Sina Weibo
China's leading microblogging social platform for real-time discussions, celebrity news, and trends.
Sina Weibo at a glance
Sina Weibo is a social media website and one of the most visited sites in China, currently ranked #6 in the country. It was founded in 2009 by Charles Chao and is headquartered in Beijing, China. Today Sina Weibo is owned by Sina Corporation. Our estimates put its audience at ≈ 320 million visits per month. The business earns money mainly through promoted posts & banner advertising, vip membership fees. Its closest rivals include douyin.com, xiaohongshu.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 301 million / month | +2% |
| Q2 | ≈ 310 million / month | +3% |
| Q3 | ≈ 320 million / month | +3% |
| Q4 | ≈ 339 million / month | +6% |
Traffic sources
- Direct76%
- Organic search13%
- Referral6%
- Paid3%
- Email2%
Audience & demographics
- Men52%
- Women48%
- Age 18-2430%
- Age 25-3429%
- Age 35-4420%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 96 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| sina weibo | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| sign up | Top 10 | High | — |
| download app | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 88% mobile
- Position in country
- Among the leading social media apps in China
Company information
- Website
- weibo.com
- Sector
- Social Media
- Owner
- Sina Corporation
- Owner type
- Public company
- Founders
- Charles Chao
- Founded
- 2009
- Headquarters
- Beijing, China
- Employees
- 6,000+
- Ownership
- Sina Corporation controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.8 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $1.8 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Sina Weibo operates a social platform focused on China. China's leading microblogging social platform for real-time discussions, celebrity news, and trends. Revenue comes mainly from promoted posts & banner advertising, supported by the other lines listed below.
- Promoted Posts & Banner Advertising
- VIP Membership Fees
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #6 in this index
- Sector rank
- Leading social media site in China
- Global rank
- 80
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| douyin.com | ≈ 192 million / month | #7 class competitor | — |
| xiaohongshu.com | ≈ 144 million / month | #8 class competitor | — |
What is Sina Weibo?
Sina Weibo (weibo.com) is a social platform serving users in China. China's leading microblogging social platform for real-time discussions, celebrity news, and trends. It ranks #6 among the most visited websites in the country in this index, within the social media category.
Who owns Sina Weibo?
The site is operated by Sina Corporation, founded by Charles Chao. The company was established in 2009 and is headquartered in Beijing, China. It employs around 6,000+.
Traffic and audience
Traffic estimates place Sina Weibo at roughly 320 million visits per month, about 10.7 million per day. Around 88% mobile of sessions come from mobile devices, and visitors view about 11.4 pages per visit with an average session of 12 min.
How Sina Weibo makes money
Revenue comes primarily from promoted posts & banner advertising, alongside vip membership fees.
Competitors in China
Its closest rivals include douyin.com, xiaohongshu.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2009
Sina Weibo is founded in Beijing, China.
- Growth phase
Expands its social media offering and moves to a mobile-first product.
- Today
Ranks #6 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Very high daily engagement
- Strong creator and community ecosystem
- Free to use with broad reach
- Self-serve advertising for small businesses
Cons
- Moderation and misinformation criticism
- Privacy and data-use concerns
- Algorithm changes hurt organic reach
- Ad load increases over time
Key statistics
Frequently asked questions
Who owns Sina Weibo?
Sina Weibo is operated by Sina Corporation. Public company structure, based on public filings and press reporting.
Where is Sina Weibo headquartered?
Sina Weibo is headquartered in Beijing, China.
When was Sina Weibo founded?
Sina Weibo was founded in 2009 by Charles Chao.
How many employees does Sina Weibo have?
Sina Weibo employs approximately 6,000+ people.
What is Sina Weibo's revenue?
Sina Weibo's revenue: ≈ $1.8 billion annual revenue (est.).
Who are Sina Weibo's competitors?
Main competitors in China include douyin.com, xiaohongshu.com.
How does Sina Weibo make money?
Mainly promoted posts & banner advertising, vip membership fees.
Is Sina Weibo publicly traded?
Sina Weibo's ownership: Public company.
How many visitors does Sina Weibo get?
Third-party estimates place Sina Weibo at roughly 320 million visits per month, mostly from China, with 88% mobile traffic.
Is Sina Weibo safe?
Sina Weibo is an established social media site founded in 2009 and ranked #6 in China; use the official domain weibo.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsweibo.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos