{"id":35503,"date":"2025-04-16T08:53:55","date_gmt":"2025-04-16T08:53:55","guid":{"rendered":"https:\/\/marketingtochina.com\/?p=35503"},"modified":"2025-11-07T04:02:17","modified_gmt":"2025-11-07T04:02:17","slug":"weibo-beginners-chinas-twitter","status":"publish","type":"post","link":"https:\/\/marketingtochina.com\/weibo-beginners-chinas-twitter\/","title":{"rendered":"What is Sina Weibo Social Media: The Chinese Twitter \/ X"},"content":{"rendered":"\n<p>With over 580 million monthly active users, Sina Weibo dominates <a href=\"https:\/\/marketingtochina.com\/top-10-social-media-in-china-for-marketing\/\" data-type=\"link\" data-id=\"https:\/\/marketingtochina.com\/top-10-social-media-in-china-for-marketing\/\">China&#8217;s social media<\/a> landscape as the &#8220;Chinese Twitter&#8221; \u2013 yet remains largely unknown to Western marketers.<\/p>\n\n\n\n<p>In China&#8217;s unique digital ecosystem, mastering platforms like Weibo is essential for any brand seeking to connect with Chinese consumers. As the largest Chinese-language mobile portal, Weibo offers unparalleled reach and engagement opportunities that Western platforms cannot provide in this market.<\/p>\n\n\n\n<p>With 10+ years helping international brands navigate China&#8217;s digital landscape, our team at GMA has developed and managed successful Weibo campaigns that delivered measurable results \u2013 including 20,000+ new followers and 200% view increases for clients.<\/p>\n\n\n\n<p>This guide will show you how to create a verified Weibo business account, develop effective content strategies, work with key opinion leaders, and implement targeted advertising campaigns to build your brand presence in China&#8217;s lucrative market.<\/p>\n\n\n\n\n\n<section id=\"brxe-mgpwzx\" class=\"brxe-section\"><div id=\"brxe-yqoynz\" class=\"brxe-container\"><div id=\"brxe-kfqegn\" class=\"brxe-div\"><div id=\"brxe-mzqqxn\" class=\"brxe-block\"><i id=\"brxe-nqugfs\" class=\"fas fa-earth-asia brxe-icon\"><\/i><div id=\"brxe-cjjuuo\" class=\"brxe-text-basic\">Let\u2019s Discuss Your China Strategy<\/div><\/div><div id=\"brxe-cjopah\" class=\"brxe-text-basic\">Our specialists at GMA are here to help you understand the Chinese market and find the best strategy to reach your goals. Tell us about your brand, and let\u2019s build a strategy that works.<\/div><\/div><?xml encoding=\"UTF-8\"><div id=\"brxe-zifmsb\" data-script-id=\"zifmsb\" class=\"brxe-accordion-nested\"><div id=\"brxe-zpypiz\" class=\"brxe-block\"><div id=\"brxe-quxyyt\" class=\"brxe-block accordion-title-wrapper\" role=\"button\" aria-expanded=\"false\" tabindex=\"0\" aria-controls=\"brxe-tbczbk\"><p id=\"brxe-riplut\" class=\"brxe-heading\">Contact us Now<\/p><i id=\"brxe-ygyjuv\" class=\"fas fa-arrow-down-long brxe-icon brx-icon-transform\"><\/i><\/div><div id=\"brxe-tbczbk\" class=\"brxe-block accordion-content-wrapper\" role=\"region\"><div id=\"brxe-qiyhmh\" class=\"brxe-shortcode\"><script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 3.1.\"),o(),0))},initializeOnLoaded:function(o){gform.callIfLoaded(o)||(document.addEventListener(\"gform_main_scripts_loaded\",()=>{gform.scriptsLoaded=!0,gform.callIfLoaded(o)}),document.addEventListener(\"gform\/theme\/scripts_loaded\",()=>{gform.themeScriptsLoaded=!0,gform.callIfLoaded(o)}),window.addEventListener(\"DOMContentLoaded\",()=>{gform.domLoaded=!0,gform.callIfLoaded(o)}))},hooks:{action:{},filter:{}},addAction:function(o,r,e,t){gform.addHook(\"action\",o,r,e,t)},addFilter:function(o,r,e,t){gform.addHook(\"filter\",o,r,e,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,r){gform.removeHook(\"action\",o,r)},removeFilter:function(o,r,e){gform.removeHook(\"filter\",o,r,e)},addHook:function(o,r,e,t,n){null==gform.hooks[o][r]&&(gform.hooks[o][r]=[]);var d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n<\/script>\n\n                <div class=\"gf_browser_unknown gform_wrapper gform_legacy_markup_wrapper gform-theme--no-framework\" data-form-theme=\"legacy\" data-form-index=\"0\" id=\"gform_wrapper_1\"><div id=\"gf_1\" class=\"gform_anchor\" tabindex=\"-1\"><\/div><form method=\"post\" enctype=\"multipart\/form-data\" target=\"gform_ajax_frame_1\" id=\"gform_1\" action=\"\/wp-json\/wp\/v2\/posts\/35503#gf_1\" data-formid=\"1\" novalidate>\n                        <div class=\"gform-body gform_body\"><ul id=\"gform_fields_1\" class=\"gform_fields top_label form_sublabel_below description_below validation_below\"><li id=\"field_1_1\" class=\"gfield gfield--type-name gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label gfield_label_before_complex\">Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class=\"ginput_complex ginput_container ginput_container--name no_prefix no_first_name no_middle_name has_last_name no_suffix gf_name_has_1 ginput_container_name gform-grid-row\" id=\"input_1_1\">\n                            \n                            \n                            \n                            <span id=\"input_1_1_6_container\" class=\"name_last gform-grid-col gform-grid-col--size-auto\">\n                                                    <input type=\"text\" name=\"input_1.6\" id=\"input_1_1_6\" value=\"\" tabindex=\"52\" aria-required=\"true\">\n                                                    <label for=\"input_1_1_6\" class=\"gform-field-label gform-field-label--type-sub \">Full Name<\/label>\n                                                <\/span>\n                            \n                        <\/div><\/li><li id=\"field_1_3\" class=\"gfield gfield--type-email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_1_3\">Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class=\"ginput_container ginput_container_email\">\n                            <input name=\"input_3\" id=\"input_1_3\" type=\"email\" value=\"\" class=\"large\" tabindex=\"54\" aria-required=\"true\" aria-invalid=\"false\">\n                        <\/div><\/li><li id=\"field_1_4\" class=\"gfield gfield--type-text gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_1_4\">Company name or Website<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class=\"ginput_container ginput_container_text\"><input name=\"input_4\" id=\"input_1_4\" type=\"text\" value=\"\" class=\"large\" maxlength=\"200\" tabindex=\"55\" aria-required=\"true\" aria-invalid=\"false\"><\/div><\/li><li id=\"field_1_2\" class=\"gfield gfield--type-textarea gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><label class=\"gfield_label gform-field-label\" for=\"input_1_2\">What is your project?