Last updated on November 10th, 2024 at 02:20 pm
What is Weibo?
Weibo (微博), also referred to as Sina Weibo (新浪微博)* because it was created by Sina Corporation, a major Chinese technology company, is a social media platform that is one of the most popular in mainland China. It is often compared to X (formerly Twitter), as it allows users to post short messages, photos, and videos. However, Weibo also has many unique features that make it a powerful tool for communication and marketing in China.
* It’s important to clarify that when I mention “Weibo,” it is generally understood to mean Sina Weibo, the more prominent platform, as opposed to the less-known Tencent Weibo, which I will talk about in another article later.
Brief History of Sina Weibo
Sina Weibo, officially launched in August 2009 by Sina Corporation, was launched as a Chinese microblogging platform. It quickly gained popularity due to its user-friendly interface and it also filled a gap in the Chinese social media landscape where platforms such as Facebook and X are inaccessible due to government censorship.
According to the China Internet Watch, Weibo’s monthly active users (“MAUs”) reached 550 million in March 2020, a 16% increase on year over year basis. Out of this, active users who use a mobile phone to access Sina Weibo represented an estimated 94% of MAUs.
The same China Internet Watch report also stated that in March 2020, Sina Weibo’s average daily active users reached 241 million, a net increase of about 38 million users on a year over year basis (In comparison, WeChat’s MAU increased by 8% to 1.2 billion in the same period). By the second quarter of 2023, its daily active users is expected to hit more than 258 million.
In 2013, the Alibaba Group acquired an 18% stake in Sina Weibo, a deal that is expected to drive more web traffic to Alibaba’s Taobao Marketplace.
In April 2014, Sina Corporation listed Weibo publicly on the NASDAQ stock exchange, raising over $285 million in its initial public offering (IPO), reflecting a keen interest in the platform from investors.
Overview of Sina Weibo’s Features
While Weibo has versions that cater to users from Hong Kong and Taiwan, the key features are about the same. Here are some of its key unique features that make it a powerful tool for communication and marketing.
- Posting: Users can post short messages, photos, and videos on Weibo. However, there is a 140 characters limit per post.
- Following: Users can follow other users and official accounts of brands and see their posts in their feed.
- Hashtags: Users can use hashtags, including location-based hashtags, to categorise their posts and make them more discoverable.
- Direct messaging: Users can send private messages to other users.
- Verification: Weibo’s verification policy means that users can apply for verification to show that they are a trusted source of information.
1. Weibo Stories
Weibo Stories (微博故事) is a popular feature on the Weibo platform, allowing users to share temporary updates in the form of images and short videos that disappear after 24 hours. Much like similar features on other social media platforms, Weibo Stories provide a dynamic and engaging way for users to connect with their followers and share real-time moments from their lives. This feature has become a key tool for users, celebrities, and brands to engage their audience and stay relevant in the fast-paced world of Chinese social media.
2. Trending Topics
Trending Topics on Weibo, often referred to as “Hot Topics” (热门话题), are a central element of the platform. These topics are essentially the most-discussed and popular subjects on Weibo at any given moment. Here are some key points about Trending Topics on Weibo:
a. Algorithm-Driven: Weibo uses complex algorithms to determine what topics are currently trending. These algorithms consider factors like the volume of posts, keywords, and the speed at which a topic gains attention.
b. Real-Time Updates: Weibo’s Trending Topics are updated frequently, sometimes within minutes, reflecting the rapid pace of conversations on the platform.
c. Categories: The topics cover a wide range of categories, including news, entertainment, sports, lifestyle, and more. Weibo users can explore these topics to find content that interests them.
d. Hashtags: Each trending topic is associated with a relevant hashtag, making it easy for users to find and join conversations related to that topic.
e. Social and Cultural Impact: Trending Topics on Weibo often reflect the most significant and current events in China. They serve as a real-time barometer of public sentiment and can have a significant impact on public discourse, awareness, and even government policy.
f. Marketing and Promotion: Businesses, brands, and influencers often leverage Trending Topics for marketing and promotional purposes. They may use popular hashtags and discussions to reach a wider audience and engage with potential customers.
g. Censorship: Weibo, like many other Chinese social media platforms, is subject to government censorship. Controversial or sensitive topics may be removed or censored from Trending Topics to maintain social and political stability.
h. Paid Promotion: Weibo also offers a paid feature known as “Promoted Trends,” which allows brands to have their hashtag or topic prominently featured in the Trending Topics section for a specified period. This can be part of advertising and marketing campaigns.
Trending Topics on Weibo play a significant role in shaping online conversations and driving engagement on the platform. Users often turn to these topics to stay informed about the latest developments and participate in discussions on a wide range of subjects.
