The last word from the East: Twitter's Weibo smackdown

Peony Wu

Sina Weibo is China's heavyweight answer to Twitter with more than 300 million dedicate users across China, Hong Kong and Taiwan.

Point of view: Twitter's Weibo smackdown

Peony WuOgilvy & Mather China

With more than 300 million dedicated users across mainland China, Hong Kong and Taiwan, Sina Weibo is China's heavyweight answer to Twitter. Since the microblog burst onto the Chinese internet scene in 2009, shortly after the 2008 Beijing Olympics, Sina's rise has been fierce and dramatic. Today, more than one quarter of the country's people rely on it for their daily social networking fix and to access up-to-the-minute news and gossip that even the censors can't keep up with.

One year after Sina's introduction, its primary competitor Tencent...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands