The essentials of Weibo

Characteristics of Sina Weibo

Created in 2009 by the media company Sina, Sina Weibo looks like Twitter except some differences. The content is in fact, richer. Functions such as “forward” and “comment” can transform simple messages in real discussions. The presentation is also more accomplished with a portal.

The mobile traffic of Sina Weibo is really important (more than 50%). It is not exceptionnal to see a lot of chinese in the subway looking at their smartphone  to Sina Weibo. The chinese use it as a way to express their thoughts and tell about their daily life.

The main streght of this social network is to be a source of information. A lot of buzzs and other news appeared first on Weibo. It’s a good reflection of the chinese society. This power is mainly because the classical medias don’t have a lot of credibility and more especially among young people.

 

What about the users ?

They are mainly young people. Indeed, around 70% of the users are less than 30 years old. The main cities are Beijing, Shanghai or Guandong. The more active contributors are generally well educated and have an high income.

 

Brands on Weibo

It is really interesting for brand to have an account on Weibo. Indeed, more than the half of the users follow a brand. Like what we said previously, it is possible to personalize your page. Brands use that to create applications for example. The page of BMW is a really good example of effective presence on the chinese social network.

Like for each social network, you also have to have a good strategy. That is to say, what will be my strategy ? Who will be my target ? For which objective ? Which content ? Etc.

The content is also really important. Indeed, users will more share content with high value and also an interesting content.

There is a lot of different brands on Weibo, from the company of food and beverage product to restaurants for example.

 

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