KOL marketing in China has maintained high growth for two years. According to the White Paper on KOL Marketing Trends, the six mainstream social platforms continue to penetrate. TikTok, Station B, and Xiaohongshu have achieved growth in user scale and usage time. “WeChat, Weibo & Tiktok” has become the main marketing channel for KOL. Tiktok increased by more than double, and KOC rose, accounting for nearly 50% of the investment.

The marketing value of KOL in 2020 Q1-Q3 will increase by 52% year-on-year, which is very impressive. The expected launch goals of the brand are brand recognition, sales conversion and brand communication. In the past, the purpose of brand communication in KOL marketing was more important, but in the future, it will continue to pursue the dual goal of both brand communication and sales results.

Data fraud is the biggest challenge of KOL marketing. In the long run, there is still much work to be done in this regard.

Today’s socialization and content marketing are far more than simple and crude placement and placement. This requires brands to stay close to consumers, understand consumer needs, and formulate development strategies in line with their own brands in order to stay ahead in the ever-changing social marketing era.