{"id":3968,"date":"2018-09-24T16:35:10","date_gmt":"2018-09-24T14:35:10","guid":{"rendered":"https:\/\/socialpubli.com\/news\/?p=3968"},"modified":"2018-09-18T16:38:25","modified_gmt":"2018-09-18T14:38:25","slug":"how-influencer-marketing-works-in-china","status":"publish","type":"post","link":"https:\/\/socialpubli.com\/blog\/how-influencer-marketing-works-in-china\/","title":{"rendered":"How Influencer Marketing Works in China"},"content":{"rendered":"

Although <\/span>for now<\/b> we do not plan to enter the Asian market, it\u2019s always interesting to see how\u00a0<\/span>influencer marketing<\/b>\u00a0works\u00a0<\/span>in other countries<\/b>, such as China.\u00a0It seems that it will be more difficult to adapt to the Chinese market than to the rest of\u00a0<\/span>European and the Latin American countries<\/b>, where we are\u00a0already <\/span>expanding.<\/b><\/p>\n

Influencer marketing data in China<\/span><\/h2>\n

Before talking about influencer marketing, we are going to show some\u00a0<\/span>data on the Chinese population,<\/b>\u00a0to serve as\u00a0<\/span>context.<\/b><\/p>\n

With\u00a0<\/span>1.379 million inhabitants<\/b>, China is a market that moves a lot of money.\u00a0There are\u00a0<\/span>911 million social media users<\/b>\u00a0and WeChat, their messaging tool, has more active monthly users than\u00a0<\/span>Instagram.<\/b><\/p>\n

China has a special term for the influencers who do marketing campaigns: ”\u00a0<\/span>key opinion leader<\/b>\u00a0”\u00a0<\/span>(KOL).\u00a0<\/b> They are also known as\u00a0<\/span>‘wanghongs’,<\/b>\u00a0but in this case it means that their opinions are not as trusted and they are not so influential, despite their popularity.<\/span><\/p>\n

There are\u00a0<\/span>incubators<\/b>\u00a0or academies (there are at least\u00a0<\/span>200<\/b>\u00a0) that are responsible for building and nurturing their careers, from discovering talent to helping in the creation of content.\u00a0There are influencers who even have an entire production team behind their networks. In addition, China is the country that most trusts the\u00a0<\/span>word<\/b>\u00a0of the\u00a0<\/span>influencers,<\/b>\u00a0as this graph shows:<\/span><\/p>\n

\"\"<\/p>\n

Influencer marketing in China<\/b><\/h2>\n

And beyond the data? Things change a lot when talking about China. <\/span>The influencer world is more developed<\/b>, but <\/span>influencer marketing<\/b><\/a> is not taken advantage of as much as in the West, especially considering that consumers in China are <\/span>not particularly loyal to brands.<\/b> To have a successful campaign in China, you need to be part of their <\/span>ecosystem <\/b>and understand their social networks (Weibo or WeChat) and agents.<\/span><\/p>\n

In addition, China’s opinion leaders have <\/span>many followers<\/b>. For example, an influencer with 100,000 followers is considered as a medium level influencer. The concept of <\/span>micro-influencer<\/b> is not as widespread as it is here.<\/span><\/p>\n

Another difference is that the entire population uses smartphones and is more familiar with <\/span>online shopping.<\/b> The same WeChat offers <\/span>online payments<\/b>, purchase of tickets or orders of home-delivery food. While in Europe and the United States influencer marketing is key in reaching <\/span>younger audiences,<\/b> in China social networks have the same effect on the entire population.<\/span><\/p>\n

And what about influence? The Chinese give much more credibility to influencers and people they know, because <\/span>many do not trust the government or the press,<\/b> which are controlled by the leaders. There is a demand to know which product is better, and the solution is influencers.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Although for now we do not plan to enter the Asian market, it\u2019s always interesting to see how\u00a0influencer marketing\u00a0works\u00a0in other countries, such as China.\u00a0It seems that it will be more difficult to adapt to the Chinese market than to the rest of\u00a0European and the Latin American countries, where we are\u00a0already expanding. Influencer marketing data in […]<\/p>\n","protected":false},"author":2,"featured_media":4636,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253,697],"tags":[256,789],"class_list":["post-3968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-about-influencer-marketing","category-redes-sociales-2","tag-influencer-marketing","tag-redes-sociales-2"],"yoast_head":"\nHow Influencer Marketing Works in China | Social Publi Blog<\/title>\n<meta name=\"description\" content=\"Although for now we do not plan to enter the Asian market, it\u2019s always interesting to see how\u00a0influencer marketing\u00a0works\u00a0in other countries, such as\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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