Weibo is an open social media platform with many brands posting marketing-related material every day. It’s hard to create effective marketing content that attracts attention and conveys messages simultaneously. What kind of Weibo content is best at attracting an audience in this competitive environment? Who can you work with? And how can you work with […]

Although the global personal luxury market is stuck in a holding pattern for the foreseeable future, China is likely to continue to make up for weaker demand elsewhere. China’s Domestic Luxury Market Expands Data published by global management consulting company Bain & Company in 2016 shows that China’s domestic luxury spending has been on the […]

There’s growing interest in Chinese social media from all corners and more and more mid-sized businesses are looking for agencies that can help them connect with Chinese consumers. It’s hard to find an overview of the key players so we’ve compiled a list of major agencies focusing on CSM. Their services and specialties are highlighted […]

Online video-sharing platforms shaped the way we consume videos since more than 15 years now. Viewers use these platforms to watch news and entertainment, express opinions or buy what they see. Even though YouTube and Youku are similar, Youku does a better job catering to brands’ needs. Differences between YouTube and Youku About YouTube YouTube […]

Douban is an interest-based social networking platform. It’s seen as a combination of Goodreads, IMDb, Blogger, Facebook, Pandora, Spotify, Ello and Fancy.com. So what is Douban like? How do people use it? Read on. 1. User and Content Characteristics Douban has over 60 million registered users and 150 million unregistered frequent visitors.  Most of them […]

Miaopai (秒拍) is a short video sharing and live streaming platform in China, first launched in 2011 by Yixia Technology (一下科技). It’s China’s answer to Vine. In 2013, Miaopai and Weibo established a strategic partnership that greatly increased Miaopai’s exposure and popularity and made it the official short video provider of Weibo. When users upload […]

Live streaming witnessed unprecedented growth in 2016 with a remarkable increase in platforms and users. It’s become one of the most popular trends in Chinese social media and a huge boost for e-commerce. Although there are many live streaming platforms, Yizhibo achieved outstanding performance in a short time largely due to its partnership with Sina […]

Weibo and WeChat are the two largest social networking platforms in China. They both exert significant influence in Chinese society and play an indispensable role in modern life. Weibo provides microblogging services that are the equivalent of Facebook and Twitter combined. By September, 2016, the number of monthly active users on Weibo had already reached […]

Weibo is an effective digital marketing platform for companies seeking to engage Chinese consumers. However, it can be difficult to select the most suitable advertising option for your brand’s needs.  Advertising on Weibo is a difficult skill to master due to the complexity of the platform. This article will explain the different Weibo advertising options, […]

China’s KOL economy has been one of the fastest-growing and most durable economic phenomenon in recent years. In the second half of 2019, multiple Chinese e-commerce platforms launched KOL strategies, while many companies win consumers and positive reputation through partnerships with key opinion leaders. Brands choose appropriate KOLs to launch campaigns based on the brands’ […]

A large follower base is an essential prerequisite for those looking to launch a promotion campaign on Weibo. The more followers that a brand has, the more likely its Weibo content is to reach its potential customers. Therefore, growing followers is the primary goal for the Weibo marketing strategy of most brands. Below we will […]