<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class=\"ginput_container ginput_container_textarea\"><textarea name=\"input_2\" id=\"input_1_2\" class=\"textarea medium\" tabindex=\"56\" maxlength=\"500\" aria-required=\"true\" aria-invalid=\"false\" rows=\"10\" cols=\"50\"><\/textarea><\/div><\/li><li id=\"field_1_5\" class=\"gfield gfield--type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"><div class=\"ginput_container ginput_container_text\"><input name=\"input_5\" id=\"input_1_5\" type=\"hidden\" class=\"gform_hidden\" aria-invalid=\"false\" value=\"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35503\"><\/div><\/li><\/ul><\/div>\n        <div class=\"gform-footer gform_footer top_label\"> <input type=\"submit\" id=\"gform_submit_button_1\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\" value=\"Submit\" tabindex=\"57\"> <input type=\"hidden\" name=\"gform_ajax\" value=\"form_id=1&amp;title=&amp;description=&amp;tabindex=49&amp;theme=legacy&amp;styles=[]&amp;hash=702c376a5f01b62e8c048a2725aa3b45\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"gform_submission_method\" data-js=\"gform_submission_method_1\" value=\"iframe\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"gform_theme\" data-js=\"gform_theme_1\" id=\"gform_theme_1\" value=\"legacy\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"gform_style_settings\" data-js=\"gform_style_settings_1\" id=\"gform_style_settings_1\" value=\"[]\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"is_submit_1\" value=\"1\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"gform_submit\" value=\"1\">\n            \n            <input type=\"hidden\" class=\"gform_hidden\" name=\"gform_unique_id\" value=\"\">\n            <input type=\"hidden\" class=\"gform_hidden\" name=\"state_1\" value=\"WyJbXSIsImRmOTMzNzJhZTdiZGZiN2IxZGI2YmQwM2Y0YTQ0OTRmIl0=\">\n            <input type=\"hidden\" autocomplete=\"off\" class=\"gform_hidden\" name=\"gform_target_page_number_1\" id=\"gform_target_page_number_1\" value=\"0\">\n            <input type=\"hidden\" autocomplete=\"off\" class=\"gform_hidden\" name=\"gform_source_page_number_1\" id=\"gform_source_page_number_1\" value=\"1\">\n            <input type=\"hidden\" name=\"gform_field_values\" value=\"\">\n            \n        <\/div>\n                        <p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"ak_\"><label>&Delta;<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"214\"><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><\/form>\n                        <\/div>\n\t\t                <iframe style=\"display:none;width:0px;height:0px;\" src=\"about:blank\" name=\"gform_ajax_frame_1\" id=\"gform_ajax_frame_1\" title=\"This iframe contains the logic required to handle Ajax powered Gravity Forms.\"><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 1, 'https:\/\/marketingtochina.com\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery('#gform_ajax_frame_1').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_1');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_1').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_1').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_1').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_1').removeClass('gform_validation_error');}setTimeout( function() { \/* delay the scroll by 50 milliseconds to fix a bug in chrome *\/ jQuery(document).scrollTop(jQuery('#gform_wrapper_1').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_1').val();gformInitSpinner( 1, 'https:\/\/marketingtochina.com\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [1, current_page]);window['gf_submitting_1'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_1').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_1').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [1]);window['gf_submitting_1'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_1').text());}else{jQuery('#gform_1').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger(\"gform_pre_post_render\", [{ formId: \"1\", currentPage: \"current_page\", abort: function() { this.preventDefault(); } }]);        if (event && event.defaultPrevented) {                return;        }        const gformWrapperDiv = document.getElementById( \"gform_wrapper_1\" );        if ( gformWrapperDiv ) {            const visibilitySpan = document.createElement( \"span\" );            visibilitySpan.id = \"gform_visibility_test_1\";            gformWrapperDiv.insertAdjacentElement( \"afterend\", visibilitySpan );        }        const visibilityTestDiv = document.getElementById( \"gform_visibility_test_1\" );        let postRenderFired = false;        function triggerPostRender() {            if ( postRenderFired ) {                return;            }            postRenderFired = true;            gform.core.triggerPostRenderEvents( 1, current_page );            if ( visibilityTestDiv ) {                visibilityTestDiv.parentNode.removeChild( visibilityTestDiv );            }        }        function debounce( func, wait, immediate ) {            var timeout;            return function() {                var context = this, args = arguments;                var later = function() {                    timeout = null;                    if ( !immediate ) func.apply( context, args );                };                var callNow = immediate && !timeout;                clearTimeout( timeout );                timeout = setTimeout( later, wait );                if ( callNow ) func.apply( context, args );            };        }        const debouncedTriggerPostRender = debounce( function() {            triggerPostRender();        }, 200 );        if ( visibilityTestDiv && visibilityTestDiv.offsetParent === null ) {            const observer = new MutationObserver( ( mutations ) => {                mutations.forEach( ( mutation ) => {                    if ( mutation.type === 'attributes' && visibilityTestDiv.offsetParent !