You can’t deny Weibo and WeChat KOL marketing in China is red hot. For any brand hoping to succeed in China, KOLs are hands-down the best method out there. Yet many brands don't work with them because Weibo and WeChat KOL marketing costs are a total enigma. Brands can’t make heads or tails
Western media and some "China experts" need to stop referring to Weibo as China’s Twitter clone. While Weibo might have started out as China’s Twitter when it launched in 2009, it has transformed itself into something completely different than its predecessor. In the process, it’s absorbed features from many different
If you’re paying for KOL media posts on Weibo to promote your brand, should you also pay an additional fee for Weibo advertising to promote their posts? While your first reaction is probably “No, why would I do that? Isn’t that what we’re hiring the KOL for?” the correct answer is a firm yes.
In the West, viewers expect even minor influencers to produce high-quality videos. But with China video KOLs', lower production value often equals better results. Why? Because barebones content seems more authentic. For international brands who’ve worked with influencers in Western countries, this might take a little getting used to. Competition
Weibo Stories function is an exciting addition to the platform that Sina-Weibo is heavily promoting. However, it is still in its early stages in terms of reach and engagement, and a bit unoriginal. As more users start understanding how to utilize and incorporate stories into their content mix, should we
According to PARKLU's insider source at Weibo, KOL surveys, and independent testing, the following 10 rules have been enacted on Weibo. These affect all Weibo KOL marketing campaigns. 1. E-commerce links, outside Alibaba properties, must go directly to a product page. *no landing page links 2. KOL accounts need to seek