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Weibo is the Chinese counterpart of Facebook and Twitter, with 300 million users.

Weibo Marketing 101: The Rise of Weibo in China and the Power of Weibo Marketing

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1. What is Weibo?

After all, what is Weibo? Weibo(微博), the Chinese word for microblog, is the most popular and rapidly growing twitter-like social networking platform in China. Weibo uses a format similar to its American counterpart Twitter with key difference being that it is used almost exclusively by Chinese language speakers. Sina Weibo is the most visited such site in China. Sina has used the domain name for the service since April 2011. Because of the site's popularity and domain name, "Weibo" is often used generically to refer to Sina Weibo. China’s weibo market is dominated by two top players: Sina and Tencent. The past two years has seen the exponential growth of weibo usage in China. The trend continues well into 2016. According to a recent financial report by Sina, Sina Weibo ( currently has more than 300 million registered users who produce over 100 million posts every day. Among the registered users, 9% (27 million) are active users. Sina’s weibo users, daily posts and the active users all tripled in the past year.

What are the similarities and differences between Weibo vs. Facebook?

Weibo dominates social media in China; its audience is typically older, and they discuss more professional topics.

What are the similarities and differences between Weibo vs. Twitter?

Weibo allows you to publish more content.

2. Why is Weibo so Popular in China?

China’s Weibo platforms are more than copycats of Twitter. They have integrated the good features of Twitter, Facebook and other social network platforms. Here are some of the top reasons why Chinese internet users are so eager to embrace Weibo.

China's twitter, is:

  • Easy to use, short to read, fun to check.
  • Accessible on mobile devices.
  • Provides the most up-to-date information users subscribe to.
  • Helps users keep in touch with and expand their social networks.
  • Provides an open forum for users to discuss issues.
  • Brings celebrities and experts in different industries and brand names directly to customers.
  • Helps each user become a broadcaster of his/her own thoughts and actions.