How It Works
If you’ve heard of Weibo, you’ve probably heard it described as “Chinese Twitter.” The Chinese microblogging platform, which is more interactive and has more features than Twitter and is thus considered more of a hybrid of Twitter and Facebook, is extremely popular in China, boasting over 250 million users. Key differences between Weibo and Twitter are: In addition to retweeting, you can comment; you can write more text; and it’s easier to share other media like photos and videos. It’s also mostly in Chinese.
As with most popular social media platforms, Weibo has become an important marketing tool for the fashion industry, especially since Twitter and Facebook are both banned in China. You’ve also undoubtedly heard that China, with their rapidly growing wealth, is an increasingly important and viable market for fashion–luxury brands especially. So it follows that brands are eager to tap into Weibo’s expansive social network to reach those oh so desirably young upwardly mobile consumers.
Some US and European brands have already gained a foothold.