Weibo emerges as top marketing platform

Since Weibo microblogging services were launched in 2009, they have evolved into a key marketing platform in China. Circulated posts and popular trending topics are influential in shaping consumer habits.

Director Teng Huatao's romantic-comedy Love Is Not Blind (2011) was the first Chinese movie that used Weibo to spearhead its promotional campaign. It was promoted among heartbroken Weibo users as the ideal movie to see on November 11, regarded as Singles' Day in China. Other Chinese movies including Lost in Thailand (2012), Finding Mr. Right, So Young and American Dreams in China (all 2013) also used Weibo, particularly the accounts of their casts and crews, as their main marketing platform.

According to figures from the State Council, the country has more than 300 million Weibo users. A report on Weibo development in 2012-13 by Zhejiang University of Media and Communications and research firm China Labs found that Weibo accounts of celebrities, opinion leaders, grass-roots celebrities and media outlets are the most influential. A recent poll on the rise of Weibo, which recorded multiple responses for each question, provided further clues about China's most influential marketing platform.

What are the most popular social media platforms for marketing in 2013?

Sina Weibo 48.1%

Tencent Weibo 41.1%

Bulletin board systems 35.5%

Blogs 33%

Group-buying websites 12.3%

What do Web users expect from Weibo marketing?

Product information 50%

Promotions and prizes 49%

Service information 41%

Direct customer services 39%

Interesting posts with meaningful information 35%

Tips for consumers 27.6%

Why do consumers use Weibo?

To read user comments about products 46.5%

To find promotional offers from companies' official Weibo accounts 29.7%

To share purchasing experiences with others 26.7%

To interact with companies on Weibo 19%