Weibo, literally microblog, launched in August 2009, by the biggest online portal in China, Sina. Weibo has now become amazingly popular in China. One of the reasons is that Weibo is used by many celebrities in China, fans can easily get updates of their favorite celebrities instantly. Sina’s most followed microblogger, Chinese actress Yao Chen bounds over Obama and Britney Spears to become 3rd most popular microblogger this week, with over 7 million followers.
It was reported that Weibo had more than 80 million registered users in January 2011, while Twitter had 175 million registered users. Marketers have to pay attention to the trends for their online marketing strategy to ensure they reach their Chinese audience cause Facebook and Twitter were blocked here.
While Weibo functionally similar to Twitter, there are a few advantage for online marketing:
1)Embedded picture and video attachments. By clicking on thumbnails that can be easily added to any Weibo tweet, pictures or video can be viewed without leaving the page. And, follower can re-tweet it to share the stuff. This provides opportunities for online marketing, as brands can more easily associate visuals with tweet. Below is a screen shot of Mcdonald’s Weibo tweet, introducing their new Happy Meals with Rio promotional items.

2)Automatic URL shortener. Regardless length of URL, Weibo will automatically shorten it to something like http://t.cn/hrn21k
3)New feature of “poll”. Any user can specify subject, options, single or multiple choice, expire date and time to create a poll. Marketers can make use of this tool to better engage its targeted audience. A magazine started a poll for “Cover of Next Month” as below:

4)Events/Activities. User can also plan online or offline events with Weibo. When the other one join the event, Weibo will automatically generate a tweet for the participant.
5)Ads Placement. There is a flash banner under the neath of entry box, now it just for hot topics and featured news but might open to advertisers in the future. From last month, user sometimes see recommended business account or events at the right side of Weibo, Sina seems to being testing ads placement these days.
