menu

Advertising

The Chinese version of the social networking giant, has already picked up an audience twice the size of its US counterpart's audience and is continuing to grow.

Valentina Park
  • 18 july 2011


Powered by Guardian.co.uk
This article titled “Weibo: The Chinese Twitter that dwarfs Twitter” was written by Jemima Kiss, for guardian.co.uk on Friday 15th July 2011 06.00 UTC

The scale of China’s domestic Twitter rival, Sina’s Weibo.com, puts Twitter itself in true perspective.

Around 56m accounts have been opened on Twitter, yet only an estimated 21 million users actively publish each month. Twitter’s own Josh Elman, in charge of user retention, described to BusinessInsider the turning point from casual to regular user at the point where they follow 30 accounts and those people then begin following back. (Update: see end for updated Twitter stats)

Sina Weibo is in a different order of magnitude with 140 million users and 50 million active monthly users, Sina claims, with 10m new accounts signed up each month. Sina is hoping for significant revenue growth from Weibo in the next two years, reported China Daily late last month.

赵连海的微博

Photo by DigiPub on Flickr. Some rights reserved

There are some subtle differences in how Weibo is being used, particularly with the type of content being shared. HP research into Weibo reads like an introduction to the microblogging market in China, based on a 30-day analysis of 4,411 keywords on Weibo and comparison to 16.32m messages on Twitter.

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, but there is also less sharing of news stories.

Marketing is taking off in a very big way; 60,000 accounts of Weibo are verified accounts for celebrities, sports stars and major brands.

Actor Yao Chen has 8.9 million followers and is turning down offers of 100,000 yuan (£9,600) per promotional tweet, while marketing professor Ye Feng predicts Sina’s ad revenue will grow 50%a year due to enhanced marketing for brands and products using promotions and videos. He told China Daily:  “Until now, the top 100 ‘grassroot’ accounts have created profits of about 20m yuan (£1.92m) from advertisements since they opened their accounts.”

Sina is learning to push campaigns out at peak times – 10 to 11.10am and 2 to 3.30pm – and is also looking at other chargeable service for brands. No doubt Twitter will be watching its development very closely.

The MIT Technology Review published some interesting data on the value of users on different networks. Based on a threshold of per user as a starting point, Groupon is way ahead at revenue per users, while Google has , Facebook and Twitter .75.

Compare that to market capitalisation or estimated value into, Google dominates at 0bn, Facebook on bn while Twitter “languishes” on something around bn.

• Update:
Several readers have questioned the stats on the Business Insider piece and the rationale of determining which of those users are ‘active’, ie use their Twitter accounts at least once each month. Part of the reason BI published those estimates was because Twitter itself won’t release active user numbers, hence BI’s attempts to identify those. But for base registered account numbers we checked with Twitter – here’s what they told us:

• Twitter has more than 200 million registered accounts
• There are now 600,000 signups per day
• More than 200 million Tweets are sent per day
• Twitter has more than 500 employees (and is hiring)
• 40% of Tweets come from mobile devices
• 70% of Tweets come from outside of the US

guardian.co.uk © Guardian News & Media Limited 2010

Published via the Guardian News Feed plugin for WordPress.

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability august 26, 2016

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture august 26, 2016

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture august 26, 2016

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising august 26, 2016

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising august 26, 2016

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work august 26, 2016

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture august 26, 2016

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design august 26, 2016

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia august 26, 2016

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising august 26, 2016

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.