A Guide to Weibo Paid Advertising

Weibo is a popular social media platform in China, attracting millions of active users every day. Therefore, it is an essential channel for businesses to promote their brands and products. However, organic reach on Weibo is limited, and paid advertising is the most effective way to reach a broad audience. In this article, we will introduce the basics of Weibo paid advertising and how to create effective campaigns.

Types of Weibo Paid Advertising

There are four types of Weibo paid advertising options: Weibo Ads, Fan Headlines, Fan Tunnel, and Fan Connect.

1. Weibo Ads

Weibo Ads is the most common advertising option, allowing businesses to display their ads across different Weibo channels, including user feeds, search results, and topic pages. The ads can be displayed in different formats, such as banner ads, video ads, and sponsored content. Weibo Ads offers targeting options, including demographics, interests, location, and device types. As for bidding, advertisers can choose between CPC (cost per click) and CPM (cost per mille) models.

2. Fan Headlines

Fan Headlines is another popular option, enabling businesses to display their ads at the top of the Weibo home page. These ads have higher visibility and engagement than other types of ads. Fan Headlines is only available to businesses with a verified Weibo account and a minimum budget requirement.

3. Fan Tunnel

Fan Tunnel is an exclusive advertising option that allows businesses to create a personalized landing page within the Weibo app. The Fan Tunnel page can showcase products, services, or a brand story, providing an immersive experience for users. Fan Tunnel requires a higher investment but can be an effective way to drive brand awareness and engagement.

4. Fan Connect

Fan Connect is a newly launched feature that allows businesses to connect with users directly via Weibo messaging. Advertisers can create customized messages and send them to targeted users based on their interests and behavior on Weibo. Fan Connect can facilitate one-to-one communication with potential customers and increase conversion rates.

Tips for Creating Effective Weibo Advertising Campaigns

Here are some tips to help businesses create effective Weibo advertising campaigns:

1. Know your target audience

Before launching your campaign, research your target audience and understand their preferences, interests, and behaviors. Use the targeting options offered by Weibo Ads to reach the right people and tailor your messaging to their needs.

2. Create compelling content

Weibo users are used to seeing a lot of advertising content, so make sure your ads stand out with high-quality visuals and engaging copy. Also, consider providing valuable content that users will be interested in and want to interact with, such as tutorials, behind-the-scenes footage, or user-generated content.

3. Choose the right type of advertising

Consider which type of advertising aligns with your objectives and budget. Fan Headlines may be more effective in creating brand awareness, while Fan Tunnel can be useful for product launches or storytelling. Experiment with different types of ads to find what works best for your business.

4. Test and optimize

Regularly review your campaign performance and adjust your strategy accordingly. Test different ad formats, targeting options, messaging, and bidding strategies to find what delivers the best results. Analyze the data provided by Weibo Ads to identify trends and optimize your campaigns for better performance.


Weibo paid advertising is a powerful tool for businesses to reach a broad audience and achieve their marketing goals. By understanding the different types of ads, targeting options, and best practices, businesses can create effective campaigns that resonate with Weibo users. Remember to continue testing and optimizing your campaigns to drive better performance and return on investment.