(Source: https://pltfrm.com.cn)
Introduction
China’s influencer economy—led by KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers)—has become one of the most effective tools for digital advertising. For overseas brands looking to localize and connect authentically with Chinese consumers, influencer ads offer targeted visibility, higher engagement, and conversion power that traditional ads often can’t match. This article explores how influencer-led advertising is evolving in China and how to leverage it effectively.
1. Understand the Evolving Influencer Hierarchy
1.1 KOLs vs. KOCs vs. Virtual Influencers
KOLs offer reach and credibility but come at a high cost. KOCs, often real consumers with micro-followings, drive trust and organic engagement. Virtual influencers powered by AI are also gaining traction, especially among tech-savvy Gen Z.
1.2 Match Influencer Type to Campaign Goals
Use top-tier KOLs for product launches and market entry buzz. Opt for KOCs when the goal is sustained community engagement or gathering user-generated content across platforms like Xiaohongshu or WeChat Channels.
2. Align Platforms with Product Category
2.1 Douyin for Entertainment-Driven Discovery
Short videos with storytelling are ideal for consumer goods, fashion, and lifestyle brands. Douyin’s ad engine boosts influencer content through paid amplification for wider exposure.
2.2 Xiaohongshu for Trust-Based Recommendations
For beauty, health, and niche lifestyle products, Xiaohongshu remains the go-to. Ads disguised as genuine product reviews by influencers generate trust and encourage trial purchases.
3. Structure Campaigns with Measurable Goals
3.1 Affiliate-Based and Commission Models
Work with influencers using affiliate links and performance-based payouts. This ensures alignment on sales results and makes ROI tracking easier.
3.2 In-App CTA Tracking
Embed links to mini programs, Tmall pages, or official brand sites directly within influencer content. Use UTM tags or platform-native analytics tools to trace every click and conversion.
4. Scale Strategically with Paid + Organic Mix
4.1 Boost Influencer Posts with Paid Media
Instead of creating new ads from scratch, amplify high-performing influencer content using platform ads. This approach retains authenticity while scaling reach.
4.2 Nurture Brand Ambassadors
Develop long-term partnerships with a select group of KOLs or KOCs. Consistent collaboration over multiple campaigns builds brand loyalty and narrative depth among their audiences.
Case Study: Canadian Activewear Brand Grows with Tiered KOL Strategy
A Canadian athleisure brand entering the Chinese market launched a two-phase campaign. First, they partnered with three mid-tier KOLs on Douyin and Xiaohongshu to create workout challenge videos and styling tips. Then, they activated 50+ KOCs to share their own experiences. The campaign yielded 1.5M views, 12K new followers, and a 5.4% conversion rate, with 60% of traffic coming from KOC links.
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!
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