The China Startup Pulse

Understanding Influencer Marketing in China with Hillary Han, Director of iResearch Training Academy

Episode Summary

Key Opinion Leaders (KOLs)—or "influencers" as they are often called—are a vital part of online marketing today. And their reach is only getting bigger: According to an iResearch report, last year the number of KOLs in China with a fanbase of over 100k was increased by 51%, of which 23% have over 1 million fans. According to Weibo big data, the KOL market is valued at over 100 billion RMB. The KOL industry in China is more advanced than anywhere else in the world, according to today's guest Hillary Han. Hillary runs a KOL training program at iResearch, one of the country's leading market research firms. In today's episode, we're doing a deep dive into the industry, from the basic concepts, like how brands utilize KOL resources, to practical suggestions about KOL marketing on different platforms. Hillary not only has experience working with many KOLs, but also she is KOL herself, so we're thrilled to have her as our guide to this fascinating topic.

Episode Notes

Key Opinion Leaders (KOLs)—or "influencers" as they are often called—are a vital part of online marketing today. And their reach is only getting bigger: According to an iResearch report, last year the number of KOLs in China with a fanbase of over 100k was increased by 51%, of which 23% have over 1 million fans. According to Weibo big data, the KOL market is valued at over 100 billion RMB.

The KOL industry in China is more advanced than anywhere else in the world, according to today's guest Hillary Han. Hillary runs a KOL training program at iResearch, one of the country's leading market research firms. In today's episode, we're doing a deep dive into the industry, from the basic concepts, like how brands utilize KOL resources, to practical suggestions about KOL marketing on different platforms. Hillary not only has experience working with many KOLs, but also she is KOL herself, so we're thrilled to have her as our guide to this fascinating topic.

Timestamps:

[01:30] Introducing Hillary Han
[02:30] What is iResearch
[03:19] What is KOL
[04:18] The importance of KOL marketing
[05:48] The differences between Chinese KOLs and Western influencers
[07:30] Monetizing your presence on social platforms in China
[08:58] KOLs signed with MCNs
[10:30] China’s advantage of understanding the KOL industry and the variety of platforms
[13:00] Why there is no Youtube in China
[14:00] The powerful KOLs in China and how much money they make
[16:15] When to use a KOL for your own brand
[22:35] How to choose the right KOL

Many thanks to our host Ryan Shuken, guest Hillary Han, editors David and Geep, producer Eva Shi, organizer Chinaccelerator, and sponsor People Squared. Make sure to check out our website www.chinaccelerator.com

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Music Credits: Adam Place founder of NUSIC (https://nusic.fm/)