WEIBO MARKETING GUIDE
Weibo is a Chinese word which means microblog. There are many different blog platforms like Tencent Weibo, Sohu Weibo and NetEase Weibo but the most popular is Sina Weibo which is simply referred to as Weibo. In this module we’ll discuss how to effectively use Weibo tools for your marketing needs.
It is popular for the following reasons:
- Makes communicating with friends easy
- Efficiently transitions between different pages
- Powerful posting platform for daily life moments
- Easily facilitates participation in different campaigns
- Tracks hot topics and trends
- Gives easy access to live-streaming sessions
TWO TYPES OF ACCOUNTS ON WEIBO:
Personal Accounts are the majority and are set up by regular users for personal interactions.
Official Accounts are for corporations, media, institutions, registered websites, apps, NGOs, school organizations, government departments and more.
Companies should set up official accounts. Before starting anything, it’s important to have a visually appealing, user-friendly home page. After that’s done, following hot topics and reposts can help brands begin to understand the interests of their target audience. Posting information on brand pages increases awareness and improves image and trust. Another opportunity to let your consumers know more about the brand is to launch creative campaigns with KOLs.
In our training we’ll discuss how to customize your official Weibo page. Weibo home pages allow pictures to be posted for profiles, covers, banners, backgrounds and have space for brand-related information. It’s also possible to integrate QR codes from your official WeChat account. Implementation and management can overwhelm even experienced marketers but we’ll share useful tips with you and give you solutions for possible restrictions. This information will make the process of customizing your Weibo page smoother.
DEVELOPING A SOLID CONTENT STRAREGY: THE 4-1-1 RULE
It’s not surprising that Weibo became popular among companies and brands as the channel to engage with Chinese consumers but the unique interests and attention range for Weibo users has become a real challenge for anyone looking to grab their attention. Every day different brands post thousands of articles so it’s hard to stand out. Well-prepared solid content strategies are a must.
Brands post regularly regarding 4 types of content:
- Makes communicating with friends easy
- Soft content
- Interactive content
- KOL promotion content
Weibo users prefer formats using multimedia content but what’s most important is the frequency and sequence of content. Based on our experience as an agency, the 4-1-1 Rule ensures effective communication with your followers. We’ll teach you all about it.
FOLLOWER ACQUISITION AND DEVELOPMENT
The primary goal of most Weibo marketing strategies is the continuous growth of followers. There are four major methods which can help brands to attract initial audiences:
- Utilizing current databases
- Using key opinion leader promotions
- Weibo advertisements
- Weibo online campaigns
All of these methods have pros and cons but once you accumulate a healthy follower database, it’s easier to convert them into real customers. Launching Weibo marketing campaigns requires higher levels of management and more tools. Users see these interactions as fun and entertaining but for brands, they’re an opportunity to do word-of-mouth marketing.
WEIBO’S NEWEST FEATURES AND THE FUTURE OF THE PLATFORM
Weibo is constantly developing and implementing new functions. During our training you’ll learn more about recent features such as newsfeed optimization, paid UGC, V+ membership, Wang Hong e-commerce platforms, hot search lists and comment checking. All these features will help you to engage with your audience more effectively.brands, they’re an opportunity to do word-of-mouth marketing.
How much content will you put out each month?
Depending on your needs, audience and the scope of work, we’ll publish between 15 and 80 Weibo posts each month. We’ll craft compelling, visually appealing posts and link relevant ones to China’s most popular topics of discussion and do mini campaigns to engage with followers. Weibo is all about sharing fun, useful content.
Can I manage the account by myself and consult with you?
Yes. We can support you and your in-house team. Schedule a consultation. We’ll review your challenges and give our recommendations on your content.