Interviewing people about their browsing habits, I learnt that Weibo is mostly used for getting the latest news, catching up on trends, and updates from their favourite brands and celebrities/idols.
On the whole, WeChat is prioritised when it comes to marketing in China, so it’s often common to overlook Weibo. But, just as you wouldn’t probably ignore Facebook while planning your marketing saudi arabia phone number campaigns in Western countries, it’s worth looking into how you can use Weibo to increase your brand awareness in China.
Compared to WeChat, it is much easier to get users’ attention on Weibo and advertising is much more affordable. Furthermore, Weibo’s users are more likely to share posts with their followers—not only it fits into their habits, but the shareability of Weibo posts is just much higher compared to long WeChat articles.
What you’ll learn in this post:
Weibo in numbers
Marketing on Weibo
User Habits
Weibo Marketing Do’s and Don’ts
Post Formats
Managing Content
Advertising on Weibo
News Feed Ads
Fan Connect Ads
Brand Share
FAQ
If you’re not familiar with Weibo at all and would like to have a look at it from a user’s perspective, here’s our tour of Weibo video: