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China Marketers Should Watch These 5 Social Media Apps

By | August 2nd, 2019|Categories: China Social Networks|

Chinese social media is at a crossroads. WeChat and Weibo have long set the standard for integrating communication, social engagement, brand promotion, and e-commerce. As video has grown in importance, Douyin and iQiyi have also flourished. While these broad-based platforms will remain the social spaces where China marketers can partner with KOLs to reach an epic volume of consumers, the

Foreigner KOL Catalog Featuring China Top Influencers

By | July 17th, 2019|Categories: theINSIDER Magazine|Tags: , |

The following are excerpts taken from the second edition of theINSIDER KOL Marketing Magazine. theINSIDER KOL Marketing Magazine contains featured articles from some of the top KOLs in China and includes more than 250 China influencer profiles across fashion, beauty, luxury, fitness, travel, child & parent, f&b, and foreigners. The Foreigner KOL Catalog contains articles from China's top influencers and provides access to

Will Douyin Survive? The Drawbacks of Viral Video Apps

By | July 9th, 2019|Categories: China Social Networks, Douyin|

Viral video sharing app Douyin (known internationally as TikTok) has been among China’s most talked about social platforms of the past year or two. Yet amid all the hype, some are voicing doubts about viral video apps' long-term prospects as China's social video landscape undergoes future shifts. Douyin's popularity is Undeniable Douyin's popularity at present isn't just in China—according to a

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