An Introduction to Sina Weibo: Background and Status Quo

This is the What’s on Weibo Sina Weibo file, an introduction to China’s biggest microblog [last updated April 2016].

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Sina Weibo is China’s most popular social media platform. This is What’s on Weibo’s Sina Weibo File: an introduction to Sina Weibo, with regularly updated facts and stats.

What’s on Weibo’s Weibo File:
1. What is Sina Weibo? A Short Intro
2. Weibo Dead? Au Contraire!
3. Sina Weibo in Numbers
4. Weibo’s Biggest Stars

1.What is Sina Weibo?
A Short Intro

 

Sina Weibo (新浪微博), often simply called ‘Weibo’ (pronounce as way-bo), is one of the biggest social media platforms of China. ‘Weibo’ literally means ‘micro-blog’.

Weibo is often explained as the Chinese equivalent to Twitter or Facebook, two services that are blocked in mainland China. The year that Sina Weibo was launched (2009), was a pivotal year for China in terms of micro-blogging. Besides Twitter, domestic social media sites such as Zuosa, Fanfou and Taotao were rapidly gaining popularity. Following the Urumqi riots in 2009, Chinese authorities blamed the free flow of information for the surge of social unrest and put a stop to Twitter, Facebook and many local microblogs (Sullivan 2012, 775). Sina Weibo was introduced as a new social media platform that would keep the stream of incoming posts under control by tracking and blocking ‘sensitive’ content (ibid. 2012, 775-776).

There are multiple sites in China that offer micro-blogging services, but Sina Weibo is still the most popular one around the Chinese web. Three years after its launch, it already had 503 million registered users (Chen et al 2012, 1; Zhao et al 2014, 613); a significant majority of the 640 million Internet users that China holds.

Sina Weibo is often called the “Chinese Twitter”, but actually it is more versatile. The platform functions as what could be said to be a combination of Facebook and Twitter, but ultimately is unique.

Weibo has a 140 character limit to each post and users are part of a “follower-followee network” (Gao et al 2012, 88). The relationship between followers and followees is unidirectional; one can ‘follow’ an individual and read their ‘weibos’ (posts), like and share them, without being followed back. It is possible for users to upload videos, images, and gifs.

Research shows that there are quite some differences between how Weibo is used in China and Twitter is used in other countries. Not only do users of Sina Weibo publish more posts than those on Twitter, they also tend to disclose more personal information about themselves. They are more active in reacting on other people and sharing their views (Gao et al 2012, 93; Sullivan 2012, 774). While topics discussed on Twitter are often linked to institutions and companies, users of Sina avoid talking about (political) organizations or other institutions (Gao et al 2012, 96). The idea that Weibo is used in a more ‘personal’ way is supported by the fact that Sina Weibo users publish 19% more posts during the weekends. This in contrast to Twitter, where people post 11% less tweets on weekends than they do on weekdays (ibid. 2012, 98).

China is in the midst of a “microblogging revolution” (Sullivan 2012, 773). Online government regulations and censorship have not turned Chinese Internet or Weibo into a social media prison. On the contrary, the Chinese Internet could be called “one of the most vibrant economic and social cyberspaces in the world” (Yeo&Li 2012, 7). The intense online discussions on corrupt officials or multiple food scandals have demonstrated that the relationship between the censors and the world of Weibo is not black and white. Although there are many limits to what can be posted, and control is strict, Weibo does offer a national platform to ordinary Chinese netizens where they can enjoy a relatively free online environment (Sullivan 2012, 774; Magistad 2012). Weibo is a place of continuous negotiation between citizens and government on what the boundaries are, and to what extent they can be stretched. In this way Weibo is a highly politicized space. It is clear that Weibo is a significant phenomenon to present Chinese society that will keep buzzing on the net for a long time to come.

2.Weibo Dead?
Au Contraire! 

 

Recently, many different media have stated that Weibo is dying as a consequence to 2015 rules that required users to register with their real names. More people allegedly switched from the more public Weibo to the more private messaging app Weixin, media argued, and Weibo would soon be on the way out as online free speech becomes more and more limited.

Weibo, the Chinese microblogging site

Although Weibo is not the more ‘private’ platform it used to be, it is still very much alive. Its daily active users are still on the increase, with 34% more in 2015 than in 2014. Its mobile monthly active users grew 57% in 2015.The private dimension of Weibo (talking amongst friends) has made room for Weixin, where P2P is the most important form of interaction.

Sina Weibo is now a public social media platform and China’s most dominant source of news content, where netizens come for information acquisition, sharing and commenting. They also have added additional features to the platform (such as ‘Radar‘) to keep Weibo users coming back.

Weibo still has over 500 million registered users; and with over 212 million of them actively using the platform in 2015, and monthly active users reaching 390 million in September of 2016, Weibo is more alive than ever. Those who said Weibo was dead, were too soon to judge: WeChat has not killed Weibo and users are not leaving (yet). A number one trending topic still has up to 800 million page views and 4.9 million comments.

