Tips for Maximizing Results with 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. 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 Weibo Advertising?

Weibo advertising provides four categories of opportunities with more than ten different ad formats and placements.

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.

3) Fan headline – This Weibo advertising category that 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

Six tips for maximizing results for Weibo advertising

It’s important to understand in advance what it is needed to maximize results for Weibo advertising.

1) Create a strong Weibo profile – like any other social media platform, a strong bio, great profile pic, and good branding are key to attracting engagement from potential customers.

2) Be prepared to interact – as the purpose of Weibo is to get people talking, you must be prepared to engage in conversation with potential customers. Answer their questions. Be prompt with replies. Be professional with your tone.

3) Target marketing – know our target audience and create your campaigns based on this data and your demographic.

4) Understand the different payment models – do you know the difference between CPM and CPE? If not, you better do some research! Weibo Fan Connect offers these two different pricing models.

5) Visuals are everything – social media users are attracted to good looking images. This means whatever images you are posting should be appealing and well laid out.
6) Use analytics to improve campaigns – it’s important to know if your campaigns are effective. This requires daily analytics, which will show what works and what doesn’t.

Why You Should Use Weibo Advertising

Simply put, Weibo advertising provides targeted solutions and 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.

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 percent of Weibo users shop online, so using Weibo advertising to leverage your business is a good idea.