(Source: https://pltfrm.com.cn)
Approaching influencer marketing in China requires a tailored strategy due to the unique digital landscape and cultural context of the country. Here’s how an agency might approach influencer marketing in China:
- Understanding the Chinese Digital Ecosystem: The first step is to understand China’s unique digital ecosystem, which differs significantly from the West. Platforms like Weibo, Douyin (TikTok in China), WeChat, XiaoHongShu (Little Red Book), and Bilibili are key players in the influencer marketing landscape.
- Identifying the Right Influencers: Agencies need to identify influencers (also known as Key Opinion Leaders, or KOLs, in China) who align with the brand’s values and target audience. It’s crucial to consider the influencer’s reach, engagement rates, audience demographics, and relevance to the brand’s industry.
- Authenticity and Relevance: In China, consumers value authenticity in influencer endorsements. Agencies often work with influencers to create content that feels genuine and resonates with the local audience, taking into account cultural nuances and preferences.
- Leveraging Different Types of Influencers: The Chinese influencer landscape includes mega-influencers, micro-influencers, and KOCs (Key Opinion Consumers). Agencies may use a mix of these influencers, depending on the campaign goals and budget.
- Integrating with E-commerce Platforms: In China, influencer marketing is closely tied to e-commerce. Platforms like Taobao and JD.com have integrated systems where influencers can directly link to products. Agencies often collaborate with influencers on these platforms for product endorsements and live streaming events.
- Content Adaptation and Localization: Content needs to be adapted and localized to fit the Chinese market. This includes language, cultural references, and understanding the nuances of what appeals to Chinese consumers.
- Campaign Monitoring and Analytics: Utilizing advanced analytics to monitor campaign performance is crucial. This includes tracking metrics like engagement rates, conversion rates, and ROI. Chinese platforms offer extensive data, and agencies use this to refine and optimize campaigns.
- Compliance with Regulations: The Chinese government has strict regulations on digital content, including influencer marketing. Agencies must ensure that content complies with these regulations to avoid penalties and maintain a positive brand image.
- Long-term Relationships with Influencers: Building long-term relationships with influencers can be more beneficial than one-off campaigns. It helps in creating a more authentic and consistent brand image.
- Interactive and Innovative Campaigns: Chinese consumers are attracted to innovative and interactive content. Agencies often create campaigns that include interactive elements like polls, quizzes, or AR filters on social media platforms.
- Leveraging Local Festivals and Trends: Timing campaigns around local festivals, holidays, or trending topics can increase their effectiveness and relevance.
- Focus on Storytelling: Chinese consumers, particularly the younger generation, appreciate storytelling in marketing. Influencer campaigns that tell a story or showcase a lifestyle can be more engaging and effective.
In conclusion, influencer marketing in China requires a deep understanding of the local digital landscape, culture, and consumer behavior. It involves a strategic mix of authenticity, creativity, and technological savvy to effectively engage with the Chinese audience.
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!
