(Source: https://pltfrm.com.cn)
Introduction
KOL marketing is an effective strategy in China’s fast-paced digital landscape. However, measuring the performance of these campaigns is crucial for ensuring success. This article highlights the key metrics that overseas brands should focus on to track KOL campaign effectiveness in China.
1. Engagement Rates: The Foundation of KOL Success
1.1 Likes, Shares, and Comments
Likes, shares, and comments remain the most basic yet powerful metrics for evaluating KOL engagement. A high volume of these actions indicates that the audience finds the content relevant and engaging. Brands should monitor these to gauge the influencer’s ability to spark interest.
1.2 Video Views and Watch Time
Video content, especially on platforms like Douyin (TikTok China), is prevalent in KOL marketing. Tracking how many views a video receives and how long users watch the video can help measure both interest and content relevance. Longer watch times suggest deeper engagement, making this a critical metric for Chinese digital marketing campaigns.
2. Conversion Tracking: From Engagement to Sales
2.1 Attribution Models
Using tools like UTM codes or dedicated landing pages allows brands to track direct conversions from KOL campaigns. This way, you can attribute specific sales, sign-ups, or inquiries to particular influencers and understand which KOLs drive the most value.
2.2 Referral Traffic
Tracking the traffic that comes from KOL-driven posts is another key metric. This can be done through Google Analytics or platform-specific tools. By measuring referral traffic, brands can identify how effective influencers are at directing their audience to websites or product pages.
3. Measuring Brand Awareness
3.1 Mentions and Brand Mentions
Monitoring how often your brand is mentioned across platforms is essential for tracking awareness. Influencers can help amplify brand awareness by frequently mentioning your product or service in their posts. Brands should track the number of mentions and evaluate their impact on overall brand recognition.
3.2 Hashtags and Trending Topics
Hashtags associated with campaigns are another metric for tracking brand awareness. Hashtags allow you to measure how far a campaign has reached by tracking its spread. When used effectively, they can propel a brand into trending topics on Chinese social media platforms, significantly increasing its visibility.
4. Influencer ROI Analysis
4.1 Cost-per-Engagement (CPE)
To determine the ROI, brands must calculate the Cost-per-Engagement (CPE). This metric helps to assess how much is spent per engagement (e.g., a like, comment, or share). By comparing this cost to the engagement level, brands can determine whether the influencer partnership was worth the investment.
4.2 Cost-per-Action (CPA)
Cost-per-Action (CPA) is a more advanced metric that tracks the cost relative to actions such as purchases, downloads, or sign-ups. This is an especially crucial metric for SaaS companies, as it helps measure the effectiveness of influencer campaigns in generating valuable leads and conversions.
Case Study: How a SaaS Company Enhanced Its Client Base Through KOLs
A SaaS company in the CRM space partnered with KOLs to promote its product on WeChat and Weibo. By tracking engagement rates, referral traffic, and CPA, the company was able to fine-tune its approach. This campaign resulted in a 50% increase in demo requests and a 25% rise in trial subscriptions.
Conclusion
Understanding key metrics for KOL-driven campaigns is vital for brands looking to maximize their success in China. By focusing on engagement, conversions, and brand awareness, companies can measure KOL performance effectively and fine-tune their campaigns for optimal results.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
