Weibo: What Is It?

Who doesn’t know about social media? There are so many platforms today, it’s almost hard to keep track of them all. When you think of social media, you think Facebook, Instagram, Twitter… but when you move towards China, these words get replaced with WeChat and Weibo! 

If you wish to use Weibo to help spruce up your business or expand into foreign markets (particularly China), you will have to set up a business account on Weibo first. After that, go nuts! With powerful customized functions on this application, you can use the data analysis services provided, overlooked by an efficient communication management system!

Weibo Advertising Channels

Let’s learn about the four main advertising channels Weibo has and how you may use it to your advantage.

1. Video Ads Weibo Advertising

The Weibo stories are a good way to get a hold of the consumer’s attention. These video ads are placed on top of the weibo following page. This video contains the author’s profile, displayed on the top of the feed. The secret is to make it very eye-catching. This will promote the user to click the ad. The portrait screen used in the video is in accordance to the user’s usual browsing articles. In this way, the videos are used to pique the interest of customers by reflecting the essence of the product- all while supporting to add chain jump. 

The selection of product advertising is dependent on the specific characteristics of the product! Further, make use of the varying features of Weibo and use it to your advantage. For instance, use the AR camera functionality of Weibo and create a blend of visual elements and reality to intrigue customers. 

2. Weibo Search Engine

There are many social media platforms in China, but none like Weibo when it comes to search engine optimization! There are many ways in which you can promote the Weibo search engine to increase brand exposure. One such way is to use default search keywords on the search page. This leads the customer to click on that option subconsciously. Once clicked, they will get all the related content, which includes brand posters, recommended accounts, brand window, and micro-blogs (if relevant). 

With automatically displaying the top two searched events, the third spot is allocated for advertising. Top search promotion really does help the brand appear in the most-searched list of real-time events while maintaining a constant connection between brand and users. Search promotion is also helpful if you have a specific target audience because it is based on specific keywords. 

3. Exposure Weibo Advertising

This might just be one of the most commonly used and popular types of Weibo advertising (adstochina.westwin.com/weibo-advertising), and for a good reason. Also known as “Starting up page advertising,” the main lead to this method is that grabbing the attention of users is easier. Since the ad is easily visible to the user on the starting page of Weibo, by default, it is understood that the user is exposed to your brand and its name (at least). The ad reach rate is, therefore, a hundred percent! 

Since Weibo is used on a massive level in China (with stats coming in as the daily active user reaching 190 million), three types of advertising interaction and four forms of advertising material are supported- raising the odds of your brand being recognized widely across the Chinese market.

4. Information Flow Weibo Advertising

Yet another popular form of Weibo advertising, the information flow is all about interspersing ads with content. Did you know that this type of advertising is also known as “native advertising”, or “native ads” because, in fact, it was one of the first forms of digital advertising? Brand advertising using information flow on Weibo focuses on increasing visitors while promoting the brand. 

While being incorporated into the microblog’s basic content, it is not always easily found by users. For advertisers, however, native advertising has significant effects on the users: with the use of a new marketing model, better conversion rates can easily be obtained. With event links, product & interactive information provided to all of the brand’s channels, it is also a rather convenient mode of advertising.