The western world is fascinated with Chinese KOLs and has been for a while now.
Thanks to the massive growth of the Chinese e-commerce market, the number of self-made KOLs has grown exponentially in recent years.
These bloggers, vloggers, e-commerce entrepreneurs and other influencers have huge followings on Weibo and WeChat that you might want to tap into for your brand’s next marketing campaign.
Here are some fun facts about Chinese KOLs you should know in 2022 – when China eCommerce is set to account for 50% of global sales.
Chinese customers value Key Opinion Leaders differently than those anywhere around the globe.
A key opinion leader (KOL) is an expert that drives product sales and market success.
They manage that by creating public trust, delivering advice, sharing content and being a brand ambassador.
But just because a person is an influential figure does not necessarily mean he or she will be considered as a KOL for your brand.
If people don’t trust them or find value in what they say, they won’t buy from that brand even if they admire KOL’s position in society.
The KOL economy in China is more commercial and structured than it is anywhere in the world.
Most successful KOLs have teams with them and are supported by agencies, with up to 20 people on staff.
1. Chinese customers value recommendations from KOLs.
The quality of recommendations from key opinion leaders (KOLs) is increasingly important for consumers buying products and services, especially among millennials.
A recent study found that 48% of Chinese consumers depend on influencer recommendations.
A study released in May 2018 found that 78% of Chinese social media users were receptive to brand recommendations from celebrities, and 63% were receptive to recommendations from key opinion leaders.
2. KOLs maintain a strong reputation as being authentic
KOLs maintain a strong reputation as being genuine.
They are trusted sources of information, and their opinions matter.
As a result, they have the power to influence your brand and influence the purchase decisions of your target audience.
KOLs can also be used to drive traffic to your website or blog through social media posts, which will, in turn, lead to more visibility, leads and sales.
But beware! KOLs are more than just celebrities.
They’re people who share similar interests with you and your customers, making them relatable in a way that traditional advertisements cannot be.
3. Different social media platforms in China suit different KOLs
KOLs can work across different platforms.
However, there are specific social media platforms that work best for specific industries and audiences.
On WeChat, for example, many brands and KOLs have private chat groups where they can interact with their fans.
WeChat is also the place where you’ll find the most influential KOLs in the beauty industry.
These beauty gurus have huge followings on Weibo and Douyin, but they’re not necessarily as popular on other platforms.
Remember that when thinking about which channel is best for your brand.
Conclusion
Much like using traditional celebrities to endorse products, using Chinese KOLs as part of your advertising campaign is very beneficial.
The difference being is that with native influencers, brands have a much better chance of getting their target market engaged because they share similar cultures and lifestyles.
However, there’s one other group that’s known as COLs ( cultural opinion leaders), driven by Gen Zs.
COLs are becoming more influential by the day on different social media platforms.
They are believed to set new standards for how brands engage with influencers in China and beyond.
If you want to reach out to consumers who are interested in what your brand has to offer, finding native influencers is one of your best bets for success—and it’s bound to open up new opportunities for businesses seeking growth across China’s online landscape.
This creates a more genuine connection between you and your potential consumers—which increases brand loyalty.
If you need help with your content marketing in China, feel free to contact us.
