Weibo Advertising 2017 – A Guide For Weibo Paid Promotion

Let’s talk about money!

Between Wechat’s paid advertising that cost 5-6 euro per new follower acquisition,and Weibo now has more MAU than Twitter. Weibo paid advertising become the best and easiest option for social media paid advertising in China.

Weibo advertising options are a lot like Twitter, you will see a great deal of the similarities if you’ve worked with Facebook’s Power Editor, or Twitter Business before.

This post introduce 3 paid ads options that doesn’t require big marketing budget (Read about how to calculate Weibo Advertising ROI here), and Weibo advertising techniques for you to find the most suitable paid ads options for your business.


Sponsored Post

Sponsored Post is a lot like Twitter, when sponsor a post, it allows all followers to see the post. Also to potential followers.

Average post view is around 10% – 15% on Weibo, it is a lot like Facebook, where organic reach has been decline on a long downhill spiral. For marketing campaigns, Sponsored Post become the one way to reach all followers at once.

Where can I find Weibo Impression stats?

If you are using mobile, it is on the upper right corner of every post, Weibo shows only impression, not reach! As a matter of fact, Weibo reach is no where to find found anywhere.

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For desktop, Weibo impression stats show up on the first column, together with other engagement options.

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Who will see the post

Weibo Sponsored Post promote to all followers of the concerned account, therefore, the price of Sponsored Post depends on the number of total followers, more follower means more it cost.

SINA Weibo hasn’t yet disclose it’s algorism for  potential followers, however Sponsored Post provides the options for Interest, allows advertisers to pick relevant Interest groups to promote.

 

How does Sponsored Post work

Very similar like Twitter, click the ‘promote’ button on the post that you want to promote. 

A pop up window will show up with the price to promote to all followers and 2 more options:

  1. Promote to potential followers
  2. Promote to specific Interest groups

How much does Weibo Sponsored Post cost

As mentioned before, the more followers an account have, the more expensive it is.

For potential followers, Sponsored Posts give 4 options depends on the totally number of potential followers reached, in this case:


700 potential followers cost 10 RMB
2000potential followers costs 27 RMB
7200potential followers costs 90 RMB
77k potential followers cost 900 RMB

For potential followers within Interest group, it costs 6 RMB for each Interest category.

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Sponsored Posts is straightforward and easy.

Personally I found it works the best when hosting social media contest and other campaigns that focus on impression.

 


Weibo Tasks

Weibo Tasks allows advertisers to pay for other accounts to repost, which in turn reach to target audiences.

For examples: If a company is a travel agency, having a special offer for it’s honey moon trip. Use Weibo tasks can help to get the word out by using wedding Weibo account to repost.

There are 2 types of Weibo Tasks: Reading+(阅读加) which focus on increase impression and Express (直通车) .

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Reading+ for Impression

As advertiser, you can create comments for other to use when repost.

The minimal price is 100 RMB, every payment on top of it has to be increments of 5 RMB.

However you cannot choose the accounts yourself, it’s possible that you will meet accounts with fake followers

Screen Shot 2016-07-14 at 15.49.54

Express

Weibo Express works almost the same Reading +, with focused account choices. This avoid budget being wasted by irrelevant or fake accounts. If you want to know more about how to identify fake account on Weibo, please read more here

Depends on the content, advertising accounts can choose to agree and take the task, or decline.

Screen Shot 2016-07-14 at 15.50.44

The good part about Express is that, the platform provide account information including: follower number, impression and price. Allows advertisers to act according to the budget.

For instance, it cost 370 RMB to be reposted by an account with over 1 million followers. The cost of Weibo Task is cheaper than other forms of paid advertising on Weibo, as the impression declines when reposting.

It is possible to contact big accounts directly for a repost without using the platform. But for those who are working with Chinese influencers, and don’t really know the market, Weibo Task is a great option.


Fensi Tong (粉丝通)

Fensi Tong is the most well known paid advertising options on Weibo.

It allows more specific targeting options, including: interests, gender, location, devices, to name a few.

The cost of Weibo Fensi Tong varies, advertisers can choose between CPE and CPM. A skilled Fensi Tong experts could bring down the cost significantly. I will write another post about Fans Tong soon, since it’s a more complicated matter itself 🙂

Banners and other display Ads on Weibo

Personally, I am one of those marketers that believe banners is out of date. Partly because of the ever declining CTR that showed across all social media channels¹.

Compare with the 44% CTR of display banner in 1994 and 0.1% in 2012, ROI for display advertising is struggling to keep up with other form of online advertising, for example influencer marketing.

Anyhow, it is still the go-to options for many companies. For Weibo, you can have a look at the price list of 2017 display banners here (2017 Q2).

 

 

It is your turn to advertising on Weibo

I can image companies frustrated by the paid advertising options when doing Chinese Social Media marketing. Especially if the language is a problem itself, and thus turn into local agencies.

But truth to be told, Weibo advertising is fundamentally the same to Twitter, if you have worked with other social media channels paid advertising campaign before, it is not hard to navigate in Weibo. Besides, it is so much cheaper!


If you have more questions, please feel free to ask me via Twitter , or go to consulting page to drop me a message

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