Digiday+ Member Article

Advertisers wanting to reach social media users in China have few options, with platforms like Facebook and Snapchat being blocked there. That’s made Tencent-owned WeChat, with around 980 million monthly active users around the world, a must-have platform for brands trying to woo Chinese consumers.

“Ad demand for WeChat is definitely increasing. It was already popular in China two years ago, but it took some time for Western advertisers to understand that WeChat is not a Facebook copycat — it’s really something on its own,” says Thomas Graziani, co-founder of WalktheChat, a marketing agency that specializes in WeChat. “Tencent has also done some international PR to build WeChat’s brand awareness, which also helps drive the ad demand.”

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