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5 Brands Innovating in China’s Influencer Marketing Space

By | May 9th, 2019|Categories: Influencer Marketing, Marketing Strategy|

How to stand out on China's enormous, noisy, and fast-evolving social networks is a puzzle brands are constantly striving to solve. While there is no one-size-fits-all formula, brands' success stories seem to suggest time and again that creativity wins—and is amplified when it's paired with the appropriate influencer marketing strategies. Below, we have identified a number of brands in categories

Geotagged Content is an Understated Location Marketing Tactic

By | April 28th, 2019|Categories: Marketing Strategy, Travel|

Geotagged content is set to be one of the defining trends for location marketing in the coming years—and it's not even on the radar of many marketers. Location-based content and search are rising in importance all over the world. In the West, this is happening principally via Google Maps. In early 2018, Ruth Porat, the CFO of Alphabet, Google’s parent

How Do Multi-Channel Networks (MCNs) Work in China?

By | March 29th, 2019|Categories: KOL Marketing, Marketing Strategy|

China's KOL landscape can seem like an endless vortex of options. But, to really understand the KOL world means having a handle on a growing management phenomenon that essentially makes up its core: Multi-Channel Networks (MCNs). In the U.S., the MCN is synonymous with failure. Marketers might remember that the most well-known MCN, YouTube's Maker Studios, was bought out by

Chinese Long-form Video Content Creators are Far from Dead

By | February 28th, 2019|Categories: Bilibili|

Short-form video has no doubt captured the marketing world for its appeal among China's youth, but if a series of recent deals by Alibaba and Tencent are anything to go by, it's not over yet for Chinese long-form video content creators. Last week, the e-commerce giant bought an 8 percent stake in Bilibili, a long-form video hosting platform known mainly for

4 China Marketing Experts: How can brands use traveling influencers?

By | February 20th, 2019|Categories: Marketing Strategy, Travel|

Any travel brand on top of its marketing strategy is no doubt comfortable working with influencers who specialize in travel and tourism. But beyond this pool of travel influencers are social media mavens across a wide range of categories with tremendous untapped potential to work their content magic to reach new audiences. We asked four travel and hospitality industry China

How Influencers Use Xiaohongshu: 3 RED KOLs Share Tips

By | February 16th, 2019|Categories: Influencer Marketing, KOL Marketing, Xiaohongshu|

Xiaohongshu (Little RED Book) is arguably one of the hottest platforms of 2019 and should be included in every brand's influencer marketing strategy. Not quite the cross-border e-commerce platform that many marketers predicted it would be, and not quite the review space once claimed by the likes of Dianping, Xiaohongshu is made up of a grassroots community of RED KOLs

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