3.Sina Weibo
in Numbers

 

*Sina Weibo has more than 500 million registered users.

*There are 212 million monthly active users.

*85% of them use Weibo on their mobile.

*There are over 100 million messages posted by users each day.

*70% of Weibo’s active users are at university level.

*50.10% of Weibo users are male, 49.90% are female.

*With 77 million followers, actress Yao Chen is the number 1 Weibo celebrity.

4.Weibo’s
Biggest Stars

 

Some of Weibo’s top celebrities have more ‘followers’ than any other star in the world. The top 10 celebrities from mainland China with the biggest fan base changes every now and then. but the top five has been pretty stable for the past year, with Yao Chen scoring number one. In comparison: the celebrities with the most followers on Twitter are Katy Perry (75 million), Justin Bieber (67 million), and Barack Obama (63 million). The top China’s Weibo celebrities have around 80 million ‘followers’: the largest online fanbase in the world [The order 1-10 keeps changing, by April 6 2016, number 2 (Chen Kun) and number 4 (Xie Na) have become more popular than Yao Chen, who’s been on top for a long time before].

 

1.Yao Chen 姚晨: 79.299.561 followers.

Yao-Chen_3014267b

Yao Chen (1976) is a Chinese actress and Weibo celebrity, who was mentioned as the 83rd most powerful woman in the world by Forbes magazine. She is also called ‘China’s answer to Angelina Jolie’ (Telegraph).

 

2. Chen Kun 陈坤: 80.024.390 followers.

Chinese actor and singer Chen Kun (1979, Chongqing) is known for his roles in, amongst others, Painted Skin and Balzac and the Little Chinese Seamstress. Chen Kun is not only popular because of his acting work, but also for his looks – he is known to have a large gay fanbase. 

 

3. Zhao Wei 赵薇: 78.152.311 followers.

Vicky Zhao (1976) is a Chinese film star, singer, entrepreneur and director. She is also known for her work as ambassador for various brands, which has added to her wealth.

 

4. Xie Na 谢娜: 83.163.677 followers.

Xie Na (1981), also nicknamed ‘Nana’, is a popular singer, actress and designer. She is also the co-host of ‘Happy Camp‘ (快乐大本管), one of China’s most popular variety TV shows. She is the colleague of He Jiong, the number 5 in this list.

 

5. He Jiong 何炅: 77.210.037 followers.

He Jiong has been the host of China’s popular Happy Camp TV show for over ten years. He is also a singer, actor and an Arabic teacher in Beijing Foreign Studies University.

 

By Manya Koetse

References

Chen Zhaoqun, Pengfei Liu, Xiaohan Wang and Yuantao Gu. 2012. “Follow Whom? Chinese Users Have Different Choice.” Paper, Department of Electronic Engineering, Tsinghua University. Available online at http://arxiv.org/abs/1212.0167 (Accessed February 28, 2013).

Gao, Qi, Fabian Abel, Geert-Jan Houben and Yong Yu. 2012. “A Comparative Study of Users’ Microblogging Behavior on Sina Weibo and Twitter.” In: Masthoff, J.; Mobasher, B.; Desmarais, M.; Nkambou, R. (Eds.), User Modeling, Adaptation, and Personalization: 20th International Conference, UMAP 2012, Montreal, Canada, July 16-20, 2012 Proceedings, 88-101. Heidelberg: Springer Berlin Heidelberg.

Lunden, Ingrid. 2012. “Analyst: Twitter Passed 500M Users In June 2012.” Techcrunch.com (July 30). Available online at http://tcrn.ch/OdtB41 (Accessed February 28, 2013).

Magistad, Mary Kay. 2012. “How Weibo is Changing China.” Yale Global (Aug 9). Available online at http://yaleglobal.yale.edu/content/how-weibo-changing-china (Accessed February 28, 2013).

Millward, Steven. 2015. “Weibo hits 212M monthly active users, most now on mobile.” Tech in Asia, Aug 19 https://www.techinasia.com/weibo-212-million-active-users/ [8.9.15].

Sullivan, Jonathan. 2012. “A Tale of Two Microblogs in China.” Media Culture Society (34): 773-783.

Yeo, George and Eric X. Li. 2012. “Yin and Yang: Sina Weibo and the Chinese State.” New Perspectives Quarterly 29(2): 7-9.

Zhao, J., Wu, W., Zhang, X., Qiang, Y., Liu, T., & Wu, L. 2014. “A Short-Term Trend Prediction Model of Topic over Sina Weibo Dataset.” Journal of Combinatorial Optimization (28):613-625.

(Image: http://charliewang.me/a-close-look-at-the-sina-weibo-phenomenon)

Article by Manya Koetse for What’s on Weibo. 2013-2015.

©2015 Whatsonweibo. All rights reserved. Do not reproduce without permission – you can contact us at info@whatsonweibo.com.

Author

About the author: Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, Sino-Japanese relations and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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