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Weibo’s Revival: Sina Weibo Is China’s Twitter, YouTube & InstaGram

With 390 million monthly users, Sina Weibo is seeing a huge revival.

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With 390 million monthly users, Sina Weibo is seeing a huge revival. What was once called ‘China’s Twitter’ has now become a comprehensive platform that incorporates the major features of social media channels like Twitter, YouTube, and InstaGram.

According to new Chinese mobile internet data reports, Sina Weibo‘s monthly active users (MAU) reached 390 million in September 2016 (source: Questmobile/Sina, Huxiu.com).

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.

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Weibo listed as China’s fourth most popular app (via People’s Daily).

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.

Sina Weibo CEO Cao Guowei (picture via Tencent).

Sina Weibo CEO Cao Guowei (picture via Tencent).

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.

Celebrity economy

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.

Papi Jiang, the biggest Chinese online celebrity of 2016.

Papi Jiang, the biggest Chinese online celebrity of 2016.

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.”

– By Manya Koetse
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©2016 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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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, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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4 Comments

4 Comments

  1. Avatar

    Ed Sander

    November 20, 2016 at 10:18 pm

    After the arrest of ‘big V’ Charles Xue in the summer of 2013 new legislation was passed that made spreading of rumours – with the CCP defining what is and isn’t a rumour – punishable with up to 3 years in prison. Weibo very quickly dead out in the months after. Many, among whom myself, thought that this would be the end of Weibo, which up till then had been a platform where the public could have its say (as long as it didn’t mobilize and criticize the central government) and expose corrupt local officials through ‘human flesh search engines’, an era that started with the Wenzhou train crash. Figures from 2014 seemed to confirm the decline of Weibo (e.g. http://www.chinainternetwatch.com/8829/weibo-aug-2014/). However in early 2015 more positive statistics began to appear (e.g. http://socialbrandwatch.com/weibo-has-stunning-2014/) and since then I haven’t seen much negative news about Weibo. The contradicting sources were gone and Weibo indeed seemed to be in a great revival, which now nobody can deny anymore.

    Having said that, the plarform hasn’t just changed in functionality but also in type of content. The height of the online citizen movement of the 2011-2013 (a highly interesting period for social media during which I lived in China) has been replaced by gossip news about the stars, with divorces of moviestars and their cheating wifes now being the most popular topics. And that’s exactly how the CCP likes it: panem et circenses. Weibo has survived and revived but at the same time Weibo is also very much dead and decomposing.

  2. Avatar

    Shelly

    November 23, 2016 at 11:24 am

  3. Avatar

    overseaschinese

    December 4, 2016 at 7:06 pm

    There are a plethora of features on Weibo that completely supersedes anything that we see on Instagram, Twitter or Youtube.

    Even Wechat is much more superior than Facebook.

    If it’s anything like, we can already say that Facebook is trying to be like Wechat. Twitter is trying to be like Weibo.

    Let’s not fool ourselves, these Chinese apps is cashing in, while the US-based ones are struggling to monetise.

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Backgrounder

What Are Weibo’s “Super Topics”?

Explaining Weibo’s “Super Topics”

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What are Weibo’s “Super Topics” (超级话题) and what makes them different from normal hashtags?

Over the past year, Weibo’s so-called “Super Topics” (超级话题) have become more popular on the social media platform as online spaces for people to connect and share information.

Weibo’s “super topic” function has been around since 2016. The function allows Weibo users to create and join interest-based content community pages that are online groups separated from the main Weibo space. One could perhaps compare these Weibo Super Groups to ‘mega-threads’ or ‘subreddits’ on Reddit.

These are the most important things to know about Weibo’s Super Topics:

 

#1 A Super Topic is Not the Same as a Hashtag

Similar to Twitter, hashtags make it possible for Weibo users to tag a topic they are addressing in their post so that their content pops up whenever other people search for that hashtag.

Different from Twitter, Weibo hashtags also have their own page where the hashtag is displayed on top, displaying how many people have viewed the hashtag, how many comments the hashtag is tagged in, and allowing users to share the hashtag page with others.

A Super Topic goes beyond the hashtag. It basically is a community account where all sort of information is shared and organized. People can ‘follow’ (关注) a Super Topic and can also ‘sign in’ (签到).

On the main page of every Super Topic page, the main subject or purpose of the super topic is briefly explained, and the number of views, followers, and posts are displayed.

A super topic-page can be created by any Weibo user and can have up to three major hosts, and ten sub-hosts. The main host(s) can decide which content will be featured as essential, they can place sticky notes, and post links to suggested topics.

 

#2 A Super Topic Is a Way to Organize Content

Super Topic pages allow hosts to organize relevant content in the way they want. Besides the comment area, the page consists of multiple tabs.

A tab right underneath the main featured information on the page, for example, shows the “sticky posts” (置顶帖) that the host(s) of the page have placed there, linking to relevant information or trending hashtag pages. Below the sticky notes, all the posts posted in the Super Topic community are displayed.

One of the most important tabs within the Super Topic page is called “essential content” (精花), which only shows the content that is manually selected by the host(s). This is often where opinion pieces, articles, official news, or photos, etc. are collected and separated from all the other posts.

