In the Chinese digital ecosystem, apps that are popular around the world are typically banned. But there exist indigenous counterparts who are making quite an impressive show with their ever-growing user base and wide reach. One such social media platform that is used in China is Sina Weibo. A microblogging platform, Weibo, can be effectively used as a communication medium as well as one for trend-spotting and entertainment. Any organization that invests in digital marketing in China should include Weibo ads to their strategy because there are many rewards to be earned.

Weibo advertising formats

● Display advertisements, also popularly known as banner advertisements, show up on the top of the Weibo website and mobile app pages. When clicked, they typically open up a home page or a specifically designed landing page of the advertiser. This is the most traditional format and can be used to display ads over featured accounts as well, thus improving the reach.

● Search engine promotions, which make use of the search tool on the Weibo discover page. This tool allows users to browse posts, fan pages, and accounts they like. It also allows you to bring in more traffic to your account by means of targeted keywords. The cost incurred here depends on the competitiveness and popularity of the keywords used, but the result is always better visibility and an improved reputation for your account.

● Fan headlines, which allows you to target existing followers or their connections. In this type of Weibo advertising (adstochina.westwin.com/weibo-advertising), your post or accounts get highlighted on your follower’s news feeds or that of their connections. This format is especially helpful when you want people to reshare your content and make your account visible to people who may not be aware of it. You can employ Fan Headlines to promote your own posts or get KOLs (key opinion leaders) to do it for you, thus reaching out to a larger audience at a fraction of the cost and without being considered spam. Fan Headlines can also be used to promote an entire account, but for a limited time.

● Fan Tunnel works in a manner similar to Fan Headlines but is used to promote accounts or apps. Because it focuses on the entire Weibo user base and not just your followers, Fan Tunnel can be extremely useful when you are starting out on Weibo and need to gain followers quickly.

The difference that Weibo advertising brings to online businesses

Help establish a brand image

In the digital era, netizens expect brands to be present on all social media platforms. A powerful social media presence through Weibo advertising can build and improve the reputation of your brand manifold. By running advertisements on a routine basis, not only do you catch the attention of potential new customers but also remind existing ones of your presence, thus urging them to talk about your brand to their friends and family.

Interact with prospects and customers on a routine basis

Weibo advertising, when planned carefully, can augment other marketing activities to give you the results you desire. Through Weibo ads, you can send out not just routine communication but also specific ones aimed at making business decisions. For instance, you may have a product that is gearing up for launch or a new app feature that you would like to test. There may even be an end of season sale that you want customers to make the most of. Communication regarding all such activities can be announced through Weibo ads, and the feedback on them gained on a real-time basis.

Improve sales

Routine communication plus a loyal fan base builds up the formula for better sales. Weibo advertising serves as a social commerce platform that lets you connect with new and existing customers and engage with them continually, thus encouraging them to come back to you for new and repeated purchases.

To make the most of Weibo advertising, it is important that you identify your business or marketing goal before you set out to create an account and gain followers. Also, the positive impact gained from Weibo advertising needs to be supplemented with proper branding, visibility, and sales infrastructure so that you can reap the maximum benefits and gain a better return on investment.