While some say that the Twitter-like Weibo platform is dying, we believe this is an extreme overreaction. It is true that grassroots content has moved to WeChat Moments. However, Weibo is still the place to keep your finger on the pulse of what’s buzzing in the country. And while WeChat public accounts are increasing in importance, a tweet on Weibo can reach hundreds of millions of accounts, versus WeChat, where the most popular articles receive hundreds of thousands of reads. Brands, especially mass, luxury, fashion and beauty brands that tap celebrities and KOLs, should absolutely include Weibo in the mix of their social strategy.
~ Sam Flemming