5-steps-to-creating-a-successful-kol-campaign-in-china-step-3

In past years, Key Opinion Leader (KOL) campaigns were considered a novel method to communicate with Chinese consumers. However, nowadays they are an essential part of campaign dissemination in the East. According to iiMedia Research, the number of Chinese Multi-Channel Networks (MCNs) has grown rapidly from 160 in 2015 to 28,000 in 2020 – 175 times larger in just five years. As more and more KOLs are incubated by MCNs, the way they approach followers has become formulated and so the majority of their content is becoming increasingly similar.

Being faced with homogenized content, people are beginning to tune out, and it’s becoming harder for brands to have overwhelming success by conducting KOL campaigns. This is in part because some of the rules in the industry have changed, and so to better navigate these changes and help maximize your China marketing strategy, we’ll walk you through 5 key steps to creating a successful KOL marketing campaign.

In this article you’ll learn…

Step 3: Determine where to run your campaign

Choosing the right platform matters. The popularity of Chinese social media apps varies for people in different age groups and within different communities. Understanding the audience that you want to target in a campaign and sourcing corresponding platforms based on the demographics is essential to getting the best possible results.

If you are not sure which are the best Chinese platforms for your campaign, first have a look at what your competitor is doing. Through the use Influencer Marketing Software that is designed for China, brands can access brand libraries and precision keyword search tools, which will give clarity on the influencer usage of competitors during specific time periods and on which social platforms competitors are most active.

With an effective analytics module, brands can compare and benchmark their campaigns or a given time period based on metrics such as the number of influencers, impressions, amount of posts, engagement, and types of social media platforms.

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