China Digital Marketing Marketing

Engaging KOLs in China for social media success [infographic]

KOLs in China

In the last article, guest author Olivier talked about Brand Ambassadors in China and how important it is for luxury brands to engage through KOLs in China (Key Opinion Leader). To followup on the topic presented by Olivier, I thought it would be good to show this great infographic by Totem Media. Chris Baker is the managing director of Totem Media and I have a lot of respect for his work. I don’t know him personally, but he has produced a lot of great slideshares about social media and WeChat in China.

Insights about KOLs in China

There are a lot of good takeaways from this infographic. The first thing I like is pricing. It is often hard to find a good guide or price range when working with KOLs in China. Here they have polled 36 leading brands to find out how much a brand should pay for a KOL. This is really useful for small-mid size players or anyone new to KOLs in China.

The second thing I really liked about this graph is the prediction for Youku. Video is becoming more important for marketing and if trends in China follow marketing trends in America or Europe, than brands should start focusing more on video content. YouTube is the second most used search engine in the world and if Youku can capitalize on the potential market size of China, and successfully compete with IQIYI and SOHU TV, than it can become an amazing KOL platform like YouTube.

KOLs have always been important in China and I think this is a great follow up to the last post. Take some time to read Olivier’s thoughts and also check out some of the great work from Chris and the Totem team.

KOLs in China

What are your experiences with KOLs in China? Have you ever used them in a campaign? What were the results? Have you ever seen a good KOL campaign? Leave a comment and let us know.

In the past few months, we have been bringing you more information about WeChat and social media be sure to check these posts out:

What are your thoughts? Leave a comment and let us know.

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4 Comments

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