Home » Alarice Blog » 5 Types of Content You Need for Weibo Marketing

Home » Alarice Blog » 5 Types of Content You Need for Weibo Marketing

  • 5 Types of Content You Need for Weibo Marketing

  • Introduction

    Weibo is an open social media platform with many brands posting marketing-related material every day. It’s hard to create effective marketing content that attracts attention and conveys messages simultaneously. What kind of Weibo content is best at attracting an audience in this competitive environment? Who can you work with? And how can you work with them?

    Here are five types of content that have proven successful in Weibo marketing.


    1. Celebrity-oriented Weibo content: King of Glory (Tencent Games)

    With huge fan bases and millions of Weibo followers, Chinese celebrities are in the public eye and content that features them is likely to generate wide-ranging discussions. Celebrity endorsements and participation are very efficient at attracting public attention to a brand or a product.

    By way of illustration, Tencent Games (@腾讯游戏) recently worked with Lu Han (@M鹿M), a popular Chinese star, to promote its mobile game, King of Glory (@王者荣耀). King of Glory is an online mobile game developed by Tencent Games. Due to its similarity to the hugely popular League of Legends, it quickly became one of the top mobile games in mainland China. Recently Tencent Games invites Lu Han, who’s got 32 million followers on Weibo, to be the spokesperson for King of Glory and launched a campaign called “Find Lu Han in King of Glory.” Due to Lu Han’s popularity, his Weibo post, inviting followers to play the game with him, has been reposted more than 194,000 times and received more than a million likes. Tencent Games also produced a short video of him playing the game. Since Lu Han is also a senior player of the game, he shared his gaming experience and why he liked the game.

    Encouraged by Lu Han and the official King of Glory account, many players also posted their gaming experiences with the hashtag #Find Lu Han in King of Glory# (#在王者荣耀偶遇鹿晗#). At the time of writing, the hashtag page has been viewed 170 million times and discussed 37,900 times. Relying on Lu Han’s influence, Tencent Games attracted not only existing and potential game players but also collected plenty of UGC (User-Generated Content).

    王者荣耀2王者荣耀3 王者荣耀1

    Apart from being spokespeople, celebrities are also paid to participate in marketing campaigns by merely posting or reposting content related to the product or brand. In these posts, they add a link to the official Weibo account or online shop of the brand. In general, this kind of celebrity participation is less costly than an official endorsement.

    杨幂

    ↑ Yang Mi (@杨幂), a famous actress, posted a photo of herself with a beauty apparatus from Jindao (@金稻官方微博) and a link to Jindao’s official Weibo account.

    Reminder: The influence of Chinese celebrities is considerable and it’s very expensive to invite a first-tier celebrity like Lu Han or Yang Mi to participate in a campaign, which may cost millions of RMB for one Weibo post.


    2. KOL-oriented Weibo content: Max Factor

    Weibo KOLs are a great choice for marketing cooperation. Although they may not be as well-known as celebrities, they have relatively large follower bases. Some are experts in a particular field who are valued for their professional opinions and product recommendations. When brands cooperate with Weibo KOLs, instead of relying on one KOL’s influence, they often invite several KOLs who are known in a certain field to create content. A recent example is the collaboration between Max Factor (@MaxFactor蜜丝佛陀) and three KOLs in the fashion industry: Mr. Kevin (@Kevin凯文老师), Youlina (@优里娜) and makeup artist MK (@化妆师MK).

    Max Factor is a popular cosmetics brand that recently nominated Mr. Kevin as its Asian region creative director. Active in the cosmetics industry for more than ten years, Mr. Kevin has reached a position of prominence in the industry and accumulated more than five million followers on Weibo. To promote Max Factor’s new BB cushion, Mr. Kevin produced a short video to introduce it and demonstrate it in use.

    Max Factor also sponsored two other Weibo beauty KOLs, Youlina, and makeup artist MK, to produce similar videos. In their videos, which featured the Max Factor logo, both of them tried Max Factor’s BB cushion and encouraged their viewers to purchase it. They posted their videos on the same day. Their videos received 1.7 million views in total, successfully attracting many existing and potential customers.

    蜜丝佛陀3 蜜丝佛陀2 蜜丝佛陀1

    KOLs may attract less attention than traditional celebrities but their followers are often a better fit for brands as their followers are very interested in the products that they promote. Because Mr. Kevin, Youlina, and MK are all professionals in the beauty and cosmetics industry, their viewers are very likely to purchase Max Factor products because they trust the professional standards of these KOLs.


    3. Weibo content related to festivals and key events

    Besides working together with celebrities and KOLs on Weibo, brands also create original content to attract public attention. To maximize the influence of their brands, they make efforts to come up with creative ways to capture and affect audiences during festivals. Successful festival marketing relies on outstanding content to create a buzz.

