Media - Weibo - Global Knowledge Hub

Weibo (微博) – China’s Premier Hub for Trends and Public Talk

Weibo (微博), China’s leading social media platform, is transforming how brands engage with 590 million monthly active users (MAU) through real-time trending conversations and celebrity ecosystems*. With Gen Z comprising 80% of its user base*, Weibo provides direct access to a young, vocal generation that shapes consumer preferences and social narratives. Its marketing toolkit includes Hot Search trend campaigns, the brand account ecosystem (Blue V), and many more diversified ad formats — offering brands visibility across the full consumer journey.

Often referred to as “China’s Twitter,” Weibo is the premier trendsetting ecosystem where official announcements, viral trends, and heated public debates happen in real-time.

Its ecosystem features 10,000+ celebrities*, 4.3 million Blue V accounts*, and 590 million MAU* actively participating in interest-based groups and communities, brands can deliver campaigns that resonate deeply with target audiences.

_{^{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Ibid.
*Data Source: Weibo Data Center, 2024
*Data Source: Weibo 2023 Environmental, Social and Governance Report
*Data Source: Weibo 2024 Environmental, Social and Governance Report}}

From Hot Search campaigns and splash ad takeovers to cultural event activations and celebrity collaborations, Weibo enables a powerful blend of engagement and conversion, drawing users into dynamic interactions around trends, entertainment, festivals, and social moments.

What is Weibo? China’s leading social media platform for real-time conversations, combining trending topics, celebrity influence, and official brand presence.
Why is it important? With 300 million daily searches, minute-by-minute Hot Search updates and and highly influential voices*, Weibo shapes public opinion and consumer behavior in real time.
_{*Data source: Weibo Internal Data, 2023}
Key Features: Hot Search, Celebrity & KOL Networks, Blue V ecosystem, and multi-format advertising solutions across feed, search, and display.
Marketing Opportunities: Brands can participate through splash ads, celebrity collaborations, trending topic campaigns, and build your own communities through official verifications and discussion arenas.

Weibo’s Functions & Key Features

590 Million+

Monthly active users (MAU)*

300 Million+

Daily searches*

_{^{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Weibo Internal Data, 2023}}

Weibo’s Functions & Key Features

Weibo is China’s most influential social media platform, combining real-time conversations with powerful marketing tools:

Hot Search:

Weibo’s algorithmic Hot Search feature updates minute-by-minute, spotlighting the most talked-about topics across entertainment, current affairs, lifestyle, and 39 verticals*. With 300 million daily searches wide-reaching topic exposure*, brands can enter these high-traffic conversations at peak relevance, maximizing visibility when user engagement is highest.

_{^{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Weibo Internal Data, 2023}}

Celebrity & KOL Networks:

Weibo gives brands direct access to a powerful influence network of over 10,000 celebrities* and countless Key Opinion Leaders (KOLs) across industries — from gaming, beauty, and fashion to healthcare, technology, and automotive — providing authentic endorsements and relevant visibility at scale.

_{^{*Data Source: Weibo Data Center, 2024}}

Blue V Ecosystem:

Weibo’s Blue V badge is a trusted marker of authenticity for brands, media, institutions, and public figures. With brands across all industries, 160,000+ governmental accounts and 19,000+ verified media outlets*, Blue V status enables businesses to

Establish official brand identity with instant credibility
Build interactive communities using Super Topics and branded hashtags
Manage multiple account matrices for different product lines or regions
Curate branded campaigns attracting users to convert to e-commerce and offline stores

_{^{*Data Source: Ibid.}}

Comprehensive Advertising Solutions:

Multi-format campaigns across splash screens, feed ads, search placements, display banners, and native content — all enhanced by precise targeting and real-time optimization.

Weibo’s Functions & Key Features

Weibo is China’s most influential social media platform, combining real-time conversations with powerful marketing tools:

Hot Search:

Weibo’s algorithmic Hot Search feature updates minute-by-minute, spotlighting the most talked-about topics across entertainment, current affairs, lifestyle, and 39 verticals*. With 300 million daily searches wide-reaching topic exposure*, brands can enter these high-traffic conversations at peak relevance, maximizing visibility when user engagement is highest.

^{_{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Weibo Internal Data, 2023}}

Celebrity & KOL Networks:

Blue V Ecosystem:

Establish official brand identity with instant credibility
Build interactive communities using Super Topics and branded hashtags
Manage multiple account matrices for different product lines or regions
Curate branded campaigns attracting users to convert to e-commerce and offline stores

_{^{*Data source: Ibid.}}

Comprehensive Advertising Solutions:

Multi-format campaigns across splash screens, feed ads, search placements, display banners, and native content — all enhanced by precise targeting and real-time optimization.

