Mailman Group Case Study: Promoted Posts on Weibo with the UFC

Using Promoted Posts on Weibo Case Study: UFC

Just like & , Chinese social media platforms allow you to

promote posts to increase reach and followers.

On , promoted

posts will be seen on the news feed of all fans for

WEIBO

FACEBOOK TWITTER

By increasing

the number ofyour existing fans

who see a post and engage with it, you’ll also reach a larger number of potential fans who will

see their friends’ activity

You have to pay for a post to promoted, and the cost depends on two factors:

1 2the number of followers you have

the "quality" of the post

The first factor is fairly simple- the more followers you have, the more it costs

The second factor is a little more confusing. According to Sina, the better the post, the

lower the price.

What's "better" is subjective, but it's ultimately up to Sina's moderators.

Fortunately, this factor doesn't seem to play that big of a role: in a campaign for one of our

clients, each post cost the same amount.

It's also important to note that the time of day is also an important factor in reach

CREATING a promoted post

Orange icon in top left corner shows post has been promoted

“推广” button to create promotion. Exposure is shown in parentheses

A box will pop up with the price

TIP: If you own the hashtag used, you can get a discount

Click here to set up the payment

Here's a MAILMAN case study that shows how using promoted posts increased a client's

exposure by

and helped their fanbase.

40%doubledouble

The UFC has recently relaunched on Chinese social media with Mailman Group

With traditional MARTIAL ARTS ingrained into the fabric of Chinese CULTURE, the sports modern counterpart is very appealing to a

Chinese audience.

Mailman's campaign message was simple:

Follow the UFC account and send in your fighting style stance

Before the campaign, the UFC had 36,000 followers.

days into the campaign, before paying for a

promoted post, the campaign saw a reach of

29,000...not bad.

4

On the fifth day

we spent 280 RMB for a promoted post. later, the exposure jumped to

50,000

The exposure of the post eventually reached

and the fanbase is now at

102,50059,617FANS

For more articles, tips, and case studies, visit www. mailmangroup.com

or email karen@mailmangroup.com