Another tab is the “Hall of Fame” (名人堂), which mainly functions as a reference page. It features links to the personal Weibo pages of the super topic page host(s), links to the Weibo pages of top contributors, and shows a list of the biggest fans of the Super Topic. Who the biggest fan of the page is, is decided by the number of consecutive days a person has “checked-in” on the page.

 

#3 Super Topics Are a Place for Fans to Gather

Although a Super Topic could basically be about anything, from cities to products or hobbies, Super Topics are often created for Chinese celebrities, video games, football clubs, or TV dramas.

Through Super Topic pages, a sense of community can be created. People can be ranked for being the most contributive or for checking in daily, and comment on each other’s posts, making it a home base for many fan clubs across China.

The host(s) can also help somebody’s page (e.g. a celebrity account) grow by proposing them to others within the group.

Super Groups are ranked on Weibo based on their popularity. This also gives fans more reason to stay active in the group, making their Super Topic top ranking within their specific category (TV drama, food, photography, sports, games, etc).

What makes the Super Topic group more ‘private’ than the common Weibo area, is that people posting within the Super Topic can decide whether or not they also want their comment shared on their own Weibo page or not. If they choose not to, their comments or posts will only be visible within the Super Topic community.

 

By Manya KoetseGabi Verberg, with contributions from Boyu Xiao

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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Online Controversy over Mandatory GPS Tracking Smartwatches for Chinese Street Cleaners

Being a street cleaner in 2019 China now involves wearing a mandatory smartwatch with GPS tracking.

Gabi Verberg

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Image via Sina.com

The times of chatting with the neighbors, taking a break, or doing some shopping during work hours are seemingly over for Nanjing’s street cleaners now that their every move is monitored through a special smartwatch. News of the mandatory GPS tracking bracelets for sanitary workers triggered public outcry earlier this month. But it’s not just Nanjing street cleaners that are subjected to this policy.

Earlier this month, the introduction of smartwatches tracking the movements of street cleaners in Nanjing attracted the attention of Chinese netizens and international media after the new policy was made public on April 3rd.

In March of this year, the sanitation department in the Hexi area of Nanjing, Jiangsu, started a pilot with a smartwatch that sanitation workers are obliged to wear. The watch has a built-in real-time GPS tracking system, allowing the Nanjing Hexi Smart Sanitation Center to monitor workers’ movements.

In a short video published by Toutiao News, a spokesperson of the Smart Sanitation Command Center* explained that the smartwatch currently allows the company to assess the workers in three ways: they can register workers’ attendance, collect statistics of workers leaving their designated work area, and report on workers that remain in the same position exceeding the allowed amount of time.

Sanitation workers also commented on their new working system. One person interviewed said: “Why wouldn’t I be allowed to have a half-an-hour break? Look, the street is all clean, there is nothing to be cleaned up. They are crazy for making us move up and down the street for no reason.”

Street cleaners also said that the system would automatically report them if they had been in the same spot for more than twenty minutes. The smartwatch would then subsequently encourage them to move, calling out “Jiayou! Jiayou!” (“Come on! Come on!”).

That particular function was reportedly removed shortly after public outcry on the policy.

On Weibo, the hashtag “Smartwatch Automatically Yells ‘Jiayou'” (#智能手表自动喊加油#) received over 2,5 million views, with the majority of commenters strongly rejecting the new approach.

Most commenters on this issue argued that the implementation of the smartwatch is “immoral” and that the Nanjing workers are “treated as criminals.” Many others also pointed out that the workers, often senior citizens, should be able to rest for more than 20 minutes.

In light of the new policy, many people on social media also referred to the infamous fictional character Zhou “Bapi” (周扒皮). In the novel The Killing Wind, this landlord Zhou would stick his head into the henhouse stirring up the roosters to wake his laborers up earlier, so they would start working.

Some netizens came with an alternative solution, suggesting that the leaders of the company should wear the smartwatches themselves instead.

While the controversial function was eliminated, the GPS tracking function still stands.

Nanjing is not the first city to introduce GPS tracking smartwatches for its sanitary workers. Other cities where the same policy has been introduced are, for example, Chengdu, Hangzhou, Guangzhou, and Qingdao, according to Chinese media outlet Global Times.

In the summer of 2018, various Chinese media outlets already reported about the introduction of smartwatches for street cleaners in Guangzhou. At the time, the smartwatch policy was described as an innovative way to solve staff deployment and management problems, giving team leaders more insights into the real-time position of the street cleaners.

Whether or not the smartwatches do indeed improve work efficiency of street cleaners is still unclear, but there are no indications that the smartwatch policy will be changed at this point.

The tough work conditions of Chinese street cleaners, who work long hours and receive minimal pay, regularly become an issue of debate on Chinese social media. Besides praising the hard work of China’s public cleaners, Chinese netizens often express their sympathy for the bad circumstances under which street sweepers have to work.

By Gabi Verberg

* (南京河西建环”智能环卫”综合调度监控指挥中心 Nanjing Hexi Jianhuan “Intelligent Sanitation” Integrated Dispatching Monitoring Command Center)

Spotted a mistake or want to add something? Please let us know in comments below or email us.

©2019 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com

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What’s on Weibo provides social, cultural & historical insights into an ever-changing China. What’s on Weibo sheds light on China’s digital media landscape and brings the story behind the hashtag. This independent news site is managed by sinologist Manya Koetse. Contact info@whatsonweibo.com. ©2014-2018

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