Influencer Marketing in China: How to Find the Right Influencers

Influencer marketing is a proven effective tactic and has become an essential part of a brand’s overall campaign strategy in China. However, venturing into the Chinese market without a thorough understanding of the influencer landscape can make it challenging to select the right influencers for your campaign.

Here are some tips from Cerberus Marketing to help you smoothly choose the right influencers.

Understanding the Platforms:

There are several rising platforms for promotion in China, including Xiaohongshu, Zhihu, Douyin, and Weibo. Before looking into different influencers, it’s crucial to understand the marketing basis of these distinct platforms and determine what type of content fits your campaign the most. Each platform has different criteria and metrics:

• WeChat – Article Reads: WeChat has a higher CPM than other platforms and is integrated with many functions like direct buying and paying, making it the most frequently used app by Chinese consumers.
• Weibo – Number of Followers: Weibo is primarily used for driving impressions, but the level of engagement from likes, comments, and interactions can be lower than on other platforms.
• Little Red Book (Xiaohongshu) – Number of Views: The primary form of promotion is through posts and videos, which tend to be more expensive than on Weibo.
• Douyin/TikTok – Virality: Douyin pushes content with higher impressions beyond the scope of immediate followers, resulting in a lower CPM for quality influencers. Engagement rates are much higher than on other platforms.

Conduct Thorough Research on KOLs:

While Key Opinion Leaders (KOLs) can be selective about the brands they work with to protect their reputation, businesses should also be discerning when choosing influencers. A good understanding of your products should lead to questions about the demographics of your target audience and which influencers can best serve that audience.

It’s essential to research the background of potential KOLs, including their growth, frequency, type of content, and any past scandals or public concerns. Consider influencers with a mix of academic credentials and real-world experience to build trust with your target audience. Correspondingly, consumers with high-income backgrounds also emphasize that industry experience is a crucial factor when assessing an influencer’s professionalism and trustworthiness.

According to a Mintel survey, Chinese consumers also appreciate influencers who can make them laugh, with 54% of respondents stating they look forward to seeing posts from funny influencers.

Allow Influencers Freedom in Content Creation:

Influencers know their audience best, so it’s beneficial to give them more authority in creating promotional content. While it’s important to provide them with basic information about your products, allowing them the flexibility to adjust their content according to their style can lead to more authentic and effective promotions.

Conclusion:

Choosing the right influencers can lead to a successful campaign and a strong brand image in the Chinese market. Many brands partner with local agencies to help them navigate the complexities of China’s marketing landscape. By understanding the platforms, conducting thorough research, and giving influencers creative freedom, you can effectively leverage influencer marketing to achieve your campaign goals in China.

If you’re looking for a partner to help you expand your business in China, Cerberus Marketing is here to assist! We can customize your brand image and marketing plan to seamlessly integrate into the Chinese market. From market research and strategy development to social media management and influencer partnerships (WeChat marketing services, Little Red Book marketing, Douyin marketing), we provide end-to-end solutions to ensure your brand makes a lasting impact in China. Partner with Cerberus Marketing today and let us help you unlock the full potential of the Chinese market!

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