Weibo, the Chinese version of Twitter, has 250 million daily users with 94% using mobile devices. It has become a great tool for international brands to promote their products and services to China. This platform also allows companies to conduct social listening to understand consumers’ opinions and trends. It also helps them to build relationships with potential customers and gain more visibility.
It is important to have a well-planned Weibo marketing strategy to maximize your business’s success in China. With the right strategy, you can increase brand awareness and reach a wider audience with fewer expenses. You can also use it to drive sales and generate more leads. To do this, you can create engaging content around Chinese holidays like the Chinese Valentine’s Day and the Chinese New Year. In addition, you can also use it to boost your online reputation by generating more likes and reposts for your posts.
In order to reach a larger audience, you can use paid advertising on Weibo. It works similarly to sponsored posts on Facebook or Instagram. Weibo charges advertisers by the number of clicks and favored posts, as well as how many followers are added from promoted content. Depending on your budget, you can choose to target specific users or groups of people. For example, you can target your ads to Weibo users based on their relationship with you, as well as their interests and industries.
Another popular form of Weibo marketing is to use “fan tunnels”. These are full-screen ads that appear when someone opens the app and are usually short films. While it is possible to skip these ads, they are very effective at grabbing attention and converting viewers into followers or shoppers.
The most effective way to make the most of Weibo is by promoting your content through influencers. These influential figures are known as KOLs and KOCs in the industry and can help you amplify your voice by recommending or sharing your content. In addition, you can also run creative campaigns on your Weibo account to attract more followers and reach a higher engagement rate. These include lucky draws, flash sales, pre-orders and content collection campaigns. With these tools, you can easily create a personalized campaign for your brand and reach a bigger audience. You can even create a shoppable page that will allow your customers to purchase products directly from Weibo. This is a convenient feature that can boost your online sales in the long run.