Instant messages, a limit of 2000 characters by posts, pictures grids, short videos, Weibo’s functionalities look similar to Twitter, used in western countries. At the beginning, Weibo was made for personal use but more and more brands are active on Weibo because companies can build databases, promote their brand image and drive traffic to their website.
According to Statista, as of the first quarter of 2021, Weibo’s monthly active users amounted to around 530 million. Weibo is not only a tool for boosting brands’ visibility, but also a tool for brands to better understand Chinese audiences and get closer to customers.
Here are the good practices of doing marketing for brands on Weibo :
Building brands’ notoriety through search function
Using search function allows the user to find posts related to keywords on the research box. By jumping on trending topics, brands’ posts will be kept under the topics related to the post’s description.
Besides, the posts can be consulted at any time and by everyone, unlike the companys’ accounts on Wechat where users have to subscribe to be aware of the latest publications.
As for famous events like Chinese New Year, 520 Festival (as known as Valentine’s Day) or the upcoming 618 Shopping Festival (as known as the largest mid-year shopping festival in China), brands are launching presales campaigns for ongoing products or limited edition products.
Chaumet, the French luxury jewelry and watchmaking brand, has chosen as brand ambassador the famous Chinese actor and singer Zhang Yixing (Lay Zhang) for a series of love-themed jewelry.
Weibo’s account of Chaumet about luxury jewelry for 520 Festival
Content share facilities
Cross-channel is the key. When scrolling down the timeline, users can easily share a post from Weibo to Wechat. 2 options will be suggested : create a post on the user’s Wechat account (it will appear on friends’ Wechat Moments) or send to a friend by message (private traffic). After going through Wechat, the user can go back to Weibo and keep on browsing or stay on Wechat.
Creating a post on Wechat including a Weibo’s link
Sending a message to a friend on Wechat including a Weibo’s link
Weibo’s user journey highlights these types of actions :
- Passive (scrolling down content)
- Active (commenting and liking)
- Reactivity (sharing on other social medias)
Through its partnership with Taobao, Weibo users can put links to Taobao store and products’ page in their posts.
Video of @kakakaoo about L’Oreal lipstick on Weibo
Targeting is quite precise on Weibo and the Chinese audiences’ ages vary from 14 to 60 years old. Brands can tailor campaigns in the format of display ads or Weibo search engine promotion.
Selling via live streaming
As on Douyin, Wechat and Xiaohongshu, buying during a live streaming is one of the best time selling opportunities since live broadcasting gives the viewers the feeling of proximity and authenticity with the broadcaster.
Live streaming of jade jewelry selling