(Source: https://pltfrm.com.cn)
Introduction
For overseas SaaS companies entering China, influencer marketing is more than just a buzzword—it’s a crucial growth engine. With user trust shifting toward KOLs (Key Opinion Leaders) on platforms like Xiaohongshu, Bilibili, and Douyin, influencer content has become a primary driver for SaaS discovery, engagement, and conversion. This article explains how structured influencer campaigns can serve as a high-performing acquisition channel and long-term brand asset.
1. Designing Full-Funnel Influencer Campaigns
1.1 Awareness Stage
Teaser Content: Use KOLs to create curiosity-driven posts—showing a problem that your SaaS solves without immediately naming the product.
Behind-the-Scenes Hooks: For B2B SaaS tools, influencers can walk through their “day in the life” using the product subtly to establish context.
1.2 Consideration and Trial
Explainer Walkthroughs: Deploy tutorial-style content, live demos, or comparison videos from KOLs explaining how your solution outperforms others.
Engagement Tactics: Run influencer-led giveaways offering extended trials, access to premium features, or limited-time bundles to prompt lead signups.
2. Choosing the Right Platforms for SaaS Promotion
2.1 Bilibili for Technical Depth
In-Depth Reviews: Collaborate with influencers to create 10+ minute review videos that cater to developers, engineers, or IT teams—ideal for SaaS tools with technical complexity.
Educational Series: Build multi-part playlists on Bilibili showing use cases, integrations, and feature updates in a structured sequence.
2.2 Xiaohongshu for Decision-Makers
Business Lifestyle KOLs: Use influencers targeting startup founders, freelancers, or digital nomads to highlight your SaaS as a productivity enhancer.
Long-Form Trust Content: Red offers a platform where influencer credibility and authentic storytelling can drive deeper trust than short-form viral content.
3. Enabling Influencer Co-Creation for SaaS Credibility
3.1 Product as a Content Asset
Co-Develop Campaigns: Don’t just “sponsor” content. Involve KOLs in content planning—let them choose how to use and showcase your product in real-life scenarios.
Beta Access Incentives: Give top-tier influencers early access to new features or closed beta tools in exchange for exclusive first-look content.
3.2 Community Building via Influencers
KOL-Led Webinars: Host livestreams or WeChat Channel broadcasts where influencers walk through your platform, take questions, and demonstrate real usage.
Referral Engines: Encourage KOLs to create exclusive referral codes to track conversions and build loyalty loops through social sharing.
4. Compliance, Transparency, and Long-Term Success
4.1 Contracting & Disclosure
Regulatory Awareness: Ensure influencer contracts include mandatory disclosure practices to comply with China’s digital advertising standards.
Content Rights: Clarify content usage rights so you can repurpose high-performing influencer content for your own SaaS landing pages, email campaigns, or WeChat articles.
4.2 Retention and Relationship Building
KOL Loyalty Programs: Create ongoing incentives for influencers to remain brand advocates—such as recurring commissions or co-branded content rights.
Feedback Integration: Use influencer insights to inform product updates or content strategy, turning them into product evangelists.
Case Study: Localization SaaS Startup Converts Leads via Xiaohongshu
A German SaaS company providing AI-powered website localization tools entered China by partnering with bilingual marketing influencers on Xiaohongshu. These KOLs shared stories of how the SaaS tool helped their personal branding sites and client portfolios go multilingual without manual translation. The campaign reached 500,000 targeted impressions, brought in 3,000 qualified trial users, and led to partnerships with two local digital agencies who discovered the tool through KOL posts.
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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