Weibo looks to hot trends and content marketing
Websites, on-line providers, apps
Greater China
Strategy
In an unsure promoting market, Chinese social media platform Weibo has discovered some success in hot trends and content marketing.
CEO Gaofei Wang instructed an earnings name that promoting demand was “a bit risky” as a result of the macro and trade surroundings had led to lower-than-expected marketing budgets for purchasers in key industries.
Key figures
In This autumn, MAUs reached 598 million (+11 million year-over-year), DAUs 257 million (+5 million year-over-year).
Total advert revenues for the 12 months had been $1.53bn, a 4% decline (This autumn advert revenues had been up 3% on a 12 months earlier and up 5% on the earlier quarter).
Who’s spending
Online video games and healthcare recorded double-digit progress year-over-year in This autumn; car and handsets additionally grew.
This autumn was boosted by advert revenues from the e-commerce sector throughout main e-commerce buying festivals.
Beauty and private care declined as budgets shifted in direction of live-streaming platforms. “This trade is essentially the most difficult trade towards our complete enterprise portfolio,” Wang famous.
Weibo technique
With the granting of latest licences to publishers, Weibo anticipates constructing on progress within the gaming sector.
“With price range allotted principally to hot trends and content marketing, now we have delivered robust branding results,” Wang defined – thanks to Weibo’s “distinctive content marketing” and potential to create hype round new launches.
“Our focus this 12 months can be emphasizing these IP hot trends, and additionally the content marketing,” he burdened, as Weibo seeks to achieve a larger share of price range from its purchasers.
“We would really like to additional enlarge the person base and additionally the entire scale of that and specializing in monetizable site visitors,” he added.
Sourced from Seeking Alpha
https://www.warc.com/content/feed/weibo-looks-to-hot-trends-and-content-marketing/en-GB/9298
