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Social media has become an effective medium for influencing our ideas and views andhas drastically changed the rules of an effective Brand Marketing campaign. Due to the growing importance of e-commerce and online activities, reaching customers through digital means has become an essential part of marketing plans globally.
In times when social media influence is flourishing, new technologies and ideas can be embraced and adopted with astonishing speed, instigating significant and often unpredictable consequences. Recent evidence of this is the unexpectant rise of microblogging activity. Since launching the first microblog site in 2007, Fanfou with 0.3 million users, the number of microblog users has grow to 250 million by the end of 2011 with the majority of Chinese netizens have at least 2 profiles in different microblogging platforms.
The following infographic was developed to give you the overall picture of how extensive microblogging platforms are so brands can be aware of ‘How to float their boat in the Chinese Ocean of Social media’ to reach a certain destination and turn microblogging influence into an effective marketing tool.
Chinese Internet users are active and goal directed. These traits make the Chinese netizen highly desirable for Brands who want to connect and build two-way communications with their consumers, since it gives an ability to communicate directly with the target group, which was unimaginable just a few years ago.
Research shows that since August 2011, microblogging ranked as the primary and most reliable source of news and information. This extensive digital iceberg is drowning the once thought to be unsinkable traditional media ship (radio, newspapers, TV).
A specific emphasis should be made to the microblogging platform Sina Weibo (literally Sina “Micro-blog”). It is the new undisputable leader among Chinese social channels and an interesting platform from a marketing perspective, being used in order to reach large numbers of Chinese netizens. Sina Weibo has become a force to be reckoned within only 2 years of existence and has taken off among celebrities, executives, politicians and, obviously, advertisers.
Fast facts about Sina Weibo:
- 250+ registered users;
- 50,000 corporate accounts;
- 60,000 – government-related accounts;
- 86 million posts per day
- 87% - market share by browsing time
- 56% - microblog market share
- 181% - increase in users over the last year
- Sina Weibo – top 10th biggest global network
Together with Sina’s main rival, Tencent Weibo's 200 million+ registered users, that's an impressive 450 million+ registered microblogging accounts.
Another amazing trend to consider is the popularity of accessioning Internet through mobile devices which has now over taken those using a PC to connect.
We look forward to discovering how microblogging will continue to change the face of coutless marketing campaigns!
Don't forget to share our infographic!
Written on Friday, 20 January 2012 13:27 by Lorena Marangoni