Marketing uses influential people, also known as Influencer Marketing, is growing and becoming one of the leading marketing channels of every business in the past few years. This trend in the marketing world still has a lot of potential to grow. The data collected shows that 79% of brands continue to increase the budget for Social Media, which includes a significant part for the Influencer team.
In China, the middle class with increasing income each year is a group of educated and polished customers, so that their consumption behavior is not only entirely dependent on price. The strong influence of social media makes Chinese consumers more inclined to buy the product if they find it being well rated on platforms like Xiaohongshu or WeChat.
In the virtual world, mobile web form allows information to spread faster, opening the door for individuals to build trust and far-reaching influence. For example, top Chinese fashion blogger Libeika partnered with automaker Mini Cooper in a promotional campaign last year. Libeika and her team sold 100 limited edition Mini Yours cars with only three posts in five minutes.
The rise of Influencer on Chinese social networks is great news for marketers but also raises important questions: How to find the right Influencer if you are an international brand? And how to measure the index of these influencers?
Understand the features of Chinese social networks
Before we go any further, we need to comprehend the features that are unique to Chinese social networks. As the largest social networking market in the world, China possesses particular platforms equivalent to global names originating from the US or the West. Facebook, Twitter and Youtube do not work in China and most of foreign social networks are banned here.
Instead, Chinese people develop their own social network ecosystem, which considered to be more complete than similar platforms from abroad. But the problem is not what platform is chosen but the effect of social networks. Social networks make communication easier and allow brands to understand their consumers better. The content of Influencer also allows brands to put their products into online conversations cleverly without the need for complicated promotion tactics.
5 types of influencer in China
- Celebrities: Actors, singers, television hosts, or individuals who are active on television and in cinema. These people used to aloof from the public and rarely displayed private life to maintain the halo of fame. However, in the current digital age, many celebrities have become more open and prefer to share about life.
- Top KOLs and Wanghong: these are the ones who have the most influence in marketing campaigns. Even without direct sales, these KOLs are still capable of regulating consumer shopping trends.
- Specialists: they are influential people in each specific field, knowledgeable about trends and products in their professions. These people have a strong impact on netizens thanks to their in-depth and practical opinions.
- Micro KOLs: this can be a team of experts, potential KOLs have the ability to “peak the top” most. However, Micro KOLs has a quite small following, only about a million people on Weibo.
- E-commerce KOLs (Social Seller): the price inequality between mainland China and other regions makes e-commerce influencers play two roles as both KOLs and entrepreneurs. In other words, they are both brand representatives and have their own sales channels and have the best commercial indicators of the five types of influencer.
While planning your marketing campaign, keep in mind that the selection of the appropriate influencer should be based on the compatibility between the influencer and the brand values and campaign goals. By that way, it’s easier to navigate digital conversations and trends that benefit your brand and measure the influencer’s success more accurately.
Estimate Influencer base on performance
Today, there are many tools available to measure ROI in influencer marketing and choose an influencer that suits the needs of specific brands. Parameters such as impressions and number of posts provide the overall picture while the reach score adds more details about the effect of the influencer.
Besides the number of followers, impressions and reach, the data collected through social listening also provides detailed information about influencers. With a little more skill in data processing, you can find an influencer team who can keep pace with and improve your brand position, thereby easily reaching long-term marketing goals.
Case study: Select Influencer for perfume promotion campaign
A perfume brand is looking for an influencer for its marketing campaign but has not yet chosen the appropriate representative due to the various numbers of influencers and social networking platforms in China.
The first thing to do is to evaluate the brand image and campaign goals:
- Who is the target audience?
- What factors make the brand? Voice, character, image?
- What type of Influencer does the brand want to work with?
Answering the above questions means to establish a core value system of the marketing campaign. There are many factors that affect the way an influencer marketing campaign is implemented. But if you want to run a successful strategy, you must always understand the goals and objectives of each activity.
For instance, if the goal is sales, then just relying on traffic and product reviews is not enough. Instead, you need to focus on transformative ways and high CSRs, such as:
- Increase website traffic
- Adjust brand awareness
- Increase the number of followers
- Promote sales
- Create more interactions
In the case of this fragrance, four important elements are received by the customer are: fresh scent, suitable for summer-spring, high impression of aesthetics and suitable as a gift. As we can see, scent is the most common factor.
After defining the goals and brand reception, four influencer groups were chosen: fashionista, beauty gurus, professionals, and a whole newcomer to perfumes.
The next step is to show the pros & cons of each group through quantitative analysis including average reach, amount of interaction per post and qualitative analysis as how these influencers make content about perfume products.
After the aforementioned two-step analysis, the fashionista group and the beauty guru team were selected to further analyze the relevance of the specific campaign and the resonance of individual brands with the brand value of each group. brand. Through sophisticated analysis of the posts, the beauty guru team was chosen to represent the brand based on the impact and engagement with the target audience. More importantly, this type of influencer has more interaction with the brand’s strengths and needs.
In conclusion, instead of vaguely evaluating, selecting an influencer for marketing campaigns is a clear process of analyzing the resonance and compatibility between brands and influencers based on visible measurable data.
At Ecomobi, the Social Seller community is set up to support businesses with effective sales. Influencers who join this community are calculated based on specific analytics and visual data. Therefore, it is easy for brands to choose one or more Social Sellers matching with their campaigns.