Jenny Chan 陳詠欣
Apr 18, 2019

Brands are relying less on agencies to manage KOLs in China

R3 whitepaper finds marketers in China can no longer only rely on agencies to select and launch KOL campaigns.

Fragmentation of social media in China has led to concerns and challenges in the everyday management of KOL collaborations. A lack of consistency in standards has also caused unreliable methods of campaign evaluation, affecting two-thirds AdMaster data of Chinese marketers who are investing in influencers, vloggers and KOLs.

Thus, marketers can no longer rely solely on agencies to select and launch KOL campaigns, according to a recent white paper on KOL market...

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