China’s domestic Twitter rival, Sina Weibo, is fast learning how to exploit a massive, engaged audience – with lessons for its US rival. The scale of Weibo.com puts Twitter in true perspective. Around 56 million accounts have been opened on Twitter, yet only an estimated 21 million users actively publish each month. Sina Weibo has 140 million users and 50 million active monthly users, with 10 million new accounts created each month.
There are some subtle differences in how Weibo is being used. The most commonly shared content on Weibo is jokes, images and video, most of which are retweets. The effect is less comment on shared comment and less sharing of news stories.
Sina Weibo pushes out campaigns at peak times – 10-11am and 2-3.30pm – and is also looking at other chargeable service for brands. No doubt Twitter will be watching its development very closely.