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
The content is great, the KOL is an effective communicator, and the brand has considered its target audience across multiple apps. But in China's current social media environment where platforms and KOL marketing rules are constantly evolving, these efforts alone, unfortunately, may not always cut it. It helps brands to
It was tough deciding which Chinese KOL marketing case studies we wanted to feature from 2018. In the end, we decided to highlight five brands which stood out for a variety of reasons, whether it was their willingness to experiment with new platforms and campaign mechanisms, their increasingly sophisticated understanding
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,
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
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
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
Influencer marketing is expensive in China and the prices are only going up. Even the biggest brands are looking for ways to get influencers to repost their content for free. No, don’t misinterpret this to mean influencers should work for free. Brands should acknowledge influencers’ value and compensate them fairly.
Optimization is a word that gets tossed around a lot in the business world. Brands strive to optimize nearly every part of their business. However, the following KOL tactics are rarely used to optimize China marketing campaigns. There are a few reasons for this. Often, brands silo KOL marketing efforts instead
Online influencers have a billion-dollar industry behind them, but it wasn’t always this way. Now brands are asking if they can lock-down high-performing KOLs just for themselves. However, many brands forget that KOLs want to be treated like people, not commodities. The following article was originally published in theINSIDER 500 KOL Catalog.