With a cumulated amount of US$22.8 billion in 2016, the US, China and Europe cover 86% of the global social media advertising market.
Weibo (Sina Weibo) - Stats, Trends & Insights in China
What is Weibo (Sina Weibo)?
Weibo, short for MicroBlog and renamed after "Sina Weibo", is one of the top social networking platform in China with 462 million monthly active users. Users can publish posts and follow other users, celebrities, businesses, and government agencies on Weibo.
Both Weibo.com and its mobile apps provide three languages: simplified Chinese, traditional Chinese, and English. If you need Weibo English version, you can either select the language at the bottom of Weibo.com or go to settings of Weibo app.
China microblogging market used to have four players: Sina Weibo launched in 2009 by Sina, Tencent Weibo, Netease Weibo, and Sohu Weibo. None gained much popularity but Sina Weibo, which was later on rebranded as Weibo and listed on NASDAQ:WB in 2014.
Weibo Users. Weibo has regular users, verified individual users with an orange V icon, organizations and companies with a blue V icon, and paid VIP members with extra features.
Main Features. Besides following other users and publishing Weibo posts under 2,000 Chinese characters (limited to 140 initially), users can also perform live broadcasting, buy and sell products, start polls, play games, upload short videos, and make money via advertisements, paid posting, monetary rewards by other users, and paid subscriptions.
Weibo vs. WeChat. Weibo is often compared with WeChat. But, Weibo started as a microblogging platform like Twitter; and, WeChat started as an instant messenger app and expanded with the social networking feature under WeChat Moments.
By nature, the two are different. A WeChat user is connected with much more family members, friends, colleagues, and business associates than a Weibo user. Hence, it’s not surprising to see much higher engagements and more monthly active users on WeChat. However, Weibo is a more public platform and most published posts are visible to the public while WeChat posts on Moments are only visible to mutually connected users.
Recommended Posts on Weibo:
China internet celebrities, often called Wang Hong, refer to those who become famous on the internet. They may catch people’s eyes because of certain events or behaviors and earn followers and fans on social platforms.
Weibo’s monthly active users (“MAUs”) grew 33% year over year to 282 million in June 2016, 89% of which were mobile users according to Weibo Second Quarter 2016 Financial Results.
China mobile internet monthly active users (MAUs) grew by 1% as of 31 March 2016, according to the data from QuestMobile.
Momo has the largest ratio of male users, accounting for 61.8%, while the female users of Weibo are majority (50.5%).
Nearly 90% respondents, surveyed in a Tencent’s research, watched videos on mobile during the past three months.
With less monthly active users compared with WeChat, Weibo still ranks top in China for internet users to obtain news.
A post shared in Moments of a WeChat account, which has thousands of friends, could receive zero views. And, there is nothing wrong with that account that is active and works properly. Why?
Weibo net revenues increased by 24% YoY to $119.3 million in Q1 2016, most of which came from advertising and marketing revenue (up 25% YoY to $99.2 million) with total advertisers reaching 832,000.
Stephen Hawking published his first post on his verified Weibo account on the morning of 12 April 2016 recalling his deep friendship with China and hoping to share more about his life and work.
Weibo reported net revenues of US$149.0 million in Q4 2015 compared to US$105.2 million for the same period in 2014. Advertising and marketing revenues totaled US$129.5 million in Q4 2015 compared to US$88.0 million in Q4 2014 according to Weibo.
China social media users maintained a rapid growth across all age groups in 2015 according to Kantar. The most popular social media was WeChat, Qzone and Weibo.
China internet advertising market has entered a mature stage in 2015. Marketing on Weibo and WeChat has been one of the most effective methods to promote brands and companies in China in 2015.
Weibo was the most active social mobile app in China in 2015 with high user monthly coverage rate and long usage time according to TrustData. Monthly active users of Weibo was 222 million as of September 2015 according to Tencent and daily coverage rate of Weibo was 12.4% ranking first in mobile information apps.
Monthly active users of Weibo reached 227 million as of September 2015 with an increase of 33% YoY and daily active users reached 100 million with an increase of 30% YoY in Q3 2015 according to Weibo.