KOLs, short for key opinion leaders or bloggers, are the most important marketing channels your brand, company or destination can use on the Chinese market. But how?
What is KOL?
In relation to the US, where celebrities are constantly portrayed on social media. China is also following a similar path, but just doing it slightly better! The Key opinion leaders also known as 'KOL', are individuals with a large amount of following rate on social media/blogging platforms.
Compared to the celebrities back in the US, these bloggers take social media marketing to another level. Fashion brands, Agencies, and other corporates are finding creative ways to market their services/product through these bloggers.
Types of KOLs
Wanghong (Internet Celebrities)
Celebrities
Bloggers
With several followers, Chinese KOL’s can have a strong impact on their follower’s purchasing rate. Despite it, it’s also important to note that not all of them approach their followers the same way.
Wanghong, also known as Internet celebrities are turning out to be the face of many platforms as they draw more attention from the audience. These influencers work extensively by streaming live videos of themselves while introducing new products for their fans to try out. Some of them attract their fans by behaving in a certain way and others by showing their beauty. It is now becoming a huge trend whereby individuals can watch their favorite celebrity through social platforms such as Weibo. At the same time getting real-time feedback and reviews of the product from their celebrities.
Influential bloggers, usually fashion bloggers. Promote themselves by representing different fashion brands and advertise the latest cosmetics, make-ups and similar products for endorsing. Fashion-focused fans are constantly engaged when they are updated with the latest products in the market by their bloggers. These KOL's often contribute by giving out informative feedbacks and reviews based on their experience.
Chinese celebrities, In general, these are mostly, artist, actors, singers, and business people. As KOL's they are the core attention in social media. The only difference is that they don't put any effort into promoting themselves through online marketing. Plus they demand a higher price compared to other KOL's.
Various KOL's are drawing fans from different platforms. Such as Wechat, Weibo, Douyin, and many more. For instance, a KOL from Weibo will be able to attract fans/followers from Weibo and KOLs from other platforms such as WeChat attracts fans from that platform. Each one of these influencers has their own way of approaching their own fans/followers. Therefore, different influencers attract different target group. Brands are gathering to invest in KOL’s with a distinct fan base to promote their product.
Off course brands are constantly looking for trustworthy, reliable KOL’s who are expert in their own field of informing new products to their followers/fans. Unfortunately, there are influencers that are manipulating brands into thinking that they have a broader customer base. By purchasing fake followers, this inevitably causes a number of costs for the promoted campaigns of the companies.
China vs US Internet Usage
Here we can see how much of the US population use the internet in relation to China. In the States, overall internet usage is beyond China's internet usage. But it's also important to note that China's population is far beyond than that of the US, even though it's over 50% internet usage. China's mobile payment is almost twice as much as the United States, displaying China as a country with innovative internet usage.
Why KOL?
Key opinion leaders are very intuitive in their own innate ability to trend and promote the product. With a friendly tone, they are able to share their experience with their fans, creating a lasting bond. As mentioned before different KOL's have separate ways of approaching their fans. Some KOL's demonstrate their own distinct way of promoting and advertising.
A very good example is Becky Li, with more than 7 million fans in total. Becoming one of the most influential Chinese celebrity on Social Media. Her career as a journal was short-lived when her blogging enthusiasm became a phenomenon. She started to pursue blogging as she saw a growing following rate followed by an increase in sales too. Becky started partnering with several brands as they were thrilled to seize the opportunity.
Why You Should Choose KOL?
It's important to note that KOL's are playing a critical role in social media marketing. That is why most brands are more than willing to invest large sums of money on these influencers. Most key opinion leaders develop a sense of relationship with their followers by being friendly. Though finding the right KOL might not be an easy task. It's important to do your research, collect data and create a relationship in order to develop a strategy to boost your product sales.
Keep in mind that costs may differ depending on your target audience. There are of course solutions to that; either by doing your own research and finding the right means for it. Or you can choose an agency to aid you in finding the right tools and strategy for developing a reliable customer base. We at Shanghai Jungle work with a wide range of smart, simple, hands-on solutions focusing on fulfilling our client's needs.