== null ) {                        debouncedTriggerPostRender();                        observer.disconnect();                    }                });            });            observer.observe( document.body, {                attributes: true,                childList: false,                subtree: true,                attributeFilter: [ 'style', 'class' ],            });        } else {            triggerPostRender();        }    } );} );\n<\/script>\n<\/div><\/div><\/div><\/div>\n<\/div><\/section>\n\n\n\n<h2 class=\"wp-block-heading\">What is Weibo?<\/h2>\n\n\n\n<p>Launched in 2009 by the Chinese technology company Sina Corporation (\u65b0\u6d6a), <strong>Weibo (\u5fae\u535a) is one of the biggest social media platforms in China<\/strong>. As its name indicates (\u201cmicro-blog\u201d), Weibo provides <strong>micro-blogging services<\/strong> and is often compared to Twitter. However, it has evolved into a microblogging hybrid with Instagram, Pinterest, Reddit, and YouTube over the years.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11-1024x576.png\" alt=\"Weibo Marketing: infographics\" class=\"wp-image-76955\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11-1024x576.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11-768x432.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11-1536x864.png 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/11.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How does Weibo work?<\/h3>\n\n\n\n<p>Weibo is really similar to Twitter and other social media in terms of functionalities.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-2.png\" alt=\"Chinese Social Media - Weibo\u2019s main functionalities\" class=\"wp-image-63159\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-2.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-2-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-2-768x432.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-2-600x338.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Weibo\u2019s main functionalities<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>These are Weibo\u2019s main features, which are really similar to Twitter, or Facebook. However, there\u2019s one thing that is not available on Twitter: <strong>Weibo\u2019s Hongbao (kind of like a digital wallet)<\/strong>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-5.jpeg\" alt=\"Chinese Social Media - Sina Weibo online Wallet\" class=\"wp-image-63160\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-5.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-5-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-5-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-5-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>Weibo Wallet<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Thanks to this wallet, you can <strong>make payments within Weibo<\/strong> for any product someone shares or links within the app. You can also pay loans, and insurance, buy movie tickets, or even book an online appointment with a doctor. All you will have to do is <strong>link your credit card or Alipay account<\/strong> to your Weibo account.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Weibo: A Resounding Success<\/h3>\n\n\n\n<p>As of 2023, Weibo has <strong>more than 50% of the Chinese microblogging market<\/strong> in terms of active users, and <strong>86.6% in terms of browsing time<\/strong> over Chinese competitors such as Tencent and <a href=\"https:\/\/marketingtochina.com\/baidu-seo\/\"><strong>Baidu<\/strong><\/a>. It has more than <strong>580 monthly active users<\/strong> and millions of posts per day, making it the largest Chinese-language mobile portal.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"638\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-1024x638.jpg\" alt=\"Chinese Social Media - Types of contents - Chanel\u2019s Weibo page\" class=\"wp-image-56974\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-1024x638.jpg 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-300x187.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-768x478.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-1536x957.jpg 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-400x250.jpg 400w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content-1080x673.jpg 1080w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-content.jpg 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Types of contents &#8211; Chanel\u2019s Weibo page<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Weibo allows users to upload videos, audio, music, photos, Gifs, and attached URLs (Uniform Resource Locator). Users can also follow other people and celebrities, send and receive messages, and use keywords to do research.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Weibo for business<\/h3>\n\n\n\n<p>Good commercial content on Weibo can be a lot more impactful than on Wechat. With Weibo, it is easy to share and get viral. It is an <strong>open social media<\/strong>, everyone can see other users\u2019 posts and comments, which encourages people to comment and share their experiences about the products they had tried and the brand. It&#8217;s perfect for a variety of marketing campaigns, including new product releases, influencer campaigns, buzz marketing etc. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13-1024x576.png\" alt=\"Weibo marketing\" class=\"wp-image-76956\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13-1024x576.