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朋友圈广告可免费投放了,微信的便宜这么好占?

小程序微信朋友圈广告网页商户
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<p><img class="aligncenter size-full wp-image-1062133" src="https://images.ifanr.cn/wp-content/uploads/2018/07/1-23.jpg" alt="" width="1200" height="750" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/1-23.jpg 1200w, https://images.ifanr.cn/wp-content/uploads/2018/07/1-23-360x225.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/1-23-768x480.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/1-23-1024x640.jpg 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></p> <blockquote><p>商户以后可以免费投放朋友圈广告了!</p></blockquote> <p>看到这新闻被吓一跳,不知是眼花了,还是微信提不动刀了?十亿用户的微信朋友圈广告,真的说免费就免费了?</p> <h3>微信给你免费投放了</h3> <p>7 月 7 日,周六,微信最喜欢发新闻的周末,微信公开课发布了文章《微信支付开放数字营销新能力,朋友圈广告成为新技能!》。</p> <p>微信官方表示,将对线下月交易达到 100 笔以上的餐饮、线下零售类商户开放数字营销新能力。微信将根据商户的每月交易笔数(微信支付),向商户按月持续赠送广告投放金,可用于免费投放朋友圈广告。</p> <p><img class="aligncenter size-full wp-image-1062285" src="https://images.ifanr.cn/wp-content/uploads/2018/07/123-1.jpg" alt="" width="1035" height="715" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/123-1.jpg 1035w, https://images.ifanr.cn/wp-content/uploads/2018/07/123-1-360x249.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/123-1-768x531.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/123-1-1024x707.jpg 1024w" sizes="(max-width: 1035px) 100vw, 1035px" /></p> <p>目前,免费投放朋友圈仅对满足以下条件的商户开放:</p> <ul> <li>餐饮、线下零售类商户。</li> </ul> <ul> <li>线下月交易达到 100 笔以上。</li> </ul> <p>而关于免费投放,微信官方对此的解释是:商户更多地使用微信支付收款,就可以获得更多奖励,获得更多免费投放广告的金额。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062136" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41611856576.jpg" alt="" width="2500" height="2203" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41611856576.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41611856576-360x317.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41611856576-768x677.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41611856576-1024x902.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>从现在开始加入微信支付的商户,就可获得首笔投放金。而后续每月,商户都可根据上月交易笔数获赠一笔投放金。如若月交易笔数出现增长,商户亦能获赠额外投放金。</p> <h3>微信是不会吃亏的</h3> <p>老年人常说「吃亏是福」,但微信显然不是喜欢用吃亏换福气的人。</p> <p>首先是现在加入微信支付的商户就能获得首笔投放金,这可以帮助微信支付囊括更多的商户。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062135" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41481973938.jpg" alt="" width="2500" height="1459" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41481973938.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41481973938-360x210.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41481973938-768x448.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41481973938-1024x598.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>而获得了微信投放金的人,则会享受免费的微信流量。10 亿用户 + 定向投放,微信基本可以把你想要传达的内容触达到每一位目标客户的面前。免费的投放金就像是给商家尝个鲜,「东西好不好,试过才知道。」若是朋友圈广告反馈出色,那微信势必会获得更多的广告主来投放广告。</p> <p>而我们再看看微信投放的要求,线下交易 100 笔以上,还仅限餐饮和线下零售?</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062137" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG21gic19464867.jpg" alt="" width="2500" height="1667" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG21gic19464867.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG21gic19464867-360x240.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG21gic19464867-768x512.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG21gic19464867-1024x683.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>这更像是微信支付的扩散推广。餐饮和线下零售都属于线下需求较强的服务,如果每一个餐饮和线下零售的商户都能和微信支付挂上钩,那势必有大部分消费者会被这波操作辐射到,成为微信支付的新用户或高频用户。</p> <p>而一二线城市用户对于移动支付的接受程度已经非常之高,被这波餐饮和线下零售的商户再辐射的可能性已经非常之小。这更像是帮助微信支付扩展下沉的四五线市场,帮微信支付触达的范围更远的操作。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062134" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41538683033.jpg" alt="" width="2500" height="1784" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41538683033.