Weibo Users following business accounts en masse

As more and more businesses jump on the Weibo horse, the Chinese Weibo community are on the wagon following them.  A study published by Sina Weibo found that 56% of users follow at least one business account on Weibo, following four businesses on average.  Like social media in many parts of the world, some of those so-called 'followers' rarely use social media or are bots, with just 35% regularly accessing their Weibo accounts (‘regularly' is not defined in the research).

Although barely over 1,000 foreign businesses had a Weibo business account in March 2012, it appears western businesses are being talked about online.  55% of Chinese Internet users say they’ve contributed to an online discussion about a foreign company according to advertising & media agency OlgivyOne. 50% of Weibo users consider it a way to make customer complaints.  And the number of Chinese netizens who would like to communicate with a brand on Weibo is increasing, especially in more educated demographics - who are the users most likely to purchase western products.  This further reinforces the importance of using Weibo as listening post to keep abreast of business in the Chinese market.

The most followed business on Weibo, MeiliShuo, a social shopping website which now has 3.8 million followers.  Many other businesses have also surpassed the million followers on Weibo. 

More than two thirds of followers of businesses on Weibo are the highly desirable 18-29 age group.  Males are more likely to become fans of businesses on Weibo, accounting for 56% of all fans, although females are more likely to share brand and product information.

The Weibo Facts

• The Average Weibo user follows 4 business accounts

• 56% of Weibo users follow at least 1 business account

• 35% of Weibo business account followers regularly use their account

• 55% of Chinese Internet users have contributed to online discussions about foreign companies

• Males make up 56% of all fans of Weibo business accounts

• Females are more likely share product and brand information on Weibo