How to advertise on Weibo? What are the methods of Weibo promotion?

Weibo is one of the most popular and active social and content media platforms, with a huge user base. On such a platform with huge traffic, it is normal for brands to carry out various marketing and promotions. So when we are chasing stars, we can always see endorsement advertisements released by celebrity idols; when we are following current affairs, there will always be related hot topic advertisements; when you enter Weibo, there are splash screen ads, and if you randomly scroll through the screen, you will also see information flow ads mixed in. Texts, pictures, videos, all kinds of colorful advertisements flood Weibo, occupying our attention in different forms.

Faced with such a traffic platform, many companies are eager to try it out, but how to do Weibo advertising? What are the methods of Weibo promotion ? There are many types of advertisements on this platform, such as splash screen ads, information flow ads, account promotion, section implantation, keyword ads, etc. They are presented in different positions and in different ways on the Weibo mobile page and have different characteristics and advantages.

1. Splash screen ads

Splash screen ads can be seen in many content apps. As long as you open the app, a full-screen exposure ad will appear on the jump interface. Generally, this ad will only last for a few seconds, or a skip button will be provided. If the user does not want to wait for it to jump automatically, they can choose to skip it. However, whether it can be skipped or not, the ad has been successfully conveyed and received and known by the user, and this step is inevitable and cannot be rejected. As long as this application is used, the user will definitely receive this advertising information.

Specifically, the advantages of splash screen ads are huge:

First of all, at the entrance of Weibo mobile terminal, any user can see the advertisement as long as they open the app, which is very conspicuous.

Secondly, the splash screen ad is displayed on the entire screen, which is very eye-catching and hard to ignore.

Third, mandatory exposure makes it inevitable for every Weibo user, with a 100% reach rate.

Fourth, the traffic is huge. The app has a very large user base and is very active, and the splash screen ads can ensure that every user receives them.

Finally, it is highly targeted. In order to make advertising push more targeted to its target audience, splash screen ads are accurately delivered based on platform user data and attribute classification.

It can be said that splash screen ads occupy the best position in mobile applications. The mandatory nature, high exposure, 100% reach and high traffic make splash screen ads a must-have for many brand companies to carry out brand publicity and product promotion.

2. Information Flow

Information flow advertising is a type of advertising that is very well concealed. It is defined as native advertising that is mixed with product features. It is commonly seen in current social media content, and can be frequently seen interspersed in the content streams of user friends, information media, or audio-visual media.

When we check the updates of our friends on Weibo, we always inadvertently click on an information flow ad. Whether it is a picture, text or video, the presentation is exactly the same as the Weibo updates sent by ordinary users, but the content pushed is often very much in line with user needs. If you look closely, you can see that the promotional account is not in the follow-up column, but is simply recommended to the updates by Weibo. Users will be inadvertently confused by such advertisements, and it will be difficult to ignore them because they suddenly appear in the news dynamics. At the same time, users may also pay attention to advertising information that interests them.

In general, the app information flow advertising has the following characteristics and advantages:

1. Interspersed among Weibo social networking, content and information, it conforms to the user's habit of reading and obtaining information. Since the presentation format is the same as Weibo updates, users can obtain advertising information while obtaining general information.

2. It has various forms, and is a combination and innovation of traditional models and new media. Information flow advertising can be presented in a variety of forms, and with the help of new media technologies such as big data and audience portrait analysis, user portraits and needs can be analyzed, and targeted delivery can be carried out to improve the accuracy of advertising.

3. Huge traffic and high reach. Weibo and other content information applications have a large number of users, and for the purpose of obtaining information, users use these applications relatively frequently. Advertisements with similar forms and styles inserted in various information streams are more likely to be seen by users.

4. Compared with traditional advertising and online advertising, audiences are more receptive. First, precise delivery is more in line with user needs. Secondly, when information flow ads are mixed with functions in applications such as Weibo, in order to better hide themselves, they need to rely more on soft advertising. This avoids the abruptness of the ads and reduces users' sense of rejection.

3. Account Promotion

Account promotion mainly involves advertising recommendations for accounts, which are mainly promoted through information flow recommendations, finding people, and user attention.

Information flow recommendations. When we browse Weibo, we can not only see information flow ads mixed in the dynamic news, but also see Weibo user recommendations in two recommendation positions. Unlike the purpose of information flow ads to promote brands and products, the accounts recommended in the information flow are mainly for attracting fans, but the recommendation algorithm is the same, with strong user targeting. Recommendations such as "People who may be interested", "People you may know", and "Friends you follow also follow him/her" can further arouse users' curiosity.

