Weibo Stories has obviously gained significant traction, as Weibo just moved to monetize it with short video ads. The function, released in April 2017, is similar to Instagram Stories and Snapchat. It was only available to KOLs upon release but was rolled out to everyone over a few months.
Most Weibo KOLs know that Weibo Stories has proven to be an excellent way to engage followers and a tremendous way to gain fans. While Weibo Stories’ brand ads on the feature don’t allow comments or other engagement with user-generated stories, it’s still an exciting new way to buy attention and will provide some viral-ity for companies who adopt it early. Pepsi and Alexander Wang are the first brands to launch Weibo Stories’ ads.