Ykone

In the logic of social selling, and therefore getting the attention of a specific target, choosing a crew of influencers with a similar audience will give you the opportunity to increase sales by driving more consideration and driving higher interest to conversion. The more visible the product is to the same audience, the more it will stay in peoples’ minds. The more people see a product featured by the influencer, the more likely they are keen to buy it. On the other hand, after seeing it 3, 4, or 5 times, it will raise their interest and further influence their buying decision.

China is not only the biggest market for social media activities, but it is also incredibly rich and diverse in platforms, channels and influencers: Over 1 billion Chinese users are looking for a place to share their opinions, ask for product recommendations, shop or connect with other users. On the western side, we merely have Instagram, Facebook, Youtube and a few new comers such as TikTok or Clubhouse. China has not only 5 times more platforms but also much more advanced features unknown to people living outside China. We explore one by one the different channels, the right approach and successful strategies to make it in China.

The number one KPI in influencer marketing and the one that usually shapes influencers’ fees is Reach. An influencer with 2 million followers could look great, but if the share of the audience you are trying to reach represents only 8% of that audience, should it still be an influencer of interest for your campaign? True reach” is the exact share of the audience that you wish to reach; It can be identified by looking at a combination of criteria such as age, country, topic of interest or even fake followers, according to your objectives. To quickly understand which profile should be considered or not, here is a mapping of a list of influencers with an affinity scoring to assess the reach, brand affinity and unique audience:

They partner with nature explorer Instagram influencers to raise awareness among their community on the beauty and vulnerability of nature. They create online concerts on Instagram Live to donate to organizations that support environmental and social catastrophes, participate in cultural exhibitions and give importance to social commitments. With a 360° CSR communication plan they have a strong and credible voice over their audience that surely follows them for that reason on Instagram since 30% of their posts are commitment oriented. The recent crises we have been facing have done nothing but emphasize the fact that future generations are bored of traditional marketing approaches.