Weibo Advertising Guide 2019

Weibo Advertising Guide 2019

This blog will give you a full introduction of Weibo advertising in China including Weibo definitions, Weibo Business Account setting, Weibo marketing Channels.

1. What is Sina Weibo?

Monthly active users have grown to 462 million in December with 93% mobile users of traffic, according to the Weibo Q4 2018 reports. Sina Weibo is the second most popular social media platform in China and called China’s Twitter. Although the rise of WeChat recent years put pressure on Weibo , it’s still experiencing impressive growth and keeping developing and offering powerful functions which is unique and irreplaceable among all the Chinese social media platforms.

2. Set up Weibo Business Account

To start with Weibo Marketing, you should register an official account for your business. For the company who owns the Chinese business licence, the registration costs around 1 week; for the oversea company, the process would take about 2 weeks. 

After the registration, you could have more powerful customized functions of homepage, more accurate data analysis services and more efficient communication management background, with the unique “blue V” certification which could build more reliable impression to fans and consumers.

China Social Media Marketing - EuroPass

3.Weibo Advertising Channels

A. Weibo search engine promotion

Weibo is the most significant social media in China who provides the Search Engine optimization. There are varies way of Weibo search engine promotion to Increase brand exposure.

For example, default search keyword in discover page which leads the user to click subconsciously. After the click, all the related contents are showed to user including Brand poster, brand window, recommended account, recommended micro-blog.

The search page automatically displays top search events, and the third place is the advertising space. Top search promotion helps brands to appear in the list of real-time most hot news and provide a good channel between users and brands to fulfill the communication.

Search Promotion helps brand to target specific audience based on keywords and ensure the presentation of brands and effect of advertising. One keyword only could be used by one customer which ensure the exclusive of promotion champion. What’s more, it could be the guidance of the hot public opinions and service for brand crisis pr and image maintenance and improvement.

Extra scene in Search is an interesting way of exploding the social circle that gathers the power of fans. Full screen display in the mobile terminal, Extra scene could make the largest visual impact to users to attract their attention. Transparent animation floating on the top of the results page provide a new experience to realize the keywords related content land softly to users.

Weibo Advertising - EuroPass
default search keyword
Weibo Advertising - EuroPass
Top search promotion
Weibo Advertising - EuroPass
Search Promotion
Weibo Advertising - EuroPass
Extra scene

B. Exposure advertisement (Starting Up Page Advertisement)

Exposure advertisement is one of the most popular advertisement type in Weibo. The advantage of it is easy to get attention from user when they see the advertisement in the starting up Page of Weibo. And it is compulsory, which means the ad reach rate is 100% and inevitable. 

The daily active user of weibo is impressive including 190 million users and every single round of Exposure advertisement could reach 20 million PV. There are 9 rounds of advertising plus 2 rounds of area advertising. 3 Forms of interaction and 4 types of materials are supported.

Weibo Advertising - EuroPass
China Social Media Marketing - EuroPass

C. Information flow advertisement

Information flow advertisement is another very popular advertisement type in Weibo which is also called native advertising(Native ads). There are 2 types of information flow advertisement: “FenSiTong” and “Brand advertising”, separately focus on increasing fans and branding. 

Generally, advertisements are interspersed in the content of micro-blog, which is not easy to be found by users. Moreover, according to the powerful positioning system of micro-blog, advertisements are recommended to users accurately, which are not easy to cause users’ aversion.

For advertisers, this kind of advertising effect is better, is a new marketing model, in line with the user’s browsing habits, easy to obtain conversion rates. All the brands’ channels are given such as corporate accounts, event links, product information, interactive information.

What’s more, the full types of call-to-action buttons are provided, users could view the content while downloading the promoted apps and videos, purchasing the products, etc. Users are easily attracted by the content and participate the interaction of champions.

Weibo Management - EuroPass
Weibo Management - EuroPass

D. Weibo Story - Video Ads Advertisement

Video ads are placed at the top of the weibo following page, aggregated with the author’s profile as the entry, and displayed at the top of the feed. Very eye-catching, easy to cause the user to click. The videos use portrait screen which is according  with the user’s habit of browsing articles on the mobile side. Video can reflect the characteristics of the product, arouse the interest of users, support to add chain jump.

The product advertising type selection is depends on the product characters, brands could choose different type to better realize the goals. Weibo has also developed many customized functions, for example, AR Camera functions which allows user to realize the combination of reality and Visual and provide more possibilities for brand who are designing the creative weibo campaigns.

Weibo Weibo Story Video Ads Advertisement - EuroPass
Weibo Weibo Story Video Ads Advertisement - EuroPass

Before confirming the Weibo Advertising type, brands need to know clearly about their objective of Weibo Advertising. Increase brand’s awareness ? Gain more followers ? Increase the customer Engagement? Or growth the income. These goals are followed by different strategies and advertising models.

EuroPass is a full-service expert focus on Chinese market .

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