Reasons to Read

Weibo is the largest micro-blogging platform in China, and the site has been expanding its feature to incorporate short-video, e-commerce and livestreaming functionality.

We discuss how brands and retailers can leverage Weibo as part of their digital marketing strategies. In doing so, we explore the following topics:

• The popularity of Weibo in China
• The different types of promotional campaigns that brands can launch
• Weibo’s e-commerce tools for brands
• Advertising options on the social media platform that brands can use to gain impressions and drive engagement
• Examples of successful marketing campaigns on Weibo—including Kate Spade and Dior
• Implications for brands