3. Weibo Microblogs
Weibo microblogs, an integral component of the Weibo platform, have transformed the way people in China communicate and share information. These microblogs allow users to post short, concise messages, photos, and videos, creating a dynamic and real-time feed of updates.
Similar to X, Weibo microblogs are often used to share thoughts, opinions, news, and personal updates with a wide audience. They serve as a hub for discussions on a myriad of topics, ranging from daily life and entertainment to current events and societal issues. Weibo microblogs have become a valuable tool for individuals, celebrities, businesses, and influencers to engage with their followers, making them a central element of the vibrant online landscape in China.
4. Weibo e-Commerce
Weibo’s e-commerce feature empowers businesses and brands to create online storefronts, display products, and engage with potential customers directly. Users can browse, inquire about, and make purchases without leaving the Weibo platform, providing a seamless and convenient shopping experience.
Weibo’s e-commerce capabilities have become a significant asset for businesses, particularly in the retail and fashion sectors, as they tap into the platform’s large and diverse user base to boost sales and enhance brand visibility. With integrated payment systems and features like live streaming sales events, Weibo’s e-commerce has not only reshaped the way businesses market and sell products but also exemplifies the evolving landscape of social commerce in China.
5. Weibo Wallet
Weibo Wallet is a feature within the Weibo social media platform that has expanded the platform’s functionality beyond just social interaction. It enables users to link their bank accounts, credit cards, or other payment methods to their Weibo accounts, facilitating various financial transactions. With Weibo Wallet, users can make payments for a wide range of services and products, including online shopping, bill payments, and even donations to charities. This integration of financial services within a social media platform highlights Weibo’s commitment to providing a comprehensive user experience and showcases the increasing convergence of social networking and e-commerce in the digital age. Weibo Wallet has contributed to the platform’s role in everyday life, making it not only a social network but also a multifaceted tool for financial transactions.
6. Weibo Paid VIP Membership
Weibo paid VIP membership is a feature that Weibo launched in 2012. This feature allows users with verified accounts to access premium content and additional features by subscribing to a paid membership. This service enhances the user experience by offering exclusive benefits and content to subscribers for a recurring fee. While the specific details and offerings of this VIP membership may vary, typical benefits include an ad-free browsing experience, increased visibility and priority in comment sections, special profile badges, and access to exclusive content or livestreams from popular influencers and celebrities. The introduction of this feature is in line with the broader trend of monetising social media platforms by providing enhanced features and content to subscribers, creating an additional revenue stream for the platform while offering users a more tailored and ad-free experience.
Comparison of Weibo to Other Social Media Platforms
While Sina Weibo shares some similarities with X, it also has many differences. For example, Weibo allows users to post longer messages, up to 2,000 characters, and it has a more robust multimedia sharing system. Weibo also has a strong emphasis on celebrity culture, with many celebrities using the platform to connect with fans and promote their work.
Comparisons to Chinese Social Media
Sina Weibo has several differences that set it apart from other Chinese social platforms. Here are some key distinctions between Sina Weibo and some of its counterparts:
1. Sina Weibo vs. WeChat:
Communication Style: Sina Weibo is mainly a public platform for sharing short posts, but WeChat is more private and functions as a messaging app for one-on-one or group conversations.
Content Length: Weibo allows longer posts, up to 2,000 characters, though only the first 140 will appear on users’ feeds, whereas WeChat focuses on shorter, more conversational messages.
E-commerce Integration: Weibo’s e-commerce capabilities is not as transaction-oriented as WeChat, which has robust e-commerce capabilities that allow social media users to make purchases and payments directly from the app.
Official Accounts: Both platforms offer official accounts for businesses and foreign celebrities, but the nature of interaction and content sharing differs.
2. Sina Weibo vs. Douyin (抖音):
Content Format: Sina Weibo primarily focuses on text, photos, and short videos, while Douyin focuses on short video content.
Audience Demographics: Weibo has a broad user base that includes a range of age groups, while Douyin’s active users are younger, with a focus on teenagers and young adults.
Engagement: Douyin often generates higher user engagement due to its addictive short-video format, whereas Weibo is more focused on text-based posts and discussions.
3. Sina Weibo vs. Little Red Book (Xiaohongshu):
Content Focus: Little Red Book (小红书) is mainly a social commerce platform where users share and discover product reviews, travel tips, and lifestyle content. Sina Weibo, on the other hand, has a broader scope of topics that include news, entertainment, and general discussions.
User Intent: Active users on Weibo often use it for discussions and the idiolisation of celebrities, while Little Red Book users are often motivated by shopping and product recommendations.
User Interaction: On Weibo, interactions revolve around comments and shares of posts, while Little Red Book features more in-depth product reviews and shopping recommendations.
4. Sina Weibo vs. Baidu Tieba (百度贴吧):
Community vs. Public Platform: Baidu Tieba, a product of Baidu, China’s leading search engine, is a collection of online forums, each dedicated to specific topics or interests. It’s more of a community-driven platform, whereas Sina Weibo is a public social media platform.
