How promote on Weibo?

Weibo is a large community of Chinese but after using it a month I realise almost active accounts are KOLs or celebrities, other account just like clone accounts, just use for comment. I dont know it is true or not. By the way, they dont have groups like Facebook how can we reach a specific customers to promote services especially in niches like gambling and crypto?

is anyone can help my boss want me to research and expand market to China but it does not have much information

that's what Im looking for too

Ariel Linton said:

that's what Im looking for too

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yeah, but seems like hardly has person can response this

Liam Clark said:

Weibo is a large community of Chinese but after using it a month I realise almost active accounts are KOLs or celebrities, other account just like clone accounts, just use for comment. I dont know it is true or not. By the way, they dont have groups like Facebook how can we reach a specific customers to promote services especially in niches like gambling and crypto?

Click to expand...

Weibo does have a feature similar to Facebook groups. It's called "super topic," and you can reach out to your customers through it. However, because gambling is illegal in China, there are no such topics, and relevant content is strictly restricted. Be careful with it.

Firstly, as you may have noticed, Weibo is no longer a commonly used social media platform among young people in China. It is often used by celebrities, technical experts, and institutions, while young people have shifted their social interactions to platforms such as Douyin, Xiaohongshu, and Bilibili, which mainly feature video content.

Secondly, gambling and virtual currencies are illegal in China. If you mention them on any platform, you will likely receive restricted traffic or have your account banned.

Liam Clark said:

is anyone can help my boss want me to research and expand market to China but it does not have much information

Click to expand...

I am from China, and for people of my generation, We are very familiar with Weibo.
The first is kol, yes, most of the active people on Weibo are internet celebrities and KOLs. They have a professional team to operate the account and earn money by accepting advertisements, which is a very common operation method. Weibo can spend money to buy traffic, so it is not very difficult to create a KOL.
As for the cloned account you mentioned, it’s actually not like this. Many ordinary netizens don’t often post content updates on Weibo, because if you don’t spend money to buy traffic, your content will not be exposed, basically no people watch. So Weibo is basically divided into two types of people, those who spend money and those who don’t. So it looks like their accounts are the same as cloned accounts, but they are actually real people, but they don't want to operate their own accounts.
As far as the gambling and crypto industry you're looking for, that's banned in China, so you basically can't find it. Most of the content is related to entertainment news and current affairs news.
If you want to know anything else, you can find me. Hope that helps you.

looking for answer too

In fact, I agree with the above statement that already Weibo is no longer a common social media platform for young Chinese people, who prefer to use Jittery or Xiaohongshu. But you can still try the following methods to promote.

You can attract attention by posting high quality, valuable content. The content should be interesting, enlightening, or provide useful information. Secondly, collaborating with other Twitter users or influencers to cross-pollinate content can leverage each other to expand your reach.

Find influential Weibo users or KOLs in your field then partner with them for sponsored content or product partnerships, leveraging their fan base.

Identify Your Target Audience. ...
Localize Your Content For Weibo's Users. ...
Build & Engage With Your Community. ...
Launch Influencer Campaigns. ...
Use Weibo Paid Ads. ...
Integration with E-Commerce Platforms. ...
Utilize Weibo's Live-streaming Tools. ...
Explore Social Search With Weibo.

wilt64682 said:

In fact, I agree with the above statement that already Weibo is no longer a common social media platform for young Chinese people, who prefer to use Jittery or Xiaohongshu. But you can still try the following methods to promote.

You can attract attention by posting high quality, valuable content. The content should be interesting, enlightening, or provide useful information. Secondly, collaborating with other Twitter users or influencers to cross-pollinate content can leverage each other to expand your reach.

Click to expand...

is it possible to promote facebook account rental service on xiaohongshu, as far as I know it's nearly like Instagram? do I need to change to China IP to get more engagement in this platform.

You're absolutely right to sense that Weibo's user activity is highly centralized around KOLs, celebrities, and media pages. What you're noticing is not just a feeling—it reflects the platform's structure and culture.

gambling and crypto are a bit sensitive on weibo
gambling is illegal in mainland China, and crypto is in a bit of a grey area.
you might not be able to post related content successfully, or the traffic could be limited