By KoMarketing Associates
Setting Up a Weibo Account
What information is required for foreign companies to register a Weibo account in China?
A Weibo account requires a Chinese phone number to register. Similar to other Chinese online marketing platforms, such as Baidu and WeChat, Weibo requires users to submit a Chinese phone number to open an account. Once submitted, the system will send you a code via text to verify your identity.
This process can be simplified if you have a business presence in China or local Chinese staff members on board. If not, you will likely need help from a professional international marketing agency.
How do foreign companies in China choose an appropriate name on Weibo?
Unlike Twitter, where users can market themselves with a descriptive name and a handle name, you can only use one name on Weibo. The handle name is the same as the descriptive name. Most companies use their company names for Weibo, but there are also some exceptions. For example, Ying-Chao Logistic adds the name of their industry after the company name, Deppon Official Weibo Account uses their Weibo identification, and McKinsey Magazine shows that Weibo is a channel where they publish.
To compliment a chosen display name, Weibo allows you to leverage 70 characters to describe your business. A short bio is important for people to see a quick snapshot of your business, so make sure you take it seriously.
Does Weibo allow foreign companies to change their name?
Once the name is confirmed, you can not change it again if you are a regular user, but you can change it twice a year if you are a Weibo VIP user. So, it’s essential to carefully choose one Weibo name that will represent your business and serve your marketing goals.
Which documents do foreign companies need to verify a Weibo account in China and what features will a verified Weibo company account unlock?
A verified Weibo account has more customized features for you to make a complete profile. You will only need your Chinese business certificate and ￥300 RMB ( around US$45) for the Weibo Verification. The add-on features include creating a customized Weibo short URL, adding your website URL and other relevant URLs that your profile can link to, showing sliding images with external links.
Also, a verified account will not be limited to a 70 character description. A complete and longer story make your company Weibo profile more professional and trustworthy.
Operating a Weibo Account
Are there visual elements that help foreign companies in China maintain a consistent brand image on Weibo?
After successfully registering with your phone number and Weibo name, you will have access to the account with a default design. Since Weibo is an important online channel for brand awareness, remember to customize the visual elements – make sure they are consistent with your brand image, and clearly deliver your brand proposition.
There are three parts for you to create:
- Profile image
- Header image
- Background design
Optimal Profile Image Size & Format:
The default profile image is a gray portrait. Since it’s free to change the profile picture, update it as soon as you access the account. You can either use your brand logo or any other well-designed image that’s aligned to your marketing strategy. The uploaded profile image can not be more than 5 mb, and it will save in three formats – 100×100, 50×50, and 30×30.
Custom Header & Background Image:
The header image and background design give visitors a first impression of you when they visit your Weibo account. There are a few default formatting designs that you can choose if you are not a Weibo VIP user. However, if you want to pick better designs or upload your own images for the header and background, you would need to become a Weibo VIP member, which costs about ￥108 RMB/year (around US$16).
Are Weibo’s VIP Membership good?
A VIP Weibo account unlocks many features on the platform and is necessary to create a truly complete profile. Holders of a VIP account will be able to:
- Create custom header and background design
- Add an exclusive account name
- Change their account name twice per year
- Add a pinned post on top
- Following more accounts than standard Weibo accounts
- Access additional editing features
How can foreign companies in China use tags to attract visitors to their Weibo profile?
Adding tags to your profile will help visitors quickly know what your Weibo account is all about and what kind of information that they can expect from it. It also helps visitors to search on the Weibo and find relevant accounts and information, so don’t forget to add 4-5 tags to your profile.
How can foreign companies in China use QR codes to drive traffic to their Weibo profiles?
Another way to help visitors to recognize you and follow your account is to use a QR code. Weibo generates unique QR codes automatically for all accounts, so make sure you maximize this benefit by putting them on your marketing materials or other online presence. This will help people find you and follow you easily.