WeChat launched an internal testing among key users on Monday for a new feature that would allow public account operators to insert advertisements into their posts.

The platform previously only supported ad positions that appear at the top or bottom of the post. The new function gives operators more freedom to choose the specific spots where they want the ads to be displayed with more targeted promotion and more context. This means stores like one KOL selling 100 cars in 4 minutes through public account promotions could be more common on the platform.

Most of the ads are for single items from e-commerce platforms. Users will be redirected to the purchase interface through a single click on the ad. WeChat public account operators can insert ad positions in their post and the system will display corresponding contents according to the product category pre-selected by the operator, including clothing, jewelry, 3C products, food, tourism, education, and more. The accounts are paid on a per-click model.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.