Learn how to advertise on Weibo, China’s top microblogging platform, with tips on display ads, KOL collaboration, and keyword targeting. Discover why it’s a smart choice for your 2025 China marketing strategy.
WeChat: The Go-To App, But What About Weibo?
While WeChat dominates as the must-have app for companies, other Chinese platforms offer unique features. One standout is Sina Weibo, often dubbed “China’s Twitter.”
What is Sina Weibo?
Sina Weibo is a popular microblogging site similar to Twitter, allowing users to post content within a 140-character limit. With 462 million monthly active users (MAU), it offers a massive audience for businesses to tap into. In addition to user-generated content, the platform supports diverse ad formats and real-time engagement, making it ideal for brand visibility and PR.
Key Features of the Platform
- Supports images, videos, and GIFs in posts
- Home to many Key Opinion Leaders (KOLs) with large follower bases
- Popular with China’s Generation Z for news, entertainment, and interaction
Why Should Marketers Consider It?
This microblogging platform stands out as one of the top tools for connecting with Chinese netizens. While competitors like Baidu Talk, Follow5, and Digu exist, Sina Weibo dominates in reach and engagement.
Benefits for Marketers:
- Access to a large, active user base
- Ability to collaborate with influencers to build trust
- Creative communication opportunities through multimedia
Whether you’re launching a product or monitoring consumer sentiment, using this platform gives your brand access to trending discussions and allows you to respond in real time.
5 Ways on How You Can Take Advantage of Chinese Copywriting Services
Colorful 3D illustration of Sina Weibo’s digital ecosystem, featuring a red-yellow RSS-style icon at the center, surrounded by icons like Wi-Fi, chat bubbles, and trending tags—representing multimedia ad opportunities on the platform.
How Do Global Companies Use It for Brand Visibility?
Hashtags and compelling copy work well here. But beyond that, businesses should consider how to align messaging with trends and leverage the platform’s unique features.
1. Display Advertisements
These ads appear in various formats optimized for both web and mobile. Clicking the ad typically leads users to the advertiser’s homepage.
To be effective, use targeted keywords to improve visibility and reach specific demographics. These ads may show up on the search page, main feed, or user dashboards—similar to Facebook.
2. Collaborating with Influencers and KOLs
Stylized image of a young male influencer standing in front of a graffiti wall, symbolizing the role of Key Opinion Leaders (KOLs) in digital campaigns.
Influencers—from pop stars like Cai Xukun (KUN) to Jackson Yee—use the platform to build their brands and monetize content. For global companies, partnering with relevant KOLs can drive massive exposure through viral posts, product endorsements, and video content.
3. Promote Your Brand via Weibo’s Internal Search
Global companies can use Weibo’s search marketing feature to target niche audiences. It works similarly to Google Ads: users enter trending or custom keywords to discover related content.
With millions of users and a database of buzzwords, Weibo’s internal search offers a path to organic and paid discovery. Just remember: a solid keyword and content strategy is crucial.
To create a business account, you’ll need an email and a verified Chinese mobile number. Verification for overseas companies also involves submitting legal documents and adding ad credit.
Is Weibo Free to Use?
Creating a Weibo account is free. However, international companies that want to run paid campaigns must complete additional verification steps and allocate budget accordingly.
That said, you don’t have to go it alone. Collaborating with local social media consultants can streamline setup and help tailor campaigns to the platform’s audience.
Let us know, and we’ll be happy to assist you with social media strategy in the Chinese market.
