With 139 million daily users, Weibo is one of China’s largest social media platforms, making it the most competitive digital marketing platform for brands seeking to penetrate the Chinese market and reach out to their target consumers. Perhaps, you are already intending to jump on the China digital marketing bandwagon. But, before you get too excited and start any form of planning – strategizing your digital advertising campaigns or allocating your digital media budget, there is a prerequisite you need to fulfill. You need to pass the Weibo Verification process first before executing your digital marketing campaigns.
What is Weibo Verification?
Weibo verification is the process of attaining an official account status, similar to Twitter’s “Verified” status for businesses and celebrities. Verified business accounts are awarded a Blue V badge on Sina Weibo.
Why is Weibo verification important?
Firstly, this is of paramount importance to establish the authenticity and credibility of your brand in Weibo. Like many other Chinese social media platforms, Sina Weibo is host to numerous fake accounts. Imitators and imposters have the ability to tarnish brands’ reputations and cause confusion amongst the social media users. On top of that, your brand account and the content you post are likely to be dismissed by the Chinese social media users if you are not verified. Obtaining the “Blue V” badge is the fastest way to drive higher engagements and fan growth as users are more receptive towards advertising campaigns run by official Weibo accounts. Remember, Weibo verification is the first thing you must do in order to kickstart your Weibo marketing.
Secondly, you will gain a wider access to Weibo’s marketing resources once you pass the verification process. For instance, only verified accounts have access to wall contest management tool and Weibo e-vouchers. With these tools, brands are able to build on their Weibo marketing strategy by diversifying types of engagement posts and executing more creative digital marketing campaigns.
Lastly, you will definitely need to be verified on Weibo before you apply for your Weibo advertising account. Weibo offers a wide variety of advertising and marketing solutions, ranging from social display ads, promoted feeds, to event-based ad and activity solutions. Without the verification, you will not be able to plan and buy in-feed ads in the Weibo’s DSP system.Let me reiterate once and for all. Weibo Verification is a prerequisite you need to fulfill before starting on your digital marketing campaigns – whether you are seeking to build brand awareness, increase social media engagement or even buy digital media advertising.
Let me reiterate once and for all. Weibo Verification is a prerequisite you need to fulfill before starting on your digital marketing campaigns – whether you are seeking to build brand awareness, increase social media engagement or even buy digital media advertising.
How do I apply for Weibo verification?
Unfortunately, Weibo has a very strict set of examination procedures for its verification process. For instance, Weibo requires the businesses to submit all the supporting documents in Chinese. This may pose as a huge difficulty for brands outside of China.
Here’s the good news for you! Weibo has appointed IH Digital as its official digital marketing agency in Southeast Asia, allowing us to provide Weibo verification services to businesses outside China. With the support from our specialised China digital marketing team, it will be a breeze for Southeast Asian companies to penetrate the China market.
The Weibo Verification service will be provided via IH’s offices located throughout Southeast Asia, including Singapore, Malaysia, Thailand, and The Philippines. Talk to our China digital marketing specialists to start your Weibo marketing campaign now!