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13-768x432.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13-1536x864.png 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/06\/13.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>It is a must for many industries because people still refer to Weibo to evaluate the credibility of a brand. So, if you are in B2C especially, Weibo is a must-have.<\/p>\n\n\n\n<p>Weibo is projected to increase to <strong>613.7 million monthly active users by 2025<\/strong>. Weibo has approximately a 2.8% increase each year.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Who are Weibo users?<\/h3>\n\n\n\n<p>Like many other popular Chinese social media, Weibo users are quite young: 30% of them are under 20 years old, and 48% are aged between 30-39 years old. In terms of users, 46.6% are female and 53.4% are male.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-2.jpeg\" alt=\"Chinese Social Media - sina weibo users demographic 2021\" class=\"wp-image-66613\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-2.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-2-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-2-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-2-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>This is an important factor to bear in mind for your <strong>brand and product placement<\/strong>. Indeed, Weibo is also a highly active and animated platform and users expect a high level of engagement\/quicker response time, from brands and KOLs.<\/p>\n\n\n\n<p>Chinese internet users, especially Generation Z, often <strong>use Weibo to discover trendy brands and the latest promotions<\/strong> from key opinion leaders. Each day, there are around 130 million words and 1.5 million videos and live streaming published on the platform.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-3.jpeg\" alt=\"Chinese Social Media - distribution of celebrities on weibo by industrie segments\" class=\"wp-image-66614\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-3.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-3-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-3-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-3-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>If we look at the distribution of online celebrities on Weibo, we can see that the most popular categories are humor, fashion, and beauty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Start by Creating Your Weibo Official Account<\/h2>\n\n\n\n<p>Given the fact that there are a lot of celebrities, KOLs, enterprises, and government authorities opening accounts on Sina Weibo, Weibo has a verification policy to avoid impersonation and ensure that the account and the person behind it are authentic (it is similar to Twitter and Instagram\u2019s verified accounts).&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-7.jpeg\" alt=\"Chinese Social Media - SINA WEIBO TYPE OF ACCOUNTS\" class=\"wp-image-63162\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-7.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-7-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-7-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-7-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>For celebrities, the \u201cV\u201d badge is orange, and for companies or organizations, it is blue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to open a Weibo official account?<\/h3>\n\n\n\n<p>Registering a Weibo business account allows companies to engage with Chinese audiences, promote their products or services, and build their brand presence. Here&#8217;s a <strong><a href=\"https:\/\/marketingtochina.com\/open-a-weibo-account-in-english\/\" target=\"_blank\" rel=\"noreferrer noopener\">step-by-step guide<\/a><\/strong> to registering a Weibo business account:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>V<strong>isit the Weibo Registration Page<\/strong>: Go to the <strong><a href=\"https:\/\/weibo.com\/signup\/signup.php\" target=\"_blank\" rel=\"noreferrer noopener\">Weibo business registration page<\/a><\/strong> specifically designed for overseas businesses.<\/li>\n\n\n\n<li><strong>Choose the Account Type<\/strong>: Select the appropriate account type for your business, such as a corporation or an individual business owner.<\/li>\n\n\n\n<li><strong>Fill Out the Registration Form<\/strong>: Enter your business information including the company name, contact details, industry type, etc.<\/li>\n\n\n\n<li><strong>Upload Required Documents<\/strong>: You&#8217;ll need to provide documents to verify your business identity, such as a business license, ID of the legal representative, and other relevant certifications.<\/li>\n\n\n\n<li><strong>Select the Verification Method<\/strong>: Depending on your location and business type, you may have different verification options. Choose the one that applies to you.<\/li>\n\n\n\n<li><strong>Submit Your Application<\/strong>: Click on the &#8220;Submit&#8221; button to send your application for review. The verification might take from a few days to a couple of weeks.<\/li>\n\n\n\n<li><strong>Pay the Fees<\/strong>: If applicable, you might need to pay registration or verification fees. This will depend on the type of account and your specific business needs.<\/li>\n<\/ol>\n\n\n\n<p>Please note that the specific process and requirements may vary depending on your location, business type, and the current policies of Weibo. <\/p>\n\n\n\n<p>It may be beneficial to consult with a local agency or professional who specializes in Chinese social media to guide you through the process. We can help with language barriers and understanding local regulations as well as navigate the account management platform for all your Weibo marketing campaigns.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"669\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-13.jpeg\" alt=\"Chinese Social Media -  - Weibo Agency Solution\" class=\"wp-image-63168\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-13.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-13-300x197.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-13-768x504.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-13-600x394.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Why you should have a verified Weibo account? <\/h3>\n\n\n\n<p>In China, the majority of the population is quite concerned about fake products and fake accounts. Thus, they will be more likely to follow and like Weibo posts from verified accounts. So, if you want to do business in China effectively, you\u2019ll have to register as a business, then get verified on Weibo (and all the other popular social media platforms, as a matter of fact, if you want to be taken seriously).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"600\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-5.jpeg\" alt=\"Chinese Social Media - SINA WEIBO VERIFIED ACCOUNT\" class=\"wp-image-66616\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-5.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-5-300x176.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-5-768x452.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-5-600x353.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>After that, everyone will see the little tick on the right of your profile picture and your profile will gain more visibility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Applying for a verified account on Weibo<\/h3>\n\n\n\n<p>After registering on Weibo as a business, it is necessary that you get it verified. It will give you <strong>access to more tools and give you more credibility<\/strong> with your followers. <\/p>\n\n\n\n<p>If you are a foreign entity you&#8217;ll have to pay an <strong>entry fee of $1000 against $300 if you have a Chinese business license<\/strong>. After registering a personal account, you have to submit documents such as application letters, company registration papers, etc. translated into Chinese. Afraid of the paperwork? We can help you with registering and creating a verified Weibo account.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Best Ways to Promote Your Business on Weibo<\/h2>\n\n\n\n<p>As you have seen, Weibo is one of the most popular social media in China. Thus, it will be extremely useful for your business in order to <strong>reach a wide audience and promote your brand<\/strong>. The best way to be present in the Chinese market would be to <strong>create both official WeChat and Weibo accounts<\/strong>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Weibo content tips<\/h3>\n\n\n\n<p>Like any website, viewers tend to be attracted to posts on which there\u2019s a picture or a video. Thus, you will have to <strong>focus on the visuals of your brand<\/strong> and share as much visual content as possible.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/06\/Weibo-App-China-Social-Media-Bulgari-Account.gif\" alt=\"Chinese Social Media - Weibo App China Social Media Bulgari Account\" class=\"wp-image-58554\"\/><figcaption class=\"wp-element-caption\"><em>Bvlgari on Weibo<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Furthermore, don\u2019t forget to <strong>put multiple hashtags and tags<\/strong> in your post, in order to gain visibility. You should use hashtags directly related to your brand or field, but also some trending hashtags.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-9.jpeg\" alt=\"LOREAL HASHTAG ON WEIBO CHINESE SOCIAL MEDIA\" class=\"wp-image-63164\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-9.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-9-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-9-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-9-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n<\/div>\n\n\n<p>For example, if we look at this post from L\u2019Or\u00e9al Pro, it has respected all of the criteria: video, hashtag directly related to L\u2019Or\u00e9al, trending hashtags, and tag.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Target your audience<\/h3>\n\n\n\n<p>Like in any country of the world, targetting your audience is essential for an effective advertising and marketing strategy. It will allow you to attract the desired audience without wasting time and money.<\/p>\n\n\n\n<p>Most of Weibo\u2019s users are young, so you should target them to promote your brand, by <strong>posting creative, dynamic, and colorful content<\/strong> with pictures and videos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Take part in shopping events&nbsp;<\/h3>\n\n\n\n<p>When planning your advertising and marketing strategy, you should take into account <strong><a href=\"https:\/\/marketingtochina.com\/top-10-shopping-festivals-in-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chinese special events<\/a><\/strong> during which you will be able to multiply your sales (11.11, Valentine\u2019s Day, Golden Week, Halloween, etc).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/11\/qiduoduo-cookie-halloween-weibo.jpg\" alt=\"Chinese Social Media -weibo halloween post -chinese cookie brand pinduoduo\" class=\"wp-image-57450\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/11\/qiduoduo-cookie-halloween-weibo.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/11\/qiduoduo-cookie-halloween-weibo-300x206.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/11\/qiduoduo-cookie-halloween-weibo-768x527.jpg 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>Qiduoduo Cookies for Halloween<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>This is an example of Qiduoduo\u2019s post on Weibo, during Halloween. In fact, the young generation tends to celebrate Western events over the years, which is a tremendous opportunity for brands to promote their products.