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
KOL content collaborations can bring awareness to your brand in China, help connect with new audiences, and even bring in a few sales. Yet a common worry from marketers comes when they tally up the total costs, but this is because they often forget the value of content and how to repurpose KOL content in China. But before a brand
Meipai, once a top short video platform in China, has all but died. But not to worry, Meitu has launched a new social platform and it already has more users than Meipai, Douyin, and Xiaohongshu combined. What happened? In the beginning Meipai is a video-sharing app created by Meitu, a technology company known for its image editing apps and selfie-specialty smartphones.
Chinese consumers are now more discerning than ever before as they leverage their social media networks and turn to their favorite influencers to make informed purchasing decisions. To discover, develop, and deliver products customers can't live without, brands in China need to look to influencers to support the product marketing lifecycle. But even if a product seems relevant, brands shouldn’t
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 bonds between them and brands. Over time, they might even
A lot of work goes into KOL management, and because of that, brands and KOLs often experience a little boost of adrenaline when they scroll down to the end of a post and see that magic number. Whew, 10K views! The post about our newest handbag collection made thousands of impressions among our followers! But, there’s a trove of information