What is Weibo?
Weibo is the term given to Chinese microblogging platforms like Sina Weibo and Tencent Weibo, where users can submit short messages which, with the aid of Mandarin characters, can be rather elaborate ( 140 characters long). As an integral part of social media marketing in China, Weibo is tailored for user interaction by brands owing to its ability to allow sponsors to participate or capitalize on trending topics, hashtags, and influencer partnerships. Its unparalleled functionality in contrast with other social media platforms, including but not limited to media files and image embedding, polling, and brand account verification, ensures uptime engagement and virality within China.
Some of the Weibo marketing examples are holding a branded hashtag challenge on Sina Weibo, promoting a post on Tencent Weibo at the time of a product launch, and collaborating with KOLs for sponsored content.
Related terms: Micro blogging, social media marketing, KOL, chinese social network