Last Updated on March 3, 2025
When it comes to reaching trend-driven audiences, Weibo remains an unmatched digital marketing channel in China.
With its thriving influencer economy and relatively high engagement rate, the platform undoubtedly opens many business opportunities for foreign brands.
Through this Weibo advertising guide, we’ll uncover the different ad formats you can utilize on this social media platform and explore strategies to help you build better rapport with Chinese internet users.
What is Weibo (微博)?
Weibo is one of China’s largest social media platforms, with over 587 million monthly active users in 2025. It’s often referred to as the Chinese Twitter (X) primarily because of its micro-blogging features, real-time news, and trend-driven discussions.
Thanks to its “Hot Search” (热搜) feature, many Chinese users view Weibo as a go-to app for breaking news and public discourse. Because it favors real-time generated content, many brands, influencers, government agencies, and media outlets use it to release official statements and engage with local audiences.
While Weibo does have e-commerce integrations, it is not as heavily commerce-focused as Xiaohongshu or Douyin. Nevertheless, it has a versatile content environment where users engage in a mix of text-based microblogging, multimedia posts, videos, and live broadcasts.
What are the Weibo ad types?
1. Fan Headlines (Fěnsī tóutiáo – 粉丝头条)
Fan Headline Ads are specifically designed to engage your existing followers and their social circles. Unlike other ad formats, which target a broader audience, this advertisement focuses on your current follower base and their mutual connections to guarantee a more segmented and targeted audience reach.
Here’s how they work: Fan Headlines promote specific posts or accounts by pinning them to the top of followers’ news feeds for up to 24 hours. This prime visibility drives engagement and maximizes the potential for re-shares and engagement among your existing followers and their friends.
Since these ads are limited to 24 hours, we recommend using them strategically to coincide with major festivals, industry-specific events, or official holidays. A well-timed headline ensures maximum visibility and conversions when your target audience is most active.
By targeting followers who are already familiar with your brand, Fan Headlines often see higher engagement rates. When your content appears at the top of a follower’s feed, it’s naturally more likely to get noticed, liked, and shared.
With more resharing opportunities, it’s not surprising that fan headline ads work better with Key Opinion Leader (KOL) collaborations. Most of these top influencers have dedicated followers who will hit the share button as soon as they see their recommendations.
Depending on your advertising goal and budget, you can choosing between launching a fan headline ad for posts or accounts.
Promoting a specific post is ideal for campaigns, product launches, or special offers. Meanwhile, paid Weibo ads for accounts help to increase overall brand visibility and attract long-term followers.
2. Fan Tunnel (Fěnsī tōng –粉丝通)
Despite its low cost, it does a decent job of launching targeted ads to help creative campaigns reach the right audience.
Advertisers can use this paid advertising format to boost Weibo posts or promote their official accounts. They can even customize their campaigns by selecting a specific target audience segment based on gender, age, location, device, and interests.
After setting up the Weibo post, the ad will appear on targeted user feeds for up to 7 days, depending on your business objectives and budgets. However, remember that Weibo users can only see it once.
This format also stands out because it goes beyond private domain traffic sources and targets non-followers.
Today, fan tunnel ads on Weibo are priced based on CPM (starting at 5 RMB per 1,000 views) or CPE (beginning at 0.5 RMB per engagement).
3. Fan Connect Ads
Fan Connects are more accurate and advanced in targeting Weibo users than Fan Headlines. When using this format in your advertising strategy, your campaign primarily focuses on enhancing interaction between account holders and existing followers.
It allows for more direct and personalized engagement, while Fan Headline Ads are geared more towards content promotion and increasing visibility.
When advertising on Weibo using this ad format, brands can craft personalized messaging, interactive Q&A sessions, or other forms of engagement that create a more intimate connection with their target users.
While Fan Headline for accounts can push paid posts to the top of followers’ feeds or even to users who don’t follow them, Fan Connects do a better job building a loyal fanbase by providing exclusive content, direct responses to fan queries, and tailored messages.
4. Display Advertisements
Typically, display ads on this social media channel appear as traditional single-image sponsored posts. You’ll see them on the in-app search engine brand zones and regular user news feeds.
Weibo display ad redirecting to a WeChat mini program
Display ads are also common on the Weibo homepage. They come in various dimensions, often in the form of banners, which can redirect to a Weibo account when clicked.
Beyond that, Weibo display ads can also lead potential consumers to the brand’s virtual storefront by attaching product pages and other e-commerce links to the promotional content.
5. News Feed Ads
As the name implies, you can easily spot feed ads on Weibo through regular users’ feeds. With the platform’s diverse content creation tools, advertisers can choose to launch ad campaigns using different media assets, like images, videos, product listings, or account links.
These Weibo ads are often mistaken as similar to a Fan Headline, but the main difference is they appear in between regular feed posts and are not fixed at the top.
