All You Need To Know About Weibo

“Weibo” (微博), which means “microblog”, is one of the largest Chinese social media platforms. Launched in 2009, it is often described as a mix of Twitter and Facebook: it has 140-character limit for each post; and it offers functions similar to Facebook’s, e.g. personalized profile, polls, video and music sharing.

Currently boasting an impressive 445 million monthly worldwide active users, Weibo is partially owned by Alibaba, China’s largest e-commerce firm. To compete with its rivals such as WeChat (another popular Chinese social media platform owned by Tencent), Weibo has put focus not only on growing its user base, but also on expanding and diversifying its advertising options.

This blog post focuses on what the platform offers the U.S. brand marketers and advertisers.

Weibo in North America: the Geographic and Demographic Outlook

In 2018, Weibo surpassed 2.5 million registered users in the U.S., with the highest numbers reported in California, New York New Jersey, Virginia, Texas and Illinois. In Canada, there are more than 600K registered users, most of them in the provinces of Ontario, British Columbia, Alberta and Quebec.