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Localize your content<\/h3>\n\n\n\n<p>Localization is a service used to adapt a product, page, or app to a specific market. A localization strategy is based on <strong>customers\u2019 behavior, purchasing habits, and general cultural differences<\/strong> in each country in which it operates.<\/p>\n\n\n\n<p>When a company enters a foreign market, it becomes difficult to offer buyers a specific customer experience. Therefore, defining country-by-country location ensures that Chinese customers benefit from the same experience as they would in another country while keeping their habits.&nbsp;<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/marketingtochina.com\/best-tips-build-good-website-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">Creating your Chinese Website<\/a><\/strong> should be one of the first steps in your localization marketing strategy. A website tailored to Chinese consumers will offer credibility to your brand as consumers search for products on Baidu or e-commerce platforms.<\/p>\n\n\n\n<p>Marketing localization is one of the components of making a company successful in China. When entering the Chinese digital market, it is important to fully <strong>grasp the unique dynamics of the localization process.<\/strong><\/p>\n\n\n\n<p>If you want to ensure that your brand message stays intact and prevent unnecessary brand damage, invest in our team with marketing and localization knowledge that can effectively convey your brand message to the local audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo.png\" alt=\"Chinese Social Media - pharmadeal weibo official account\" class=\"wp-image-57899\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo-300x180.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo-768x461.png 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo-627x376.png 627w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2017\/08\/weibo-440x264.png 440w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>A Localised Strategy for Pharma Deal with Cartoon Graphics &amp; this Vibrant\/Colourful Aesthetic<\/em><\/figcaption><\/figure>\n\n\n\n<p>GMA offers a valid solution through local SEO review, high-quality translation, and localized engagement to customers, so if you want more information about that, you can contact us.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Community Management is the key<\/h3>\n\n\n\n<p>It is crucial to <strong>keep in touch with your Weibo follower<\/strong> by answering their questions, and suggestions but also by keeping your Weibo page alive. <strong>Post content that is clear, easy to read, and easy to share<\/strong>. Your post will get only a second of attention so seize the opportunity. <\/p>\n\n\n\n<p>Be sure to know how to effectively promote your products, as <strong>Weibo users are looking for discounts and commercial offers<\/strong>. Any marketing or content collection campaign needs to be completed with well-organized community management so that the target audience trusts your brand and you gain good e-reputation during the process. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Focus on building brand awareness<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/10\/debeers-weibo.jpg\" alt=\"Chinese Social Media - Debeers Sina Weibo - Luxury China\" class=\"wp-image-62146\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/10\/debeers-weibo.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/10\/debeers-weibo-300x206.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/10\/debeers-weibo-768x527.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2018\/10\/debeers-weibo-600x412.jpg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>DeBeers\u2019 Official Account on Weibo<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Weibo is, along with WeChat, <strong>one of the most important tools to increase your brand\u2019s awareness<\/strong> when establishing in China. Weibo follows trends, challenges, and news and brings together a lot of users who may be interested in your brand. Thanks to hashtags and Weibo campaigns, you can build a real community around your products and gain visibility in China.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Advertising on Weibo<\/h2>\n\n\n\n<p>In terms of functionalities, Weibo is akin to Twitter with micro-posts, hashtag functionality, as well as content\/video links making up the majority of posted content. Apart from Weibo marketing campaigns done organically, you can also set up an ad account and start using <strong><a href=\"https:\/\/marketingtochina.com\/guide-weibo-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">Weibo paid advertising<\/a><\/strong> for your benefit. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"819\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-1024x819.jpg\" alt=\"Chinese Social Media -  Sina Weibo Paid Ads\" class=\"wp-image-56973\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-1024x819.jpg 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-300x240.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-768x614.jpg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-1536x1229.jpg 1536w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads-1080x864.jpg 1080w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/09\/weibo-ads.jpg 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Types of Ads on Weibo<\/figcaption><\/figure>\n<\/div>\n\n\n<p>In terms of advertising infrastructure, it is more akin to Facebook than any of its rivals and it is&nbsp;arguably a better platform for advertising than WeChat:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Targeted and very specific so that&nbsp;more than 500 million daily active users can be focused on your advertisement<\/li>\n\n\n\n<li>More cost-effective, with a lower minimum ad price than WeChat, it is recommended for A\/B testing<\/li>\n\n\n\n<li>Weibo is an Open Network, which allows a better exposure and more creative Weibo marketing strategies<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-10.jpeg\" alt=\"Chinese Social Media - Rio Paid Ads Weibo\" class=\"wp-image-63165\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-10.