Digital marketing in China with collaboration with Chinese KOLs can be a highly effective way to reach a large audience and build brand awareness. Here are some steps to follow:

1. Identify your target audience: Before you start your digital marketing campaign, it is important to identify your target audience. Understand their demographics, interests, and behavior patterns.

2. Identify the right KOL: Once you have identified your target audience, you need to find the right KOL to collaborate with. Look for KOLs with a large following and content aligning with your brand's values.

3. Reach out to the KOL: Once you have identified the right KOL, contact them and propose a collaboration. Explain your objectives and how the KOL can help you achieve them.

4. Agree on the terms of collaboration: Once the KOL agrees to collaborate with you, agree on the terms of collaboration. This includes the type of content that will be created, the timeline, and the compensation.

5. Create engaging content: Work with the KOL to create engaging content that resonates with your target audience. This can include videos, blog posts, or social media posts.

6. Promote the content: Once the content is created, promote it through various channels such as Wechata Channels, Bilibili, XiaoHongShu (RED) and Douyin (Tiktok).

How Much Does It Cost?

It's important to note that the cost of working with a Chinese KOL (Key Opinion Leader) can vary significantly based on several factors, such as their platform, engagement rate, content exclusivity, and video production cost.

For a Chinese KOL with 500,000 to 1,000,000 followers, the cost for a 5-10 minute video featuring your business might range from ¥50,000 to ¥250,000. (US$8,500~US$ 45,000)

The Followings Are Key Measurements For Costs:

1. Platform: KOLs on different platforms have different pricing structures. For example, KOLs on Weibo (a Chinese microblogging platform similar to Twitter) might have lower fees than those on Douyin (Chinese TikTok) or other video platforms. It is quite common for the KOL to have presence on different social media platforms, and the number of followers they have on these platforms varies from one and another.

2. Engagement Rate: KOLs with higher engagement rates (likes, comments, shares) tend to charge more, as their content is more likely to be seen and acted upon by their followers.

3. Content Exclusivity: If you want the KOL to create exclusive content for you (i.e., you are the owner of a hotel in the UK, and you require that the KOL won't work with any other hotel in the UK during a specific time frame), this can increase the cost.

4. Production Cost: Depending on the complexity of the video, the KOL may require additional resources, such as a camera crew, editing team, or travel expenses, which can increase the cost.

5. Promotional Cost: Creating the video is only the first step of this campaign. If you want to achieve consistent and continuous exposure of your business on social media platforms in China, a budget to get “extra traffic” or “push content“ should be allocated besides video creation. i.e. US$ 10 to get 15 - 20 likes on Wechat Channel, where Wechat prioritizes your video in feeds to the audience who might be interested in the content based on their big data and algorithm.

In summary, digital marketing in China in collaboration with Chinese KOLs requires careful planning and execution.

Contact us to customize your digital marketing campaign with Chinese KOLs.