Sina Tech, 5/06/14
Chinese internet company Sina's (Nasdaq: SINA) Weibo (Nasdaq: WB) microblogging platform has announced a monetization plan for independent bloggers on the platform, following a period of beta testing. Under the new initiative, independent bloggers on the platform can receive a share of revenues collected from ads placed on independent microbloggers' pages and posts. Future monetization efforts will see the addition of on-page product sales, among other things.
Weibo boasts a large number of "verified" industry experts, including over 17,000 health industry professionals and 81,000 IT experts registered on the platform. Industry experts have average yearly page views of 9.13 mln per account, among which 10.7% exceed 100 mln page views per year. Under the independent blogger monetization plan, these accounts will be able to directly share long-form articles to their accounts, embedding video, audio, and image content to their posts. Users will also be able to sync content posted on other platforms with Weibo accounts.
Weibo will also soon begin to accept applications to offer payment services through the platform, allowing for accounts operators to receive payments for goods sold on Weibo.
Editor's Note: For more information on this topic, please see "Rumor: Weibo Tests Independent Blogger Ads," MD 4/02/14 issue.