Detailed prices and effects of Internet companies placing official advertisements on Sina Weibo Fans Channel

Which Internet companies are suitable for Sina Weibo Fans Channel ?

1. What is Sina Weibo Fans Link ?

Fanstong is a tool that helps advertisers place advertisements on Sina Weibo when promoting their products on Weibo. Fanstong has three forms of advertising : blog promotion , application promotion , and account promotion. Regardless of the form, advertising information will be accurately delivered based on user attributes and social relationships.

2. Which companies are suitable for FansTong?

The user attributes of Weibo determine that the vast majority of the content on Weibo is entertainment-related: the post-80s generation accounts for the vast majority of the user group (about 80% of the users on Weibo are between 17 and 33 years old). Their main purpose of using Weibo is not to learn or retrieve information, but simply to relax and see new things. In addition, users from second-, third- and fourth-tier cities account for more than 70% of all active Weibo users. Generally speaking, it is difficult for companies to penetrate into third- and fourth-tier cities through traditional advertising, but Weibo provides a good channel to cover small and medium-sized cities.

So, what is the effect of Fantong ? At present, advertisers of FansTong can be roughly divided into three categories: O2O , e-commerce and App. Needless to say, O2O and e-commerce are very suitable for the path of social marketing . On the other hand, if we look at the advertisers who rank at the top of the Fanstong traffic ranking, we can find that more than half of them are App developers, so it goes without saying whether App is suitable for promotion on Weibo.

(I) Sina Weibo Fans Pass Billing Method

There are two billing methods on Fantong:

CPM : Billing is based on the number of times a Weibo post is exposed in the user’s information flow . Only blog promotion can choose CPM.

CPE : Billing is based on effective interactions, where interactions include forwarding, clicking on links, following, collecting, and liking. All three promotion forms can choose CPE as the billing method.

So how do you choose between the two billing methods? Chiefmore recommends that advertisers conduct a small experiment in the early stages of advertising: create a set of CPM and CPE plans under the same advertising group, and compare the actual results within one day. In general, the CPE method is easier to control conversion costs, but when the interaction rate is high, the CPM method has lower interaction costs and higher ROI.

In addition, the editor would like to remind everyone that the minimum prices for both methods are relatively low, for example, the lowest CPM can be 5 yuan. But in reality, the bidding level will fluctuate greatly due to factors such as time period and industry nature. At present, a CPM of more than ten yuan is relatively normal. The bidding for some popular fields or keyword combinations can be as high as dozens to a hundred yuan.

2. Formulate a launch strategy

When formulating an investment strategy, you only need to grasp two key points: one is what to invest, and the other is when to invest. The answer to the first question is keyword selection, and the answer to the second question is the selection of delivery time period.

The internal marketing team of an enterprise can set the keywords and time of delivery according to the characteristics of its products and services. In addition, you can also use the following method to explore competitors' delivery strategies and optimize your own delivery strategies:

When setting up a delivery plan, the system will recommend 50 similar accounts to you based on your account industry information. These 50 accounts are generally extremely high-quality and targeted in terms of relevance and fan activity. In addition, companies can also manually add competitors’ Weibo accounts. After determining the list of competitors, the company can randomly sample the information of interactive users from each of their Weibo homepages (more than 30, the more the better), and collect statistics on these users’ gender, age, region, mobile device, interaction time, and other information. This way, you can roughly know which keywords the other party has invested in and the time periods in which they mainly invested. Companies can then determine their own marketing strategies based on this.

(III) Optimize promotional content

Under the bidding mechanism of FansTong, high-quality promotional content can not only enable companies to win the auction with a lower bid. At the same time, good content itself can also bring higher conversion rates , so companies can choose a cheaper CPM method to place advertisements, greatly reducing costs while achieving the same promotional goals.

To optimize promotional content, there are mainly two parts of work: one is the optimization of copywriting and pictures, which requires setting promotional content according to user scenarios to increase interaction rate and conversion rate. Copywriting and pictures are the core of promotional content, which requires a capable marketing team within the company.

The other part is the optimization of links and landing pages , with two key points in mind: the link jump steps should be as simple as possible; at the same time, the landing page should be accurate, and it should be your own official website instead of a third-party application center or media platform.

How to find the right agent?

1. Find a local regional agent for Fanstong

Fanstong now has about one hundred official agents across the country, divided into eight major regions: East China, South China, Central China, Southwest China, North China, Northwest China, Northeast China and overseas regions. These official agents are officially authorized by Fanstong, so the service is guaranteed. If companies want to find agents, they can go to the official website of Fanstong to view the agent list, and then try to choose local agents, because it is more convenient to communicate with sales representatives offline.

The complete form can be found on the FansTong official website.

(II) Look at successful cases

Investigating successful cases is a crucial step in promoting Fanstong . No matter how eloquent the salesperson is, what truly reflects the agent's service capabilities are the cases he has worked on. Therefore, when consulting service providers, advertisers can ask them to provide some cases in the field as reference first. At the same time, when the salesperson comes to sign the contract, they can ask them to show the background of the relevant account for confirmation again.

When inspecting, in addition to looking at the overall final delivery effect (ROI, etc.) of the case, you should also focus on the delivery strategy and content optimization plan previously formulated by the agent (see the items in the "How to do it yourself" section).

In short, when choosing an agent, do not believe the promises they make in advance. Ask the agent to show you the background of the account they serve before signing the contract. You should choose the one with more successful cases in this field and higher total account consumption.

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The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map