Matthew Keegan
Mar 15, 2019

Five key KOL trends in China for 2019

Hitting big numbers is no longer enough, it’s all about making the right links with influencers who both connect and convert.

Clockwise from top left: KOL and chef Antoine Bunel, fashion blogger Gogoboi, designer Masha Ma and a dog posing with a handbag designed by Mr.Bags

The proliferation of KOLs all over China’s social media is threatening to cause influencer fatigue’ among audiences. We consulted some experts in the field to identify new trends brands can draw on to reanimate their ideas about KOL marketing this year, ensuring they remain fresh and deliver optimum results.

1. KOLs to LOLs

“Don’t laugh out loudswitch from looking for key opinion leaders KOLs to local opinion...

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