Weibo, often referred to as the "Chinese Twitter," is one of the world's largest social media platforms. microblogging most popular in China. Since its launch in 2009 by the Sina Corporation, this application has continued to play a central role in the Chinese digital landscape.
But why is Weibo still relevant for foreign brands in 2025, despite increased competition from social networks like Xiao Hong Shu? This article explores everything you need to know about this unique platform and its benefits for growing your brand in China.
The importance of Weibo for foreign brands
With over 600 million active users in 2024, Weibo is much more than just a social network. It is a space where brands can interact directly with Chinese consumers, share their stories and increase their visibility. Unlike other more closed platforms, Weibo allows for rapid and massive distribution of content, making it a tool of choice for advertising campaigns.
International brands, especially in the fashion, cosmetics and technology sectors, often use Weibo to launch products or collaborate with Chinese influencers (KOLs – Key Opinion Leaders). These partnerships allow you to reach millions of consumers while benefiting from the authority and credibility of KOLs.
Although Weibo faces the rise of platforms like Xiao Hong Shu, it remains an essential channel for large-scale campaigns, thanks to its advanced features and large user base.
Discovering the Weibo interface
To maximize your marketing efforts on Weibo, it is essential to understand its interface and main features:
The news feed
The heart of Weibo, the news feed, is a collection of posts from followed accounts as well as real-time trends. It’s the perfect place to grab attention with engaging content like high-quality photos, short videos, or collaborations with KOLs.
The Trends Tab
Hashtags and keywords play a key role on Weibo. By riding on popular trends, brands can increase the reach of their posts and capture the attention of a wider audience. For example, launching a campaign around a viral hashtag can generate thousands of interactions in a matter of hours.
Notifications and subscriptions
Weibo offers an effective notification system to keep users connected. VIP accounts also allow for exclusive content to be offered to a select audience, thereby increasing follower engagement and loyalty.
Advertising options
Weibo offers several advertising formats, such as banners, sponsored posts, and product placement via KOLs. These tools provide great flexibility to tailor your campaigns to different consumer segments.
What types of content work best on Weibo?
To succeed on Weibo, it is crucial to offer diverse content that is tailored to the preferences of Chinese users. Here are the most successful formats:
- Short videos and attractive images : These contents generate high engagement, especially in sectors such as fashion or cosmetics.
- Livestreaming : Perfect for product launches, this interactive format appeals with its authenticity and proximity.
- Exclusive publications : Offering previews or promotions reserved for your VIP subscribers is a great way to build loyalty with your audience.
- Interactive publications : Surveys, challenges or questions and answers help boost engagement while learning more about user preferences.
The impact of KOLs on your visibility
Key Opinion Leaders (KOLs) are one of the most powerful resources on Weibo. These influencers, often followed by millions of followers, have the ability to turn an unknown brand into a viral phenomenon.
Why collaborate with KOLs?
Chinese consumers trust recommendations from KOLs more than traditional advertising. A mention by a KOL can significantly increase your brand awareness and generate sales direct.
How to choose the right KOL?
Choosing a KOL should be aligned with your industry and values. For example, a fashion brand should collaborate with a influencer lifestyle to maximize the impact of its campaigns.
What you need to remember
In 2024, Weibo remains a powerful tool to penetrate the Chinese market and engage with millions of consumers. While other platforms like Xiao Hong Shu attract a niche audience, Weibo retains a unique advantage for large-scale campaigns, thanks to its massive user base and multiple content options.
To take advantage of this platform, it is essential to:
- Understanding Weibo's interface and features.
- Vary content types to maximize engagement.
- Collaborate with KOLs to increase your visibility and strengthen your brand image.
Do you want to develop your digital strategy on Weibo and reach millions of Chinese users? Contact us today for tailor-made support and solutions adapted to your objectives.