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KOL Diaries VOL.9 | @Lily: A week in the life of designer and KOL

  Fashion designer and blogger @李玄 Lily (Li Xuan) shares in our 9th installment of KOL Diaries how she balances her schedule between work, play, and being a mother.   Fashion Blogger | @李玄Lily Place: Shanghai Occupation: Fashion Designer&Blogger Platforms: Weibo, WeChat, Oasis, Xiaohongshu A graduate from the Department of Fashion Design

How Are Chinese Travel Influencers Handling COVID-19?

Few industries have been hit by the COVID-19 pandemic as hard as tourism. Anxiety over the virus has undermined some of the assumptions the travel industry relies on. Consumers are understandably reticent about airports, flights, and crowds. Travel restrictions and tightened visa policies have made travel less convenient, and in

KOL Diaries VOL.7 | @Winnie:Takes You On A Trip

2017 Weibo Top Ten Most Influential Verified (“Big V”) Tourism Organizations 2018 Travel Influencer With Greatest Potential Doesn’t all this sound impressive? These are just some of the titles earned by our blogger --- @羽晗Winnie! She frequently appears under the hashtag #带着微博去旅行#  checking in at popular scenic spots and eateries

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

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

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

Top Five KOL Marketing Case Studies of 2020

As the year ends, what results have you seen from KOL marketing in 2020? Have you had any breakthroughs? Any regrets? What have you learned from your experiences? What are the good KOL marketing case studies in 2020? A year passes quickly, so it's important to have a moment of

8 Ways E-Commerce Influencers Court Consumers in China

For most brands, e-commerce influencers are the gatekeepers to e-commerce success in China. Marketing teams can try to go it alone, combining content with community building to draw traffic to their own channels, but many will find their attempts yield disappointing returns. KOLs, on the other hand, give a brand

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