Analysis On The Development Of Sina Weibo KOL Advertising

Along with the development and expansion of self-media,self-media advertising as a kind of new advertising has been widely used and self-media advertising is occupying an increasingly important position in the advertising field.KOL advertising is one of the representative self-media advertising.As more and more brands and merchants start to use the KOL from media to promote products and services,this type of advertising has become an important means of marketing.Therefore,the impact of self-media advertising on the media economic development and the advertising value it creates should be given adequate attention.At the same time,it is extremely necessary to carry out specialized and meticulous research on self-media advertising.2010 is the year that the Micro-blog software application in China experienced the fastest growth,included Sina,Tencent,Sohu,Wangyi and so on.It is known as the first year of Chinese Micro-blog era.A series of important annual celebrities and events occurred on this platform which makes it once became the focus of discussion for the Internet users.But later,the Sina Weibo was in downward trend.In 2014 July and November,Tencent and Net Ease announced their withdraw from Micro-blog.The Sina Weibo was the only survivor who got out of a fix and successfully advanced their primary commercial mode.Now,it is the only leader.Therefore,it is feasible to study the Sina Weibo as a typical case.This article uses related theories of communication,advertising,media economics,marketing and other disciplines,based on the development of KOL advertising from media,combined with its characteristics,development status,development trend and its own shortcomings,provide some scientific and reasonable feasibility advice for its further development.