![]() In such a fast-moving consumer goods industry, users can post every hour or two or 3-5 times daily.įor WeChat official accounts, the post frequency depends on the account type : On Weibo, there’s no restriction on the number of posts per day and it’s advisable to post regularly to keep a presence in your followers’ feeds. ↑ An example of a push article from the LinkedIn official account with elements that make the layout clear and improve readability – a banner image that includes icons, subtitles, bold characters, clearly marked headings and a chart. Attractive visuals and well-designed layout are also important to retain readers. Content on the platform is fast-moving so posts needs to be easy to skim. When editing articles for WeChat, highlighting the most essential parts is important. This makes it a good forum for long, detailed articles to introduce the brand. On WeChat, the content that users like to repost are multimedia articles with text and photos/audio/video. ↑ An example of a Weibo article a review of the movie Duckweed written by a KOL. ↑ An example of a Weibo post from the Astana Expo 2017 official account a short post with nine photos and hashtags, which gives detailed information about travel to Kazakhstan. The limit has been relaxed now and any registered user can post up to 2,000 Chinese characters or use the “Article” function, but short posts are still the most common. In the past, regular users’ Weibo posts were limited to no more than 140 Chinese characters and only VIP users could go beyond that. Weibo is designed to be a microblogging site. Content differences between WeChat & Weibo Post length WeChat, with its higher level of privacy, is more suited to in-depth and exclusive communication, since the messages can be only seen and sent between two parties.Ģ. Weibo is more suited to mass broadcasting. ↑ WeChat users share push articles on their Moments page. If someone shares a post on their Moments (朋友圈) page, this works as powerful word of mouth to their personal networks. In WeChat, users only share information with people that they’re close to, like relatives, friends and colleagues so it’s a more private platform that encourages a higher level of interaction and greater motivation to share. ↑ The “Subscriptions” folder in WeChat shows the official accounts you subscribe to and all their push messages. Generally, WeChat users only subscribe to content they’re interested in so it’s much easier to directly target existing and potential customers in WeChat than in Weibo. But they can also search and read posts published by other accounts by inputting keywords in the search bar within WeChat even if they don’t subscribe to them. Normally, WeChat users can only see posts pushed by official accounts to which they subscribe. Unlike Weibo, WeChat is sort of like a close community. ↑ A Weibo post by the People’s Daily official account with users’ reposts and comments shown publicly below. In addition, everyone can also see the reposts, comments or likes. Akin to Twitter, even non-account holders can view Weibo posts and its posting default setting is public. Relatively speaking, Weibo is a more open platform. Overall Impact Communication model and level of exposureĪfter registering an account, users can post content or push feeds to their subscribers. MICRO-INFLUENCERS, KOCs AND PRIVATE POOLSĤ.1 Read more related posts 1.HOW TO PREVENT AND DEAL WITH PR CRISES IN CHINA.WORKING WITH BLOGGERS, INFLUENCERS & KOLS.Q4 2020 CHINA MEGA REPORT: E-COMMERCE & DIGITAL MARKETING.Q1 2021 CHINA MEGA REPORT: E-COMMERCE & DIGITAL MARKETING.Q2 2021 CHINA MEGA REPORT: E-COMMERCE & DIGITAL MARKETING.Q3 2021 CHINA MEGA REPORT: E-COMMERCE & DIGITAL MARKETING.THE MEGA GUIDE: CHINA E-COMMERCE, MARKETING AND DIGITAL SPACE 2023.CHINA MARKET ENTRY: E-COMMERCE + MARKETING PLANNING WORKSHOP.CHINA DIGITAL MARKETING MASTERCLASS: CHINA E-COMMERCE.CHINA DIGITAL MARKETING MASTERCLASS: LIVESTREAMING EDITION.CHINA TREND WATCHING MASTERCLASS: GETTING READY FOR 2022.8-MODULE CHINA DIGITAL MARKETING MASTERCLASS.CONTENT MARKETING: THE VIRAL POWER OF STORYTELLING.LEARN FROM CHINA RESEARCH AND CONSULTANCY.
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