---
title: "Weibo"
type: entity
tags: []
sources: []
last_updated: 2026-04-26
---

## Aliases
- Sina Weibo
- 新浪微博

## Overview

Weibo (新浪微博) is China's leading microblogging and public discourse platform — a real-time, public-facing social media network where brands, media, celebrities, and everyday users engage in public conversations around trending topics.

## Key Characteristics

- **Platform type**: Public discourse arena (not private domain)
- **Core value**: Share of voice in the public conversation — brand visibility and reach
- **Trending mechanism**: Hashtag topics ranked by a composite weight of search volume, discussion volume, engagement velocity, and original content ratio
- **User base**: Over 500 million monthly active users
- **Key feature**: Hot Search (热搜) — the platform's most valuable real estate for brand exposure

## Key Platform Products

| Product | Description |
|---------|-------------|
| Blue-V Account | Verified enterprise account with enhanced analytics and promotional tools |
| Super Topic (超级话题) | Fan community pages for celebrities/brands, with tier system for core fan development |
| Hot Search (热搜) | Real-time trending topics ranked by engagement algorithm |
| Fan Headlines (粉丝头条) | Paid promotion to push key posts to all followers |
| Weibo Tasks (微博任务) | Official KOL/KOC marketplace for brand partnerships |
| Weibo Ads | Full-stack advertising: Fan Tunnel, Feed Ads, Splash Screen, Super Fan Tunnel |

## Core Metrics

- **Engagement Rate** = (reshares + comments + likes) / impressions
- **Reshare Depth**: Tier-1 vs Tier-2+ reshare distribution (higher Tier-2+ = greater breakout potential)
- **Topic Contribution**: Brand content share of total topic discussion volume

## Sources

- [[marketing-weibo-strategist]]

## Connections

- **Complements**: [[Douyin]] (algorithm-pushed content), [[Kuaishou]] (下沉市场信任)
- **Flows to**: [[私域运营]] via Weibo → enterprise WeChat (企业微信) conversion funnel
- **Compared to**: [[marketing-twitter-engager]] — similar microblogging format but fundamentally different in reach mechanism and Chinese market dynamics