Sina Weibo

Background

Sina Weibo is a platform based on fostering user relationships to share, disseminate, and receive information. Through the website or the mobile app, users can upload pictures and videos publicly for instant sharing, with other users being able to comment with text, pictures and videos, or use a multimedia instant messaging service. The company initially invited a large number of celebrities to join the platform at the beginning and has since invited many media personalities, government departments, businesses and non-governmental organizations to open accounts for the purpose of publishing and communicating information. To avoid the impersonation of celebrities, Sina Weibo uses verification symbols; celebrity accounts have an orange letter "V" and organizations' accounts have a blue letter "V". Sina Weibo has more than 500 million registered users; out of these, 313 million are monthly active users, 85% use the Weibo mobile app, 70% are college-aged, 50.10% are male and 49.90% are female. There are over 100 million messages posted by users each day. With more than 100 million followers, actress Xie Na holds the record for the most followers on the platform. Despite fierce competition among Chinese social media platforms, Sina Weibo remains the most popular.