51 lines
2.1 KiB
Markdown
51 lines
2.1 KiB
Markdown
---
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title: "Weibo"
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type: entity
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tags: []
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sources: []
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last_updated: 2026-04-26
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---
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## Aliases
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- Sina Weibo
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- 新浪微博
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## Overview
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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.
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## Key Characteristics
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- **Platform type**: Public discourse arena (not private domain)
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- **Core value**: Share of voice in the public conversation — brand visibility and reach
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- **Trending mechanism**: Hashtag topics ranked by a composite weight of search volume, discussion volume, engagement velocity, and original content ratio
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- **User base**: Over 500 million monthly active users
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- **Key feature**: Hot Search (热搜) — the platform's most valuable real estate for brand exposure
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## Key Platform Products
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| Product | Description |
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|---------|-------------|
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| Blue-V Account | Verified enterprise account with enhanced analytics and promotional tools |
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| Super Topic (超级话题) | Fan community pages for celebrities/brands, with tier system for core fan development |
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| Hot Search (热搜) | Real-time trending topics ranked by engagement algorithm |
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| Fan Headlines (粉丝头条) | Paid promotion to push key posts to all followers |
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| Weibo Tasks (微博任务) | Official KOL/KOC marketplace for brand partnerships |
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| Weibo Ads | Full-stack advertising: Fan Tunnel, Feed Ads, Splash Screen, Super Fan Tunnel |
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## Core Metrics
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- **Engagement Rate** = (reshares + comments + likes) / impressions
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- **Reshare Depth**: Tier-1 vs Tier-2+ reshare distribution (higher Tier-2+ = greater breakout potential)
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- **Topic Contribution**: Brand content share of total topic discussion volume
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## Sources
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- [[marketing-weibo-strategist]]
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## Connections
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- **Complements**: [[Douyin]] (algorithm-pushed content), [[Kuaishou]] (下沉市场信任)
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- **Flows to**: [[私域运营]] via Weibo → enterprise WeChat (企业微信) conversion funnel
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- **Compared to**: [[marketing-twitter-engager]] — similar microblogging format but fundamentally different in reach mechanism and Chinese market dynamics
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