Weibo Marketing is the process of promoting brand content on the Weibo social media platform in China. The platform allows users to follow brands and interact with them in order to build a community around the company’s products and services. It also serves as a platform for societal debate and has a high propensity for content to go viral thanks to its hashtags. The app’s diverse user base and various tools make it a viable option for almost all types of companies to build a following.
One of the most effective ways to promote your Weibo account and attract new followers is to run a paid campaign on the platform. There are a few different types of paid ads available on Weibo including traditional display ads, search ads and promoted posts. Search ads are designed to capture attention by showing up in relevant searches and can be targeted based on a number of factors including age, gender, location and interests. Display ads are traditional static or video advertisements that can be displayed on the platform’s homepage and other pages as well as within Weibo’s search results. They can be optimized for both web and mobile use and are priced based on the size of the ad, the placement on the page and the target keywords.
Other ways to advertise on Weibo include sponsored posts, KOL promotion and cross-promoting with other accounts targeting the same audience group. Weibo also has a number of advertising features that can be utilized to enhance visibility including banner ads, in-feed and overlays.
The “shoppable” feature on Weibo allows merchants to distribute their product catalog directly on the site by connecting their online store to their official Weibo account. This can be a great way for brands to convert their Weibo fans into buyers by making it very easy to purchase the company’s goods or services.
Sponsored post: The most common form of a paid advertisement on Weibo is the sponsored post, which allows you to promote a specific Weibo post to a wide range of potential viewers. This is generally a cost per thousand impressions (CPM) model and can be targeted by a number of factors such as age, gender, location, and interest.
KOL promotion: Having the correct Key Opinion Leaders (KOL) promote your content can help to boost visibility and generate engagement. Weibo has a variety of KOL sourcing platforms that can be used to identify and engage with the most relevant influencers.
Cross-promoting: By cross-promoting with other Weibo accounts targeting a similar audience group, you can build high-quality organic growth on the platform. This is especially effective for B2C businesses with similar branding and aesthetics.
Another effective marketing tactic on Weibo is to create a giveaway or raffle that will draw in a large audience and drive engagement. This is a popular method for many brands on Weibo and can be executed in a number of ways such as a lucky draw, flash sales, pre-order and free trial campaigns.