    For instance, Didi Chuxing (@滴滴出行), a popular ride-sharing company, recently took advantage of Mother’s Day and China’s Valentine’s Day (May 20th; in Chinese, “520” is a homophone for “I love you”) to make its new functions and features public.

    Recently, Didi developed five new services with the aim of ensuring passengers’ safety. To further eliminate customers’ concerns and build a positive image, Didi produced five short creative videos to attract public attention. The most successful one was posted on Mother’s Day and entitled “Strategies for a Pleasant Meeting with your Mother-in-law.”

    This short video hilariously demonstrated how a man should behave with his mother-in-law. To pass his mother-in-law’s examination, he qualified himself as a rich, successful man by showing her all his formal documents such as his degree, deeds and bankcards. At the end of the video, there’s an introduction of Didi’s new regulation that all their drivers are required to have recognized certificates in order to pass Didi’s vetting process. The video went viral on Weibo and got four million views.

    The other videos, posted around May 20th, combined creative dating stories with illustrations of how each of Didi’s new services work. These short videos captured public attention, successfully conveyed the brand’s message and helped build Didi’s positive public image.

    滴滴1 滴滴2

    滴滴3

    Note that various kinds of festivals, together with key events such as the World Cup, the Oscars and world Expos, are likely to arouse discussion and become trending topics on Weibo. Since trending topics are searched more, attach the hashtag of the event to your content.


    4. Reward-oriented Weibo content

    On Weibo, giveaway campaigns are an efficient, common way to appeal to new followers and engage existing followers. These campaigns usually take the form of a brand encouraging followers to repost articles/posts or like them in return for a chance to win a lucky draw for one of the brand’s products. During the campaign, the official account of the brand may accumulate more followers and collect UGC from the lucky draw entrants. Moreover, rewards-oriented Weibo content directly stimulates sales as well.

    Well-known for its skin care products, WIS (@WIS护肤) is a popular brand in China with three million followers on Weibo. To stimulate sales and give back to its fans whose nickname is “Xifen,” WIS launched a sales campaign called “WIS’s Xifen Festival” with a series of promotions such as coupons, giveaways, and “Buy two, get one free.” The title of the campaign was also used as a hashtag on Weibo. Before and during the campaign, the official account frequently posted information related to the campaigns with hashtags and links to WIS’s online shop. Its reward campaigns not only encouraged followers to repost but also to show their receipts for WIS products for coupons and chances at giveaways. By doing so, WIS managed to promote its sales campaign on its online shop and engaged many followers to participate. The hashtag’s page was viewed 570 million times and discussed 515,000 times.

    WIS2

    WIS3 WIS1


    5. Information-oriented Weibo content

    When people are motivated to purchase a product, they seek feedback from trials and comparisons between similar products. People who share this kind of information usually aren’t famous or followed by many users, but they provide useful information about certain products. Many people find their posts of comprehensive feedback and product comparisons through keyword searches on Weibo. Many users call these bloggers “Zhongcao bloggers” (种草博主), suggesting that they’re experts in promoting the advantages of a product to appeal to purchases.

    Miaogu Jiang (@特立不独行的喵咕酱) loves to share her reviews of cosmetic products, food, films and so on. In a recent post, Miaogu Jiang recommended three kinds of healthy diet food fromWu Gu Mo Fang (@五谷磨房), a Chinese health food company. When she recommended the products, she emphasized that she wanted to stay healthy but didn’t want to play any sports. Since many readers had similar ideas, they believed that the products suited them.

    Due to the comprehensive feedback of “Zhongcao bloggers”, readers learn a lot about the products they write about. Compared to other KOLs’ posts, information-oriented Weibo content emphasizes useful information rather than personal influence.

    种草3 种草2

    种草1


    Conclusion

    For Weibo marketing, whether you’re working with influencers or creating content independently, brands are expected to come up with attractive, informative Weibo content that maximizes its marketing effects. Strategically focusing on the 5 types of Weibo content listed above and using appealing images and short creative videos works well to attract viewers.

