(Source: https://pltfrm.com.cn)
Introduction
Influencer advertising has become a cornerstone of social commerce in China. Platforms like Douyin, Xiaohongshu, and Weibo enable overseas brands to reach highly engaged audiences through trusted voices. In this guide, we unpack actionable strategies for influencer advertising in China—from identifying the right partners to structuring high-performing campaigns.
1. Choosing the Right Influencer Partnerships
1.1 Micro vs. Macro Influencers
Micro-influencers (10k–100k followers) often yield higher engagement rates and cost-efficiency, especially in niche product categories. Macro-influencers or celebrities offer reach, but require larger budgets and are better for brand awareness rather than direct conversions.
1.2 Platform Alignment
Not all platforms suit all categories: Xiaohongshu works well for beauty and lifestyle, while Bilibili is better for tech-savvy, younger audiences. Choose platforms where your target demographic is most active and where influencer content appears natively.
2. Structuring Campaigns Around Chinese Consumer Behavior
2.1 Storytelling First, CTA Second
Influencer posts should first deliver relatable narratives or authentic use cases before moving into promotional calls-to-action. Chinese users respond more to emotional resonance than hard-selling, especially on platforms like Xiaohongshu.
2.2 Seasonal and Festival Relevance
Time influencer collaborations around key Chinese holidays like Singles’ Day, Lunar New Year, or Qixi Festival. Releasing content during these periods boosts visibility, relevance, and shareability across user networks.
3. Optimizing Ad Format and Content Type
3.1 Short Video vs. Livestreaming
Short videos are ideal for high-level brand awareness and showcasing lifestyle fit. Livestreams offer direct selling, flash deals, and live Q&A—all of which accelerate conversion.
3.2 Content Co-Creation
Empower influencers to shape the message using their own tone and audience understanding. Co-created content feels more authentic and bypasses resistance to typical “branded” ads.
4. Tracking ROI and Attribution Metrics
4.1 UTM Tracking and Coupon Codes
Use influencer-specific UTM links or QR-coded coupons to track exact referral traffic and purchases. This helps identify which influencer delivered the highest ROI, enabling better re-investment decisions.
4.2 Engagement vs. Sales Metrics
Don’t just look at likes or comments. Monitor time watched, save shares, click-throughs, and actual redemptions to evaluate performance holistically. Apply insights to tweak future collaborations for improved performance.
Case Study: Australian Skincare Brand Launch
An Australian skincare brand launched on Douyin with a series of collaborations with 12 mid-tier beauty influencers. Each influencer produced short videos showing morning routines using the product. UTM-tracked links and platform coupons revealed that 3 influencers drove over 70% of conversions. Learning from this, the brand doubled down on those influencers for a follow-up livestream campaign during 618 shopping festival, which achieved a 5x ROAS.
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!
