(Source: https://pltfrm.com.cn)
Introduction
Influencer marketing in China isn’t just a trend—it’s a proven performance channel. Platforms like Douyin, Xiaohongshu, and Weibo host some of the most persuasive voices in digital commerce, with followers who trust their product recommendations more than brand messaging. For overseas brands, influencer ads offer direct, culturally relevant access to Chinese consumers—if executed strategically. This article explores how to run high-performing influencer ad campaigns tailored to China’s unique digital landscape.
1. Understand the Role of Influencers in the Chinese Ad Ecosystem
1.1 KOLs vs. KOCs
KOLs (Key Opinion Leaders) drive mass visibility, often through polished ad collaborations and livestreams. KOCs (Key Opinion Consumers), on the other hand, influence micro-communities through more authentic content.
1.2 Influencers as Content Amplifiers
Influencers in China serve as creative production partners and distribution channels. Their voice shapes the narrative, often more than the brand’s own channels.
2. Choose the Right Platform for Your Audience
2.1 Douyin for Visual Storytelling and Short-Form Ads
Use Douyin influencer ads for product demos, unboxings, and interactive campaigns. It works well for beauty, fashion, and lifestyle brands targeting younger audiences.
2.2 Xiaohongshu for Credibility and Lifestyle Integration
Partner with influencers on Xiaohongshu to create ad content that blends seamlessly into user feeds. It’s ideal for categories where trust and peer validation drive purchases.
3. Match Influencer Tier with Ad Objective
3.1 Top-Tier KOLs for Awareness Campaigns
Leverage Tier-1 influencers for product launches or new market entries. These ads can reach millions in hours but require higher budgets and strict creative alignment.
3.2 Mid and Micro-KOLs for Conversion Ads
Micro-influencers often drive better ROI through community-level trust. Their content performs well for lower-funnel ads such as limited-time offers or event-specific landing pages.
4. Optimize Ad Creative with Local Tactics
4.1 Hook First, Brand Later
Chinese viewers scroll fast. Start influencer ad content with a visual or emotional hook within the first 3 seconds, before introducing the product.
4.2 Use Language, Humor, and Visual Cues That Resonate
Work with influencers to infuse regional slang, festival references, or trending formats—especially for TikTok-style ads or Douyin duets.
Case Study: French Skincare Brand Boosts Sales via Douyin Influencer Ads
A French skincare brand partnered with two Douyin KOLs for a spring promo campaign. The influencers created short-form videos with challenge-based ad content and included links to a flash-sale mini program. By optimizing the campaign around peak activity times and using retargeting based on ad viewers, the brand achieved a 38% CTR uplift and a 5.2x ROAS within the first two weeks.
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!
