The first blog, we discuss how to use WeChat marketing and branding your business. Sina Weibo is the other effective digital marketing platform in China for business seeking to engage Chinese consumers.  As the biggest microblogging site in China, Sina Weibo launched in 2009, and many people name it “Chinese Twitter”. Different from WeChat marketing, it’s an excellent platform for potentially viral marketing. There are more than 800 million registered users on Weibo in five years, daily there are 184 million active users posts and shared on Weibo. The result you can get from Weibo marketing in the Chinese community can mirror the effect of Instagram and Twitter for westerners. I will try to explain the different type of ads on Weibo available for marketers to maybe help you to understand Weibo more and connect with your targeted Chinese audience or reaching the broader Chinese market.

Currently, except for display advertising, there are three primary approaches to promote your business in Weibo:

  1. Weibo Search Engine Promotion
  2. Fan Tunnel
  3. Blog Banner Advertising

Weibo Search Engine Promotion

Similar to Twitter, Weibo has an inbuilt advanced search function on its website and app. It allows users to search for content from official accounts, relevant posts and fans pages. This kind of keyword-based search only shows to interested users and maximise the effectiveness of advertising. The most significant benefit is that the search results also bring up ‘hot topics/trending discussions’, this kind of immediacy is based on hotspot opinion, which can significantly boost for both visibility and reputation.

Above all,  Keywords are based on Weibo time scheduling, and only one business can purchase the same keyword at the same time. This first comes first served advertising scheme, instead of price bidding is really valuable for small to medium-sized businesses.

Fan Tunnel

Fan tunnel advertisement is the most targeted and intelligent way of reaching new consumers & users on the Weibo Platform. It can be used to promote a specific post or your account. It functions like a sticky post that appears at the top of a user’s news feed.

For new brands that don’t already have a large following, this is one of the best ways to build one on the platform; Fan Tunnels can be displayed to the whole of the Weibo community, not just existing followers of your account. Fun tunnel ads place your content at the top of users’ feeds based on your targeted age, gender, region, interests and even device types.

You can narrow down the interests of followers to target a more specific niche market. Marketers with previous experience with Adwords will feel at home.

Blog Banner Advertising

Blog banner advertising is the newest form of advertising in Weibo. The ad banner will appear just below the blog post and in the top of the comment area. In the Weibo blog, the most exciting thing is the user who tends to focus on the comment area are more than the user who is interested in Blog. Comparing to display ads, blog banner advertising is more likely to be viewed and more eye-catching, and the ads exposure is more valuable.

Of course, there are more ways of promoting your business on Weibo than what we have mentioned so far. That’s why advertising on Weibo can be a complicated skill to master due to its various ad options and functions. Because of the many opportunities and funnels available through Weibo and its capability for precise ads targeting, it is beloved by many marketers in China.


  1. I personally is a heavy users of Weibo and I do spend a lot of time on watching funny videos or read entertainment news on it. And I think at least half of Chinese do the same as me everyday. Companies should know how to do advertising on Weibo. I mean, not only to simply endorse a social influencer, but also learn how to run an offical account

    • Yes, it’s important for the marketer to operating an official account. Because it’s free or low-cost, many forms of social media are free for business, and paid options are usually low-cost.

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