Online influencers have a billion-dollar industry behind them, but it wasn’t always this way. Now brands are asking if they can lock-down high-performing KOLs just for themselves. However, many brands forget that KOLs want to be treated like people, not commodities. The following article was originally published in theINSIDER 500 KOL Catalog. Kim Leitzes is the co-founder of PARKLU, a platform that
Body positivity is a massive trend in the fashion and cosmetics industries in the US, UK, and Australia. Western women are fighting back against unrealistic advertising, and brands are listening. They are in turn changing their messaging to uplift consumers instead of taking advantage of their insecurities. Much of this change comes from the power of online wanghong (a.k.a influencers)
Social commerce refers to the integration of social media and e-commerce, which is a growing trend in China. Alibaba, with their popular e-commerce live-streaming platforms Taobao Live, Tmall Live, and recent investment in popular cross-border commerce platform Little Red Book (Xiaohongshu), is at the forefront of social commerce. And now it appears that Alibaba’s newest focus is to improve and
An influencer might be the face of a campaign, a traffic generator, or – at best – a brand ambassador. But, it’s rare when a brand takes influencer insights and utilizes them as strategies for selling in China. And that’s a shame. Compared to their Western counterparts, Chinese Influencers have a much greater ability to incorporate sales into their content channels.
While KOL marketing is a powerful tool, the glut of content on social media means sponsored posts tend to be a flash in the pan. Efforts are especially fleeting when brands haven’t developed a KOL strategy that extends to search engine optimization in China. SEO (Search Engine Optimization), SSO (Social Search Optimization), and ESO (E-commerce Search Optimization) maximize the effect
Identifying social media trends and tracking what's popular with KOLs and their followers is a big part of what we do at PARKLU. Our free Analytics tool can be used to track KOL mentions of keywords like "running" or the brands that are benefiting from the Chinese fitness craze. The following article was originally published in theINSIDER 500 KOL Catalog. The