Content Depth: Baidu Tieba allows for longer, more in-depth discussions and posts on specific subjects, while Weibo is more suited for short, quick updates.
User Base: Baidu Tieba caters to users seeking information and discussion on various topics. Weibo has a more diverse user base that includes general social media users and businesses.
These differences highlight how each Chinese social media platform serves distinct purposes and user preferences, and they often cater to different content types and engagement styles.
Weibo and the Chinese Society
In China, social media is closely tied to culture and politics. Since its launch, Weibo has wielded a profound influence on Chinese society and culture, offering Chinese citizens a platform to express their opinions and partake in public discourse. Here are some of the notable impacts Weibo has had on Chinese society.
Weibo as a Platform to Shape Public Opinions
Weibo has played a significant role in shaping public opinion on issues such as politics, social justice, and environmentalism. It has been used to organise protests, share news and information, and hold public figures accountable. It has also been used to spread misinformation and propaganda, sometimes leading to concerns about the platform’s role in shaping public opinion.
Weibo as a Source of News
In Chang Xinyue’s report “China’s Weibo: Political and Social Implications?”, he refers to Sina Weibo’s role as a source of news. One example she cited was the Wenzhou train collision in 2011, where eyewitnesses reported the crash at least 4 hours earlier than official government sources.
Weibo as an Anti-Corruption Tool
Weibo also serves as a means to uncover instances of corruption among Chinese government authorities. Chinese internet users frequently engage in extensive investigations when any hints of corruption come to light. This investigative process is widely known as the “human flesh search engine” (人肉搜索).
One example is the case of Yang Dacai, the head of Shaanxi Provincial Bureau of Work Safety, who attracted Weibo users’ attention during his investigation of a severe traffic accident in August 2011, where he was photographed smiling at the scene. Netizens immediately began the human flesh search, and uncovered Yang’s possession of several luxury items. The Chinese government in Shaanxi had no choice but to probe Yang’s personal finance and conduct a formal investigation in August 2012. He was eventually fired from his job.
Government Regulations
Sina Weibo’s popularity and user growth had attracted the attention of Chinese government authorities, who implemented strict regulations on the platform to control the spread of information and maintain social stability. Weibo became subject to censorship, and posts containing sensitive content or criticism of the government were often removed.
To use Weibo effectively as a marketing tool, it is hence important to understand the cultural context in which it operates. This includes understanding the role of the government in regulating social media, as well as the importance of hierarchy and social status in Chinese culture. More on that in another article later.
Key Cultural Differences between Sina Weibo and Western Social Media Platforms
There are many cultural differences between Sina Weibo and Western social media platforms. For example, in China, there is a strong emphasis on social harmony and avoiding conflict. This means that users are less likely to engage in public debates or express controversial opinions on Weibo.
Western social media platforms such as Facebook, X, and Instagram, in contrast to Sina Weibo and other Chinese equivalents, tend to have a different cultural and communicative landscape. These platforms highly value the freedom of expression, and users are often seen engaging in lively public debates, expressing diverse opinions and discussing controversial topics openly. These characteristics reflect the cultural norms and values that underpin Western social media, where open dialogue, debate, and freedom of expression are celebrated and contribute to the dynamic nature of online discourse.
Best Practices for Navigating Cultural Nuances on Sina Weibo
To navigate the cultural nuances of Sina Weibo, it is important to be respectful and mindful of cultural differences. This includes avoiding sensitive topics, such as politics and religion, and using appropriate language and tone in your posts.
Leveraging Weibo for Marketing and Business
Weibo has a large and engaged user base, making it an ideal platform for businesses to reach out to the Chinese audience not only in China, but worldwide. Businesses can use Weibo to run promotional campaigns or display advertisements for their products and services, engage with customers, and build brand awareness. There are various advertising options available, and you can also work with key opinion leaders (KOLs) to launch influencer campaigns to promote your products and/or services.
Many businesses have had success using Weibo for marketing. For example, cosmetics brand L’Oreal used Weibo to launch a new product line, generating over 1.5 million interactions and 10,000 sales in just one day. Louis Vuitton, on the other hand, reworked the traditional concept of fashion shows by launching an animated film for its spring 2021 men’s collection, followed by live touring runway shows. China was its first stop and the brand snagged 100 million impressions with only 5 posts for the event.
Here are some ways that your business can use Sina Weibo effectively to also maximise its marketing potential and achieve impressive results like the case studies above.
1. Organic Content
This refers to organic content that you post to your own account. It is important for you to first understand your target audience, and then plan a content strategy for them. Posts with higher engagements will reach a larger audience based and increase your followers.
