While no shortage of viral fitness-related social media posts has emerged from China in recent years, many have been deemed by outside observers as a “worrying” to a downright ridiculous take on body image. From comparing waist size to an A4 piece of paper to seeing how many coins will balance on the collarbone, going to great lengths to achieve
We’ve already reached that time of year when we start making predictions and setting strategies for the Chinese social media apps marketers should use in 2019. Around this time last year, we published a list of five apps marketers should use in 2018 and it was fairly accurate with 3 out of 5 apps having a stellar year. So, we thought
It’s that time of year where fashion and beauty brands likely see an uptick in activity as some of the most influential names in China’s fashion KOL scene descend on Shanghai to bring the runway shows and some of the most anticipated street style looks to their online followers. But Shanghai Fashion Week, perhaps, more importantly, is a key opportunity
If you’re a B2B KOL, you’ve probably jazzed out your LinkedIn profile, built-up a sizable email list, and recorded a podcast or two. In the West, these are your screws and hammers as a B2B influencer – the essentials in your toolbox. B2B KOLs in China have their own platforms to nurture and monetize thought leadership that are no less important.
Brands want to see results when they embark on working with KOLs, which is why it can be disheartening when expensive marketing efforts result in low sales generation—at least, at first glance. The statistics are gloomy: when a KOL with 1 million followers on Weibo posts about a product, they, on average, are going to gain organic views from about
Edward Bernays formalized the influencer marketing approach 100 years ago, although he wouldn’t call it that nor imagine today’s digital mediums. Since then, it has become a staple in marketing and advertising. However, modern-day influencer marketing on social media is still in its infancy. The typical approach is relatively unsophisticated, and the most cost-effective influencer marketing strategies lie where nobody