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In China, where digital adoption is rampant, KOL (Key Opinion Leader) influencer marketing is a powerful strategy for promoting digital products. This article explores strategies for leveraging KOLs to market digital products in China.
Identifying Tech-Focused KOLs
Partner with KOLs who have a strong following in the tech community and are known for their expertise in digital products.
Example: Tech KOL Partnership
A new app launches a campaign with a KOL on Weibo who specializes in mobile applications, leveraging his insights to reach tech enthusiasts.
Highlighting Product Features
Create content that highlights the unique features and benefits of the digital product, showing its practical use and value to consumers.
Example: Feature Demonstrations
A software company collaborates with a KOL on Douyin to create a series of short videos showcasing the efficiency and convenience of their productivity tool.
Utilizing Live Streaming
Leverage live streaming on platforms like Douyin and Kuaishou to demonstrate digital products in real-time, answer questions, and engage with the audience.
Example: Live Product Walkthrough
A gaming company hosts a live streaming session on Kuaishou, where a KOL plays their new game, interacts with viewers, and provides exclusive in-game rewards for participants.
Cross-Platform Promotion
Develop a cross-platform strategy to reach a wider audience and maintain consistent brand messaging across different social media channels.
Example: Multi-Platform Campaign
An e-book platform promotes their service across WeChat, Weibo, and Bilibili, targeting book lovers with tailored content for each platform.
Offering Exclusive Trials and Discounts
Incentivize users to try the digital product by offering exclusive trials, discounts, or special offers through KOL partnerships.
Example: Exclusive Offers
A language learning app offers a free trial period to followers of a KOL on WeChat, who shares his experience learning a new language with the app.
Engaging with User-Generated Content
Encourage users to create and share their own content related to the digital product, such as reviews, tutorials, or success stories.
Example: UGC Engagement
A photo editing app encourages users to share their best edits on Xiaohongshu, using a branded hashtag, and features standout creations on their official account.
Compliance with Advertising Regulations
Ensure all marketing activities, including KOL partnerships, comply with Chinese advertising regulations for digital products.
Example: Adherence to Standards
A digital product company ensures all influencer promotions include clear disclaimers and transparent information about the product’s capabilities, following legal requirements.
Performance Tracking and Analysis
Monitor the performance of KOL campaigns using social media analytics and optimize strategies based on data-driven insights.
Example: Data-Driven Optimization
A fintech app tracks user sign-ups and engagement from KOL promotions on various platforms, adjusting their marketing approach to focus on the most effective channels and content types.
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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