Marketing on Weibo


Weibo Marketing Overview
Weibo Customization
Developing a Solid Content Strategy: The 4-1-1 Rule
Follower Acquisition and Development
Weibo’s Newest Features and the Future of the Platform

Weibo is a Chinese word which means microblog. There are many different blog platforms like Tencent Weibo, Sohu Weibo and NetEase Weibo but the most popular is Sina Weibo which is simply referred to as Weibo. In this module we’ll discuss how to effectively use Weibo tools for your marketing needs.


Weibo was launched in 2009 and quickly became popular among internet users because of its user-friendly interface and social media functions. By Q4 2018, it had 462 million monthly active users and over 190 million daily active users. It’s popular for the following reasons:

  • Makes communicating with friends easy
  • Efficiently transitions between different pages
  • Powerful posting platform for daily life moments
  • Easily facilitates participation in different campaigns
  • Tracks hot topics and trends
  • Gives easy access to live-streaming sessions

This platform is one of the most popular channels for brands to engage with potential consumers.

There are two types of accounts on Weibo:

Personal accounts are the majority and are set up by regular users for personal interactions.
Official accounts are for corporations, media, institutions, registered websites, apps, NGOs, school organizations, government departments and more.

Companies should set up official accounts. Before starting anything, it’s important to have a visually appealing, user-friendly home page. After that’s done, following hot topics and reposts can help brands begin to understand the interests of their target audience. Posting information on brand pages increases awareness and improves image and trust. Another opportunity to let your consumers know more about the brand is to launch creative campaigns with KOLs.


In our training we’ll discuss how to customize your official Weibo page. Weibo home pages allow pictures to be posted for profiles, covers, banners, backgrounds and have space for brand-related information. It’s also possible to integrate QR codes from your official WeChat account. Implementation and management can overwhelm even experienced marketers but we’ll share useful tips with you and give you solutions for possible restrictions. This information will make the process of customizing your Weibo page smoother.


It’s not surprising that Weibo became popular among companies and brands as the channel to engage with Chinese consumers but the unique interests and attention range for Weibo users has become a real challenge for anyone looking to grab their attention. Every day different brands post thousands of articles so it’s hard to stand out. Well-prepared solid content strategies are a must.

Brands post regularly regarding 4 types of content:

  • Product-related content
  • Soft content
  • Interactive content
  • KOL promotion content

Weibo users prefer formats using multimedia content but what’s most important is the frequency and sequence of content. Based on our experience as an agency, the 4-1-1 Rule ensures effective communication with your followers. We’ll teach you all about it.


The primary goal of most Weibo marketing strategies is the continuous growth of followers. There are four major methods which can help brands to attract initial audiences:

Utilizing current databases
Using key opinion leader promotions
Weibo advertisements
Weibo online campaigns

All of these methods have pros and cons but once you accumulate a healthy follower database, it’s easier to convert them into real customers. Launching Weibo marketing campaigns requires higher levels of management and more tools. Users see these interactions as fun and entertaining but for brands, they’re an opportunity to do word-of-mouth marketing.


Weibo is constantly developing and implementing new functions. During our training you’ll learn more about recent features such as newsfeed optimization, paid UGC, V+ membership, Wang Hong e-commerce platforms, hot search lists and comment checking. All these features will help you to engage with your audience more effectively.


Start right away by enrolling into our online China Digital Marketing Masterclass.


for more information on the next China Digital Masterclass near you.

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