10 KOL Marketing Trends in China for 2021

With 2020 rapidly drawing to a close, brands and marketers should be looking ahead to 2021 and formulating plans for getting ahead of the curve. Here are ten KOL marketing trends we’re keeping tabs on in China for the coming year. 1. Influencer marketing will be more popular—and more effective

Micro KOL Marketing in China: What Brands Need to Know

When the words “KOL marketing in China” are mentioned, what pops into people’s minds are KOLs with millions of followers and campaigns with extremely high budgets. Yet, in reality, micro KOL marketing in China is just as popular and can be just as effective. As their name implies, micro KOLs

The Life of a KOL: Running a Mini Influencer Marketing Agency

There is a misperception all over the world that influencers have easy, glamorous lives filled with parties, gifts, and fans. Kids in the US aspire to be YouTubers when they grow up and college-educated Generation Z Chinese want to leave low-paying, entry-level jobs to become live-streamers. Would they feel the same

How Has Micro Influencer Marketing Evolved in China?

Most of us are familiar with Dunbar’s number. The theory posits our brains evolved with the ability to maintain about 150 stable relationships at the most. Far fewer know that Robin Dunbar and other researchers have, in recent years, tested this theory for online social networks. The results are fascinating

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