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E-Commerce Live Streaming in 2021: Lessons from 2020

By |October 19th, 2020|Categories: E-commerce, Live Streaming|

Live streaming in 2020 was already a huge business particularly in e-commerce, but the COVID-19 pandemic only caused the format’s stock to rise to new heights. When stores were shuttered and in-person activities ground to an abrupt halt in China from late January and into the spring, brands turned to live streaming like never before. Fast forward to 2021, and

China’s GenZ are Hooked on Bilibili’s Conversational Content

By |October 12th, 2020|Categories: Bilibili, China Social Networks, Gen Z|

Short videos and live-streaming are where so much of the excitement and investment in Chinese social marketing is right now, but content that invites co-creation is a specific niche within those categories. And it’s one that delivers impressive returns in terms of engagement, especially on Bilibili. The culture of Bilibili: bullet comments The most visible form of conversational content in

China’s Video Platforms Are in a Battle for KOLs’ Content

By |September 21st, 2020|Categories: China Social Networks, KOL Marketing|

You could be forgiven for assuming that an audience of 1.4 billion would divide up nicely between China's short video platforms, giving everyone sufficiently healthy audience figures to put in front of advertisers and keep business growing. But, of course, that’s not how it works in practice. Every tech company views the social content business as a zero-sum game, and

2020 Live Streaming in China: 7 Things That Made it Tick

By |September 14th, 2020|Categories: Live Streaming|

Live streaming is still the hottest trend in Chinese social media, particularly in KOL-driven e-commerce. But relatively speaking, the industry is still in its infancy, with room for growth and many new live streamers knocking at the door. Brands are excited by the genre’s possibilities and figuring out the best strategies to leverage live streaming in China to achieve maximum

Are Virtual KOLs the Next Big Trend in China?

By |August 31st, 2020|Categories: KOL Marketing|

As AR and AI become increasingly sophisticated, there’s growing interest in the Chinese marketing world—and everywhere else—in the potential of virtual avatars. We’re moving rapidly towards a world where virtual spokespersons—whether official mascots or ambassadors, or virtual KOLs — can be just as articulate, compelling, and, most importantly, influential an advocate for a brand as a human can be. Virtual

Little Red Book (Xiaohongshu) SEO Manual for KOL Marketing

By |August 17th, 2020|Categories: Marketing Strategy, Xiaohongshu|

Little Red Book maintains a stable position in the buyers’ journey of 18 to 35-year-old Chinese females. The brands that know exactly how to conduct SEO in Little Red Book KOL marketing campaigns have a distinct advantage influencing the buyers’ journey of this highly-valuable demographic. This Little Red Book (Xiaohongshu) SEO manual for KOL marketing provides a comprehensive implementation strategy,

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