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Introduction
Engagement is the heartbeat of influencer marketing in China. For overseas brands, especially those operating in SaaS or digital services, KOL performance must be evaluated through precise, high-quality engagement metrics. While impressions show visibility, only engagement reveals interest, intent, and conversion potential. This article outlines the key metrics used to evaluate KOL success in China and how brands can translate this data into smarter campaign strategies.
1. Understanding Deep vs. Shallow Engagement
1.1 Shallow Metrics
Examples: Likes, basic shares, and views.
Caution: These may inflate reach but don’t indicate audience intent. For SaaS campaigns, these alone are insufficient to measure ROI.
1.2 Deep Metrics
Examples: Long-form comments, saves, link clicks, QR scans, and direct messages.
Why It Matters: These behaviors indicate active interest and are more predictive of conversion, especially in a B2B or high-consideration environment.
2. Key Engagement Metrics Across Popular Platforms
2.1 WeChat Channels
Interaction-to-Follower Ratio: Measures how many viewers engage (comments, shares, click-throughs) per 1,000 followers.
Menu Clicks & Mini-Program Opens: These signal deeper user intent and are ideal for SaaS brands funneling users into onboarding journeys.
2.2 Bilibili
Comment Density per Minute: In long-form videos, more comments per minute show sustained attention and relevance.
User-Generated Threads: If viewers respond to each other, it suggests the KOL has community influence—a valuable trait for building product advocates.
3. SaaS-Oriented KOL Metric Interpretation
3.1 Lead-Centric Engagement
Link Clicks: Whether viewers click to access SaaS trial pages or demos.
QR Code Scans: Especially powerful in mobile-first China, QR scans tracked to CRM can map a complete engagement-to-lead journey.
3.2 Trial Conversion Triggers
CTA Response Rate: Measure how many users interact with direct prompts such as “try for free,” “book a demo,” or “see features.”
Email Capture or Form Fills: If gated content (e.g., ebooks, webinars) is offered, these responses indicate high-value engagement.
4. Monitoring KOL Engagement Over Time
4.1 Engagement Curve
Definition: Track engagement decay or growth over a series of posts.
Application: KOLs with rising engagement indicate increasing audience trust—ideal for long-term collaboration.
4.2 Consistency Across Formats
Multi-Format Strength: Does the KOL perform well in livestreams, posts, videos, and stories?
SaaS Use Case: KOLs who can generate consistent interaction across formats are better suited to promote different aspects of your SaaS (e.g., onboarding videos, demo reels, testimonials).
Case Study: SaaS Security Platform Uses Engagement Scoring to Refine KOL Strategy
A U.S.-based SaaS company specializing in digital security launched a KOL campaign across WeChat Channels and Douyin. The brand built an engagement score model—combining save rate, QR code scans, mini-program opens, and CTA click-throughs. One creator, though smaller in followers, outperformed others with a 4.7% engagement rate and the highest trial sign-up conversion. The company doubled their budget for this KOL in phase two, leading to a 40% increase in qualified leads and 18% lower cost per acquisition.
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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