As an information-driven platform, Weibo spreads quickly and widely. Users get the latest news and information on the platform, voice their own opinions, and start discussions with fellow netizens. Most users come to Weibo for interesting and funny multimedia content. They discuss about current events, personal interests, celebrity gossip, movies, and TV dramas. Heated discussions often become hot topics on Weibo. Brands usually integrate positive and funny trending issues in their copywriting in order to gain additional exposure. Weibo users currently prefer multimedia content, with short videos being the most popular content type. Weibo Story—which streams 15-second short videos and photos in a slideshow format—has witnessed ...
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