Whether they are looking to purchase a product or service, many Chinese consumers will check a brand’s Weibo before making a decision. It’s where they go to see what other people have to say about the company, read reviews and research market trends. Weibo Marketing is an effective way to build trust, increase sales and establish a presence in the country.
Weibo is the most popular microblogging site in China, similar to Twitter and Facebook. It allows users to post updates on their personal or business accounts and follow other accounts to receive notifications of new posts. The platform also offers paid advertising options to boost the visibility of a specific post or account.
In order to start using Weibo, businesses need to register an official account with the platform. This process can be done online and costs around US $ 43 a year. Once the account has been registered, a blue “V” will be displayed next to the name of the account, showing that it is verified. Verified accounts can access more advanced features for campaign management and detailed information postings.
The key to a successful Weibo marketing strategy is content that generates engagement. Providing entertaining blog posts, videos or images that encourage users to comment and share will help your business develop a following and build brand awareness. The tone of voice should be light and friendly, so that your followers feel like they are interacting with a friend rather than a cold advertisement. Using emojis in your copy is also recommended to make the message more engaging.
Another way to reach your audience is through the use of short videos and live video streaming. Weibo has integrated Sina Video, Kuaishou and other short video platforms into its interface and offers a “Weibo Stories” function that is similar to Instagram Stories. The function allows KOLs and celebrities to promote, recommend or review products to their followers. This type of promotion appears less like a commercial and is more likely to inspire followers to buy the product.
Other marketing methods include contests, promotions and special events to attract consumer attention. Many popular festivals in China offer opportunities for companies to run special discounts or giveaways. Sales during these times can be especially lucrative, as buyers are more inclined to make a purchase.
Weibo’s social media marketing strategies must be tailored to the platform and to Chinese culture. The content must be authentic and focused on helping to solve a problem or meet a need for consumers. Weibo’s community of users is receptive to positive social proof and case studies, as long as they don’t appear fake or disingenuous. As a result, it is crucial to have a well-developed content strategy and a strong understanding of the demographics and interests of your target audience in order to achieve success with Weibo Marketing.