Although Weibo no longer rules China s social media space, it’s still growing rapidly (see latest section below) and it is a must tool for brands wishing to gain global visibility in China. There are however certain distinct characteristics of Weibo that make the site particularly effective for KOL advertising: its widespread integration with Tmall and Taobao, its deep linking with popular microblogging platforms like Twitter and Facebook, and its ability to incorporate engagement indicators. These allow businesses to easily track their engagement levels across a wide range of channels and compare them against their competitors’. The fact that the social network has grown by leaps and bounds over the last year makes it even more crucial for businesses to take advantage of Weibo’s unique qualities. Below we look at what these are and how businesses can use Weibo for KOL.
First, let us look at the key characteristics of Weibo that make it so successful for KOL. One of its most important features is its extensive integration with Tmall and Taobao. When users visit a Chinese micro blog they will often find a link on the home page to the company’s main webpage. If a user searches for the brand name or an action, product or service associated with the brand, they will likely be able to find information on Weibo via the search engine. This is one of the main benefits of the micro-blogging site: as it encourages brand awareness, cross-sells between different sources and provides an easy way for businesses to connect with their global customer base.
Because Weibo allows users to interact with other users via micro-blogging platforms, a Weibo campaign can encourage users to purchase products or sign up to services. To do this, a company must open an official account. These accounts may be linked to the company’s main website or to a specific local branch. Once the business account has been established, a company can start a campaign by adding the micro-blogging site to the social media network. This campaign can include a variety of promotional activities, such as posting links to news releases, providing business updates and photos from events, or simply maintaining the status of the official account to attract new followers.
Weibo Marketing is also used for driving organic growth through the use of trending topics. The platform enables business owners to see what the general public is talking about – helping them to decide what to promote. For example, if a business runs a local travel blog, a tip for 2021 would include the addition of keyword searches related to travel.
Some of the hottest topics for the month of March were immigration, new office spaces and virtual reality games. The United Kingdom Independence Party is a new political party that is enjoying support among the working classes. Many people are talking about their desire to move to a country in which the UK has less presence, such as Hong Kong or Macau. China is a large neighbor with a strong economy and growing economy; therefore the English political establishment is concerned about the impact of immigration on the national economy. Weibo can be used for the promotion of these hot topics among a population of over 600 million Chinese.
Weibo is one of the best platforms for businesses to make use of the online community. The company has registered over 25 million users from around the world, which makes it one of the largest brands in the Chinese social networking scene. The company promotes the usage of smartphones and mobile devices, as well as traditional PCs. It allows people to communicate through their Weibo profiles, create news feeds, and share videos and photos from their favorite places. The platform also allows companies to promote events, release the corporate brand, and establish local knowledge of products and services.