While WeChat is the biggest social media platform in China – it’s not the only one! Weibo is a microblogging platform and is the 2nd largest social media app in the Mainland. It’s sort of like a mashup of Twitter and Facebook – users post text, photo, and video content about their lives or about trending topics across the world. In China, it’s considered the go-to app to find interesting, trending, or viral content. Compared to WeChat, Weibo is more of an open and public platform.
Weibo boasts over 500 million active users and over 400 million business pages – the large majority of which are located in the Mainland. Its large and dedicated user base makes it an attractive place for advertisers. But it should be noted if this is your first time marketing in China, we think WeChat is a better option. Once you have a WeChat following, you can then expand into Weibo.