Weibo, China’s second-largest social media platform (after WeChat), is essential territory for companies that wish to run effective advertising campaigns in China. Although Twitter-style micro-blogging is at its heart, the platform involves so much more than the oft-touted, erroneous analogy, ‘China’s Twitter’. In fact, Weibo has a wide range of features, from fully-integrated e-commerce to news feeds, from gaming to video feeds.