What You Need to Know About Weibo Advertising

What is Weibo?

Sina Weibo, or simply Weibo, is a Chinese microblogging website and one of the largest social media platforms in China. Launched by the Sina Corporation in 2009, Weibo has over 500 million active users and is considered the Chinese equivalent of Twitter or Facebook. Weibo was designed as a “new social media platform” that aimed to keep incoming posts under control by tracking and blocking sensitive content.


What is the difference between Weibo and Twitter?

Like Twitter, Weibo has millions of users. Weibo is used by over 30% of internet users in China! Like Twitter, Weibo is considered a microblogging site. Unlike Twitter, however, Weibo users tend to post on a more personal level and avoid political discussions. Weibo has threaded comments and allows users to post 140 words, with pictures, videos, and emoticons. Twitter only allows for 140 words and picture attachments.


What is Weibo Advertising?

Weibo advertising provides 4 categories of opportunities with more than 10 different ad formats and placements. Weibo advertising allows: 


1) Display advertisements - Display ads are similar to Facebook banner ads. They are of various dimensions on different pages of the mobile and webpage versions of Weibo. When users click on the ads, they are directed to the advertiser’s homepage, creating the potential for new customers.


2) Weibo search engine promotion – The search bar on Weibo is always pre-loaded with search terms based on trending topics or advertising. Search engine promotion also puts an account at or near the top of the results list when the suggested keywords are searched. This type of Weibo advertising is similar to a Google search engine. Like Google, the cost of Weibo search engines promotions varies depending on the popularity of the keywords.


3) Fan headline – This Weibo advertising category has the widest audience reach because it appears at the top of the user’s feed within 24 hours. This is a quick and easy way to promote Weibo posts based on the target market. There are three types of Fan Headline on Weibo: Fan Headline for Posts, Fan Headline for others’ Posts and Fan Headline for Accounts.

4) Fan tunnel – This Weibo advertising option is another popular way of promoting a Weibo post or account. Posts or accounts promoted by Fan Tunnel also appear at or near the top of target audiences’ feeds. Apps can also be promoted by Fan Tunnel.


Why You Should Use Weibo Advertising

Simply put, Weibo advertising is effective, manageable and provides lots of options to promote your posts, get more likes, comments and reposts. The more engagement you have with your audience, the more likely they will convert to customers. Including a Weibo component to your marketing strategy is a great way to build a loyal following, promote your business and engage directly with a large, active community of potential consumers in the most targeted way.


Incorporating Weibo advertising into your digital marketing strategy is a good idea if you’re looking to engage a massive social media audience. Studies have shown that 82% of Weibo users shop online, so using Weibo advertising to leverage your business is a good idea.



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