Weibo newsfeed ad redirecting to a lead collection form
Many Weibo users are not keen on viewing advertisements and may scroll past a display ad or fan headline simply because they appear pretty intrusive at the top of the feed.
Since Feed Ads appear alongside organic posts, the chances of these creative campaigns being seen by Chinese consumers are higher.
6. Destination Page Ads
Destination pages are displayed in full-screen format, unlike feed ads. These paid ads can be paired with static images or short videos showcasing your brand story, products, or services.
Links can also be incorporated into these ad formats, prompting Weibo users to visit a product listing or an official brand account.
Weibo destination page ad redirecting to a WeChat mini program
As soon as these ads appear on the screen, Weibo accounts have the option to skip the promotional content. However, since they only last five to ten seconds, they’re not as intrusive to user experience as one might expect.
Unlike other Weibo advertising formats, these promotional posts are visually centered. So, it’s worth noting that the amount of text you can insert into the content is limited. Because of this, we recommend using these ads for moving or video promotions.
7. Search Page Ads
Weibo’s advertising ecosystem offers various formats tailored to different marketing objectives. One notable option is search ads, which enhance brand visibility by prominently positioning promotional content within user search results.
When users input specific keywords into Weibo’s search function, these ads appear at the top of the results, effectively capturing user attention. This placement is particularly advantageous for brands aiming to increase exposure during peak search times or in conjunction with trending topics.
Weibo search engine promotion can be customized to include images, videos, or direct links to product pages, facilitating seamless user engagement.
Weibo search ad redirecting to live streaming replay
The cost structure for a Weibo search engine promotion operates on a bidding system, where the competitiveness of chosen keywords influences pricing. Highly sought-after keywords command higher bids due to increased competition among advertisers.
Although it can pose some challenges, this bidding model allows for budget flexibility. It also enables brands to allocate resources efficiently based on their marketing strategies.
How Much Does It Cost To Advertise on Weibo
Advertising on Weibo starts with a deposit fee for brand promotion, typically around $1,499. The display ads cost approximately $0.04 depending on the ad’s targeting options and type.
Launching Weibo display ads is cheaper than WeChat advertising and other top social media platforms. For instance, with just $15, you can reach a sizable audience of about 10,000 Weibo users.
The most economical Weibo advertising cost is around 5 RMB for 1000 ad views. This pricing structure makes the platform a cost-effective choice for brands looking to advertise in the Chinese market. However, remember that these expenses may vary based on your chosen format and duration.
Bidding Methods for Weibo Ad Campaigns
Advertisers must execute bidding methods when advertising on Weibo, depending on their selected format. For search-based ads, the popularity and competition for specific keywords often influence bids.
For fan funnels and fan headlines, the quality of the ad content, as evaluated by Weibo, is also considered. Higher quality content can lead to winning bids at lower prices.
Advertisers set a maximum bid amount, and bids are placed automatically. It’s essential to set a daily budget, which, when reached, causes Weibo to halt all advertising for that day. In the backend settings, you can opt for the ‘bid suggestion’ feature to align the campaign with your Weibo marketing strategy.
5 Reasons Why You Should Use Weibo For Your Advertising Campaigns
1. Diverse Target Audience
While not as popular as WeChat, this social media platform has a massive reach of 588 million monthly active users (MAUs) and 255 million daily active users (DAUs).
Around 95% of these Weibo users browse the platform through mobile phones. On top of that, this extensive and highly engaged user base provides a rich ground for foreign brands to connect with a diverse and massive audience.
You’ll also notice that Weibo’s user base is noticeably younger, with approximately 76% of users below 30. In fact, based on recent reports, the platform’s dominating age group is younger users living in small towns and lower-tier cities. They are also often seen as trendsetters and early adopters of new products and services.
Engaging with these Chinese customers can be particularly beneficial for companies seeking long-term customer loyalty and brand reputation.
2. Key Opinion Leaders (KOLs)
Weibo is an ideal Chinese social media platform for leveraging influencer marketing. With the strong influence of Key Opinion Leaders, international brands can effectively use these influencers to gain trust and credibility among Chinese consumers.
KOLs can communicate brand messages through various formats like sponsored content and honest product reviews, resonating with an audience that values authentic experiences.
Utilizing KOL campaigns can be cost-efficient in broadening your brand’s reach without the substantial expenditure associated with conventional advertising channels.
3. Varied System Campaigns & Advertising Formats
As mentioned, Weibo provides targeted campaigns like news feed ads, fan headlines, fan tunnels, and more, each serving different online marketing purposes.
In addition to these options, advertisers can launch system campaigns like Lucky Roulette and Flash Sales, which are more effective at engaging users and promoting products.
Weibo system campaign menu
This Chinese social media platform also facilitates a content collection campaign that leverages user-generated content (UGC). You can use UGC to amplify your marketing strategy and build trust around a new brand in the local market.
