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Why influencer marketing is a $9b industry in China

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INFLUENCER marketing has taken the world by storm in recent times and brands realise the power of engaging with customers through influencers as part of their digital marketing campaigns.

Generally, influencers are people who shot to fame one way or another, allowing them to amass a substantial number of followers on social media platforms such as Instagram, Facebook, and Twitter.

But in China, the influencer marketing industry is in a whole different league altogether.

Chinese influencers otherwise known as Key Opinion Leaders (KOLs) are made up of columnists, socialites, photobloggers, and video producers. They use local platforms such as Weibo, WeChat, Douban, and Douyin and act as advocates for brands they choose to work with.


© Asian Correspondent