influencer
The risk in China’s huge influencer economy
Recent stumbles by KOL facilitators in China show the market is still fluid.
In-video search: A new opportunity for influencer marketing on Douyin?
New function trial on Chinese app only (not TikTok) raises privacy concerns but could help Douyin users search for KOLs and products.
Move over KOLs: 'KOCs' and 'private domain traffic' are hot in China
No market is more fond of latching onto the latest trends in marketing terminology than China. Campaign’s Cindy Gu looks at the origin and value of two old, but concepts for brands.
Fake fans plague influencer endorsements in China
The best way to avoid collaboration failures is the simplest way: to for brands to do their homework and ask clear questions to their in-house staff or agencies.
No more snooze button for influencer marketing
Instagram's decision to hide like counts is not a reason to panic. But it is a good opportunity for marketers to wake up to how they can better grasp the still-unrealised potential of influencer marketing.
Kayak campaign proves brevity is the soul of wit
The travel site's new campaign through B.B.E. is funny, sharp and effective at 15 seconds, but a 90-second video morphs into something else entirely.
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