3 Things I’ve Learned Building a Xiaohongshu KOL Account
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 an audience. I also engage with other users and influential
Micro KOL Marketing in China: What Brands Need to Know
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 typically have a smaller following. In western countries, a micro
How to get Influencers to Repost Your Brand-created Content for Free
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. That being said, influencers are always in need of good
Douyin, Weishi, Nani, Aidong, & DuKe – A China Short Video Guide
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. Seemingly overnight, platforms filled with entertaining, vertically-shot, 15-30 second user-generated
8 KOL Tactics that Maximize Your China Marketing Campaigns
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 of integrating them into the business’s overall strategy. Another reason,
Can Brands Get Loyalty from KOLs?
Online influencers have a billion-dollar industry behind them, but it wasn’t always this way. Now brands are asking if they can lock-down high-performing KOLs just for themselves. However, many brands forget that KOLs want to be treated like people, not commodities. The following article was originally published in theINSIDER 500 KOL Catalog. Kim Leitzes is the co-founder of PARKLU, a platform that
