(Source: https://pltfrm.com.cn)
Introduction
China’s influencer economy thrives on localized trust, fast-moving trends, and platform-native content. For overseas brands, this means influencer ads need to be more strategic than ever. The key? Segmenting the right voices, mastering visual formats, and integrating influencer activity into the broader sales funnel. Here’s how to do it right.
1. Choosing Influencers Based on Funnel Stage
1.1 Awareness Builders
Use celebrity KOLs or high-reach Douyin creators to launch new collections or spark buzz. These creators shine during 11.11 and 6.18, amplifying visibility at scale.
1.2 Conversion Closers
Micro-KOLs on WeChat Channels and Xiaohongshu are ideal for product trials and coupon-driven campaigns. Their smaller but engaged following responds better to direct CTAs and product recommendations.
2. Advanced Visual Storytelling Tactics
2.1 Episodic Ad Series
Instead of one-off posts, run three-part mini series covering intro, demo, and lifestyle integration. This fosters narrative retention and increases repeated exposure across algorithms.
2.2 Split-Screen Comparison Ads
Show real-world results versus competitors or old versions. These ad formats work particularly well on Bilibili and Douyin, especially for beauty and electronics brands.
3. Campaign Orchestration Across Platforms
3.1 Simultaneous Launch Strategy
Deploy synced posts on Douyin, Xiaohongshu, and Weibo to generate algorithmic momentum. This improves brand discoverability and creates an ecosystem effect around a product.
3.2 Staggered Reveal Method
Start with a teaser by a macro-influencer, then trickle UGC from nano-KOLs. Great for tiered product launches and driving mid-funnel engagement.
4. Tracking & Optimization Framework
4.1 Real-Time UTM Tracking
Assign unique links to each influencer to monitor traffic source quality. Use analytics platforms to calculate ROI by channel and creator type.
4.2 Engagement Pattern Analysis
Beyond views and likes, analyze save rates, comment quality, and repost velocity. These metrics reveal which creators truly influence buyer intent.
Case Study: A French Haircare Brand
To break into China’s premium segment, a French haircare brand collaborated with tiered KOLs across Bilibili and Xiaohongshu. Their episodic product review series and QR-linked coupon offers resulted in a 46% click-to-buy rate during International Women’s Day week. Engagement analysis showed their split-screen comparison ads had 2.4x the save rate of standard influencer videos.
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!
