What China’s KOL Bubble Means for KOLs & Brands
The KOL bubble is real. The number of KOLs has ballooned over the past few years, and with it, more than 5,000 Multi-Channel Networks (MCNs) have emerged acting as a bridge between the client and a KOL. Supply and demand dictate that the KOL bubble would mean the fees KOLs charge would go down, but generally, this is not the case.
Most Popular Chinese Short-video Apps in 2021
With the short video industry very much in the limelight, there have been gains for all kinds of content verticals within the various Chinese short-video apps. Everyone is tipping 2021 to be the year of the short-video, but with so many Chinese short-video apps to choose from, how should brands use the format to market their products? Will they find
KOL Diary Vol. 6 | @jennynui: A dreamcatcher who strives to realise her dreams
【KOL Diaries】 Here you can learn how bloggers work, learn about their lives away from social media platforms and even gain insight into their private spaces. Behind those viral videos and stylish photos, what are they really like? Are they as glamorous, fun, and free in their personal lives as they are on social media? A writer who doesn’t
Xiaohongshu: Trending Beauty Hashtags
Xiaohongshu (aka RED or Little Red Book) is one of China’s go-to platforms for beauty KOLs and brands looking to develop communities. Fortunately for beauty brands and KOLs, the platform seems to have rebounded since being pulled off app stores for 3 months in mid-2019. We expect the platform to continue its beauty space relevancy in 2020. So now let’s
KOL Diaries Vol. 5 | @小博博小: A Week For “Slash Youth”
【KOL Diaries】 Here you can learn how bloggers work, learn about their lives away from social media platforms and even gain insight into their private spaces. Behind those viral videos and stylish photos, what are they really like? Are they as glamorous, fun and free in their personal lives as they are on social media? Is the daily life of
Q&A: 10 Things to Know About Marketing with Xiaohongshu KOLs
Xiaohongshu (小红书), which literally translates as “little red book”, has experienced a few twists and turns over the past year and Xiaohongshu marketing has been a hot topic. After the platform was pulled from Chinese app stores in July 2019, the effect was staggering—monthly active users fell from 93 million in June 2019 to 72.88 million in October 2019. However,