The Chinese microblogging site, Weibo, is to begin building a system on its site to assist its users in turning ‘online influence’ into money. The company’s CEO has said that the platform will help users define their own brands, by offering them the opportunity to monetise their popularity with ads and pay-per-read posts. Currently, Weibo has over 340,000 users that it deems influential, and has put aside 100 million yuan to invest in those accounts. It has also created partnerships with over 300 multi-channel networks in order to help bloggers with cross-platform promotion and funding for their brands. These investments come after it was announced that so far on Weibo, users of the site had earned 11.7 billion yuan in total, using the services currently available.