I’ve worked with hundreds, if not thousand of Chinese influencers.
The price varies depends on the collaboration, the brand and the influencer per se.
But one thing is for sure, Wechat influencers are more expensive than influencers on other social media channels.
Are Wechat influencers expensive?
30 000 CNY for 10 banners
Is this expensive?
Let’s do the math!
XIAO has 200k followers and an average 20k page views for each push up post.
Page view for 10 posts = 20 000*10 = 200 000
CPM= (30 000/200 000)*1000 = 150 CNY (22 USD).
The average earnings per 1,000 ad impressions on AdSense is around $1, is we use this as a benchmark, XIAO’s CPM 22 times more expensive the the average.
*This equation is by no means accurate, only to give an idea
Why are Wechat influencers expensive?
Wechat is an expensive social media advertising platform
The average price for acquire 1 new follower is around 5-6 euro using Wechat paid ads. Which is not a price most advertisers can afford.
Therefore, even though Wechat influencers are expensive compare with on other social media channels, it is still cheap compare with the paid ads.
Wechat influencers have higher production cost
XIAO only takes display ads, but most commonly, collaborate with Wechat influencer means:
A long post with intriguing background, tons of media content, product descriptions, endorsement, redirect links or QR code and more.
Wechat influencers focus on the conversion
Newrank has the most developed ranking systems for Wechat Official accounts. They issue TOP 500 OAs monthly, it is the benchmark for many Wechat marketers.
Base on the ranking system, Newrank developed an influencer platform so that advertisers can find OAs that is the most relevant to them.
The platform provides price, traffic history and estimated page view.
- Register as as Advertiser Owner
- Select industry and budget. Newrank will calculate the estimate impression and page views.
- Upload the advertising piece
- You can either request pricing from a specific OA base on the price listed, or post the task public for interested OAs to get into contact.
- As advertiser, you have the right to choose which OAs to work with. Read here for how to do due dilligence for Wechat official account.
2. We Index
We Index provides OA information like account description, follower numbers, industry, average page views and price.
WeMedia doesn’t have self service platform, it require client to contact the sales team.
The platform has a wide range of influencers under its management, which allows WeMedia to be able to offer cheaper price and bulk deals.
3 things to consider for your next Wechat influencer campaign
- Do your due diligence
Read more about how to evaluate Wechat OAs here.
- Pick the ones in your niche!
Wechat is a closed social media platform, much like Snapchat. Therefore it is really important to find influencers in your niche.
- Ask for compensation when the campaign didn’t take off.
If the campaign didn’t delivery, you can always ask for a compensation from the influencer. It’s a culture thing.