2.1 KiB
2.1 KiB
title, type, tags, sources, last_updated
| title | type | tags | sources | last_updated |
|---|---|---|---|---|
| entity | 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
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