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Business Promotion on Weibo
- Registration and verification of a Weibo account
- Competitor analysis and content strategy development
- Profile setup and content management
- Ad account registration and campaign launch
- Collaborations with key opinion leaders (KOLs) on the platform
What is Weibo?
Weibo is one of the leading social networks in China. It enables users to share content, comment on posts, follow other accounts, and much more. In this article, we’ll look at the opportunities for brand promotion on Weibo and how it can help boost both awareness and reputation.
37%
of users are under 22 years old
261
million
DAU (daily active users)
590
million
MAU (monthly active users)
Target Audience of Weibo
-
As with many other popular social networks in China, Weibo users are quite young:
27%are under 2469%are under 34 -
Gender distribution:
46,6%female53,4%male
Weibo is an interactive and dynamic platform, and its users expect companies and bloggers to provide a high level of engagement and quick responses.
Around 75% of users expect a response within a few hours. Brands recognize this: hundreds of thousands of companies are already active on Weibo, including almost all global luxury brands.
Chinese internet users, especially Generation Z, often use Weibo to learn about fashion brands and the latest promotions. Nearly half of them are ready to buy what their favorite bloggers and influencers recommend. For businesses, this is a chance to quickly reach those who love everything new and vibrant.
Key Information
-
591 million MAU
huge potential reach, your content can appear in the feeds of hundreds of millions of people.
-
261 million DAU
high engagement, the audience logs in daily and reacts quickly.
-
94% of content consumption comes from mobile devices
your content and ads must be mobile-first.
-
USD 1.75 billion annual revenue
the platform is stable and prepared for long-term ad campaigns.
-
+13% revenue growth from value-added services (VAS)
ubscriptions, paid features, and custom integrations are becoming more effective.
-
472 million monthly users belong to Generation Z
already solvent, trend-setting, and quick to respond to new products.
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Advantages of Promotion on Weibo
-
Low advertising cost
~5 RMB per 1,000 impressions (≈ $0.70) — one of the most affordable CPM formats in China.
An excellent opportunity for small and medium-sized enterprises with limited budgets.
-
Increased brand awareness and reputation
Trending posts can generate anywhere from 100,000 to several million views, even without a large audience base.
-
Higher website traffic
Promotion on Weibo can drive more visitors to your website or other online platforms, supporting business growth.
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Weibo accounts
Rank well in Baidu search results, increasing brand trust.
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Increased public engagement
Weibo allows open discussions of news and trending topics. Participation builds trust: users see that the brand is “in the know” and shares their interests.
Types of Advertising on Weibo
Targeted promotion of posts
Your content is shown only to users who are truly interested.
You can target audiences by age, interests, and location — and Weibo delivers the post or banner directly.
This format is perfect for quickly increasing reach, gaining followers, and generating leads. Campaigns are easy to launch through the ad account.
Collaborations with key opinion leaders (KOLs)
On Weibo, you can partner with well-known bloggers and celebrities to promote your brand.
They integrate your brand into their content, and followers perceive it as a trusted recommendation.
This approach is particularly effective for product launches and building reputation.
Contextual advertising (Weibo Search Ads)
When users search for something, your brand appears in the results.
By integrating the right keywords, you can capture potential customers at the moment of purchase intent.
Ideal for promotions, limited-time offers, and specific product campaigns.
How to Create and Verify a Weibo Account
To start working with Weibo, you’ll need to create and verify your account in a few simple steps:
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Account registration
Go to weibo.com, click “Sign Up”, enter your phone number or email address, create a password, and enter the confirmation code.
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Account verification
For foreign companies, obtaining a verified corporate account requires applying through an authorized partner agency. You’ll need to provide documents such as the company charter, certificate of incorporation, and the passport of the director or authorized representative.
Verification usually takes 1–5 business days.
Once approved, corporate accounts receive a blue check mark, which boosts credibility and trust among users.
