Influencer marketing has become an essential tool for brands looking to reach the Chinese market. With over 989 million social media users in China, influencers offer a way for brands to reach a large and engaged audience. In this article, we'll explore the world of influencers in China, and share some brand case studies that highlight the effectiveness of this marketing strategy.
The Rise of Influencer Marketing in China
In China, influencers are often referred to as Key Opinion Leaders (KOLs) or Wang Hong. The popularity of influencer marketing in China can be attributed to a number of factors, including the country's large and active social media user base, the rise of mobile commerce, and the importance of word-of-mouth marketing in Chinese culture.
There are many types of influencers in China, including celebrities, industry experts, and social media stars. In particular, social media stars have become increasingly popular in recent years, as they often have a large and loyal following on platforms such as WeChat, Weibo, and Douyin (the Chinese version of TikTok).
Brand Case Studies
Sephora is a global beauty brand that has successfully used influencers to reach the Chinese market. In 2019, Sephora collaborated with Weibo KOL Xinyue for a campaign promoting its new lipstick line. Xinyue created a series of videos showcasing the different colors and textures of the lipsticks, which were then shared on her Weibo account. The campaign was a success, with Sephora reporting a 400% increase in lipstick sales during the promotion period.
L'Oréal is another beauty brand that has leveraged influencer marketing in China. In 2020, the brand partnered with Weibo KOL Ruhan to promote its skincare products. Ruhan created a series of videos showing her skincare routine and sharing her thoughts on L'Oréal's products. The campaign was a success, with L'Oréal reporting a 200% increase in sales during the promotion period.
Nike is a global sports brand that has successfully used influencer marketing to reach the Chinese market. In 2019, Nike collaborated with Douyin KOL Li Jiaqi for a campaign promoting its new Air Max sneakers. Li Jiaqi created a series of videos showcasing the sneakers, which were then shared on his Douyin account. The campaign was a success, with Nike reporting a 10-fold increase in sales during the promotion period.
Trends in Influencer Marketing in China
Brands are increasingly looking to establish long-term partnerships with influencers, rather than one-off collaborations. This allows brands to build a deeper relationship with influencers and create more authentic and engaging content.
Short-form video content
Short-form video content, such as that found on Douyin, is becoming increasingly popular in China. Brands are leveraging this trend by creating short and snappy video ads that are more likely to capture viewers' attention.
Live streaming has become a popular way for brands to engage with their audience in real-time. Brands are using live streaming to showcase products, host Q&A sessions, and run promotions and giveaways.
Brands are increasingly working with niche influencers who have a smaller but highly engaged audience. These influencers often have a deep knowledge of a particular industry or topic, and can offer more targeted and relevant content.
Live streaming has become one of the most popular online marketing strategies in China in recent years. Here are some best practices to help you get started:
Plan your live streaming content ahead of time. Producing quality live streaming content takes a lot of planning and preparation, so make sure you have a clear idea of what you want to do before you go live.
Make sure you have the right equipment. In order to produce quality live streams, you’ll need a good camera and microphone as well as strong internet connection.
Engage with your audience. The best way to keep people engaged during a live stream is to interact with them by answering their questions and comments
Influencer marketing is a highly effective way for brands to reach the Chinese market. By partnering with KOLs on social media platforms like WeChat, Weibo, and Douyin, brands can create authentic and engaging content that resonates with their target audience. The success of brands like Sephora, L'Oréal