WEIBO ADS: HOW THEY WORK AND WHY THEY MATTER FOR YOUR BRAND

Over the years, China has become one of the most promising and fastest-growing markets in the world, thanks in part to the massive digitalisation of the Chinese market. With such a tech-savvy population, brands have understood the importance of using social media to engage with customers more directly. Aware of the powerful impact Chinese social media can have on sales and on digital reputation, they now use these platforms as an important part of their organic and paid advertising campaigns. With more than 580 million monthly active users, Weibo is one of the most popular social media platforms for advertising in China.

Weibo (微博) is a microblogging platform launched in 2009 and one of China’s largest social media platforms. As the name suggests (micro-blog), Weibo lets users share their thoughts in short posts on any topic. Weibo was designed specifically for mainland China. The goal, of course, is to engage as many people as possible, encouraging them to like, follow, comment on and share posts. One way Weibo is adapting to advertising more efficiently than its competitors is through interactivity and creative campaigns. With an ever-growing number of users on Chinese social media, Weibo is no longer just a way to keep in touch with friends and family. Companies have realised that Weibo can also be a powerful marketing and advertising tool, so much so that it has become one of the most important online marketing channels for Chinese businesses.

Why should a company advertise on Sina Weibo?

Since Weibo is one of China’s leading social media platforms, there is no denying that brands wanting to gain visibility and increase brand awareness in China should adapt their marketing strategy to Chinese consumers. By advertising with Weibo ads, brands have millions of potential consumers to reach, far more than with traditional advertising such as print ads. It is also important to know that the platform offers many different packages that can be added to Weibo posts and marketing campaigns, such as social search engine promotion, KOL marketing and display ads. For larger companies that already have a strong online presence, paid advertising can be extremely useful as a way to reach the target audience more quickly. To attract a wider audience and grow the follower base, Weibo’s paid ad options can be used:

– Sponsored post: lets you promote products to current and/or potential followers.

– Weibo task: is based specifically on getting other users to repost your posts, which helps reach the target audience and increase visibility.

– Fensi Tong (粉丝通): the best-known paid advertising option on Weibo. It allows more specific targeting options, including interests, gender, location and devices.

There are four main types of advertising on Sina Weibo, and it is important to tailor a strategy for each one, particularly according to budget, KPI expectations and industry.

Weibo Destination Page Ads

The destination page ad is often the first thing Weibo users see when they open the app. It is a great way to grab their attention by showing the product full screen with short, entertaining videos. And even if they can skip them, most Chinese netizens will still watch these ads, simply because this kind of video is short and easy to watch and because they are used to seeing them in their daily lives.

Weibo Display Ads

Display ads are available in various sizes on different pages. They are optimised for both the mobile and web versions. When users click on the ads, they are redirected to the advertiser’s home page. The price depends on page placement, size and keyword association.

Weibo Feed Ads

Feed ads are common on Weibo and consist of paid posts that brands can share with their followers. They often appear among posts from followed accounts, linking to products or services in the same way as sponsored tweets.

Fan Tunnels

Fan tunnels are the most targeted and smartest way to reach new customers. They can be used to promote a specific post or simply the account itself. They work like a “headline” that appears at the top of users’ news feeds so they cannot miss it. This type of Weibo ad is particularly effective for building a follower base.