When we need to search for a specific user, we need to enter the search in the Weibo Discovery - Find People page. When we enter the discovery page, we can clearly see some recommended Weibo users below the search bar; and when we find the specific user and follow him, there will also be recommendations of users in the same field or accounts that may be of interest below him.

The characteristics of account promotion are mainly reflected in:

1. High exposure. You can notice these recommended users whether in your news feed or when looking for users.

2. It mainly focuses on promoting user accounts, and has a certain effect on the promotion of corporate official accounts, self-media accounts and other users.

3. The recommendations are highly accurate and targeted. Account promotion is also calculated and recommended based on user portraits and areas of interest. Related fields, similar circles, and people who may be interested are pushed to different users.

But it is worth noting that many account promotions are promoted to users with a fan base, and it is more common for so-called KOLs to occupy recommendation positions. In other words, account promotion is more conducive to further attracting traffic to self-media accounts.

4. Plate implantation

The embedded ads in the sections of Weibo may be a part that users have long been accustomed to, because in some specific locations, people have long been accustomed to the existence of advertising pages, but they still have an important presence.

Below the main text of Weibo, after we finish reading the updates or articles, we can sometimes see a very obvious advertisement; below the search box on the Weibo search page, there is also a very obvious banner ad space; and there is also a similar banner ad space below the hot search column. These sections are easy to notice when using Weibo in daily life. Its characteristics are that it is very straightforward and uses the time users stay in the section to improve the success rate and efficiency of conveying information. As long as users enter the text, discovery or find people section, they can easily find the advertising banner. But in general, compared with other advertisements, this type of embedded advertisement is more dependent on whether the banner interface and the creativity of the theme are attractive. Generally speaking, since users have formed a certain "antibody" to this type of "hard" embedded advertisement, they often actively ignore it. Therefore, how to improve the effective promotion of this type of advertisement is a problem that advertisers need to consider.

5. Keyword search promotion

Users love to gossip on Weibo. As a media platform for entertainment and leisure, Weibo's hot searches basically guide the direction of mainstream public opinion. When users search for keywords, they often see a recommended search keyword appear in the search bar, such as "Everyone is searching: the irresistible CP feeling." The so-called search promotion is the same as the promotion in Baidu search engine. When you search for a term, more popular related terms will be recommended to you. The keyword advertising on Weibo recommends more popular topics in the search bar before searching.

The keyword promotion of Weibo search bar has the following characteristics:

1. It only appears as a recommendation in the search bar and will not affect the user's normal search operations.

2. Recommended keywords generally have a certain degree of popularity and are more likely to attract users' interest.

3. It appears in the form of keyword recommendations, does not have a particularly obvious advertising intention, and is more acceptable to users.

4. There are a lot of users searching for hot topics, which means that the recommended keywords reach a large number of users, further increasing the popularity of the topic.

But what needs to be considered is that if a company or brand wants to make a fuss in this regard, the first thing to be clear is the specific form of advertising or marketing. Whether it is advertising or other methods, there needs to be a topic and then gain a certain level of popularity to push it to the recommended position in the search box.

6. KOL dynamic advertising

In addition to various types of native advertisements, some of our most popular Weibo influencers, celebrities, and other KOLs also often publish advertising content for endorsements or product promotions. The content can be text, pictures, videos, etc., and it is not easy to arouse fans' disgust. Under the influence of KOLs, they can even successfully promote brands or products. The dynamic ads on Weibo posted by KOLs generally achieve very good results, mainly due to the celebrity effect. In addition, this type of advertising has other characteristics and advantages.

1. Fan stickiness can ensure the reach and reception rate of advertisements. Even if it is an advertisement, it will not cause disgust or unfollowing.

2. Under the influence of KOL, fans will spontaneously forward and comment, further expanding the spread and exposure of the advertisement, and increasing the probability of recommendation in Weibo hot spots.

3. With the help of KOLs, advertising can lower the threshold and cost in terms of creativity.

1. You can choose a suitable KOL to endorse the product based on the nature of the product, or conduct targeted advertising cooperation based on the KOL’s fan group portrait.

Author: Tsai

Source: Xiaocheng Program Express (xcxsubao)