Weibo's Advertising Communication Strategy in the New Media Era

Weibo's Advertising Communication Strategy in the New Media Era

Weibo provides a brand-new advertising marketing model for enterprise marketing. How to use Weibo platform to effectively spread advertisements is of great significance to modern enterprise marketing. I have compiled an article for you about Weibo's advertising communication strategy, hoping to help you.

First, the advertising communication in Weibo

Self-media is a brand-new information media compared with traditional media (newspapers, magazines, etc.). ) and new media (information websites, etc. ), providing a new way for ordinary citizens to share, spread and express information. With the appearance of blog and Weibo, information communication has entered an independent era, and the media has got rid of the restrictions of traditional media. Every individual is the receiver of information, and also the provider and disseminator of information. Compared with newspapers, television, news websites and other media, the content of self-media communication is more independent and the mode of communication is more flexible. There are various forms of self-media, and Weibo is the most widely used and influential self-media platform.

In 2006, the American Internet company Obvious released the earliest self-media platform Twitter. In 2009, Weibo officially entered Chinese mainland, and the self-media platform represented by Sina Weibo came into public view. Weibo is different from traditional media such as newspapers, television and websites. It can receive and disseminate information in real time, and any citizen can participate in the enjoyment and interaction of Weibo. This new media has changed the form of information dissemination and gradually become one of the most influential media. Weibo's information dissemination speed is fast, the user resources are abundant, and it contains great commercial value. Weibo marketing has become an efficient and effective marketing method. Enterprises can use Weibo platform to publish products and services and promote brands, so as to enhance brand awareness and promote the sales of products and services. Since the media era, there are various forms of advertisements in Weibo. Enterprises can make full use of the media with a large number of fans, such as stars and celebrities, and can carry out Weibo marketing by themselves, or entrust specialized agencies to carry out advertising marketing.

Second, Weibo advertising communication strategy

1. Keyword strategy.

Weibo is a highly open platform. It makes full use of Weibo's platform resources and user resources, and implants the keyword information of advertisements into Weibo, so as to spread the information in real time, increase the information flow and enhance the commercial value of advertisements in Weibo. Weibo website can integrate users' resources, analyze users' information flow by using big data technology, and timely and accurately put advertising information keywords related to users' information flow, so as to reduce the harm of hard advertising implantation to users and increase the comfort of user experience. Weibo website can introduce keyword bidding mode, requiring merchants to bid for keywords. When users search for keywords, the advertisements of award-winning businesses will be displayed first. Of course, keyword bidding can't be based on a single price, but should comprehensively consider the reputation of merchants and the influence of merchants' advertisements on user experience and other related factors.

2. Hot topic implantation strategy.

Advertisers can combine the products or services of enterprises with hot topics, make use of the hot topic recommendation of Weibo website, and put relevant advertising information on the search results page of hot topics, and the information should be relevant to the search results. The difference between hot topic implantation strategy and keyword strategy is that the search object of hot topic is the topic itself, and only advertisements are implanted in the search results, while keyword search can directly take advertisements as the search object. Hot topics can attract users' attention more easily without destroying the user experience.

3. Communication strategy is built into this function.

Weibo function built-in advertising refers to the placement of advertisements in applications and services with use functions developed by Weibo website or third-party program developers based on Weibo platform. Weibo website can implant corporate advertisements in functions such as custom template, custom page background and custom skin background. Through novel and innovative advertising ideas, we can implant enterprise-related products, services and brand information into functional applications and improve users' attention [2]. Weibo platform contains a large number of third-party applications, including many small games, photo editing and other functional applications. When these third-party applications are recognized by the market, they will accumulate a large number of users with certain cohesion. Implanting advertisements in these Weibo applications will generate huge advertising benefits. Enterprises with technical strength and marketing strength can develop their own applications and increase the number of users and the degree of user cohesion. When these functional applications are downloaded, forwarded and used by users, the attention of enterprises and advertisements themselves will increase, and the communication effect of advertisements will be better and more prominent.

4. Soft communication strategy.

Weibo soft-text advertisement is based on text propaganda, attracting consumers through the specific concept appeal in Weibo, enhancing the popularity and reputation of products, thus achieving the purpose of product or service marketing. The expression of Weibo's soft text is more subtle and hidden, which won't make users have rebellious psychology. Soft-text advertisements are often more persuasive and inflammatory, making users accept the content conveyed by advertisements in a subtle way and achieving the purpose of advertising communication. Weibo, a "celebrity", has a very convincing essay. Celebrity has a large number of fans. Weibo, a soft article published by "celebrities", can attract a large number of fans' attention, and then follow suit and imitate. Enterprises can quickly enhance the "popularity and reputation" of products, services or brands with the help of "celebrities" in Weibo. "Grassroots" Weibo is also an effective platform for soft text marketing. The so-called "grassroots" may not have enough voice and influence in the real society, but with the help of online platforms, "grassroots" has accumulated a large number of fans and condensed a certain voice. The user viscosity of "grassroots" Weibo is no less than that of "celebrity" Weibo, and its interactive effect and information dissemination effect are equally impressive. The marketing value of "grassroots" Weibo and "celebrity" Weibo is the same.

In recent years, the self-media represented by Weibo has brought about great changes in the way of information dissemination. This brand-new media form has been widely recognized by users, and Weibo and other media have also made great progress. Weibo has rich commercial value since the media era. Enterprises use Weibo to launch products, publicize services and promote brands to enhance brand awareness and reputation. Since the media era, Weibo's advertising communication forms are diverse, not limited to a specific model. It is an effective way for modern enterprises to carry out advertising marketing in Weibo, which aims at advertising communication and gives consideration to the comfort of user experience.

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