment system, WeChat Pay, facilitates smooth transactions, while its built-in search feature ensures high visibility for businesses. E-commerce within WeChat enables brands to sell products directly through the app, reaching a massive, highly engaged audience.
It is shown that 85% of WeChat users make purchases through the platform; it’s clear why advertising on WeChat is essential for business success in China.
It is also important to understand consumer behavior trends in China, as they are changing rapidly due to new technology and cultural shifts. For businesses, grasping these changes is crucial to connect with Chinese shoppers and succeed.
| Trend | What It Means | Action for Western Businesses |
| Younger Audience | Majority under 35, trend-driven. | Create mobile-friendly, modern content. |
| Video-First Content | Short-form videos dominate. | Focus on high-quality, engaging video ads. |
| Brand Trust via Social Proof | Consumers rely on reviews and influencer endorsements. | Use reviews, UGC, and influencers to build trust. |
These trends show that foreign companies should connect with young consumers through videos and build trust through reviews and social proof, particularly by using WeChat marketing for Western companies.
Types Of Wechat Advertising Solutions For Foreign Businesses
WeChat advertising is a game-changer for businesses looking to connect with Chinese consumers. It’s an effective way to spread your message, grow a loyal audience, and boost your brand’s presence in China. Whether you’re aiming to increase visibility or build stronger relationships, WeChat ads help you reach your goals with ease.
WeChat offers three main ways to advertise, each with its own benefits. Let’s take a quick look at these methods and then dive into the most popular and effective one: WeChat Moments ads.
WeChat Moments ads are a powerful advertising option for foreign businesses looking to reach Chinese consumers. These ads appear in users’ Moments feed, similar to Facebook’s news feed, and blend seamlessly with organic content.
The key to success with Moments ads is using eye-catching visuals and engaging copy that resonates with local audiences. You can use clear, high-quality images and videos that reflect your brand’s story while keeping the copy concise and relevant.
A unique feature of Moments ads is their targeting capabilities, allowing businesses to reach specific demographics based on interests, behaviors, and location. This makes it easier for Western businesses to effectively tailor their ads to the right audience in China, boosting visibility and engagement.
Cycle of WeChat Moments Ads
WeChat Moments ads include different ad formats like regular ads, showcase ads,and combination card ads.
Regular Ads: These are single-image or video ads that appear in users’ Moments feeds. For example, a Western fashion brand can use a striking image of their latest collection to attract attention and drive traffic to their online store.
Example of the Regular ad On WeChat
Showcase Ads: These ads allow businesses to display multiple images or videos in a carousel format. A Western cosmetics brand can showcase a series of products, allowing users to swipe through different items and learn more about each.
Example Of Showcase Ad Of Cosmetic Brand
Combination Card Ads: This format combines images and videos, offering a rich, interactive experience. A tech brand might use a combination ad to highlight product features, demonstrate how it works, and include a call-to-action for purchases.
Example Of Combination Card Ads For KFC
2. WeChat Banner Ads
WeChat Banner ads are a highly effective advertising option for Western businesses aiming to reach Chinese consumers. These ads appear in two main placements: Official Accounts and Mini Programs. Official Accounts are company-run pages where users can follow updates, while Mini Programs are lightweight apps embedded within WeChat.
Example of Banner Ad
Banner ads are perfect for businesses looking to boost brand visibility or promote specific products. For example, a Western fashion brand can use banner ads in Official Accounts to showcase new arrivals or exclusive offers, directly engaging followers.
Targeting options for these ads include demographic data, user behaviors, and location, allowing businesses to reach the right audience at the right time. With over large active users, precise targeting on WeChat ensures ads are seen by relevant consumers.
Western businesses should use banner ads when looking to create brand awareness or promote time-sensitive offers, especially as over 50% of users access WeChat daily for shopping and news.
3. WeChat Mini Programs Ads
Mini Programs are small apps within WeChat that don’t require downloads or installations. They allow businesses to offer a seamless user experience directly inside WeChat, whether for shopping, booking, or accessing services.
For Western businesses, Mini programs are crucial in 2025 because they provide an easy, fast way to engage Chinese consumers without the barriers of app downloads. With WeChat being a central part of daily life in China, Mini programs make it simple for businesses to integrate their services directly into users’ routines, increasing convenience and engagement. This makes them an essential tool for any business looking to succeed in China.
Wechat Mini Program Launch Page Ad For Bookkeeping Business
WeChat’s Mini-programs have created a complete ecosystem where users can handle everything from mobile payments to shopping, travel, and entertainment, all within the WeChat app. One of the top Mini-programs has 757.36 million monthly active users, leading the ecosystem.
There are different types of advertising formats available in this context.
| Ad Type | Description |
| Startup Screen Ads | These ads appear when users open a mini-program. |
| In-Program Banner Ads | Placed discreetly within the content or interface of a mini-program. They can be static or animated banners. These ads don’t interrupt the user experience and blend into the app. |
| Interactive Ads | Allow users to engage with the ad within the mini-program. For example, completing an action in a game ad for higher engagement. |
| Video Ads | Integrated into mini-programs to visually tell a brand’s story. Great for branding campaigns and product demos. |
Creating a Mini program on WeChat is easier than you might think; no Chinese business license is needed. You just need to set up a WeChat Official Account first.
