In the world of Chinese Internet marketing strategies, the term “Weibo Marketing” can certainly be a new and fresh breath for many marketers and advertisers. The word is derived from the traditional Chinese web browsing habits of Weibo users – a community of some 10s of millions of members – who have been using the microblogging site as an online personal platform since 2021. As a result, this small group of entrepreneurs has created an influence on the way the entire China social media scene operates. And just recently, Weibo Marketing has begun to see a huge impact in terms of brand name recognition in the US – which could spell big news for brands trying to tap into that global audience!
What is a Weibo Marketing campaign? This is actually the name of the microblogging site’s advertising unit, which organizes and executes campaigns on behalf of clients and serves as the online partner for those companies. A typical campaign could be very different from the next – depending on the Chinese users’ interests, needs, and trends. For example, there are some posts that target a specific city, or micro-bloggers who engage in local conversations. This is definitely not the approach used by most marketers who want to target the global Weibo audience, but it is one that make Weibo stand out as a unique social search engine promotion platform.
One Weibo Marketing strategy, we recently witnessed was a campaign that combined the popular Chinese national pastime of fengyun craze into a series of contests. This was done as part of Weibo’s latest marketing campaign, which sought to draw more users by allowing them to win products as gifts, including cell phones and laptop computers. The catch was that these contests were organized through a series of creative campaigns, all geared towards getting more Weibo users to take part. At the end of each day, the winners were rewarded with either a free Weibo account or an iTunes gift card. It was a fascinating series of events – and it certainly did help the company attract more users to its platform, as evidenced by the fact that it grew by leaps and bounds in terms of daily signups.
Weibo Marketing has had a lot of success because of the way it uses Weibo itself as well as the real-time communication ability of the platform. Since Weibo was launched in China, it has been able to build a strong following among the Chinese-speaking market and attract huge numbers of new users and influencers from across the globe. One of the ways that Weibo has used its platform to further its global reach is by using the concept of kols – which are commonly referred to as Weibo experts. Kols are basically Weibo enthusiasts who use the site to share information and thoughts about their personal lives and Weibo. They are essentially Weibo celebrities.
Because these kol users typically use Weibo to connect to others and discuss products and services, Weibo allows advertisers to take advantage of this aspect of the web-based social media. Using Weibo for brand awareness on the micro level can be a great way to promote your product while building brand loyalty at the same time. For instance, one of the most popular campaigns we conducted earlier this year involved Weibo and the formation of Weibo fan clubs, which included Weibo’s own online marketing solutions.
Weibo marketing offers a unique opportunity for businesses to promote their brands and services. While traditional forms of advertising like television, newspapers, and magazines have become less effective due to the rise of Internet-based advertising, Weibo marketing has proven to be an effective marketing strategy in China. In fact, one of the reasons why Weibo has seen such an increase in signups and user base is due to its ability to filter information in a personalized manner, allowing advertisers to target their marketing messages to those interested in the brand or service. It is only now that other forms of marketing like television advertising will be able to duplicate this aspect of Weibo.