Weibo: Current User Scale, Revenue, and

Weibo: Current User Scale, Revenue, and Marketing Value in 2025

In the dynamic landscape of social media and mobile applications, understanding the performance and value of key platforms is crucial for both industry observers and marketers, and Sina Weibo (often referred to simply as Weibo), one of China's most influential social media platforms, presents a notable case to analyze. As of the second quarter of 2025, Weibo reported a daily active user (DAU) count of 261 million, a solid figure that places it beyond the 5th position among domestic mobile apps in China—trailing behind leaders like WeChat (around 900 million DAU), Douyin (roughly 700 million DAU), Taobao (about 420 million DAU), and Alipay (approximately 380 million DAU)—while globally, this DAU slightly surpasses that of X (formerly Twitter), which stands at around 245 million (though it's important to note X operates globally excluding certain regions, while Weibo's user base is predominantly concentrated in China). Financially, Weibo's Q2 2025 financial report shows total quarterly revenue of 3.2 billion RMB, translating to a daily revenue of roughly 35.56 million RMB when divided by the approximate 90 days in a quarter, with this income primarily coming from advertising services and value-added services like membership subscriptions and live streaming.

For brands and marketers, Weibo's unique ecosystem holds significant promotional value, rooted in its extensive and active user base—its 261 million DAU and large monthly active user pool ensure broad exposure for marketing content, with hot topics often gaining over 100 million views within 3 to 5 hours—and its diverse user demographics, where 80% are 90s and 00s-born users (highly receptive to new brands) and 35+ users are increasingly active in social, emotional, and lifestyle discussions, allowing tailored strategies for specific audiences. Additionally, as China's primary "hot topic hub," Weibo excels at topic marketing, enabling brands to create or join trending conversations via hashtags and official account mentions to boost awareness, while its vast community of key opinion leaders (KOLs) including celebrities, influencers, and industry experts offers credibility and reach—trusted KOL recommendations can quickly build user trust and drive product engagement. Complementing these strengths are Weibo's robust data analytics tools, which track user behavior, interests, geography, and engagement metrics, empowering marketers to precisely target audiences, customize content, and real-time adjust campaigns to optimize return on investment (ROI).

In summary, while Weibo faces fierce competition from top domestic apps in terms of DAU, it maintains a unique and vital position in China's social media ecosystem. Its user scale (surpassing X's DAU), stable revenue stream, and multifaceted marketing advantages—from broad and active user reach to precise targeting and KOL influence—make it an indispensable platform for brands seeking to connect with Chinese consumers and drive business growth in the dynamic market.