When it comes to advertising for foreign brands, Weibo advertising is one of the top channels to advertise your business. It has a higher ROI and helps in targeted marketing. Weibo has a focused exposure towards the best market demographic and offers an opportunity for streamline advertising. It will remain a pivotal player in the e-commerce industry of China and has a strong Alibaba influence. Advertising through Weibo is a perfect way of building a strong following and branding the business. You will be able to engage with a large community through targeted advertising and will be able to achieve your goal or driving sales and conversions.

Different advertising options on Weibo

There are four different types of Weibo advertising options for you to engage in. For each option, you will have to create a strategy for keeping the brand and budget in mind. In your strategy, you need to consider the display adverts, search engine promotion, fan headlines as well as the fan tunnel. A combination of these approaches can work best for you. The four different ways you can advertise on Weibo are discussed below.

1. Display ads: This is a very traditional but an effective way of marketing your products. Display ads come in different dimensions on various pages, and they are optimized for both, web and mobile versions. Every time a user clicks on the ad, they will be directed to the page of the advertiser and the pricing will depend on the size, page placement and the keywords used. Weibo has a targeted approach where the keywords you select for visibility will be based on user searches, and you can feature displays on the accounts that have followers in the same niche. The ads are usually placed on the search page and on the homepage of Weibo. You can also place them on the side of the news feed of the users.

2. Search engine promotion: Weibo comes with an inbuilt advanced search feature which allows browsing of the accounts, fan pages, and posts. It is the perfect way of pushing the account based on the targeted keyword search from the users. This is the best way to increase the type of traffic you attract on your website. Display ads are the perfect way of driving good traffic to the external link, but search promotion will focus on increasing the visibility of the account. Your account is a tool for user engagement, and the users of Weibo are accustomed to a strong brand presence on the platform. The users will use the search bar and then see your account at the top of the search results.

3. Fan tunnels: This is the most intelligent way of advertising on Weibo. It allows you to reach new consumers and you can use to promote a specific post on the account. It has a headline which will appear on the top of the user’s new feed and is considered to be highly effective. If you have a fairly new business with a small following, this is the perfect way to build one. Through Fan tunnels, you will be able to focus on the whole community and not just the current followers. Your content will be placed at the top of the newsfeed based on the audience demographics defined by their gender, age, and interests.

4. Fan headlines: You can advertise through fan headlines to focus on your existing follower base and their connections. It is like a tunnel where the post will appear on the top of the news feed of the followers and also on their connections. It increases the likelihood of content being reshared, and it also helps tap into the follower’s connections. It is an approach for building engagement and the headlines target followers which is an ideal tool for attracting a higher number of followers.

These are some of the most effective ways of advertising on Weibo. You will be able to reach out to a wider audience and ensure that the target users drive conversion in large numbers. Identify your business goals and build a marketing strategy in alignment with the same.