Sina Weibo partnered up with Miaopai, a short-video app which Sina Weibo invested in (report in Chinese). Miaopai is a Vine-like short video sharing app, which enables users to shoot up to ten seconds of video, and then edit or add frames to the video before sharing to friends. The service, which ensures real-time synching, is embedded in 4.0 version of Sina Weibo.

To promote the service, Sina Weibo invited hundreds of celebrities to use Miaopai since its launch in August this year. In addition, the company planned to invest 10 million yuan ($1.64 million) next year to encourage UGC.

Sina Weibo claimed that Miaopai is not traffic-demanding, because the video clip it generated is very short. It needs up to 600K of traffic to upload a video, equivalent to the traffic needed by four pictures. Moreover, the development of 4G network will further ease users’ concerns on traffic problems.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.