Whether you’re located in China or the West, you’ve probably heard of influencers attending some brand's product launch party. Around the world, holding a product launch party has become a quintessential way for brands to personally engage with influencers. With numerous companies vying for the attention of influencers, these events can foster personal
One reason I understand Chinese social media platforms as well as I do is that I’m not just an observer. I'm currently in the process of building my own Xiaohongshu KOL account. When a platform becomes interesting to me, I open an account, start sharing content and attempt to grow
When the words “KOL marketing in China” are mentioned, what pops into people’s minds are KOLs with millions of followers and campaigns with extremely high budgets. Yet, in reality, micro KOL marketing in China is just as popular and can be just as effective. As their name implies, micro KOLs
Influencer marketing is expensive in China and the prices are only going up. Even the biggest brands are looking for ways to get influencers to repost their content for free. No, don’t misinterpret this to mean influencers should work for free. Brands should acknowledge influencers’ value and compensate them fairly.
It should be obvious to everyone that 2018 marks a major departure from the long-form live-streaming trend that started in 2016. This year has been the year of short videos. In this China short video guide, we will introduce the pros and cons of Douyin, Weishi, Nani, Aidong, and DuKe.
Optimization is a word that gets tossed around a lot in the business world. Brands strive to optimize nearly every part of their business. However, the following KOL tactics are rarely used to optimize China marketing campaigns. There are a few reasons for this. Often, brands silo KOL marketing efforts instead
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
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
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
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