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Key facts about Weibo Platform

Travel World China | Date 2022-06-20




 

Weibo is sometimes referred to as the “Twitter of China” as it is a real-time microblogging social platform. However, in reality, it is much more than that. It is a bit like a hybrid of Twitter, Facebook and Instagram – but with many of its own unique features.


Number of users: 573 million monthly active users.

User demographics (gender):
Male: 49.5% - Female: 50.5%

Average length of time to set up an account: 2 weeks

How to get the most out of Weibo
Use the “fans service” feature for follower management, including user segmentation, mass messaging, auto reply and more. Use the “event centre” feature for follower engagement, including Weibo Lottery, free trial, roulette, pre-order and flash sale tools. Use the “data centre” feature to analyse performance on Weibo. The free version analyses data for your own account only. The paid version offers competitor analysis.

Do advertising on Weibo
There are various demographic targeting options for Weibo ad campaigns. You can target people based on competitors, hobbies, devices, location and more.

Do influencer marketing on Weibo
This is a very effective marketing method in China. Do live streaming on Weibo. Taobao (part of the Chinese e-commerce company Alibaba) is integrated into Weibo live streams. This allows viewers to actually shop immediately, whilst they watch the live stream. This sets Weibo apart from other live streaming platforms in China.

Requirements to set up a Weibo account
• Business licence.
• Company registration documents, along with a certified Chinese translation. This should include your company seal or legal person’s signature.
• Letter of authorisation. This should include your company seal or legal person’s signature.
• Contact information, including your contact person’s ID.

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Whether you are just getting started in the Chinese market or if you want to improve your existing efforts, this platform overview is a must for anyone interested in harnessing the power of WeChat.
WeChat is the most popular social media platform in China. It is nicknamed China’s “super app” because of its extensive range of functions. On WeChat, you can message friends, share photos, order takeaways, book tickets, book holidays, shop online, order professional services, leave business reviews, donate to charities, pay utility bills – and that barely scratches the surface.


Number of users: Over 1.2 billion monthly active users.

User demographics (gender):

Male: 53% - Female: 47%

User demographics (age):

  • Under 24: 33% of WeChat users
  • 25 to 30: 25%
  • 31 to 35: 14%
  • 36 to 40: 9%
  • Over 41: 19%

Average length of time to set up an account:

  • For a domestic account: 3 weeks
  • For an overseas account: 2 to 3 months

Domestic vs. overseas accounts

Domestic account

Who is eligible?
Chinese companies with a Chinese business licence.

What features?

WeChat advertising, WeChat Pay, WeChat Store, WeChat mini-programs, customer service, page templates, voting management, copyright protection, device connection, autoreply chatbot, segmented postings, e-invoices.

Overseas account

Who is eligible?
Companies registered in other countries without a Chinese business licence.

What features?

WeChat advertising, WeChat mini-programs, customer service, voting management, autoreply chatbot, e-invoices.

How to get the most out of WeChat

  • Set up a WeChat official account for your brand. Think of this as akin to your official website in China. Develop a WeChat mini-program (an app that works within WeChat) to provide a better user experience. Use live streaming to encourage user engagement and sales.
  • Use WeChat channels (WeChat’s video sharing feature) for video content promotion and to release information live. Use the autoreply chatbot feature to provide instant customer service (FAQs). Use WeChat advertising to boost your campaigns.

Requirements to set up a WeChat account

Domestic account:

  • Chinese business licence
  • Local phone number
  • National ID card
  • Local bank account

Overseas account:

  • Foreign business licence
  • Foreign phone number
  • Foreign passport or driving licence of the account administrator
  • Bank account details

Interested in our service or wish to learn more about WeChat?
Get in touch today!