When the Client Asks: Should We Use Weibo?
VOL.1
When the Client Asks
当客户讯问
问
SHOULD WE USE WEIBO?
我们是否应该开通微博？
Client
Hi Eastant! I heard Weibo is a popular social media platform in China, but I don’t know much about it. Could you tell me more?
你好，亦适达~ 在么？我听说在中国，微博是很流行的社交媒体，但我也并没有了解很多。你能给我讲讲吗？
Hi dear Client! Sure, let me give you a quick brief. Weibo, literally “micro-blog” in Chinese, is sort of like a mix between the western social media platforms Twitter and Facebook. As of 2021, Weibo’s user base is second only to WeChat in China, counting 248 million daily active users who are expected to grow to 613.7 million by 2025.
客户，您好！没问题呀，让我先来简单地介绍一下。微博，中文的字面意思为“微博客”，有点像西方的脸书和推特的混合体。截至2021年，微博的用户群体在中国仅次于微信，日活跃用户为 2.48 亿，预计到 2025 年将增长到 6.137 亿。
Eastant
Client
Wow, but who is really using Weibo?
哇，那么哪些用户在真正使用微博呢？
According to the latest data released by Weibo in 2021, more than 75% of the monthly active users identified by Weibo belong to Gen Z, that is, the generation born after the 90’s, with male and female users distributed quite evenly.
根据微博发布的2021年最新数据，微博确定的月活跃用户中，超过75%属于Z世代，即90后，男女用户分布相当均匀。
Eastant
Besides common users, many celebrities and KOLs also have an official account. Data from China Internet Watch show that the Top 10,000 KOL on Weibo have over one million followers, among which, 91% have between 1 million to 10 million followers. Cooperation with KOLs can definitely help to reach higher exposure for your company and products!
除了普通用户，很多公众人物和KOL也有官方账号。中国互联网观察数据显示，微博前10000名KOL拥有超过100万的粉丝，其中91%的粉丝在100万至1000万之间。与KOL合作绝对可以帮助您的公司和产品获得更高的曝光率！
Eastant
Of course, your competitors are also on Weibo… and they already have many followers.
当然，微博上也会有您的竞争者，他们或许已经有了很多粉丝。
Eastant
Client
But still, WeChat is the main platform in China, and we are very satisfied with the work that you are doing with our WeChat account, maybe that’s enough?
但是微信仍然是中国主要的社交媒体平台，我们对您运营我们的微信帐号所做的工作非常满意，也许就够了？
Well, let’s say that one doesn’t exclude the other, in fact, they are actually complimentary. As we have explained in one of our recent articles, WeChat is a closed-loop ecosystem more suitable for cultivating one-to-one relationships and for growing your private traffic.
其实微信与微博不互相排斥，它们实际上是互补的。正如我们在最近的一篇文章（链接）中所阐释的，微信是一个更适合培养一对一关系和增加私域流量的闭环生态系统。
Eastant
Click on the link below to read the article
EASTANT
The Solution to China's Lockdown: Private Traffic
Eastant
On the other hand, Weibo is an open platform that works better for mass marketing and allows you to reach to a larger number of people. A marketing strategy that includes both can help you to increase your brand awareness and at the same time keep a close relationship with your clients.
另一方面，微博是一个开放平台，更适合大众营销，可以同时接触到更多的人。包含两者的营销策略可以帮助您提高品牌知名度，同时与客户保持密切关系。
Eastant
Client
I see… and what would be the most fundamental things to keep in mind for the successful operation of Weibo?
原来这样，那成功运营微博的最根本要素是什么？
First of all, make a content strategy based on the goal that you want to achieve and the target that you want to reach.
首先，根据您想要实现和想要达到的目标制定内容策略。
Eastant
Secondly, take advantage of the hot topics in your industry and online. It will help to get more attention from your followers and even to get new ones.
第二，利用您所在行业和网络上的热门话题。这将有助于从您的关注者那里获得更多关注，甚至获得新关注者。
Eastant
Finally, be active and interact with your followers. Posting daily alone won’t guarantee any particularly outstanding results. Always reply to your followers’ comments, find ways to start discussions so that you can understand your followers more and launch small activities to keep them engaged.
最后，保持活跃并与您的关注者互动。仅每天发布并不能保证任何特别出色的结果。始终回复关注者的评论，想办法开始讨论，以便您可以更多地了解关注者，并组织小型活动以维持他们的参与度。
Eastant
In this way everybody will find value in your content and keep following you.
这样做，大家都会在您的内容中找到价值并持续关注。
Eastant
Client
Strategy, hot topics, engagement... you know, we produce machinery, we don’t really understand about these marketing things, but Weibo really seems to have a lot of potential to increase our brand awareness in the China market.
策略、热点话题、参与度… 你知道吧，我们主要是生产机械，并不真正了解这些营销的东西，但微博似乎真的有很大的潜力来提高我们在中国市场的品牌知名度。
Client
I believe we will still need your help to manage our Weibo account.
我觉得我们仍然需要你们的帮助来管理微博帐户。
We will be more than happy to assist you! Let’s schedule a call to discuss further. Would tomorrow morning suit you?
我们将非常乐意为您提供帮助！让我们在电话里进一步讨论。明天早上你可以吗？
Eastant
Client
That sounds fine for me. Thank you very much for your explanation, we’ll talk more about this tomorrow so!
可以的。非常感谢您明天的解释和交谈。
No problem at all. We are always available for any doubts you may have. Have a nice day and talk tomorrow!
完全没问题。我们随时为您解答任何疑问。祝您有美好的一天，明天再谈！
Eastant
联
系
Contacts
Do you need support in managing your corporate Weibo account and other social media? Book a call with us at info@eastant.it.
贵公司需要帮助来运营微博企业账号或其他社交媒体吗？可以通过此邮件跟我们预约会议：info@eastant.it.
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