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Weibo sets up open platform to connect opinion leaders with online vendors

SINA’S microblogging site Weibo has launched an open platform to help key opinion leaders better connect with online vendors and service providers as it intends to help boost development in the online marketing ecosystem.

“Third party service providers will have better capability in terms of data mining, business operation and promotion as well as digital content production and they can now provide integrated services for microbloggers at Weibo," said Weibo’s vice president Cheng Yu. 

Weibo is already working with more than 2,000 online vendors and 15,000 online celebrities to helping them interact with followers. 

E-commerce giant Alibaba holds about 31 percent of Weibo, and has been encouraging merchants on its retail sites Tmall and Taobao to place advertising links on Weibo to attract potential buyers. Most of Weibo’s opinion leaders connect sponsored links to Taobao vendors.

By setting up the platform Weibo hopes to better support key opinion leaders with smaller influence, not only in the beauty and apparel sector, but also in sports, food, leisure travel and a number of vertical segments.


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