KOLs in China: Tips and trends for WeChat and Weibo

Quality of fans and engagement set some KOLs apart from others in the crowded influencer-marketing space.

OPI taps Chinese KOL Zhang Dayi to promote and sell its Jupe Vendue collection.

Influencer marketing is a relationship game, and nowhere has the game been more intensely played than in China. On the most surface level, key opinion leaders KOLs only exist because of their fans and they are invariably valued by their number of followers. Chinese mega KOL Zhang Dayi, for example, has over 5.3 million followers on her Weibo account, while micro-influencers might have between 10,000 and 20,000 followers.

The performance of influencers is closely...

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