With these numbers, Sina Weibo became the fourth most-used mobile application of China in the autumn of 2016 after WeChat, QQ and mobile Taobao. Over 90% of Weibo users access the site through mobile.
Weibo’s huge revival
Weibo’s staggering MAU numbers show a sharp increase since last year, when the micro-blogging platform hit 212 million monthly active users.
Weibo’s growth in monthly active users may come as a surprise to many, since a lot of media (such as the BBC) wrote that the social media network was on its way out in 2015. With the rising popularity of Tencent’s WeChat, many Chinese media also predicted that Weibo was over.
But Weibo is anything but dead – the social media site is currently seeing a huge revival. According to Sina Weibo CEO Cao Guowei (曹国伟), Weibo’s high user rate can be explained by the fact that Sina Weibo is now becoming a platform that successfully combines the best features of different western social media platforms such as Twitter, Instagram and YouTube.
More than Twitter
Weibo is often explained as the ‘Chinese Twitter’. Like Twitter, Weibo also works as a follower/followee microblogging network. (Sina Weibo originally also had a 140-character limit for posts, but this limit was removed earlier in 2016.)
But Weibo is much more today than what it was when it launched in 2009. With an explosive growth of short video and live broadcasts, virtually all posts on Weibo now come with audiovisual content and/or pictures. The site is now all about microblogging (like Twitter), sharing pictures (like Instagram), and videos (like YouTube).
Sina Weibo partnered up with video sharing app Miaopai in late 2013, which allows users to post videos to their timeline and play them from there – similar to Facebook’s video function. Livestreaming also has become an important Weibo feature.
According to CEO Cao Guowei, another important Weibo function that has contributed to its revival is the ‘interest search function’, which allows users to browse their specific interest categories within Weibo, and the automatic recommendations based on user interests. These functions further promote the social interaction between users.
On Weibo, it is all about sharing information, both user generated content and professional media content: “The active information ecology is at the base of Weibo’s revival,” Cao says in a recent interview with Sina Tech.
Weibo is an important news source for its users, but the platform’s growth is also connected to China’s booming celebrity economy.
‘Online celebrity marketing’ or ‘cyberstar economy’ is alive and kicking on Weibo, where self-made celebrities are mushrooming. Papi Jiang is the best example of how quickly Chinese netizens can become huge celebrities through social media.
China’s so-called ‘Big V’s’ – popular microbloggers who have a ‘v’ behind their name as their accounts have been verified by Weibo – are worth big money. These social media celebrities vary from comedians to fashion bloggers or make-up stylists. Some Chinese online celebrities have just become famous because they blog a lot or have an extraordinary appearance.
These online stars offer great marketing potential for brands because they have a huge following, much influence, and often the right target audiences. While Weibo helps online celebrities grow big, these online celebrities also help Weibo by boosting the number of active Weibo users.
In an interview with People’s Daily, Cao Guowei expresses his content over Weibo’s success. It is clear that it is not the end of Weibo. “This is just the beginning,” Cao said: “And the future of Weibo is only getting better.”
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