1. Introduction to Fantong

What is Fantong?

In simple terms, it means promoting your marketing products in the Weibo information flow and widely delivering your promotional information to fans and potential fans. Fanstong advertising has various display forms, including blog post promotion, non-native advertising, native advertising and other display forms, to meet the different promotion needs of advertisers. Advertising on Fanstong can be targeted based on user attributes, social relationships, interest tags, regions, etc., making advertising more accurate. Fanstong has three types of advertising: blog post promotion, application promotion, and account promotion. Regardless of the form, advertising information will be accurately delivered to the target audience based on user attributes and social relationships.

Fanstong is an official product launched by Sina Corporation. It can accurately target and deliver advertising information based on all Sina Weibo users! It allows corporate Weibo advertising to be displayed in the information flow of the Weibo client, allowing your advertising to be displayed to the designated target group. The promotional advantage of Weibo Fans Pass highlights the headline information content. When your fans or non-fans refresh Weibo for the first time within 24 hours, the first three items in the Weibo homepage information flow will appear.

2. Advertising display forms of Fanstong

1. Blog promotion

Massive reach: Deliver the company's brand information to fans and potential fans, covering hundreds of millions of Weibo users;

Precision delivery: Reach the target audience more accurately from multiple angles based on user attributes, custom uploads, and third-party data markets;

Multi-dimensional communication: Weibo can be disseminated multiple times after being delivered to target users, maximizing the effectiveness of your advertising.

2. Application promotion

New display: A new display format for app promotion, one-click download, brings a new experience for app promotion;

Exclusive targeting: retains the original fan-based targeting conditions, and adds targeting conditions specifically for app downloads, such as network environment. Targeting criteria for app downloads.

Social recommendation: enhance social attributes, strengthen social connections, and make promotion more friendly.

3. Account promotion

Targeted promotion: supports multiple targeting conditions such as age, gender, region, interest, etc. to attract target users to pay attention to you;

Recommendation extension: Add social relationship attributes, push ads to fans’ friends through fan chain relationships, and expand in the relationship chain;

Social closed loop: Cooperate with the fan service platform to push private messages after following, and easily create a social closed loop;

Multi-point reach: Cover multiple advertising positions within and outside the information flow on PC and mobile terminals to fully reach users.

3. How to place Weibo Fans Ads?

1. Advertising material 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.

2. 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.

3. Bid setting

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.

4. Suggestions

Recommend new users to use CPM to 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.

For Weibo Fans Advertising , please contact Qinggua Media Official

Related reading:

1. Sina Weibo Fans Account Opening Fee! Fantong FAQ!

2. Introduction to the display formats and prices of Weibo Fans Advertising!

3. What is the billing method for Weibo Fans Pass? How to place Weibo Fans Ads?

4. Weibo Fans Advertising Case Study: Beauty and Plastic Surgery Industry!

5. Weibo Fans Advertising Case Study: Children’s Photography Industry