As for B2B marketing strategies, we tend to prioritise other platforms such as WeChat and Zhihu. However, you should remember that business decision-makers also spend their free time checking their news on Weibo. (As long as they’re Internet-savvy and familiar with ‘younger’ platforms.)
Foreign brands, such as you and your competitors, may want to saudi arabia phone number concentrate on certain channels. But keep in mind that your Chinese competitors will probably cover all available social platforms, including Weibo.
It is also essential to understand Chinese users’ ‘trust journey’. Whether it is through a shared post or a social ad, Weibo may be the place where users first come into contact with your brand. In this case, they’re more likely to trust you if they see regular updates. And, if the posts are beautiful, fun, and/or informative enough, they may follow and stay with you longer.
However, it is also very possible that your potential customers will see your information on other platforms or through word-of-mouth recommendations. If it’s a bigger purchase or a decision such as choosing a school, they’re likely to do thorough research before trusting you enough to close the deal.
The research may include performing organic searches on Baidu, which will probably guide them to some of your online articles, Zhihu posts, etc. However, most users will also do a quick search on Weibo to see what other people say about your brand.
A search for ‘Stockholm University’ shows the official account, location, related hashtags, images, videos, articles, Q&As, and user posts.
So, it is worth having a regularly updated Weibo account no matter what your sector is. This is because
users trust accounts that are verified by the platform, hence they’ll trust your company more;
you create a place for customers to leave their feedback and you can resp