With the rapid growth of Web 2.0, microblog has become a vehicle for managing customer relationship and generating public brand engagements. As a new form of electronic word-of-mouth (e-WOM) marketing, brand microblogging has been widely investigated in Twitter and other microblogging sites. By 2013, there were more than 500 million internet users and 300 million micro-bloggers in Mainland China (Sullivan, 2014). The microblog market in Mainland China has been dominated by Sina Weibo and Tencent-owned QQ Weibo (Sullivan, 2012). By the middle of 2012, the volume of microblogging messages in Sina Weibo was over 100 million per day (Guan et al., 2014). However, little has been known about how brand microblogging is implemented and the effects in Mainland China. The current study aimed to profile the e-WOM communication pattern of brand microblogging based on the content and design framework and consumers’ online brand-related activity (COBRA) typology. This study conducted an inductive content analysis with 981 posts from 10 corporate accounts in Sina Weibo. On the basis of content and design framework, this study analyzed the e-WOM communication pattern by exploring the structure of information, entertainment, valence, source, advanced features and design elements in the posts. The study shows that brand microblogging is a viable channel for conducting viral marketing campaigns and disseminating brand-related information. It also confirms that the factors of brand post popularity, namely the number of likes, the number of shares, and the number of comments are influenced by each other. Moreover, the interactivity and vividness of design, entertainment, commercial information, and advanced feature play different roles in influencing brand post popularity. Therefore, companies can be guided by this study with regards to making a proactive brand microblogging strategy.