Weibo marketing is one of the most effective ways to gain visibility for your brand in China. With 170 million daily users, it’s a great way to get your brand in front of your target audience. In addition, the platform offers plenty of ad formats for advertisers, making it easy to reach the right audience.
To promote your brand on Weibo, you must decide on an ad campaign that’s right for you. Whether it’s a display ad or a Fan Headline, you’ll want to pick the best option for your marketing goals. And, you’ll also want to keep in mind that Chinese audiences expect high levels of engagement from your posts.
For example, if you’re looking to drive new customers to your brand, you’ll want to focus on a Weibo fan headline. This type of ad is usually used by brands, but it can also be used by KOLs. It’s like retargeting, as it allows you to advertise to your current followers, as well as your fans.
You can also run ad campaigns that target a specific industry or region. The cost per impression (CPM) depends on the size of the banner, the association of your keywords, and the number of followers you have. There are three types of Weibo ads: display, fan tunnel, and fan headline.
Fans Headline for Posts is another Weibo ad format that’s commonly used by brands. This type of ad is designed to promote your post to existing followers, as well as your fans. Unlike a fan tunnel, it’s a more targeted form of ad.
To get started, you’ll need to create an account and apply for a super topic. A super topic is a special topic that’s promoted to a group of followers. They won’t override a regular hashtag, but they can give you a larger audience.
If you have a company account, you can launch cross-promotional links and micro-tasks, which are small tasks that users can complete within a certain time frame. These tasks can help you build your network, as you can use key opinion leaders to promote your content.
To ensure the success of your Weibo marketing, you’ll need to constantly improve your efforts. One way is to participate in Weibo contests and surveys. Another is to use the Weibo lottery system. These contests are transparent and can be a great way to gain exposure and connect with your audience. However, you’ll need to be careful not to spam your followers.
Lastly, you’ll need to make sure you’re able to get verified on Weibo. Weibo’s verification policy is similar to that of Instagram, which makes it easy to avoid fake accounts and impersonators. Although the process isn’t free, it’s cheaper than WeChat’s. But remember that Chinese people tend to follow verified accounts, so you’ll have to make sure yours is authentic.
Ultimately, Weibo can make or break your brand. Taking a strategic approach is the most effective way to maximize your efforts and improve your results.