Guide of Influencer Marketing For Chinese Enterprises

Influencer marketing is to find Internet celebrities with certain influence in a specific field or community to endorse goods, so as to achieve the purpose of promoting and recommending products or brands. Research studies show that 50% of consumers’ order decisions are influenced by word of mouth and 93% of marketers consider influencer marketing as an effective channel to increase brand awareness. Of the search results for 20 mega brands, 25% were related to user-generated content posted on social media.

Massive Value of Influencer Marketing

High Traffic Brought by Influencers

For cross-border e-commerce enterprises, acquiring traffic is a prerequisite for getting a deal. However, with the rising cost of traffic, companies are looking at the rapidly developing Influencer marketing. Most overseas bloggers upload high quality content on You Tube, Instagram and other social media to promote goods to a wider range of fan base. The quality of the product and word of mouth can be the booster of product sales. The rapid rise of Tik Tok overseas is the best proof of the fact that most overseas users spend a lot of time on social media and short videos are emerging in large numbers. More and more netizens are opening up their own brand’s cash through short video marketing. It is obvious that quality and valuable content will naturally get more traffic.

Empower Brand with Huge Value

In the era of the exploding digital economy, overseas Internet celebrities help build local trust in products and increase the frequency of potential customers’ appearances. Using multiple influencers for endorsement is conducive to improving brand recognition and word-of-mouth dissemination. How to choose a quality overseas influencer becomes one of the important prerequisites for branding. The selection of influencer depends on the cost performance, such as the engagement, interaction rate, whether the country and region where the fans are located precisely matches the target users of the product, style.

Generally speaking, if the engagement rate on Youtube is higher than 30%, and the number of fan likes is 1%~2%, such influencers have high fan stickiness and high interaction rate. Avoid cooperating with influencers that have tainted and controversial, and those with unstable update frequency. Promote brand stories with the help of social media. For example, although Glossier, a new beauty show, chooses to use obese models as endorsers, it has a quality brand story, which can also create a brand effect.

Consideration When Conducting Influencer Marketing

Although overseas influencer marketing has a precise target audience, strong interaction with fans and a high return on investment, it is not a quick fix and each step needs to be carefully executed. Every aspect should be taken seriously, otherwise the expected effect cannot be achieved. To do well in overseas influencer marketing requires the following aspects, which will achieve twice the result with half the effort.

Set A Goal

The purpose, promotion budget, and positioning of the overseas influencer marketing population should be clearly planned in the pre-marketing stage. First of all, the expected effect to be achieved by this overseas influencer marketing should be clear, such as gaining certain mainstream social media fans, increasing website sales, increasing the exposure of the brand. At the same time, the investment budget of influencer marketing activities should be well scheduled.

Costs of influencer in North America and Europe are higher in recent years, South America is second, and Southeast Asia is lower. For example, the price of a influencer with about 1 million fans in the United States is around $20,000, and the price of a Thai influencer with the same level is a few thousand dollars. The price varies according to the industry, region, level and time period of promotion. Secondly, the more accurate the positioning, the easier it is to find the influencer of the relevant audience, and you can also use third-party software to analyze the user profile and match to the quality influencer. Finally, it is equally important to set up a influencer marketing team, train the professional skills of employees, set job responsibilities, job goals and assessment and incentive methods.

Make Preparation

(1) Selecting appropriate products. Including the name of the product, performance, appearance, name, brand, etc. In general, the timing of the product launch is particularly important, such as the life cycle of the product, seasonality, trends etc.. Other aspects such as customer unit price, market capacity, intellectual property rights, etc. also should be measured in all aspects.

(2) Optimize the independent website. The visual effect of the website should be outstanding, varying according to different product characteristics. The distribution of material weight should be reasonable, varying according to the type of product, such as clothing, focusing on pictures and user reviews, emphasizing authority such as various types of certification, brands, etc. In addition, you need to test the speed of the website, ensure that the logistics information is updated in a timely manner, online customer service timely response, to ensure that the order channel is smooth.

Select Proper Social Media Platform

There are many overseas social media, each has its own pros and cons in the promotion of products or brands. It is important to understand the mainstream overseas social media platforms in order to choose a more suitable promotion platform. Overseas mainstream social media platforms have their own advantages and disadvantages in marketing depending on the country, region and the people they cover.

Data shows that currently 80% of Chinese companies are doing overseas influencer marketing through two major platforms, Instagram and You Tube. Instagram is the platform for overseas influencer marketing explosion in 2019~2020. Data shows that 71% of the global users of this platform are under 35 years old, while 72% of teenagers in the US use Instagram, with nearly 1 billion users per month. 95% of US Instagram weblebrities also have You Tube accounts, so US Instagram weblebrities will also do You Tube marketing. The fact that 35% of the world’s adults use Instagram, 28% of which are from the U.S., has great purchasing power. 60% of Instagram users use the platform to find global products, which has prompted more and more companies to start online celebrity marketing through the platform, especially B2C type companies prefer Instagram. Interaction rate, which far exceeds other platforms, making it the first choice for businesses to increase their conversion rate.

Some Insights

Currently the main users of global online consumption are the post-80s, post-90s and post-00s. They are also the main force of social media users. The number of global social media users has exceeded 3 billion, among which Facebook leads the number of users, Youtube is the fastest growing video-based platform. Instagram and Twitter are also the main channels for overseas influencer marketing. It has a large market scale potential. According to statistics, the global e-commerce market is expected to reach $450 billion by 2023, and the influencer e-commerce market is expected to reach $10 billion. In recent years, the market of influencer marketing has been growing rapidly, and statistics show that influencer marketing is an area where businesses are rushing to in 2020~2025.