WeChat, which now boasts 1.12 billion registered users, yesterday unveiled the long-awaited advertising program for Moments, its content sharing platform. Like the ads on Facebook’s News Feed, ads shown in the Moments timeline will be marked as ‘sponsored’. Users can opt out of ads by certain advertisers.

An ad will be shown as a post by the advertiser’s WeChat Public Account, with users able to “like” or comment on it. Not all users will see the same ads, but that the more likes or comments an ad receives from your WeChat friends, the more likely you’ll be to see it. An ad with no likes or comments within six hours will be removed; otherwise it will be able to circulate from one user’s timeline to another for seven days.

There isn’t a self-service system in place yet that the whole process will be conducted by WeChat staff. WeChat promises to provide performance analyses after each campaign.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com