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-10-300x206.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-10-768x527.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-10-600x412.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>RIO\u2019s ad on Weibo<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>You also have to take into account that Weibo benefits from a<strong> profitable partnership with Alibaba<\/strong> when it comes to e-commerce ads. However, if you were planning to advertise to non-Alibaba e-commerce apps, you should know that the app has been putting a limitation on that practice.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Types of Ads on Weibo<\/h3>\n\n\n\n<p>Here we will list only the two most popular and effective types, but if you&#8217;d like to learn more, check our <strong><a href=\"https:\/\/marketingtochina.com\/guide-weibo-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">Weibo advertising guide<\/a><\/strong> for creative campaigns with the use of paid advertisement. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-11.jpeg\" alt=\"Chinese Social Media - Weibo Paid Ads\" class=\"wp-image-63166\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-11.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-11-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-11-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/05\/image-11-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Weibo Fan Tunnels<\/h4>\n\n\n\n<p>Fan Tunnels are <strong>the most targeted and intelligent way of reaching new consumers and followers<\/strong>. You can use this to promote either a specific post or simply just your account. It works like a <strong>\u2018headline\u2019, appearing at the top of the user\u2019s news feed.<\/strong><\/p>\n\n\n\n<p>This Weibo advertising method is particularly effective to <strong>build a large community quickly<\/strong>, which is highly appreciated by new brands in China. Fan Tunnels focus on Weibo\u2019s community, not just existing followers. It will <strong>put your content at the top of news feeds<\/strong> based on targeted audiences defined by age, gender, region, interests, and even device types.<\/p>\n\n\n\n<p>You can <strong>specify the interests of followers<\/strong> and <strong>target other accounts for similar niches<\/strong>. You can select users who follow specific fashion news and fashion-related posts to be targeted for example.<\/p>\n\n\n\n<p>In terms of budget, Fan Tunnels works with <strong>CPM (Cost Per Mille)<\/strong>. The lowest price would be <strong>5rmb for 1000 views.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Display Ads on Weibo<\/h4>\n\n\n\n<p>Display ads are traditional but certainly still effective, \u201cif it ain\u2019t broke don\u2019t fix it\u201d. Display ads come in various dimensions on different pages. They are optimized for both the <strong>mobile and web versions <\/strong>(although mobile is predominantly used).<\/p>\n\n\n\n<p>When users click on the ads they are redirected to the advertiser\u2019s homepage. <strong>Pricing depends on the page placement, size, and keyword association.<\/strong><\/p>\n\n\n\n<p>Weibo allows a targeted approach with keywords selected for visibility based on user searches, you can also feature displays on other relevant accounts that boast followers in the same niche.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image.gif\" alt=\"Chinese Social Media - Lanc\u00f4me paid ads on Weibo -cosmetics china\" class=\"wp-image-66620\"\/><\/figure>\n\n\n\n<p>Display ads are mainly <strong>put on the search page<\/strong> (in the discover section), on the Weibo homepage as well as on the side of the user\u2019s news feeds (akin to Facebook Ads).<\/p>\n\n\n\n<p>Furthermore, it is also possible to advertise your brand on the opening page. It means that your ad will appear as soon as users open their Weibo.<\/p>\n\n\n\n<p>You can either choose a static ad or a video ad, however, video ads tend to retain users\u2019 attention longer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">KOLs: A good way to gain visibility on Weibo<\/h3>\n\n\n\n<p>Discover the benefits of creating and promoting content through influencer marketing! Many <strong><a href=\"https:\/\/marketingtochina.com\/ultimate-guide-key-opinion-leader-marketing-china\/\" target=\"_blank\" rel=\"noreferrer noopener\">KOLs (Key Opinion Leaders)<\/a><\/strong>, operate on Weibo to give brands the visibility and success they deserve. Whether it&#8217;s videos, photos, or challenges, the possibilities are endless to increase your brand&#8217;s visibility in China.<\/p>\n\n\n\n<p>Although KOL marketing is not considered paid advertising in it&#8217;s traditional understanding, it&#8217;s a paid form of promotion that we really recommend in China. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"720\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-6.jpeg\" alt=\"Chinese Social Media - weibo - impression by Kols Types\" class=\"wp-image-66622\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-6.jpeg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-6-300x212.jpeg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-6-768x542.jpeg 768w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2021\/10\/image-6-600x424.jpeg 600w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><\/figure>\n\n\n\n<p>As of 2023, a micro KOL could have approximately 200 thousand impressions per post on Weibo whereas a top-tier KOL could have one million impressions per post. Based on the number of followers and influence scale, KOLs are classified into four different classes in China: Top-tier, Mid-tier, Micro, and Longtail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Our