Is it worth running paid ads on Weibo, or is organic growth still effective?

I'm curious about whether running paid ads on Weibo is still worth the investment, or if organic growth can still produce strong results in 2026. For those who have experience with the platform, which approach has worked better for you? I'd love to hear your thoughts, any strategies you've tested, and whether the return on ad spend has justified the cost.

Weibo is a news/trending platform. Posting content that closely follows trending keywords is the only way to get massive organic recommendations.

Paid Weibo ads are worthwhile for targeted campaigns, but strong niche content can still grow organically without huge budget.