Celebrity twitters in China has been able to promote brands draw immediate advertising results through Weibo Ad with measurable ROI. How does it work?
As above and below the line advertisements are everywhere in China, it is hard to stand out from the crowd if you ad is not bigger or unique and appear in appropriate channels. Chinese consumers have many choices these days and they trust comments found online from third-party. Social media marketing is an important tool for China brand development.
Celebrity Weibo usually carry over seven to eight figures fans base. Every Weibo Ad launched through such sites will carry a spiral exposure effect and bring in new fans to advertisers.
Weibo Ad is not an organic tool, but it brings immediate measurable results. In order to maximize advertising objectives, advertisers need to select most suitable sites to reach right target audience. One could place ad directly or through soft selling on selected sites.
There are many celebrity weibo to choose from. The range is pretty wide, from finance to health to lifestyle. Besides interest group, advertisers could narrow down target audience base on demographics : age group, gender, region. The beauty of Weibo Ad is its ability to provide measurable results within mins or day.
Having said that, implementing Weibo Ad does require skills and experience as the demographics selection is limited. Your ability in allocating right schedule and ad frequency with convincing campaign message will determine the results of the Weibo campaign.
Share with us your experience in Weibo Ad or your China social media.
Top picture courtesy of sina weibo
