If you haven’t heard already, Weibo is now the top social media tool for business marketing. It has a strong connection to the Chinese web as well, which is one of its main advantages over other platforms like Twitter and Facebook. Millions of people are using Weibo every day, making it one of the most popular global social network right now. The great thing about Weibo is that it allows you not only to interact with China’s people but also allows you to interact with Chinese companies and brands in a totally unique way. This article will show you how to use Weibo as part of your business marketing strategy.
Official and verified accounts. One of the key features that you should make the most of when setting up your Weibo marketing strategy is having an official account or a verified profile on the platform. Having a verified profile means that the content you post will be filtered by the system and only genuine content will be shown. The good thing about this is that there is a very strong connection between popular Chinese brands and their fans on Weibo, so if your brand uses Weibo to connect with its fans, the chances are that these fans will also use the platform to check on the brand and find out more about it. On the other hand, if you don’t have a verified profile, your posts may be flagged as spam and you won’t be able to use the platform for marketing purposes.
Tagging and engagement levels. Weibo has a unique “tagger” system, which allows you to see how much engagement your Weibo page receives. This information is very easy to access, because all you have to do is go to your profile’s main page and choose the “engeri” drop-down menu (which can be found next to “Your Micro Payments”). From here, you can see the engagement and tagging rates by category, for example, “arts & arts”, “culture & society”, and “commerce”.
Chinese landing page. You’ll also want to take full advantage of Weibo’s Chinese landing page feature, which allows you to not only show off your brand and products but also highlights important keywords in Chinese. For example, if you were looking for a keyword for a product, then you might use the keyword as a Weibo user-generated content question (click the link in your messaging application to access it) and place it into the Weibo search box. Then, the system will highlight popular keywords used by members on Weibo.
Trending hashtags. One other way to take full advantage of the platform is to have your brand use Weibo’s trending hashtags. When using the trending hashtags, members are able to locate and join conversations about your brand – but they do so by using a “tweet.” A “tweet” is essentially a short message that automatically spreads through Weibo.
Video content. In addition to the short videos that you can post through the Weibo platform, you can also upload longer clips in your profile. However, because Weibo limits the length of videos to around five minutes, many business owners opt to upload short video content instead. This helps to create viral content, as users begin to share the content with their friends and followers. The video content can be viewed by everyone within the Weibo network, which makes this kind of marketing very popular and easy to get going.