What we know about influencers in China

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

As the power of traditional celebrity endorsement declines, influencer marketing in China has come to the fore. There is no one-size-fits-all approach to influencer marketing in China and brands must choose an appropriate endorsement strategy that considers brand positioning, ideals, and goals. Influencer marketing in China can deliver vast reach, allowing brands to access ‘hard to get' demographics and increase the engagement levels of their campaigns.

Definition

An influencer, key opinion leader (KOL) or key opinion consumer (KOC)is an individual who has above-average reach or impact through word-of-mouth or social media reach. Influencers are often highly knowledgeable about...

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