It has been compared to mobile Facebook, although the closest Western analog may be WhatsApp - the smartphone messaging app. The ’24-and-under’ demographic, which accounts for 33.5 % of WeChat users, is the largest. WeChat has about 1.27 billion monthly active users across all age categories. You can register for Weibo online or via the smartphone app. Share videos, which is now preferred by the algorithm.Live Streaming – only limited to influencers, with the option for viewers to directly buy during a livestream.Join forces with Taobao to enable social commerce within the app. Make payments within Weibo using the Weibo wallet.It comes with analytics so marketers can measure the effectiveness of campaigns.Mobile accounts for 94% of Weibo monthly active users. This means users may be drawn to a product or service as a result of a recommendation by a KOL The platform is used by key opinion leaders ( KOLs) – trusted experts on specific topics, often with a large following.It is used as a source of news and information on products, services, places to visit and so on.Makes use of hashtags around topics / subjects.It allows for scheduling of posts at different intervals.Post with a maximum of 2000 characters (the first 140 characters are visible with a ‘See More’ option).Users are more able to view the activities of people they are not necessarily connected with.It allows thumbnail pictures and media to be used with posts.Messages and advertisements are more public on Weibo than on WeChat, and are more likely to go viral.It operates on a ‘one-to-many’ basis where one person or company may have many followers.Over 500,000 Weibo users are estimated to exist in the United Kingdom alone. There are thousands of registered users from Europe, the United States, and other parts of the world. It is generally considered easier to broadcast messages to a wider audience on Weibo compared to WeChat. People use Weibo to connect with friends, find news and information from trustworthy sources, research brands, share experiences and check out reviews. Approximately 48% of users are between the ages of 30 and 39. The majority of Weibo users are young, with 30% being under the age of 20. It has around 573 million monthly active users, and over 400 million businesses on board, with the bulk of its revenue coming from advertising and marketing. In fact, the word ‘weibo’ translates as ‘microblog’. Weibo is a microblogging network, a bit like Twitter if we must have a Western comparison. Westerners might find the names Weibo and WeChat rather similar, and even get the two muddled, but for marketers working to reach Chinese audiences, it’s important to understand the differences between the two platforms and how they are used. Weibo and WeChat dominate the social media landscape in Chinese society, especially with Facebook, Twitter, Google and YouTube being blocked from use.
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