Once your Mini program is up and running, here’s how you can drive traffic to it:
- WeChat Moments Ads: These ads can link directly to your mini program, making it easy for users to access.
- QR Codes: Share QR codes on your website, social media, or even in physical stores. They’re super popular in China!
- Cross-promotion: Promote your mini program through your WeChat Official Account and other social platforms to get more eyes on it.
Costs of Advertising on WeChat in 2025
Understanding WeChat ad pricing is important. There are three main models: Cost Per Thousand Impressions (CPM), Cost Per Click (CPC), and Cost Per Action (CPA).
- CPM is great for brand awareness since you pay for every thousand views, reaching a large audience.
- CPC is performance-based; you only pay when someone clicks on your ad, making it ideal for driving traffic or leads.
- CPA charges based on actions like form submissions or event sign-ups, perfect for conversion-focused campaigns.
For CPC, track the average cost per click and adjust your bids. For CPA, understand the value of the action and set your bids accordingly.
Here’s a breakdown of the average costs for WeChat ads:
Moments Ads cost
The cost of WeChat Moments advertising varies based on factors like the target audience, ad type (image, video, or interactive), campaign length, and how specific the demographic targeting.
| Ad Type | Cost Structure | Ideal Foreign Business |
| CPM Model | Pay per 1,000 impressions. Cost varies with audience and location. | Businesses seeking brand visibility in China. |
| Minimum Budget | Starts around 50,000 RMB ($7,000 USD) for a broad audience. | Small to medium businesses targeting a wide reach. |
| Large-Scale Campaigns | Higher budget campaigns (500,000 RMB / $70,000 USD+) for wide reach and video/interactive ads. | Large brands aiming for massive reach and engagement. |
Banner Ads Cost:
These ads usually appear at the bottom of articles and tend to have a lower CPM, starting at 10 RMB ($1.50 USD) per 1,000 impressions. They are a cost-effective option for businesses looking to increase visibility without a high budget.
Mini Program Cost
The cost of advertising in WeChat Mini-Programs depends on factors like your target audience, the type of ad, and your targeting options. Here’s a quick overview of the pricing for Mini-Program ads.
| Ad Type | Cost (CPM) | Description |
| CPM Model | From 60 RMB ($9 USD) | Pay for every thousand impressions. Cost varies by targeting and placement. |
| Banner Ads | 30-60 RMB ($5-$9 USD) | Affordable ads at the top or bottom of the mini-program. |
| Video Ads | 80-150 RMB ($12-$22 USD) | Higher cost ads that grab attention with video content. |
| Interactive Ads | 100+ RMB ($15 USD or more) | Engaging ads like games or surveys with higher costs. |
Essential Rules for Advertising on WeChat
When advertising on WeChat, it’s important to follow the platform’s rules and China’s advertising laws to avoid penalties and ensure your ads are clear and trustworthy. Here are the key regulations to keep in mind:
- No Absolute Claims: Avoid using terms like “best,” “top,” or “highest level” in your ads. These terms can mislead users into thinking your product is superior without proof.
- Accuracy of Information: All data, surveys, or statistics in your ads must be true, accurate, and verifiable. Any false or misleading information could lead to penalties.
- No False Patent Claims: Don’t claim your product is patented unless you can prove it with proper documentation. Intellectual property claims must be legitimate.
- No Misleading Tactics: Avoid using tactics that confuse or mislead users. Ads should be clear and easy to understand.
- Respect Competitors: Don’t badmouth or criticize your competitors’ products. Also, don’t use their logos or images without permission.
- No ‘Inspection-Exempt’ Products: You cannot advertise products as “inspection-exempt” if they don’t meet the required standards.
- National Reputation: Ads should never harm the reputation of China or its society. Content that damages national integrity is prohibited.
- Follow Social Norms: Your ads should align with accepted cultural values and social standards in China.
- Genuine Endorsements: All endorsements must be real and comply with the law. Avoid fake promotions or celebrity endorsements that aren’t authentic.
- Image and Logo Usage: Don’t use third-party images or logos unless you have the proper permission.
- Sweepstakes and Prizes: Prize values in sweepstakes should not exceed 5,000 RMB. Clearly state terms for giveaways and promotions.
- Coupon Campaign Restrictions: Coupons must not encourage unfair practices like rapid fan acquisition or excessive sharing.
- Clear Terms: Ads should not include vague or confusing terms like “we reserve the right to interpret.” Be clear and specific.
Adhering to these rules ensures your ads are effective and compliant with WeChat’s guidelines and Chinese law. Failing to comply could lead to fines or suspension of your ad account.
Final Words
WeChat advertising offers a powerful way for Western businesses to tap into China’s vast market. With over 1.4 billion active users, the platform is more than just a messaging app; it’s an essential ecosystem for shopping, payments, and social interaction.
Whether you’re looking to boost brand awareness or drive conversions, tools like Moments Ads and Mini Programs can help you succeed.
Still unsure how to set up your WeChat advertising campaign? Our team walks you through every step of the WeChat advertising setup process. Get started today and connect with millions of Chinese consumers.
