Chinese internet users often turn to Weibo to explore the latest trends in fashion, beauty, and more. If you are looking to reach them, consider targeting your Weibo marketing campaigns with dynamic and creative content. You can also use trending hashtags to target your audience. Weibo users are relatively young, so targeting them with dynamic content is critical to gaining their attention. And because Chinese internet users are increasingly using Weibo to find out about new brands, you’ll need to keep in mind their age and gender.
First, learn how to post effectively for the Chinese market. Most overseas marketers don’t understand China’s time zone differences and holiday schedules. That means posting during the day will only reach a handful of night owls in China. Learn about Chinese social media habits, especially in the morning and late afternoon. Posting during weekday lunch hours is best. Chinese social media users spend most of their day on social media during lunch hours, so try to schedule your posts during these times.
Another way to engage the Chinese audience is to reach KOLs. KOLs are key opinion leaders who operate on Weibo. These people can promote content, photos, and videos. You can engage them in challenges and contests that help your brand gain credibility. This is particularly useful if you want to get your brand noticed in China. The Chinese consumer journey can be complex, so expert advice can be invaluable. Fortunately, there are several ways to leverage Weibo marketing to target Chinese audiences.
Weibo has many advantages. The most obvious benefit is that it has millions of users, so it’s great for increasing your brand’s awareness. Weibo advertising works as a great tool to build a following and convert those followers into customers. It’s important to remember that Weibo is one of many marketing channels and approaches are necessary to gain ground in China. As with any marketing strategy, a combination of several approaches is most effective.
The third benefit of Weibo marketing is gaining influence. Celebrities in China have significant influence. Adding a first-tier celebrity to your Weibo account can be expensive – a celebrity like Lu Han could cost millions of RMB for just one post on Weibo. But if you have a high-profile fan base, you’re guaranteed to reach Chinese audiences – and it’s worth it.
Brands targeting the Chinese market create WeChat Official Accounts. Their followers can then follow them. They are highly responsive – 49% of users share posts they like. This means that they are looking for what they want, and the right content is the key to getting them to click. To promote your business, you can also add relevant keywords to your posts. However, this can be a tricky topic. So, it’s worth educating yourself on keywords.
Chinese actress Zheng Shuang, formerly known as Wu Yifan, is currently facing a scandal. The two were involved in a dispute over surrogacy arrangements. The scandal led to many brands pulling their partnerships with the actress. Her Huading Awards revoked her honorary titles. But her fans weren’t finished yet. Weibo marketing has been a huge success for many celebrities, including award-winning actress Zhang Heng.