4. Advanced Analytics and Trend Insights
Once you launch your paid advertising posts on Weibo, you can access the platform’s built-in Data Center to view post insights and real-time account data. It also includes the trending topics brands must watch out for to maintain relevance and credibility in their industry.
This data-driven approach allows new marketers to make informed decisions and optimize their content and advertising strategies based on their audience’s behavior and needs.
Best Weibo Advertising Strategy For Foreign Brands
● Free Trial Campaign
Offering free trials or samples is a strategic approach to gaining consumer trust and engagement. In a market that highly values product quality, integrating free samples as a reward for social media engagement allows consumers to experience new products firsthand.
This strategy also opens up opportunities for gathering reviews and feedback, which are essential for understanding the local market’s needs and preferences.
SDG’s Work with Lil-Lets: Weibo Lucky Draw Campaign
● Flash Sales Campaign
Flash Sales are particularly effective for e-commerce and O2O (Online-to-Offline) businesses. They create a sense of urgency, encouraging users to make quick purchasing decisions.
These campaigns can generate buzz and drive significant traffic, especially when the mechanics are kept simple with a short event duration.
● Live-streaming Tools
Utilizing Weibo’s live-streaming tools can be highly influential. This feature enables real-time interaction with subscribers and appeals to Gen Z consumers. You can utilize this feature to launch product demonstrations, events, or engaging content depending on your advertising goals.
● Social Search Optimization
With Weibo’s posts being indexed by local search engines like Baidu, optimizing your content for search engines can significantly boost visibility. Using industry-related keywords and terms can help your content rank higher and attract more traffic.
How To Open An Account On Sina Weibo
Opening an account on Weibo, especially for foreign businesses, involves a strict process that ensures compliance with the platform’s requirements. Here’s a breakdown of the steps for your reference:
● Businesses Registered in China
Domestic enterprises can initiate the process by visiting Weibo’s official registration page. Here, they select the ‘Official registration’ option and provide requisite details, including a scanned copy of their business license and a concise company introduction in Chinese.
The verification process typically spans five working days, with an annual verification fee of 300 RMB.
● Businesses Registered Outside of China
Businesses not registered in China face a more complex registration process with a higher fee, usually between $800 and $1,200.
The necessary documents include business registration and license, application and authorization letters, a purchase order form, a business representative’s business card, an official website URL, a detailed introduction of the business’s products or services, and contact information.
The verification process takes about six weeks after submission. To ensure all requirements are met, we recommend that businesses contact Weibo directly during this stage or utilize a third-party service.
● VIP Accounts
Businesses can upgrade to a VIP account for an additional fee of $17 per month. This type of account provides several benefits, such as the ability to pin a post at the top of the account page, change the cover image, and edit posts after publication.
● Advertising Access
Once the account is set up and verified, businesses can access all advertising features through Weibo’s back-end.
It involves logging into the account, navigating to the account settings, and locating the advertising section. There are also dedicated portals, such as tui.weibo.com and developers.biz.weibo.com, for those seeking more design, function, and customization.
Quick Q&A
What is the best time to post on Weibo?
The optimal time to post on Weibo is between 6 PM and 11 PM. While some research indicates a high volume of business posts between 2 PM and 3 PM, these hours typically show lower engagement as many users are at work and less able to check their phones. Therefore, when users are more likely to be free and active on their devices, posting in the evening can result in better engagement for your content.
How do I get more followers on Sina Weibo?
To gain more followers on Sina Weibo, you can utilize KOL collaborations with online personalities who have a large follower base. You can also take advantage of Weibo advertising options like display advertisements and search engine promotion or launch online campaigns with incentives for participation.
Is Weibo still popular in China?
Yes, Weibo continues to be a popular social media platform in China. While it’s true that newer platforms like Douyin (the Chinese version of TikTok) and Xiaohongshu are experiencing faster growth in user numbers, Weibo, along with WeChat, still dominates the Chinese market in terms of user base.
Moreover, Weibo appeals mainly to the younger demographic, with its popularity being more significant among people under 30.
Your Trusted Weibo Advertising Partner in the Chinese Market!
With its massive user base, diverse audience, and dynamic engagement features, Weibo is an indispensable advertising platform for generating local brand visibility and consumer engagement.
However, launching promotional campaigns on this app requires more than a creative flair or typical promotional tactics. Ultimately, the gap in understanding the local nuances and consumer habits in China can affect the effectiveness of your marketing strategies on Weibo.
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At Sekkei Digital Group, we are adept at the ins and outs of China’s social media landscape. With our team’s hands-on local digital marketing experience and expertise, we can guide your brand into turning Weibo into a source of traffic and conversions in the local market.
Whether you want to consult local experts, identify your social media needs, define your KPIs on Weibo, or adopt the right advertising approach, we have all the digital solutions you need to achieve your brand’s maximum potential in China. Contact us today, and let’s start working together!
References:
60+ Weibo Statistics: User Metrics, Revenue & Security Concerns
Weibo Advertising Guide From ChinaDigital Agency