Unlike WeChat, Weibo doesn’t display all content chronologically to users. Careful A-B testing of posts content (in order to increase engagement and re-shares) is however essential in order to generate significant organic growth. By definition, it can’t easily be controlled or managed. Organic growthįinally the last medium of growth on Weibo is organic growth. This also works in B2C space for brands sharing a similar positioning and aesthetics. Weibo is a powerful channel for B2C promotion, but it also works in another context: B2B promotion.īy cross-promoting with other accounts targeting a similar group, you can building high-quality following. Weibo includes a native system enabling to design transparent lotteries for users to win prizes.Īlthough a lot of Chinese users might not trust the fairness of a lottery when it is completely organized by the brand, Weibo enables to design contests where users can take actions (like, share, etc.) and be rewarded in a transparent way with a prize (the winner is determined by the Weibo marketing system) Cross-promotion on Weibo As for KOL, direct links to Taobao or Tmall.Retargeting users who participated in past campaigns.Ability to target users following other accounts (including competitors).Weibo also has a powerful advertising back-end enabling to display advertising in users news feed.Ĭompared to WeChat, Weibo ads have several advantages which make them stand out: The CPM compared to WeChat is about 55 times cheaper! Weibo advertising On top of these integrations, Weibo influencer campaigns are also extremely cheap. Users can click a product link or coupon displayed in a Weibo influencer post and be directly redirected to the relevant page on Taobao or Tmall. There are however special features of Weibo which make the platform especially efficient for KOL marketing: its integration with Taobao and Tmall. The mechanism is a simple KOL promotion: pay or gift influencers in exchange for exposure. Weibo influencers are the most straightforward and efficient way to carry promotions on Weibo. There are 5 main ways for brands to gain visibility on Weibo:
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Weibo has performed outstandingly in the past, can it overcome this crisis? Weibo marketing: how to promote your brand on Weibo?Īlthough Weibo no longer dominates China’s social space, it is still growing fast (see sections below) and Weibo marketing is an essential tool for brands wanting to gain visibility in China. However, its supremacy is now being challenged by new competitors acting as substitutes and competing for users time: WeChat, Toutiao, Zhihu, Douyin and more. Of all of the “Twitter lookalikes” companies that launched in the early 2010′, only Sina Weibo survived to tell the tale. Sohu launched Sohu Weibo which never achieved significant market share.In 2014 Tencent announced it would stop investing into the development of Tencent Weibo. Tencent launched Tencent Weibo in 2010, but the service didn’t gain significant traction.Wangyi Weibo went online in 2010, in 2012 it claimed 260 million registered users however, Wangyi Weibo disappeared in late 2014.In August 2009, Sina launched Sina Weibo (Sina Weibo, being the largest micro-blogging platform in China, is usually simply referred as “Weibo”).
In Chinese 微博(Weibo) means microblogging.Īfter Evan Williams created Twitter in 2006, a few Chinese companies saw the opportunity to create a similar platform for the local market: Weibo is usually known as the Chinese version of Twitter.
Is Weibo dead, dying, or is it actually secretly striving? A brief history of Sina Weibo Paramagnetic blue Parachrom hairspring.Weibo used to be the one-and-only social platform in China – it has since been overshadowed by WeChat and newer entrants such as Toutiao or Douyin. Chronograph via centre seconds hand, 30-minute counter at 3 o'clock and 12-hour counter at 9 o'clock. Perpetual, mechanical chronograph, self-windingĬentre hour and minute hands, small seconds hand at 6 o'clock. Screw-down, Triplock triple waterproofness system Monobloc middle case, screw-down case back and winding crownīlack monobloc Cerachrom bezel in ceramic with moulded tachymetric scale More Cosmograph Daytona technical details
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