A Basic Guide on Weibo Advertising

Well, Weibo is the largest social media platform in China, and undoubtedly, one of the most preferred social media marketing platforms for marketing and advertising for businesses.

But as you are new to the world of Chinese digital landscape, you may feel like you have landed on the unknown territory. Don’t worry; once you understand the basics of how Weibo advertising works, you can easily devise your marketing strategy and start advertising on Weibo. Let’s learn the basics of Weibo advertising.

Weibo advertising mainly includes four types of advertising techniques to engage with a targeted audience:

•  Weibo Search Engine Promotion

•  Display adverts

•  Fan tunnel

•  Fan Headlines

Let’s have a brief look at each.

Weibo search engine promotion

Weibo search engine promotion is similar to advertising on Google search engine. The search bar on Weibo is pre-loaded with search terms based on trending topics. Weibo search engine promotion allows you to get your account at or near the top of the results list when the suggested keywords are searched. You can promote your account for the certain set of selected keywords and improve your brand awareness. Like Google, the cost of Weibo search engines promotions varies depending on the popularity of the keywords. This type of advertising gives you the opportunity to increase your followers and earn a lot of customers because Chinese netizens regularly use Weibo search.

Display advertisements

Display ads allow you to place banner ads at the different pages of the mobile and webpage versions of Weibo. You can place your ads at Weibo’s homepage, search page, and at the side of the newsfeed. When users click on the ads, they are directed to the advertiser’s homepage, creating the potential for new customers. Display ads can be optimized for both mobile and desktop versions of Weibo. The cost of this form of Weibo advertising depends on the size, keyword, and placement of ads.

Fan tunnel

It can be compared to the Facebook sponsored ads. Fan tunnel is a popular way of promoting a Weibo post or account. It allows you to place the specific post or your account at or near the top of targeted audiences’ feeds. You can also promote Apps by Fan Tunnel. It also allows you to choose your targeted audience based on age, demographics, gender, region and device types.

Fan headline

This type of Weibo advertising category has the widest audience reach because it appears at the top of the user’s feed for 24 hours. There are three types of Fan Headline on Weibo: Fan Headline for Posts, Fan Headline for others’ Posts, and Fan Headline for Accounts. Your content will be sponsored to the existing follower base, and you can encourage your existing followers to reshare the content.

So these are the four main ways of advertising on Weibo.

Are you ready to kick start your marketing campaign with Weibo advertising?