Lei Jun Weibo Marketing Playbook: How a Chinese Tech Icon Masters Social Media Traffic

This article analyzes Lei Jun Weibo Marketing Playbook, revealing how it builds a close relationship between brands and users through sincere interaction, content co-creation and controversy management, upgrading social media from a marketing tool to a brand asset. With the proliferation of AI content, Lei jun Weibo‘s “authenticity” is even more precious and provides valuable insights for the industry.

Lei Jun:From Tech Titan to National Sensation

The history of Lei Jun’s Weibo operation can be called a social media textbook for Chinese entrepreneurs. Since 2011, Lei Jun has accumulated tens of millions of fans through the Weibo platform, and with the help of the three core strategies of “groundedness”, “tap water effect” and “controversial physique”, he has succeeded in breaking the circle from the technology circle to the vision of all the people. Science and technology circle broken circle to the vision of all people, and even become a car circle, entertainment marketing benchmark.

The success of Lei Jun’s Weibo is not by chance, but is the inevitable result of the long-term adherence to the concept of “making friends with users”. Its operation strategy not only conforms to the law of social media communication, but also deeply binds the synergistic effect of brand and personal IP.

Lei Jun’s Weibo three core operational strategies

1. Grounding and sincerity: breaking the distance between entrepreneurs and users

Lei Jun Weibo’s “personalized” operation is the first secret of its fire out of the circle:

Self-produced content: Lei Jun insists on conceptualizing 3-5 Weibo every morning, and personally write and send them, refusing to have a team of ghostwriters. This sense of reality allows users to feel the “living interaction”, rather than a cold brand account.

High-frequency interaction: from replying to netizens’ teasing (such as the “screwing” incident) to accepting emoticons to play with terriers, Lei Jun dialogues with users in the posture of a “friend”, and even actively participates in the creation of terriers (such as the “Are You OK” Divine Song), forming a new style of interaction. Lei Jun talks to users as a “friend” and even actively participates in making stems (such as the “Are You OK” song), forming a unique affinity.

Long-termism: 11 years of high-frequency updates, shaping the “sense of companionship”. On the contrary, other entrepreneurial accounts are often interrupted by short-term marketing goals, making it difficult to accumulate user trust.

In 2024, netizens trolled Lu Weibing’s Weibo for “delayed delivery”, and Lei Jun responded humorously with “I’m going to rush it right now”, and the topic #Lei Jun I’m going to rush it right now# had a reading volume of more than 110 million, which directly drove the brand’s goodwill.

2. Tap water effect: let users become content co-creators

Lei Jun Weibo’s “hot search body” stems from its initiative to provide netizens with creative materials:

Topic openness: Whether it’s product news (such as millet SU7), personal wear (work jacket hot sale), or controversial events (such as the “green card proposal”), Lei Jun’s Weibo content is naturally communicative, stimulating secondary creation by netizens.

Emotional resonance: Lei Jun is good at transforming brand narratives into popular issues. For example, he proposed “optimizing the color of new energy license plates” at the National People’s Congress and the Chinese People’s Political Consultative Conference (CPPCC), which accurately hit the aesthetic pain points of users and was praised for “understanding young people”.

Traffic feedback: Netizens’ UGC content (such as emoticons and hot stems) further feeds the popularity of Lei Jun’s Weibo, forming a closed loop of “content production – dissemination – re-creation”.

In 2024, Lei Jun’s Shake fans grew by 20 million, Xiaohongshu fans exceeded 3 million, and the number of live broadcasts across the New Year exceeded 23 million, all thanks to the fission effect driven by “tap water”.

3. controversial body: black red is also red, traffic perpetual motion machine

Lei Jun’s Weibo long-term heat, can not be separated from the controversial topic of boosting:

Controversy in the industry: from the early years of “starvation marketing” questions to millet SU7 “Porsche design”, Lei Jun Weibo has always been in the wind of public opinion, but skillfully transformed the controversy into attention.

Personal labels: Lei Jun openly accepts the “Lei Bus” “i entrepreneur” and other labels, and even take the initiative to play the terrier (such as “bank card lying 4 billion”), weakening the aggressiveness, strengthening the real persona.

Crisis public relations: in the face of negative events (such as lack of production capacity), Lei Jun responded quickly through Weibo to avoid the fermentation of public opinion. For example, when the delivery of 2024 SU7 was delayed, he repeatedly broadcast the progress of the factory to resolve user anxiety.

Traditional car company CEOs follow Lei Jun’s Weibo operation, but it is difficult to replicate its success. Changan Automobile Zhu Huarong said frankly: “Lei Jun’s traffic is 40 times that of ours”.

Lei Jun’s Weibo “long-termism” philosophy

Lei JunWeibo top stream status, the essence of the “user thinking” victory – through 11 years of persistence, he will social media from marketing tools upgraded to brand assets. For enterprises, instead of chasing short-term hits, it is better to deeply cultivate the triangle model of “sincere interaction + content co-creation + dispute management”, which is perhaps the biggest revelation that Lei Jun’s Weibo has left to the industry.

In the current flood of AI-generated content, Lei Jun’s Weibo “sense of reality” is more scarce. In the future, who can replicate this “warm traffic”?

The answer may be: no one can copy it, but everyone can learn from it.