    Comments:
    Leave a Reply

    Your email address will not be published. Required fields are marked *

    1. Bruceslisy says:
      Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

      按下”立即下载”按钮下载 Royal TS + Crack Latest.
      整个过程只需几秒钟。

      这是一个软件应用程序,将允许用户快速,轻松,安全地组织和管理多个桌面连接。

      镜子 —> Royal TS + Crack Latest

      · Version: 5.0 Build 61706
      · 发布日期: May 9 2019
      · 公司简介: code4ward
      · 下载: 7517
      · 下载类型:安全(没有洪流/没有病毒)
      · 状态:清洁(截至最后一次分析)
      · 文件大小:小
      · 价格:免费
      · 特殊要求:无
      · Supported systems: Windows 10 64 bit, Windows 10, Windows Server 2012, Windows 2008 64 bit, Windows 2008, Windows 8 64 bit, Windows 8, Windows 7 64 bit, Windows 7, Windows Vista 64 bit, Windows Vista
      · 用户评分:

      标签云:
      royal ts + crack, royal ts full version with keys latest, royal ts crack version, royal ts license crack, royal ts crack hack, royal ts serial key, royal ts how to ctack, royal ts full crack latest, royal ts crack files, royal ts activator

      更多软件: here

      更多软件:
      Blog Post Title – Cataze Corp.
      Антиплагиат как пройти
      Test Drive Inbound Now
      Download Front Defense cracked
      Spendenaktion von Payango – SOS FGM
      tool for downloading Google books
      Скачать O&O DiskImage Express Edition crack и keygen
      ГДЗ за 1-11 класс
      How to repair missing or corrupt aqprof.dll

    2. Bruceslisy says:
      Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

      点击”立即下载”按钮下载 Baraha license.
      整个过程只需几秒钟。

      专业的印度语言软件,包括文本编辑器,Unicode编辑器和一个模块,修改你的键盘布局,并允许你翻译任何文字在印地文或其他印度方言

      镜子 —> https://serial4download.com/crack/baraha-65512

      · 发布版本: 10.10.182
      · 补丁日期: August 20 2019
      · 开发人员: Baraha Software
      · 下载: 24870
      · 下载类型:安全(没有洪流/没有病毒)
      · 文件状态:清理(截至最后一次分析)
      · 文件大小:未知
      · 价格:0
      · 特殊要求:无要求
      · 支持的系统: Win 10 64 bit / Win 10 / Win 8 64 bit / Win 8 / Win 7 64 bit / Win 7 / Win Vista 64 bit / Win Vista / Win XP
      · 用户评分:

      标签:
      baraha + crack latest, baraha crack for windows free download, baraha + crack latest, baraha cracked full, baraha crack install, baraha crack serial number, baraha full crack, baraha crack latest version, baraha keygen crack, baraha keygen crack patch

      更多软件: this way

      它可能是有趣的:
      About – Ocean Of News
      Антиплагиат поможем пройти
      On Ragdolls and Elastic Hearts | Rants By Gbemi
      Download Disney’s Atlantis: The Lost Empire – Trial By Fire crack serial number
      Le coin People | Cancer Jeune Parent
      Turn Windows 10 quickly
      Скачать MobaXterm серийный ключ и кряк
      Download 34tvctrl.dll to fix missing or corrupted DLL errors
      “I Know A Lot Of People.” | Where Do I Start?

    3. Bruceslisy says:
      Your comment is awaiting moderation. This is a preview, your comment will be visible after it has been approved.

      按下”立即下载”按钮下载 Free YouTube Downloader serial code.
      只需要几秒钟。

      下载你最喜欢的YouTube视频,并将其保存到您的PC到各种文件格式毫不费力地与此应用程序的帮助

      镜子 —> Free YouTube Downloader cracked

      · 发布版本: 4.6.1032
      · 补丁日期: August 9 2019
      · 开发人员: HOW Inc.
      · 下载: 18899
      · 下载类型:安全(没有洪流/没有病毒)
      · 文件状态:清理(截至最后一次分析)
      · 文件大小:未知
      · 价格:无成本
      · 特殊要求:无
      · 系统: Windows 10 64 bit, Windows 10, Windows 8 64 bit, Windows 8, Windows 7 64 bit, Windows 7, Windows Vista 64 bit, Windows Vista, Windows XP
      · 评级:

      标签:
      free youtube downloader full crack, free youtube downloader + crack latest, free youtube downloader activate code, free youtube downloader crack serial, free youtube downloader cracked, free youtube downloader full crack latest, free youtube downloader keygen serial, free youtube downloader and crack, free youtube downloader crack for windows free download, free youtube downloader crack latest

      更多的钥匙: here

      其他有用资源:
      Bitcoin News: New Platform for Bitcoin Cash – Tech Stock Sensei
      Антиплагиат обмануть скачать
      Air Build | TFICo.
      Download Galaxy of Pen & Paper how to ctack
      My 10 Best Reads of 2015… | Nicole Burstein
      How to Turn Off Windows Defender Real-time Protection
      Скачать Atomic Mailbox Password Recovery серийный ключ и кряк
      Download oci.dll to fix missing or corrupted DLL errors
      Blog Post Title – Film Vertigo