It is found that paid posts, labeled as “sponsored”, appeared in the news feed of Sina Weibo today, which is long-awaited as its management mentioned it long time ago. It’s a self-serve system that is open to any user, not limited to businesses, as described by its CEO, Charles Chao, on the latest earnings conference call. No such posts found in the news feed of the mobile versions, so far.

The company launched a handful of services for monetization, including a display ad system and Micro-task. The company recorded 20 million dollars as Weibo revenue in the third quarter of 2012, but that’s far from enough, given the high expectations and hundreds of millions dollars in cost. Even worse, the daily active user rate was only 4%  in the first week of December 2012, according to a survey conducted by iResearch. Charles Chao, announced a restructuring of management at the very end of 2012, assigning its former mobile division head to lead the Weibo team and Chao would focus on Weibo as well.

Third-party Weibo Marketing Agency Sees Business Shrink

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com