Weibo advertising, Weibo advertising skills

Since Sina Weibo has a large number of young users, it is very suitable for launching products such as weight loss, food, and skin care products. However, no matter what kind of product it is, or how suitable it is for the Weibo platform, it ultimately requires skillful promotion. So, let’s take a look at how to promote on Weibo . What are the promotion techniques? These two aspects of knowledge.

1. How to promote on Weibo?

1. Open a Weibo advertising account

Consumption and advertising on any platform require the opening of an advertising account. Of course, you can also choose to place advertisements in the form of multiple accounts. If it is a normal process, advertisers must open a Weibo account and pre-recharge it, and the first recharge fee must not be less than 5,000 yuan. In this way, the consumption of each advertising fee will be deducted from the account balance.

2. Create content ads

Before doing any Weibo advertising promotion, you must first understand the target audience of the product and their consumption habits. This way, you can conduct targeted advertising promotions. You can test different copywriting and materials according to different groups of people, and then choose the best advertising plan to maximize the monetization of the product.

Advertising creative production

If you want Weibo advertising to be more effective, you need to have an excellent advertising idea. Therefore, companies should pay attention to the following points when placing advertisements:

①Creative copywriting

Weibo ads are mostly presented in the form of pictures, texts or videos, so creative copywriting is very important. The copy needs to grasp the key points of brand or product promotion, which can be an introduction to product functions, communication of brand concepts, introduction to promotional activities, etc.

Weibo advertising has a very good advantage, which is that you can use current hot content for promotion at any time, such as hot topics, celebrity gossip, popular events, etc., use these hot spots to catch the user's attention, and creative copywriting will come out easily.

②Exquisite illustrations

We have said that Weibo ads are mostly text-based, so high-quality pictures are essential. Combined with the user's browsing and posting habits, beautiful pictures, long pictures, funny pictures, etc. can attract the user's attention very well, and at the same time add a lot of highlights to the copy.

③ Suitable landing page

If the most important role of video content is to provide users with memory points or interest points, then the most important role of the landing page is to deepen these memory points and interest points, and give users a reason to download in order to meet their corresponding needs.

Crowd targeting

FansTong advertising has a targeting function. When doing crowd targeting, you need to filter according to the user's age, gender, region, interests, whether WiFi is available, and other attributes. You can also set whether it is Android or iOS to filter the target population. A more commonly used method is to use the account-specific similar fan function and interest map to attract some of the more influential and larger big V fans, greatly improving the advertising conversion rate.

Bid settings

①CPM

If you have relatively high requirements for exposure in the short term and have high requirements for the accuracy of the user group, it is recommended to give priority to the CPM bidding method, such as: strong regionalization, limited-time promotions, new product launch promotions, etc.

②CPE

If your promotional content is relatively long-term and does not have strict requirements for exposure, you can try CPE delivery.

③ Bidding and deduction

Both CPE/CPM bidding methods will eventually result in mixed bidding.

The actual CPE/CPM deduction is determined by your quality score and the quality score of the person below you, as well as the bid of the person below you.

2. What are the Weibo advertising promotion techniques?

1. Do a good job of positioning users’ consumption habits

Each user has his or her own interest tags, which means that he or she has different pursuits for different products. Therefore, Weibo Fans Ads can be targeted based on user interests and hobbies, delivering different advertising content to different users to maximize the advertising effect.

2. Promote through blog posts

Users like to stimulate consumption through visual satisfaction, and many young people nowadays are visual consumers or impulsive consumers. Therefore, you can use blog promotion methods such as pictures and texts or text + video to launch the content. This is conducive to the transmission of brand information and is more attractive.

3. Use bidding to promote

Weibo Fans Ads are placed using two billing methods: CPME and CPM. Therefore, advertisers can bid for advertisements according to their own financial situation so that their advertisements are exposed in a front position, which is conducive to forwarding, clicking, following, collecting, and likes.

Advertisers should pay attention to the following points when placing advertisements :

1. Advertising material production

Weibo ads are mostly presented in the form of pictures, texts or videos, so creative copywriting is very important. The copy needs to grasp the key points of brand or product promotion, which can be an introduction to product functions, communication of brand concepts, introduction to promotional activities, etc.

2. Crowd targeting

FansTong advertising has a targeting function. When targeting the audience, you need to filter according to the user's gender, age, region and other attributes. You can also set interest tags to filter the target audience. A more commonly used method is to use the account-specific similar fan function and interest map to attract some influential big V fans, greatly improving the advertising conversion rate.

3. Bid setting

It is recommended to recommend CPM to new users, expose the advertising creativity first, and then adjust the bid, creativity and audience targeting based on data feedback. If you choose CPE from the beginning, once the interaction rate is low or the bid is low, it may not be exposed. In that case, there will not be enough data to analyze the plan and guide the subsequent advertising.

To place Weibo advertisements , please contact Qinggua Media official