Weibo, the second most used social network in China, is one of the best platforms where to promote your brand and products to Chinese consumers in 2020. Why? Fashion Trade Show ‘s analysis of Weibo users, 2020 results, and its functions will explain to you why.
WHY IS WEIBO IMPORTANT FOR BRANDS IN CHINA?
When it comes to digital in China, we immediately think of Wechat, but the social channels to be taken into consideration are also others, especially Weibo, if we set ourselves the goal of generating brand awareness.
Brand awareness is key in China as Chinese people are very wary of brands and products they don’t know. Brand awareness gives you the opportunity to reach out to Chinese consumers and become one of their options when choosing to purchase.
GOOD COMMERCIAL CONTENT ON WEIBO CAN HAVE A LOT MORE IMPACT THAN ON WECHAT
Proper management through collaboration with KOLs (Key Opinion Leaders) can make your advertising campaigns go viral on this platform.
With Weibo, it is easy to share and get viral because compared to Wechat is an open social media. Everyone can see everything and comments everywhere which encourages peoples to comments and engage between them and with the brand.
It is a must be for many industries because peoples still refer to Weibo to evaluate the credibility of a brand.
WECHAT OR WEIBO: WHICH ONE TO CHOOSE?
Brands should know that both Wechat and Weibo are essential social media in China. We must invest in both as they have different objectives:
Thanks to a “one to one” communication, WeChat is optimal because we want to verticalize the message and build loyalty in the community.
Weibo, on the other hand, is preferable to generate brand awareness or give the greatest possible visibility to events or promotions.
To sum up, it could be said that Weibo can generate a great contribution in the initial phase of brand/ product positioning and in building the fan base. Without forgetting that over time it remains an essential tool in the hands of Influencer and KOL.
WEIBO’S NUMBERS ARE ENOUGH TO EXPRESS ITS POTENTIAL
WEIBO USERS IN 2020
Hundreds of millions of netizens across China use Weibo as a platform to exchange information and voice opinions on social issues in a nation under strict news censorship.
40% of Weibo users are between 23 and 30 years old, which means users are predominantly millennials.
Compared to other social media channels like Instagram, Weibo has more male users than female users. In fact, there are 57% male users and 43% female users.
During the coronavirus pandemic, Weibo proved its indispensable value as a leading social media platform to keep the public informed, connected, and engaged.
In March, Weibo experienced the strongest user growth in terms of net MAU (Monthly Active Users) and DAU (Daily Active Users) additions on a year-over-year basis.
Monthly active users (“MAUs”) were 550 million in March 2020, a net addition of approximately 85 million users on year over year basis. Mobile MAUs represented approximately 94% of MAUs.
Average daily active users (“DAUs”) were 241 million in March 2020, a net addition of approximately 38 million users on year over year basis.
WEIBO 2020 MONETIZATION RESULTS
As for monetization, Weibo has seen a gradual recovery trend since March for most brands and merchants since the February low.
Additionally, Gaofei Wang, CEO of Weibo, said he wanted to continue to focus on optimizing advertising products and improving ad performance to enable advertisers to further leverage their social ad portfolio and improve monetization efficiency.
Weibo is one of the leading social media that allows people to create, share, and discover content online. Weibo combines the means of public self-expression in real-time with a powerful platform for social interaction, content aggregation, and content distribution.
Any user can create and post on the platform, and any user can follow any other user and add comments to a feed while reposting. This model allows an original feed to become a live viral conversation stream.
Weibo allows companies to promote their brands, products, and services to users. Weibo offers a wide range of advertising and marketing solutions to businesses of all sizes. In addition, it offers the ability to target audiences based on user demographics, social relationships, interests, and behaviors, to achieve greater relevance, engagement, and effective marketing.
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