2. Weibo Paid Ads
Weibo paid ads are similar to WeChat ads, with 3 types of paid ads options for you to choose:
Sponsored Post: This option promotes your content to current followers and also prospective followers who match your audience profile.
Fensi Tong (粉丝通): This feature allows you to target your audience more specifically, such as gender, interests, location and devices.
Weibo Tasks: This feature pays other accounts to repost your content, thus helping to grow your followers.
3. Weibo Influencer Campaigns
In China, influencers are commonly known as key opinion leaders (KOLs) or 网红. Weibo hosts a variety of KOLs, so depending on the nature of your business and the products or services you offer, it’s essential to seek out KOLs who align with your brand and offerings to effectively expand your reach and gain more followers.
4. Weibo Lottery
Weibo offers an integrated system for creating transparent lotteries that allow users to have a chance at winning prizes. You can use this system to involve your audience in lotteries and offer them a chance to win prizes, simultaneously engaging your followers and potential customers.
Although many Chinese users may still harbour doubts regarding the fairness of lotteries organised by various brands, Weibo provides the capability to create contests in which users can actively participate by taking actions such as liking, sharing, and more. The winners are selected through Weibo’s transparent marketing system, ensuring a fair and unbiased distribution of prizes.
5. Cross-Promotion
Weibo is a powerful channel for both B2C and B2B promotions. You can cross-promote with other accounts that target similar groups, and build your own following. You can also work with brands that share similar positioning as your business.
In addition to the aforementioned considerations, crafting successful Weibo marketing strategies requires a deep understanding of the target audience, allowing businesses to customise their messaging accordingly. It’s also crucial to continuously monitor and analyse your performance on the platform, which will enable you to optimise your strategies over time.
Best Practices for Using Sina Weibo
To use Sina Weibo effectively, it is important to follow best practices and avoid common mistakes. Here are some dos and don’ts for using the platform:
- Post regularly and consistently.
- Engage with other users on the platform by commenting and sharing their posts.
- Use multimedia content such as photos and videos to make your posts more engaging.
- Monitor and analyse their performance on the platform to optimise their strategy over time.
- Don’t post sensitive or controversial topics, such as politics or religion.
- Don’t use automated tools or bots to post on the platform.
- Don’t use inappropriate language or tone in your posts.
- Don’t ignore comments and messages from other users.
Weibo’s Real-Name Registration Policy
To enhance user accountability, safety, and trust within Weibo, the social media platform has implemented a “real-name registration” policy. Users, or businesses, need to provide their real names and verifiable personal information when they create a new Weibo account. This includes their full name, identification number and phone number.
However, real-name registration on Weibo has not been without controversy. Some users are concerned about privacy and the potential for misuse of their personal information. Striking a balance between user privacy and the platform’s need for accountability remains a challenge.
Weibo and other social media platforms periodically adjust their real-name registration policies to address these concerns and adapt to evolving user expectations and regulatory requirements. It’s important for users to stay informed about Weibo’s specific real-name registration policies and privacy practices to make informed decisions about their online presence on the platform.
The Future of Weibo and Chinese Social Media
Weibo is just one of many Chinese social media platforms available for Chinese users, and the landscape is constantly evolving. Here are some trends and predictions for the future of Weibo and Chinese social media:
Trends and Predictions for Weibo’s Future
Weibo is poised for ongoing growth and evolution, and it is expected to encountered immense competition from emerging social media platforms in China. Hence, it may introduce new features, innovations and capabilities to cater to customers’ growing needs and increase user engagement. Weibo may also become more integrated with e-commerce and other online services, further expanding its role in the digital landscape.
Implications for Businesses and Marketers
Businesses and marketers will need to stay up-to-date on the latest trends and developments in Chinese social media in order to effectively reach their target audience. This may involve adjusting their strategies to accommodate new platforms and technologies while also comprehending the unique cultural subtleties specific to each platform within the diverse regions of China, Hong Kong, or Taiwan.
Conclusion
Weibo is a powerful tool for communication and marketing in China, Hong Kong and Taiwan. By understanding the cultural nuances of the platform, navigating its features, and following best practices, businesses and individuals can build a strong presence on Weibo and reach their target audience effectively. As Chinese social media continues to evolve, it will be important to stay up-to-date on the latest trends and developments in order to stay ahead of the competition.
Get Started Here!
With over 1.4 billion people as of this year, China holds limitless opportunities for businesses. However, unlike the Western world, navigating its social platforms like Weibo can be challenging, particularly for those not well-versed in the Chinese language. If you’re keen on exploring this market further, feel free to contact me at +65-9622-8824 or via email at bei@beithoven.com, and we can delve into it in more detail.
Bei, a bilingual (English/Chinese) Singapore content strategist, has over 20 years of experience in marketing for small businesses. She mostly writes about visual storytelling, AI art, SEO, social media and China marketing.