Influencer marketing value in China 2018-2021

In China, influencer marketing was thriving. Industry forecasts showed that the country’s influencer marketing, or KOL marketing, would total at 98 billion yuan in 2021 with 44 percent year-over-year growth.

How effective is KOL marketing in China?

KOLs, those who have a significant following on social media and are viewed as experts in their niches, can effectively impact their audience’s consumption decisions. Although a majority of Chinese consumers considered them to be rational shoppers, the same survey revealed that over two-thirds had been convinced by a KOL review or endorsement video. Most had purchased the cosmetics, fashion, or food items promoted by influencers.

The new marketing norm

Recognizing the power of influencers, many brands are spending more on KOL marketing to promote products and drive sales. A 2021 survey showed that about two-thirds of advertisers selected KOL promotion as a focus in their social marketing plans. As Chinese consumers have become more pragmatic, trustworthiness and authenticity were important elements in a successful KOL marketing campaign.