Luxury brands are beginning to embrace WeChat’s new multimedia Moments ads

Editor’s note: A version of this post by Yiling Pan first appeared on  Jing Daily the leading digital publication on luxury consumer trends in China. 

Not long after offering brands an easier and more affordable way to create Moments advertising, WeChat recently gave its marketing tool a major facelift. The upgraded version, which was launched in January, offers an improved marketing opportunity for luxury brands, as now they are able to utilize a number of different storytelling methods to attract and engage with WeChat users in a more creative way. Luxury brands, including Chanel, Miu Miu, and Yves Saint Laurent (YSL) among others, have become early participants in placing multimedia ads on Moments.

Today, the Moments stream within WeChat is one of the top options for advertising platforms for luxury brands in China. But it wasn’t always this way. After launching Moments ads in early 2015, Tencent took a cautious stance in completely opening up the space to advertisers. It wasn’t until 2016 that Tencent lowered the costs of advertising on Moments to 50,000 RMB from 200,000 RMB, and added a self-service feature to make it more accessible for brands, according to a report by Walk the Chat.

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