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Insights from China: How Brands Can Leverage Weibo To Create Effective Marketing Strategies

Coresight Research

What's Inside

Weibo is the largest micro-blogging platform in China, and the site has been expanding its feature to incorporate short-video, e-commerce and livestreaming functionality.

We discuss how brands and retailers can leverage Weibo as part of their digital marketing strategies. In doing so, we explore the following topics:

  • The popularity of Weibo in China
  • The different types of promotional campaigns that brands can launch
  • Weibo’s e-commerce tools for brands
  • Advertising options on the social media platform that brands can use to gain impressions and drive engagement
  • Examples of successful marketing campaigns on Weibo—including Kate Spade and Dior
  • Implications for brands

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