Weibo Marketing is a powerful way to create buzz around your brand or product. It offers a variety of different marketing tools to choose from, including paid advertising and organic growth. But it is important to know the demographics of the Chinese audience before you start your Weibo marketing strategy.
Ensure your posts are short on words and long on images (try filling the nine-panel display with photos and gifs). Break up text with eye-catching emojis, suitable hashtags and relevant links.
Post regularly to build your following and keep engagement high. The Weibo algorithm rewards accounts that engage with their community.
Promote your content with KOLs: Key opinion leaders on Weibo are influential and can help brands gain traction on the platform. They can promote a brand by running micro tasks, participating in offline events and live streaming.
Run promotions: Weibo users love giveaways and prizes, so it is a great way to drive engagement. These can be sponsored lucky draws, promotions tied in with Chinese holidays and festivals or any other type of promotion you can think of.
Create content collection campaigns: Collecting relevant and popular content from other social media platforms and posting it on Weibo is a great way to increase your audience’s reach and amplify your message. This can be achieved by partnering with other accounts or creating original content.
Feature Chinese celebrities: Weibo users have a huge amount of followers, so featuring prominent figures in your Weibo campaign is an excellent way to generate buzz about your brand or products. Whether it’s an actor, musician or celebrity in your sector, this is an effective way to create buzz on the social media platform.
Use hashtags to respond to ongoing trends and hot topics: Weibo users use hashtags to discuss a variety of topics, so make sure your content is in line with these discussions.
Include 360deg and VR media in your Weibo campaign: Weibo users are very fond of immersive media, so integrating virtual reality into your marketing strategy can be a good idea. This is especially true if you’re selling products or services that can be used in a virtual space, such as a game.
Localize your Weibo content: For brands, this means revising Western content to be suitable for the Chinese audience. It also means creating localized content that reflects the culture of China and its people.
Create a Weibo account with a clear goal: It is essential to have a vision for your Weibo campaign. This will help you combine branding, visibility, reputation building and a proper sales infrastructure to maximize your ROI on Weibo.
Pay for your campaigns: In China, paid ads on Weibo are a great way to boost your brand’s presence and increase your following. This can be done through paid hashtags, search engine promotion or Fans’ Top (Fen Si Tou Tiao).
Optimize your Weibo content to be displayed on Weibo’s ‘Discover’ page: The platform’s ‘Discover’ page showcases trending posts and ‘hot topics’ that are likely to be of interest to Chinese users. This is an easy and affordable way to boost your content’s visibility, raising your brand awareness.