To help our clients, we’ve been running livestreams and have tested several different platforms so far, including Yingke, Weibo, and WeChat. We just recently ran two livestreams on Weibo for a mid-sized germany phone number list European university. In this post, I’ll share why we chose Weibo, what we learned, and how you can do it yourself. We’ve even included the campaign’s shortcomings because they’re great to learn from.
The above photo shows a livestream on Weibo; however, it’s not ours because our client wants to keep it anonymous.
Table of Contents
Why Use Weibo for a Livestream?
Results
Tips for Running Higher Education Livestreams on Weibo
How to Run a Livestream on Weibo
Why Use Weibo for a Livestream?
There are plenty of options to choose from when it comes to public livestreams or private webinars in China.
In this case, our client has a social presence on several platforms, including WeChat and Weibo, as well as Zhihu, Douyin, and Bilibili. All these platforms have live streaming options, but not all are very popular, and not all allow foreigners to stream live. For us, Weibo and WeChat had the most potential because we had followings there already.
WeChat is great for some cases. It has both a public “channels” (视频号) and a private “Tencent Meeting” (腾讯会议) option that can allow your content to be spread from friends to other friends. Both of these don’t require the installation of anything extra to attend, and they’re part of WeChat’s ecosystem, which is the biggest social platform in China.
So, why did we choose Weibo instead of WeChat? In this case, we wanted to run the livestream to connect with students already in our funnel and reach new ones. Weibo is a very open platform, meaning that the content we share is more likely to be spread to other users who aren’t our followers yet. For example, Weibo’s “discover” (发现) feature automatically picked up the live event and distributed it to more users. Plus, we used Weibo’s ad system beforehand to increase users’ knowledge and awareness of the event.
Results
We ran two livestreams for our client—a mid-sized university in Europe. Each one was planned ahead of time and promoted via organic posts and ads. One of our client’s Chinese-speaking admissions staff hosted and presented the event. He’s not a pro at this, but he did a great job. Fans notified in advance were in attendance; however, once the stream got underway, more and more joined in to watch.