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Account optimization
Complete your Weibo profile with company details, a logo, and other relevant information.
Incorporate keywords that potential clients are likely to search for — this improves visibility, builds trust, and helps attract more followers.
Types of Weibo Accounts
-
Personal account
For: individual users and beginner bloggers.
Pros: easy registration, ability to blog, share photos and videos.
Cons/limitations: limited promotion tools, no verification badge.
When to choose: for personal use or experimenting with content.
-
Official account
For: companies, brands, media outlets, and public figures.
Pros: verification badge, access to analytics and advertising, stronger audience trust.
Cons/limitations: requires document verification and may involve a fee.
When to choose: for promoting a business, brand, or expert blog.
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Thematic community
For: organizers, brands, and niche bloggers.
Pros: brings target audiences together, promotes content through hashtags and discussions.
Cons/limitations: requires active moderation and is harder to monetize directly.
When to choose: to build a community around a specific topic or product.
-
KOL/Influencer account
For: influencers, creators, and advertisers.
Pros: monetization opportunities, brand collaborations, high engagement.
Cons/limitations: demands consistent activity and high-quality content.
When to choose: if you plan to generate income through advertising and brand integrations.
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How to Promote Your Business on Weibo
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Publish engaging content
Aim for 3–5 posts per week to maximize reach.
Recommended formats include short videos (up to 60 seconds), infographics, reviews, and behind-the-scenes content.
Leverage Chinese trends and memes to boost engagement.
-
Engage in dialogue with your audience
Respond to comments within 24 hours.
Join trending discussions through Weibo Topics.
Tag users to draw their attention and encourage interaction.
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Work with hashtags and keywords
Use 3–5 relevant hashtags in each post, including trending ones.
Incorporate keywords in titles and within the first 70 characters — Weibo’s search algorithm prioritizes these.
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Collaborate with KOLs and bloggers
Identify opinion leaders through the Weibo KOL Platform.
Set up native integrations such as reviews, product testing, and contests.
Experiment with micro-influencers — they often deliver higher engagement at a lower cost.
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Analyze and optimize
Use the Weibo Data Center to track reach, clicks, and engagement.
Compare performance of posts with and without paid promotion.
Refine your strategy monthly based on analytics.
Related
services
Explore other platforms to promote your brand comprehensively. Combining Weibo with other traffic sources allows you to attract users with diverse interests and behaviors.
Case Studies
Royal Tennis Club
- Growth & Performance Highlights Follower growth of 95% (+113 new followers) driven by organic promotion.
- 182% increase in views (reaching 6K+) and 219% increase in watch time.
- Engagement boost: Likes grew by 319%, and post saves increased by 35%.
- Services Provided: LITTLE RED BOOK (Xiaohongshu/RED)
What we did:
View case
- Little Red Book
DR.SEA
- Brand Launch from Scratch: Complete registration and verification on WeChat and Douyin in one month.
- Viral Content Success: The Labubu video achieved high organic reach and subscriber growth without an advertising budget.
- Localized Content: Four localized WeChat articles published, demonstrating high readership and engagement.
- Strategic Foundation: A comprehensive Douyin video promotion strategy developed based on competitor and trend analysis.
What we did:
View case
- Douyin
UTLC
- Analysis of the current state of the B2B logistics market on the China-Europe route.
- Identification of key market players and their market share.
- Analysis of target audience needs, preferences, and behavioral specifics.
- Turnkey WeChat Management.
- Baidu PPC (Pay-Per-Click) Advertising Launch and Lead Generation.
What we did:
View case
- Market Research in China
- Baidu
Positive Technologies
- The Baidu advertising campaign generated 34 leads in the first month, 6 of which were qualified.
- The CTR (Click-Through Rate) exceeded planned targets by 44%.
- The CPL (Cost Per Lead) was 83.5% below the planned cost, which allowed for budget optimization and increased profitability (ROI).
What we did:
View case
- Baidu
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