Recently, a new form of ad is formally launched on Sina Weibo. This social ads enable weibo posts to reach ALL followers rather than being buried; this is like Facebook Promote. The promoted posts will appear as the first on users’ weibo home page after logging in. The post will sink as more posts get published and appear on the timeline. Each user will only see one promoted post within 24 hours.
Sina had selected some advertisers to test this advertising form. The characters of “From Weibo Promote” will turn up at the bottom left of the promoted post. There is no limitation on the quantity of marketers’ weibo posts. BMW China and Ctrip have used this advertising form.
With more than 2 billion weibo users, this new advertising form is very promising. Let’s take a look at how it works and how it charges.
This new ad format will charge advertisers based on the total impressions delivered. Every impression costs 0.1 yuan. Marketers can set the total number of impression to deliver. Reports on performance will also be available on total number of re-post, total comments, clicks and exposure.