SINA WEIBO INTRODUCTION

May 2015

Bryan Cheng

Weibo Commercial Platform & Product

Source: Weibo 2014 Earnings

•Weibo users from 190+ countries worldwide.

Officially launched in Q3 2009

Open platform

launched in

Q3 2010

Started

monetization in

Q2 2012

Weibo IPOApr 2014

Alibaba strategic alliance in Q2 2013

Promoted feeds

launched in

Q2 2013

•176Million+Monthly Active Users

73 7280

92 97107

120 123129

144156

Dec2011

Mar2012

Jun2012

Sep2012

Dec2012

Mar2013

Jun2013

Sep2013

Dec2013

Mar2014

Jun2014

Sep2014

Dec2014

(in millions)

+33% +35%

Annual Growth

MAU DAU

2530

3641

4549

53

5961

67 69

Dec2011

Mar2012

Jun2012

Sep2012

Dec2012

Mar2013

Jun2013

Sep2013

Dec2013

Mar2014

Jun2014

Sep2014

Dec2014

+80% +36%

(in millions)Annual Growth

Steady Growth of Weibo Active Users

80%Mobile

*Source: Weibo Earnings

81MDAU

176

8177

167

3%

2%

23%

21%

26%

24%

Overseas

TW,HK,Macao

Tier 4 & below

Tier 3

Tier 2

Tier 1

53%

37%

8%

2%

90s 80s 70s < 70s

53% audiences are 90s 3 years ago, 50% Tier 1 cities users, while

now，70%users are from lower tier cities

Source:Weibo2014 Q1 Earnings

Expansion into Tier2-3 Cities and Younger Generation

• To deepen cooperation with local marketing accounts to enhance the regional impact

• To strengthen partnership with 20+ star-TV nationwide and 100+ TV show in 2014, Weibo created new

pattern of interaction between TV and internet.

• Based on the advantages of social media, mobile manufacturers actively built Weibo pre-installment channels.

Weibo Core Users

interest circle

friends

close Friend and Family

the public

Close

Open

User

Social

Circle

all new fields and hotspot

interest discover and

discuss

Life trifle, buzz

emotion sharing

Celebrity

Business Media

BEFOREUsers mainly focus on celebrities and

current affairs

Topic

Celebrity

Media

Movie

Music

LBS

Business

Book Game

NOWDiversified contents enable users to

access contents of music, movie and

books

More Contents Variation for Users

61%

15%

2%

7%

15%

69%

11%

3%

5%

12%

普户

蓝V

内容账号

大V

专业V

2014年10月 2015年3月

Users Tend to Focus on Lifestyle Contents

Compared to data in Oct.

2014, in 2015, users paid

more attention to Verified

Professionals, Big Verified

and Organizations

account.

Changes of users’ following accounts type

Movie31%

Humor21%

Fashion13%

Emotions12%Beauty

7%

Astro4%

Books3%

Food3%

Sports&Fitness3%

Music3%

What users like according to industryvia Discover Page

Source：Weibo March 2015

Users are more interested in verified users of

movie, humor, and fashion fields

Professional Verified

Celebrities

Content Accounts

Organization Verified

Ordinary Account

Users Engagement On The Rise

686Likes

348Comments

After optimizing in feeds display, average engagement per feed:

.

Source：Weibo March 2015

Weibo: The Most Effective Platform for Information Discovery

Customize

Selected

Info

Control

Relationship

Impact

Interests

Things

People

Organization

Industries

Tourist Music Book Movie

TV Radio Game

Mass Celebrity Professional

Enterprise Government Organization

Movie Auto Tourist

News Finance E-commerce

• Users discover info. via others, organizations,

interests as well as acquire services with

interactions.

• Weibo has accumulated people and organizations

from various industries to promote business value.

0

2500

5000

7500

10000

12500

13Q1 13Q2 13Q3 13Q4 14Q1 14Q2 14Q3 14Q4

Commercial Products Win Market Recognition

Q4 Revenue

$105.2MillionKey Accounts

1,430+.

From IPO, 2014Y Q4

realize profit for the

first time

.

SMEs & Self-service

Customers

380,000+

.

2013 2013 20142013

Mar 2013

Feed Advertising-

Promoted Feeds

2013

Aug.2013

Fans Headline

Sept. 2013

Weibo Selection

2014

Dec. 2013

Feed Advertising

-APP Promoted

Apr. 2014

Brand Express

June 2014

Loading Screen

2014 2014

June 2014

Hot Topic Promoted

Package

Sept. 2014

Feed Advertising-Promoted

Account Mar. 2015

Weibo Search Promotion

201520152015

Jan. 2015

Weather Reader

Loading Screen Mar. 2015

Feed Advertising-Self

Serving Ads

Weibo & Socialbakerscooperation prospect

2015 Q2: Socialbakers integrates Weibo API into product lines

2015 Q3: Launch joint product in China market

Thanks!