Why you should consider Weibo in your social media strategy

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Author: Gemma Browne

Does your business want to attract a Chinese market, or is this currently one of your key markets? Then you should be considering including Weibo in your social media strategy.

Earlier this week, on the eve of Chinese New Year, Weibo broke user records.
Weibo parent company Sina, reported that February 7 saw:

·      134 million active users, a 31% increase compared to last year’s 102 million.

·      51.9 million posts, a 15% increase from last year’s 45 million.

·      A 76% year-on-year increase in “interactivity”

·      18.2 billion total views of posts on Spring-Festival-related topics.

·      100 million users who nabbed digital red envelopes (lucky money) via Weibo.

If the user growth isn’t enough to pique your interest in the platform, take a look at some of the successes brands have had to date:

In 2011, Tourism New Zealand utilised Weibo through brand ambassador and Chinese Actress Yao Chen. During a tour of New Zealand, Yao Chen sent regular updates to her 40 million Weibo followers, leading to half a million website visits and almost 20,000 referrals. According to Tourism New Zealand, “Yao Chen’s social media activity on their behalf raised the profile of New Zealand among Chinese people, encouraging them to book a visit.”

Seeing similar success, Tommy Hilfiger utilised Weibo during its 30th anniversary fashion show in Beijing. Content posted to Weibo around the event led to a 2,000 percent increase in visits to their Weibo page, which raised engagement by 1,900 percent and subsequently increased sales in the brand’s Beijing stores by 21 percent and e-commerce by almost 50 percent.

So why would your brand choose to utilise the platform?

1.     Weibo is the largest social media platform for Chinese audiences

2.     Videos and pictures can be used in a single post allowing brands to broadcast their message effectively

3.     Three-quarters of Weibo users do not mind seeing adverts and more than half may click on popular ads – meaning more opportunities to target an open audience.

Have you tried Weibo? We’d love to hear your thoughts on the platform!

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