Sina Weibo users tweeted 863,408 posts within the first minute of the year of the horse last night, breaking the previous record set on January 1 of this year.
The deluge of messages also beat last year’s Lunar New Year record by a 130,000 post margin.
Traffic was boosted due to Sina Weibo’s cooperation with state-run broadcaster CCTV during the televised Spring Festival Gala. Throughout the customary live entertainment, Sina Weibo’s QR code was displayed in the bottom corner of the screen.
Within 30 minutes of midnight, Chunwan, the colloquial name of CCTV’s program, was tagged in over 45 million posts.
Two hours later. the official account that the QR code linked to had five million followers.
Sina Weibo, widely regarded as China's foremost social network, has recently been losing followers to rivals such as Tencent's mobile messaging sortware WeChat.
Earlier this year, a report by the China Internet Network Information Centre showed that Weibo's user base fell 9 per cent to 280.8 million, from 308.6 million in 2013.
Despite chatter about Weibo’s decline, Sina’s most recent quarterly report states that the company's user base is still growing.
Additional reporting by Jeremy Blum