Tim Cook Shows Why Brands Still Need China's Weibo
Posted in: UncategorizedApple had news to spread Monday about its efforts to protect Chinese forests, so CEO Tim Cook signed up on microblogging platform Weibo to post about it. In an hour, his account had 200,000 followers. And Mr. Cook’s arrival on China’s Weibo became a big story in itself.
For brands, Mr. Cook’s debut is a reminder that Weibo can still be a useful platform with big reach. Twitter-like Weibo, which launched in 2009 and had 175.7 million monthly active users at the end of 2014, is often seen as past its prime.
When digital marketers get enthusiastic about new campaigns, they’re often talking about WeChat, the all-in-one mobile app people use to chat with friends, post news, share photos, shop and more. WeChat has 500 million monthly active users, and it’s changed the way people in China use their smartphones. But there are some things WeChat can’t do. Unlike WeChat, Weibo is easily searchable, making it a good place to look for news, trends and thought leadership pieces.
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