Weibo Case Studies<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Balance water<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/01\/Untitled-design-33.jpg\" alt=\"Sell Water China - Australian Water Brand Balance Weibo\" class=\"wp-image-57751\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/01\/Untitled-design-33.jpg 1020w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/01\/Untitled-design-33-300x206.jpg 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/01\/Untitled-design-33-768x527.jpg 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/><figcaption class=\"wp-element-caption\"><em>Balance on Weibo &#8211; By GMA<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Balance is an Australian water brand focusing on the health benefits of the local flora. The water brand is infused in subtle ways with indigenous plants so that the taste of the water is. The brand is growing quickly over the world and <strong>they chose GMA to promote its water in China<\/strong>. <\/p>\n\n\n\n<p>The main challenge for Balance Australian Water is that Chinese distributors do not look for products but for a brand since it is easier to sell. Therefore, marketing the brand to the public has double benefits: <strong>getting wider coverage of your water brand in the general public and the interest of Chinese distributors<\/strong>. <\/p>\n\n\n\n<p>In order to promote the brand, we had to work on <strong>e-reputation and visibility<\/strong>. Our first step was to create Balance Australian Water a presence on Social Media: WeChat and Weibo and make sure they rank on Baidu with tools such as PR, Q&amp;A, a Baike Account, etc.<\/p>\n\n\n\n<p><strong>Results<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>+ 8000 Followers on WeChat<\/li>\n\n\n\n<li>WeChat H5 shared in +200 groups<\/li>\n\n\n\n<li>5 keywords ranked on Baidu 1st page<\/li>\n\n\n\n<li>Weibo +200% Views<\/li>\n\n\n\n<li>Weibo +20k followers<\/li>\n\n\n\n<li>5PR \/month<\/li>\n\n\n\n<li>Exhibition with PR on 30 Media Outlets<\/li>\n\n\n\n<li>Co-Branding with multiples Brands\/Coffee shops (ex: Oatly)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Smiley on Weibo<\/h3>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"700\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2020\/11\/hello-weibo-halloween.gif\" alt=\"Chinese Social Media - Smiley Accoun on Weibo for Halloween\" class=\"wp-image-57449\"\/><figcaption class=\"wp-element-caption\"><em>Smiley for Halloween<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Smiley is an award-winning company, a TOP 100 global licensing company, registered in over 100 countries. It has about 260 licensees and leading retail partners that have joined Smiley\u2019s happy revolution, creating a unique collection of Smiley-branded fashion, accessories, home, food, stationery, and entertainment items. <\/p>\n\n\n\n<p>They needed GMA for their <strong>Weibo account creation &amp; management <\/strong>thanks to social media campaigns &amp; KOLs campaigns to increase their brand awareness. We also handled their <strong>e-reputation through press releases in China.<\/strong><\/p>\n\n\n\n<p><strong>Results on Weibo<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>1,049 Posts<\/li>\n\n\n\n<li>1,580,000 Views<\/li>\n\n\n\n<li>21,268 Followers<\/li>\n\n\n\n<li>4 Reposts from KOLs<\/li>\n\n\n\n<li>4 Press Releases (VOGUE, Tencent, GQ &amp; Rayli)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Contact us to get started on Weibo<\/h2>\n\n\n\n<p>After reading this article, you can see that Weibo is an open social media channel where Chinese people can get the latest gossip, follow trends, and find information about specific topics. Thus, it is an <strong>excellent marketing tool for brands to grow their awareness and become viral<\/strong>, as well as for <strong>paid advertising<\/strong>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/07\/image-45.png\" alt=\"\" class=\"wp-image-77826\" srcset=\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/07\/image-45.png 1024w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/07\/image-45-300x169.png 300w, https:\/\/marketingtochina.com\/wp-content\/uploads\/2023\/07\/image-45-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Our agency can will help you <strong>create your Weibo Official Account, Paid Advertising Campaigns, Content creation, Fan Headlines, Fan Tunnels, and so on<\/strong>. We have more than 10 years of experience and a team of Chinese and foreign experts ready to share their experience and know-how with you to create the best Weibo marketing strategy for your brand.<\/p>\n\n\n\n<p>So, if you want to know more about Weibo or social media in China, do not hesitate to <a href=\"https:\/\/marketingtochina.com\/sina-weibo-managing-account-marketing-on-weibo\/\"><strong>contact us<\/strong><\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn what Sina Weibo is, how to create a verified business account and the advertising options. How to post and leverage KOL.<\/p>\n","protected":false},"author":4,"featured_media":81237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[279,5400],"tags":[],"class_list":["post-35503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-china-2","category-weibo-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/comments?post=35503"}],"version-history":[{"count":11,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35503\/revisions"}],"predecessor-version":[{"id":82624,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/posts\/35503\/revisions\/82624"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media\/81237"}],"wp:attachment":[{"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/media?parent=35503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/categories?post=35503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingtochina.com\/wp-json\/wp\/v2\/tags?post=35503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}