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What Is Differences Between Wechat And Weibo Marketing?

What is differences between wechat and weibo marketing?

WeChat and Weibo are the most popular social media platforms in China.

They all have both social and media attributes, all with huge traffic, but there are significant differences in core ideas. WeChat is mainly a chat software, friends can exchange or share information. Weibo is mainly an information sharing platform, and different people can pay attention to each other and share information.

Now we will list 4 key differences between Weibo and WeChat. These will help you better understand WeChat and Weibo. Follow this way you can better carry out Chinese Internet marketing.

▶ 1 Marketer of Weibo and Weixin 
        Differences in marketer   

▶ 2 Disseminated content
        2.1 Content frequency
        2.2 Content form

▶ 3 Information dissemination
      3.1 Speed of information transmission
      3.2 Audience participation

▶ 4 Audiences

▶ 5 Marketing effect
        5.1 Impressions
        5.2 Click
        5.3 Forwarding

Marketer of Weibo and Weixin

Differences in marketer

For WeChat and Weibo social media platforms, everyone can become a marketing user (just sign up for an account) and have the same propagation conditions. However, in fact, the huge differences in registration time, operational capabilities and other aspects have led to the differentiation of marketing effects among marketers, forming strong marketers and weak marketers. Strong marketers are based on platform characteristics, which in turn affect platform characteristics and development.

The different characteristics of WeChat and Weibo have led to large differences between the strong communicators on the two platforms. We have counted the top 50 marketing experts in WeChat and Weibo, and analyzed Weibo and WeChat.

What are the differences between marketing experts on the big platform.

Among the top 50 public accounts on the WeChat list, the largest share of the public is the entertainment type, reaching 32% (16), of which 6 are jokes, followed by cultural public accounts, accounting for 24% ( 12); then life (20%, 10), current affairs (18%, 9), health (4%, 2).

Among the top 50 public account numbers in the Weibo list, the largest is still the type of entertainment, reaching 52% (26), 19 of which are stars, such as Lu Han, Zhao Liying, Yang Mi and other popular stars. Followed by current affairs, accounting for 34% (17), most of which are authoritative news IPs such as China Daily, Beijing News, Vista, etc.; the next, it is lifestyle (10%, 5) and culture (2%, 1).

By contrast, we can find that marketing experts on Weibo are mainly celebrities and well-known brands, while most of the marketing experts on WeChat are ordinary users. In terms of content, Weibo is mainly for entertainment and current affairs, while WeChat has a very important proportion about culture in addition to entertainment and current events.

Therefore, for small businesses, it is more suitable for Chinese marketing on WeChat, and big brands are more suitable for Weibo marketing.

Disseminated content

1.Content frequency

The frequency of posting of Weibo users is not limited, and messages can be published multiple times within one day.
WeChat Subscription Account can send 1 message in 1 day, and Service Account can only send 4 messages in 1 month. Although there is only one chance to post a message per day, you can add multiple messages at a time and send them at the same time.

Content form

Due to the limitations of 140 words (cancelled) and 9 pictures (not canceled) at the beginning of the creation, the content of Weibo has formed a short and precise feature. The common form of Weibo content is “short text + picture”, and the picture can be short picture, long maps, still pictures, GIF pictures and other forms.

Weibo has no restrictions on the external chain, so the form of “short text + link” is also very common on Weibo. The external chain will be displayed in the form of “blue text + picture” on Weibo, and the effect is also very good, and it can effectively promote the official website, public number and other enterprises to declare channels.

Compared with Weibo, WeChat’s content format is relatively simple, and most of them are displayed in the form of long pictures (pictures/videos). The main difference is that the typesetting is different. This form of long article is very suitable for deep content. Therefore, for many e-commerce companies, the functions, characteristics, usage methods, and suitable populations of the products will be detailed on the WeChat public account. But only a few pictures or videos will be placed on Weibo, plus a purchase link.

