Weibo

https://nealschaffer.com/weibo-advertising/
weibo statistic
850 million users
245 million active users per month
50.1 percent male users, 49.9 percent female users
82 percent of Weibo users shop online
73 percent use the mobile app to access Weibo
For intelligent, targeted marketing, Weibo is the best option for brands in terms of ROI & focused
exposure to the best market demographic.

Weibo Advertising Models

Fan Tunnel (FENSETONG-粉丝通)
Fan Tunneling in Weibo is the best way to reach new customers and followers in large numbers. With
this Weibo advertising strategy, you can either promote a single post or your account. It is similar to a
Fan Headline (see next paragraph), which appears on top of the news feed on the user’s account.
This method is very effective for new brands when they lack followers. It focuses on the whole Weibo

Fan Headlines (FENSE TOUTIAO-粉丝头条)

Fan Headline for Posts (博文头条),
The price for a “Fan Headline for Posts” varies greatly according to your follower base; the more
followers you have, the more expensive it is.

Fan Headline for Others’ Posts (帮上头条)

Fan Headline for Others’ Posts is similar to the previous one, except it puts another user’s post at or
near the top of their followers’ feeds. You can use this function to promote an influencers’ post related
to your brand.

Fan Headline for Accounts (账号头条).

weibo offers a variety of targeting options, including:
 Age, gender and geographic region
 Interest & hobbies ( IT, food & drink, health, education etc.)
 Device ( Desktop, mobile, tablet)
 Follower Relationship
 Competitors list
You can even target the Weibo Account directly. Usually, an account with a large community gets
a Special Verification, which is a “V-verified account” stamp near the account picture. You can decide to
target these accounts during your marketing campaign to be sure to reach a wider community of fans.
 The Buyer Persona
The user attribute of Weibo determines that most of the content on Weibo are related to entertainment.
About 80% of users on Weibo are 17 to 33 years old. The main purpose of their use of Weibo is not to
learn or retrieve information but to simply relax and see new things. If they see a new thing they like of
course they want to find an immediate and trustable buying-channel. In most cases, Taobao is this
channel.
70% of the users belongs to second, third and fourth tier cities in China.

Payment Models
Weibo Fan Connect offers two different pricing models:
CPM – Cost per thousand impressions.
Only blog posts promotion can choose CPM.
CPE – Cost per engagement. Likes, forwards/retweets, clicks and comments all count as interactions.

CPE can be selected as the billing method for all three promotion forms in FENSETONG-粉丝通.

Posts on FENSETONG-粉丝通 will be at the top of user’s newsfeeds. You will be able to promote a post
for seven days (basically how long before the post is no longer considered newsworthy) and that same
post will only be shown once to each user.

Weibo has a prize campaign function built in. At AICY we’ve mainly used it in two ways:
1. Tiny campaigns where we giveaway virtual items. It only costs a few hundred Yuan and we tend to get a
few thousand extra followers. Follower quality is low compared to followers earned through more
targeted advertising or organic marketing.
2. Campaigns with bigger prizes that are related to the brand.

System Campaigns use Weibo’s system with formats and rules developed by the Weibo team. There are
5 major formats of system campaign for you to choose from:

1. Lucky Roulette Campaign: This uses an instant lottery format with a variety of prizes.
2. Flash Sales Campaign: It’s similar to the Lucky Roulette Campaign but better suited to e-businesses or
O2O marketing.
3. Repost Campaign: This type of campaign encourages audience members to repost by giving prizes to
selected reposters. It has a reputation for achieving the best marketing results.
4. Content Collection Campaign: This encourages the audience to post original content by means of prize
incentives. The winners can choose the prizes.
5. Free Trial Campaign: Brands choose participants to receive a free trial. This approach is best when
launching a new product. Brands can also gather meaningful feedback if they ask participants to answers
certain questions to enter the draw.
Case Study
How Durex Uses Weibo to Win The Chinese Market
Durex created a fictional character called Little Dudu, to interact with fans and respond to the
comments with its powerful social tone of voice which is playful, fun and entertaining