Influencer Marketing

/Influencer Marketing

Why Build Long-term Relationships with Influencers?

By | 2018-04-24T15:19:37+00:00 April 12th, 2018|Influencer Marketing, Marketing Strategy|

Smart brands and influencers have realized that one-off influencer campaigns don’t benefit anybody. They create more work for both parties and simply aren’t as effective as long-term cooperation. Building reciprocal, long-term relationships with influencers that perform well is the way to go. But how can brands do that? Why are

What is Retailtainment & Why has Amazon fallen behind China?

By | 2018-04-05T17:34:54+00:00 April 5th, 2018|E-commerce, Influencer Marketing|

As ad-supported media content declines globally, media companies and brands scramble to find solutions to make up lost profits. Chinese companies have found theirs, and it blurs the line between content and commerce. It’s called retailtainment. In the West, platforms like Instagram and Snapchat are actually starting to follow China's lead by

6 Influencer Marketing Fails and How to Avoid Them

By | 2018-05-03T17:52:35+00:00 March 29th, 2018|Influencer Marketing, Marketing Strategy|

While we at PARKLU are obviously big proponents of influencer marketing, we can’t deny that plenty of things can go wrong when working with influencers. Many influencer marketing fails stem from miscommunication, mismanaged expectations, insufficient market knowledge, and a lack of clarity from the brand. Here is the most common

China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios

By | 2018-03-02T08:56:00+00:00 March 1st, 2018|Influencer Marketing|

Influencers starting their own brands was a disruptive trend for brands in 2017. Last year was especially prolific as countless influencers started successful physical product businesses — Becky Li’s new clothing line, for example, or Zhang Mofan’s makeup brand Moamour, or Taobao queens like Zhang Dayi and Lin张林超. In 2018, the emergence

The Life of a KOL: Running a Mini Influencer Marketing Agency

By | 2018-03-15T17:03:45+00:00 February 22nd, 2018|Influencer Marketing, Micro-influencers|

There is a misperception all over the world that influencers have easy, glamorous lives filled with parties, gifts, and fans. Kids in the US aspire to be YouTubers when they grow up and college-educated Generation Z Chinese want to leave low-paying, entry-level jobs to become live-streamers. Would they feel the same

5 Influencers Share Product Seeding Tactics For Free Marketing

By | 2018-03-15T11:59:41+00:00 February 9th, 2018|Influencer Marketing, Marketing Strategy|

It’s a common practice in the influencer marketing industry to send products to an influencer hoping for free publicity. We call this tactic product seeding. When done right, gifting is a great relationship-building tool and can lead to free marketing for your brand. You’re sending a message that you value the

Fatal Influencer Marketing Problems Start at the Campaign Brief

By | 2018-03-15T12:00:32+00:00 January 26th, 2018|Influencer Marketing, Marketing Strategy|

Miscommunication kills. The majority of fatal influencer marketing problems happen when brands and influencers don’t communicate clearly via the campaign brief. This is true all over the world, but for Western companies working with Chinese influencers, the stakes are higher due to language barriers, cultural differences, and a unique social

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