Weibo Resurgence Continues – Q4 Numbers and Analysis


New fourth quarter results were issued yesterday by Sina Weibo (China’s leading microblog platform, China’s Twitter), revealing a strong surge in user numbers for the platform.

On two critical metrics, MAUs (Monthly Active Users) and DAUs (Daily Active Users), Sina Weibo enjoyed strong increases from the same time last year. Monthly users increased by 34% to 236 million, while daily users increased 32% to 106 million.

Also advertising revenue increased by 47% from last year’s fourth quarter to $US 129 million – suggesting the increasing role Weibo is playing in brands’ exposure online.

Weibo is back, so drop that “WeChat vs. Weibo” thinking

This week, Resonance’s Head of Digital and Social Insight, Jerry Clode, published an important article with Campaign Asia highlighting the role of Weibo as part of your digital approach for China.

As Tencent’s phone app WeChat gained rapid popularity in China, there was concern Weibo would lose relevance. But recent numbers suggest Weibo is recovering strongly and is poised to form an important part of China’s increasingly mature digital scene, defined by the coexistence of two large social networks.

As Jerry explains, the logic and use of the two social platforms is very different, with both holding powerful potential for brands in China. Read the article here.

Look out for Jerry’s regular Campaign Asia articles each week.


About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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