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41538683033-360x257.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41538683033-768x548.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41538683033-1024x731.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>能吸引更多广告主,能推广微信支付,能帮助用户下沉,而微信的付出的只是一些免费微信投放金。这笔买卖,你觉得微信吃亏吗?</p> <h3>微信压力大不大,你看看他们的广告就知道</h3> <p>2018 年第一季度,腾讯网络广告业务收入同比增长了 55%,在总收入中占比 14.5%。</p> <p>腾讯在财报中表示:「由于我们的社交及信息流产品的广告加载率远低于行业的比例,我们相信,社交及其他广告会保持长期持续增长。」</p> <p><img class="aligncenter size-full wp-image-1062145" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41557062177.jpg" alt="" width="2500" height="1058" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41557062177.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41557062177-360x152.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41557062177-768x325.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG41557062177-1024x433.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" /></p> <p>再加上之前也有腾讯高管透露,未来一至两年,腾讯计划将广告营收占公司总营收的比例提升至三到四成。</p> <p>我们不难想象,作为腾讯「拳头」产品的微信在广告业务上到底面临着多大的压力。</p> <p>微信最初的广告形式仅有网页广告一种,在小程序发布后,朋友圈广告也支持小程序投放了。</p> <p>然后是翻转式广告,只要点赞,就能让朋友圈的广告换一种形式。现在虽然似乎没有这种广告了,大家还是保留了给朋友圈广告点赞的习惯。</p> <p><img class="aligncenter size-full wp-image-1062141" src="https://images.ifanr.cn/wp-content/uploads/2018/07/ezgif_1_9cc698fa14_compressorfinal.gif" alt="" width="320" height="336" /></p> <p>今年年初,微信又宣布开放朋友圈第 2 条广告。这意味着,你刷一次朋友圈,或许能看到 2 条广告。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062146" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1.jpg" alt="" width="2500" height="1662" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1-360x239.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1-768x511.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG111157590039-1-1024x681.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>6 月电商推广新增支持 MP 文章页投放的文档流出,也证明公众号可以直接跳转公众号了。</p> <p><img class="aligncenter size-full wp-image-1062138" src="https://images.ifanr.cn/wp-content/uploads/2018/07/1528169458130.jpg" alt="" width="4788" height="2464" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/1528169458130.jpg 4788w, https://images.ifanr.cn/wp-content/uploads/2018/07/1528169458130-360x185.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/1528169458130-768x395.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/1528169458130-1024x527.jpg 1024w" sizes="(max-width: 4788px) 100vw, 4788px" /></p> <p>最近的一次广告调整就在昨天,微信支付开放的数字营销新能力让商户可以免费投放朋友圈广告了。</p> <p>纵观微信广告近两年来的变化,你也能感受到微信面临的巨大压力。</p> <p style="text-align: center;"><img class="aligncenter size-full wp-image-1062147" src="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG11498288341.jpg" alt="" width="2500" height="1775" srcset="https://images.ifanr.cn/wp-content/uploads/2018/07/VCG11498288341.jpg 2500w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG11498288341-360x256.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG11498288341-768x545.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/07/VCG11498288341-1024x727.jpg 1024w" sizes="(max-width: 2500px) 100vw, 2500px" />图片来源:视觉中国</p> <p>从传统网页广告到无处不广告,微信这一条路走了 2 年。</p> <p>既要保持产品的「克制」,也要完成腾讯的「变现」。</p> <p>微信的下一步棋,又会怎么走呢?</p> <p><strong>关注「<span style="color: #605eac;">知晓程序</span>」公众号 ,在微信后台回复「<span style="color: #605eac;">ad</span>」</strong><strong>,获取微信广告详细介绍。</strong></p> <p><img class="size-full wp-image-963729 aligncenter" src="https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode.gif" alt="" width="750" height="375" srcset="https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode.gif 750w, https://images.ifanr.cn/wp-content/uploads/2018/01/qrcode-360x180.gif 360w" sizes="(max-width: 750px) 100vw, 750px" /></p>