Weibo  catapulted higher by 18% to 99.04 on the stock market today, its highest level since August 2011.

Sina Weibo reported first-quarter earnings before the market open that topped analyst estimates, causing shares to surge out of buy range.

Also leaping higher was microblog site Weibo, which is majority owned by Sina.

Weibo easily beat analyst forecasts, sending shares soaring by 25% to close at 78.60 after reporting first-quarter results before the market open. via Investopedia


Prior to Weibo’s 2014 IPO, Alibaba took an 18% stake in Weibo to compete with rival Tencent Holdings and its WeChat messaging service.

Weibo in China

Weibo, one the Chinese most famous social network, is the must-know tool for the marketers who want to engage in Chinese digital marketing area. The result you could get from Weibo marketing in China is like you do digital marketing on Instagram or twitter in outside China. However, to do advertise on Weibo is a complicated skill to master due to its various ad options and functions. Consequently, this article will try to explain the different type of ads on Weibo via its functions. It may help you to understand Weibo more deeply and make a comprehensive decision about which kind of Weibo ads is suit to your needs.

Below are 4 types of Weibo advertising:

  1. Banner Advertisements
  2. Weibo Search Engine Promotion
  3. Fan Headline (“Fanstop”)
  4. Fan Tunnel

Banner Advertisement

This is the advertising on the top of their website and mobile APP pages. The banner advertise is more like a backlink that lead you to the advertiser’s homepage when you click it.

Weibo Search Engine Promotion

On the discover page of Weibo, there is a search tool to help users find what they look for. The point that marketers need to pay attention is Weibo search bar like to provide the hot search list and the ads search keyword will be listed on the top within a tag “promotion”. If your keywords are hot already, you may not need to pay too much on it. If not, you may need to spend more money on it. But it is worthy for your awareness.

Fan Headline

Fan Headlines is other quite popular option for advertising on Weibo. It can promote your account or the content you post on Weibo directly or via other famous Accounts. And the promotion is quick and efficient. Moreover, the Fan Headlines are updates daily and have different column based on your target users. The Fan Headlines could be define in three different types:

  • Fan Headline for Posts
  • Fan Headlines for Others’ Posts
  • Fan Headlines for Accounts

1.Fan Headline for Posts

If you seek for more views for your posts, it is the efficient way to promote your Weibo posts. This type of headlines always on the top of users’ home pages when they open their Weibo and haven’t fresh their homepages yet.

Except to promote your detail-made Weibo posts to your existing followers, you could be pushed to the potential followers based on the followers you already have and the industry or interests that your account was defined by Weibo at the time when you registered. For example, if you want to promote a post about cosmetics, Fan Headline might select some users who like to click cosmetics or relevant information and accounts on Weibo to push on their homepages. In other way, you could slect one to five relevant accounts that push your posts to the users who followed them.

2.Fan Headlines for Others’ Posts

In progress of Fan Headlines for Others’ Posts is similar to the Fan Headline for Posts. The different is you need to find someone else to share your post first, then put this post on the top of their followers homepages. Mostly, advertisers like to pay some Weibo KOLs to help them on this way, due to the large base of KOLs fans.

3.Fan Headlines for Accounts

This methods could help you stick on the recommend part of your potential followers. This way is efficient and could help you gain followers quickly. But the time-period is limited, like 72 hours.

Fan Tunnel

The progress of Fan Tunnel is similat to Fan Headline. However, Fan tunnel also promote accounts and APPs.

The Key Differences Between Fanstop and Fan Tunnel

From the description above, you can find out the most significant difference between Fanstop and Fan Tunnel is the target audience provide from these two.

Fan headlines aim to promote your posts and ads to your existing followers and the followers or the users related to your existing followers, who might be your potrntial followers.

Fan Tunnel could help you target a much larger group of Weibo users. It is not hard to understand because its based on the whole Weibo’s users. To be efficient, you could setup the features of your target potential followers, like ages, gender, region, interests and so on. Fan Tunnel is for specific and detailed way to promote your ads, posts or accounts on Weibo.


Social Networks Agency in China

We are a marketing agency based on Shanghai, French and Hongkong. We are professional in Chinese market to help expat companies and individuals promote their business in China.

Further Reading:

In China, Celebrities connect with their fans on Sina Weibo

  2. Weibo Ads 
  3. Weibo VS Wechat