Weibo Corporation (WB US) is a Chinese social media platform that reminds us of Twitter. Just like Twitter, Weibo is a public platform that influencers can use to reach their fans, for the government to reach citizens, where journalists can release their news articles and where individuals can share their ideas with the world.
Weibo's strength is the network effect it has in being the largest public social media platform in China, with over 500 million users. Key opinion leaders are attracted by the massive user base, and users are attracted to the people and the information available on the platform. No-one has been able to compete with Weibo – not even Tencent.
In 2018 and 2019, Weibo suffered by an advertising inventory oversupply driven by a massive ramp-up in advertising on Bytedance's platforms. But Bytedance has already finished ramping up its ad load. In early 2020, COVID-19 also hit advertising revenue hard. But promising new vaccines suggest that economy-wide consumption patterns might soon resume, which will help the advertising market recover.
With over 500 million monthly active users and an enterprise value below $10 billion, it trades at a low EV/MAU multiple than those of many other social media platforms. Weibo's ad load is only 7-8% vs Toutiao's and Facebook Asia's 12%. In addition, Weibo's CPM and cost-per-click are significantly below those of Toutiao. Altogether, there should be scope to increase revenue / MAU by about 100%. In addition, monthly active user numbers continue to grow by almost 10% per year.
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