Digital landscape in China is changing and navigating between different players to use different platforms’ strengths at the advantage of a brand is not an easy task. Despite media’s attacks on Weibo, it continues to add monthly active users at 25% rate every year. Today, PLTFRM shares with you why a new brand, establishing its social media presence in China from zero should start with Weibo.
Why should new brands choose Weibo?
The short answer is: Weibo is a media, while WeChat primarily is a messaging tool. These characteristics suggest that “China’s Twitter” is a more suitable medium for attracting attention to the new brand, constantly elevating the level of recognition, and establishing emotional response with the customers. Through high-quality content and users interactions, the brand can gradually transform its followers into loyal brand fans.
Weibo and WeChat are different platforms, both serving branding purposes well from different perspectives.
Knowing how to leverage situational marketing to achieve exposure and high traffic in short time is one thing, but creating a long-lasting resonance is something else. Can your product satisfy the customer’s needs? Can the experience with your brand/product turn followers into loyal brand fans? Those are the questions every brand needs to ask, before requiring impossible from marketing campaigns.
How to increase exposure without spending a dime?
There are 3 common ways to increase traffic for free on Weibo:
- Make good use of Weibo content recommendation algorithms: adding keywords and hot topics to posts every day is helpful;
- ‘Repost to win’ campaigns have been proved efficient to increase followers interaction, and get new fans. Organize one at least once in a while;
- Apply for “Weibo media master’ or other official certification, posting high-quality original content for a while.