User Demographics & Key Figures

Weibo’s audience is young, digitally savvy, and highly responsive to trend-led marketing:

590 million monthly active users (MAUs)*
260 million daily active users*
472 million MAUs are Gen Z*, digital natives driving consumption trends
70% of users concentrated in Tier 1-3 cities with strong purchasing power*
85% of users actively consume with festival and cultural content*

_{^{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Ibid.
*Data Source: Ibid.
*Data Source: 2024 Weibo User Consumption Trends Report
*Data Source: Ibid.}}

User Demographics & Key Figures

Weibo’s audience is young, digitally savvy, and highly responsive to trend-led marketing:

590 million monthly active users (MAUs)*
260 million daily active users*
472 million MAUs are Gen Z*, digital natives driving consumption trends
70% of users concentrated in Tier 1-3 cities with strong purchasing power*
85% of users actively consume with festival and cultural content*

^{_{*Data Source: Weibo 2024 Environmental, Social and Governance Report
*Data Source: Ibid.
*Data Source: Ibid.
*Data Source: 2024 Weibo User Consumption Trends Report
*Data Source: Ibid.}}

How Can Marketers Make the Most of Weibo?

1. Master Hot Search Marketing for Maximum Impact

Position your brand campaign within trending topics through Hot Search integration, allowing you to join real-time conversations during moments of heightened relevance.

2. Leverage the Celebrity Partnerships & KOL Networks

Partner with Weibo’s unmatched network, from A-list celebrities to industry-specific influencers. Create authentic endorsements that resonate with broader audiences, as well as loyal fan clubs.

3. Capitalize on Festival and Cultural Moments

With 85% of users consuming festival-related content*, align campaigns with China’s rich calendar of traditional holidays, shopping festivals, and cultural phenomena. These high-engagement periods offer natural opportunities for brand storytelling and promotional activities.

^{_{*Data Source: 2024 Weibo User Consumption Trends Report}}

4. Deploy Targeted Vertical Content Strategies

Engage Weibo’s 6 major interest categories specialized 39 content verticals, each with dedicated communities and expert creators*. From ACG (Animation, Comics, and Games) and health to automotive and technology, reach passionate audiences through relevant, specialized content.

_{^{*Data Source: Weibo 2024 Environmental, Social and Governance Report}}

5. Implement the 4L Model to Build Long-term Brand Loyalty

Implement Weibo’s Launch-Like-Link-Loyalty framework to create lasting community engagement. Brands enjoy curated campaigns, O2O conversion channels, own community building, reaching both public and private domain audiences. Transform one-time customers into brand advocates through sustained engagement and community building.

How Can Marketers Make the Most of Weibo?

1. Master Hot Search Marketing for Maximum Impact

Position your brand campaign within trending topics through Hot Search integration, allowing you to join real-time conversations during moments of heightened relevance.

2. Leverage the Celebrity Partnerships & KOL Networks

Partner with Weibo’s unmatched network, from A-list celebrities to industry-specific influencers. Create authentic endorsements that resonate with broader audiences, as well as loyal fan clubs.

3. Capitalize on Festival and Cultural Moments

With 85% of users consuming festival-related content*, align campaigns with China’s rich calendar of traditional holidays, shopping festivals, and cultural phenomena. These high-engagement periods offer natural opportunities for brand storytelling and promotional activities.

_{^{*Data Source: 2024 Weibo User Consumption Trends Report}}

4. Deploy Targeted Vertical Content Strategies

5. Implement the 4L Model to Build Long-term Brand Loyalty

Key Takeaway for Brands

Weibo is China’s cultural conversation engine, connecting brands with 590 million users through real-time trending dynamics.
Weibo’s audience is young, digitally savvy, and highly responsive to trend-led marketing.
The platform offers unmatched celebrity partnerships, official verification, and comprehensive ad formats for authentic brand storytelling at scale.
Its Hot Search mechanism and trending algorithms enable brands to capture consumer attention precisely when engagement peaks.
The 4L Strategic Model (Launch-Like-Link-Loyalty) provides a proven framework for building measurable brand communities and social assets.

Contact us today — EternityX is an official media reseller of Weibo, offering full-service support for your cultural conversation campaigns.

We provide brands with direct access to Weibo’s advertising ecosystem, supported by strategic planning, creative localization, and performance optimization. Our expertise includes celebrity partnership facilitation, trending topic strategy, and cultural moment marketing that maximizes your investment in China’s premier social platform.

Let’s unlock the power of Weibo for your brand and connect with China’s next generation of consumers.

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