Although WeChat announced that it “supports most mainstream video formats,” the 20 M size limit has forced many video creators to upload videos to Tencent video first. In addition, WeChat allows only Tencent video to be supported in the uploaded video chain.

Information dissemination

Speed of information transmission

Because there are a lot of Weibo celebrity, popular Weibo recommended, and allow information to forward, Weibo spread faster than WeChat. However, relying on WeChat’s moment, the WeChat Subscription account is also spreading rapidly.

Audience participation

Both Weibo and WeChat have prepared a variety of ways for users to participate, and users can participate in interaction through forwarding, likes, comments, collections, messages, rewards, etc. Both Weibo and WeChat can add comments when forwarding, and the number of likes will be displayed to everyone, and the collection and messaging mechanisms are similar.

However, Weibo publicly displays the amount of forwarding, but it hides the amount of reading. WeChat publicly displays the amount of reading, but hides the amount of forwarding. In the design of the comment mechanism, the two platforms are very different. All comments on Weibo will be displayed instantly, and users can interact in the comment area by replying and like. The Wechat official account’s comments will be selected by the admin to be displayed at the bottom of the article.

Weibo comments

Weixin comments


Both Weibo and WeChat have the same characteristics: the publisher and the audience are highly integrated. That is, all users can generate information and disseminate information. There is no significant difference between Weibo and WeChat in the user group. The mainstream user groups are young people aged 20-29.

However, there are certain differences in the purpose of users: the main purpose of Weibo users is to “find the news hotspots in time”, and the main purpose of WeChat users is to “interact with friends.”

Marketing effect

1. Impressions

The information generated on Weibo and Wechat official account will be immediately sent to all fans. From this point of view, the information exposure on Weibo and WeChat is very much related to the number of fans. The difference is that Weibo has a high degree of control over information sorting, while WeChat does not interfere with information sorting, and all information is sorted by time axis.

Weibo mainly participates in information sorting through functions such as popular Weibo, blog post, and Weibo members. Popular microblogs are sorted by heat, providing time lists, 24-hour charts, weekly charts, monthly charts, etc., and can also be classified according to user preferences, such as interest, entertainment, life, local and so on. The microblog heat value is calculated by the machine. The main indicators are forwarding, like, release time, etc., and combined with other indicators for heat weighting or demotion.

The traffic of popular Weibo columns is very large. Weibo recommends different content through machine algorithms, which controls the content of Weibo users to obtain information.

The blog post can make your blog appear in the first place on all fans’ Weibo homepage within 24 hours. There will be a “hot” mark in the upper left corner, which can increase the reading volume of related blog posts and improve the influence of Weibo.

Of course, you need to pay a fee for this.

2. Click

There is no click-through rate in Weibo, because most of the Weibo pictures are displayed at the same time, and there are many videos that are automatically loaded without further clicks.

The importance of click-through rate on WeChat can’t be ignored, because 80% of users in WeChat find content by brushing moment, and in the circle of friends, the content is displayed like this:

With regard to the article information, you can only see a small picture, and a title, as well as a guide that the forwarder might write. The title plays a crucial role in whether or not you open an article.

3. Forwarding

Weibo allows and regulates the induction of forwarding, while WeChat strictly prohibits the induction of forwarding. Therefore, the forwarding rate of Weibo can be improved in two aspects. On the one hand, the content quality is improved, and on the other hand, the forwarding is induced.

The most effective way for Wechat official account to improve the forwarding rate of content is to improve the quality of the content. However, because WeChat is a friend, and the relationship chain between Weibo users is relatively weak, WeChat is based on content forwarding will be better than Weibo.


Weibo and WeChat differ greatly. When promoting advertisements in different social media, you should master the characteristics of each platform, understand platform differences, and adopt differentiated advertising strategies for different platforms to strive for the best advertising promotion effect.

If you have any questions, let me know by leaving a comment below right now.




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