Jessica Rapp

/Jessica Rapp

About Jessica Rapp

I'm a writer and graphic designer intent on telling the world stories about China's flourishing food, drink, style and creative scenes. Whether it's cranking out a story in minutes for the web or embarking on a thoughtful long-form piece, I'm passionate about bringing people and communities together through engaging and inspiring content.

Three Tactics KOL Marketers Can Spot Fake Followers Before It’s Too Late

By | 2019-11-18T14:58:43+00:00 November 18th, 2019|Influencer Marketing, KOL Marketing, Marketing Strategy|

The recent controversy over a case of an alleged KOL and a multi-channel network (MCN) agency manipulating account data has caused a stir in marketing circles. The MCN agency helped the entrepreneur get a verified “Big V” influencer account with over 3 million followers, and the KOL's campaign video received

10 KOL Marketing Trends in China for 2020

By | 2019-11-08T15:29:30+00:00 November 8th, 2019|Douyin, E-commerce, Gen Z, Influencer Marketing, KOL Marketing, Live Streaming, Marketing Strategy, Micro-influencers, WeChat|

With 2019 rapidly drawing to a close, brands and marketers should be looking ahead to 2020 and formulating plans for getting ahead of the curve. Here are ten KOL marketing trends we’re keeping tabs on in China for the coming year.   1. Influencer marketing will be more popular—and more

Meituan-Dianping: The Platform Travel Marketers Shouldn’t Miss

By | 2019-10-28T12:43:46+00:00 October 28th, 2019|KOL Marketing, Meituan-Dianping|

The KOL darling Xiaohongshu is not the only review platform that's drawing influencers in droves and worthy of KOL marketers' attention. Meituan-Dianping is a “super app” widely known for its ecosystem of food delivery services, ride-hailing, cinema ticket reservations, and more, but it's also responsible for helping restaurants, shops, and travel

In-video Search: A New Opportunity for Influencer Marketing on Douyin?

By | 2019-10-14T10:18:28+00:00 October 14th, 2019|China Social Networks, Douyin, Influencer Marketing|

Video-sharing app Douyin (known as TikTok outside China) is trialing a new function that allows users to perform in-video search. Some observers have raised concerns about how in-video search function, combined with the facial recognition technology built into the system, could be detrimental to users’ privacy. Marketers, meanwhile, will be

E-Commerce Content Marketing: A 2020 China Trend

By | 2019-09-15T15:55:56+00:00 September 6th, 2019|E-commerce, Weibo|

Weibo recently announced that its native live streaming platform, Yizhibo, will be rolling out Taobao integration. While the development is big news in its own right, it also underscores the momentum driving e-commerce content marketing and what is going to define media, marketing, and retail trends for China in 2020.