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1、THE POWEROF INFLUENCERMARKETINGIN CHINAAnd How to Leverage It for Maximum SuccessTABLE OF CONTENTSThe Rise of KOL Marketing in China 01Multi-Channel Networks(MCNs)08Defining an Influencers Following on Top Platforms 09 05How KOLs are impacting Gen Z in China20Case Study 2:Getting 20M+views thanks to
2、 Li Jiaqi,“The Lipstick King”23KOL Promotions:Strategy&Tips 15Case Study 1:Using KOL marketing to triple Facetune2s conversionsInfluencer marketing,more familiarly known as KOL(Key Opinion Leader)marketing in China,has become a crucial element to successful marketing strategies in Chinas digital med
3、ia landscape.The rising popularity of apps like Douyin,RED,Weibo,Bilibili,and Kuaishou has helped boost the power of user-generated content,which,in turn,promoted these content creators to superstar levels of fame with huge followings.Over time,Chinas content creators built what is essentially a new
4、 economy,with their opinions being consumed by millions of users and changing their consumption habits as a result.Whether were talking about downloading a photo editing app,adding a skincare product to their virtual shopping cart,or even booking a trip to an exotic island,Chinas online population s
5、tarted looking to their favorite influencers for tips on what to get next.KOL marketing has proven to be an effective way for brands and performance advertisers to reach their audiences quicker and easier than ever.A large number of advertis-ers still look at this approach as something that only wor
6、ks to boost brand awareness and product purchases.In fact,our experience in this area has shown that running KOL campaigns in parallel with performance marketing campaigns will greatly increase performance ROI.We created this ebook to help you get a good understanding of how important KOL marketing
7、is in China and why this strategy needs to be part of your marketing mix if you want to achieve success in the worlds largest mobile market.INTRODUCTIONof mobile users refer to KOL recommendations prior to purchasing 52%Increase of in-store sales with a KOLs recommendation120%of KOL recommendations
8、result in sales33%of Chinese advertisers believe that KOL marketing is the most effective form of advertising51.7%01THE RISE OF INFLUENCER MARKETING IN CHINA01THE BOOMING INFLUENCERLANDSCAPE(2018 compared to 2017)Chinas influencer economy is expected to continue expanding at a CAGR of 41.8%from 2017
9、 to 2022.The number of influencers with over 100,000 followers increased by 51%.KOLS WITH 100,000+FOLLOWERSKOLS WITH 1 MILLION+FOLLOWERS51%The number of influencers with over 1 Million followers increased by 23%.23%20184.2 Billion+20196.9 Billion+KOL AD SPEND YOY INCREASED BY 63%IN 201920182019 KOL
10、ad spend(unit:USD)020321%19%18%5%6%13%2%Beauty&Personal CareFood&BeverageE Commerce-ConsumerElectronicsFashionHome AppliancesInternet ServicesTOP 10 INDUSTRIES BY KOL AD SPENDING,2019-Accounts for 88%of overall KOL ad spend-FMCG leads KOL marketing60%55%54%39%39%32%KOLShort video&Live streamingWecha
11、t Official accountE-CommerceCRMWeibo Official account60%of brands focus on influencer marketing,making it the most popular digital marketing method in China.2019 SOCIAL MEDIA MARKETING62%2017.12422M2018.12397M2019.06433M2020.03560M2016.12344M04KOL,LIVE STREAMING,AND SHORT VIDEO GO HAND-IN-HANDOn med
12、ia like Red,Douyin,and Bilibili,live streaming and short-form videos are the most important content formats KOLs use to present advertisers products or services.Weibo and WeChat each come with their own built-in video and live streaming products.of the total internet users watch live streaming conte
13、ntTYPES OF LIVE STREAMERSLIVE STREAMING USER BASEActors&ActressesAuthorities/Non-profit organizationsProfessional KOLs(Supported by MCNs)Brands/ManufacturersKOLs45.5%42.5%21.5%Gen ZGen YGen XPercentage of respondents who had made spontaneous purchases after a KOL recommendation.ADVERTISERSCUSTOMERSK
14、OLLIVEJPG+CONTENTINTERACTIVEMCNSSHORT VIDEOGEN Z EMBRACE KOL CONTENT THE MOST02HOW KOLS ARE IMPACTING GEN Z IN CHINA05Source:Mango TV,Data were drawn from a survey with a total number of 2500 respondents.Gen Z3-5 KOLsGen YGen XTHE KEY DEMOGRAPHICS BEHIND KOLS HUGE FOLLOWINGS8.33 hoursNUMBERS OF KOLS
15、 FOLLOWED BY DIFFERENT AGE GROUPS066-10 KOLs10+KOLsGen Z represents 18.8%of Chinas entire population18.8%Average Time Spent Online Every Dayof Gen Zs monthly spend is influenced by KOLsof Gen Z would check KOL suggestions before making a purchasing decision48%Source:2020 KOL Marketing Insights by To
16、p Digital&Mango TV54.29%22.57%12.02%11.12%BEFORE INVESTING IN KOLMARKETING IN CHINAMarketers need to consider the uniqueness of Chinas social platforms when planning an influencer marketing campaign.Those entering this market should know the top digital platforms for influencer marketing(known as KO
17、L marketing in China),how they operate,how different generations use social media and how they engage with influencers.63%of non-Chinese companies change their attributesfor China.This signals the importance of adopting Chinese digital platforms to succeed.KOL FANBASE AGE DISTRIBUTIONGen Z(born afte
18、r 1995)Users born between 1990-1995Users born between 1985-1990Users born before 1985 07NUMBER OF MCNS IN CHINAThe vast majority of top-tier and mid-tier KOLs in China are currently working with an MCN.Gaining access to Chinese influencers through MCNs may be cheaper to advertisers as the MCN will g
19、enerally get traffic package deals with top domestic social media platforms.42017005000+160(20152018)2001503MULTI-CHANNEL NETWORKS(MCN)S08Source:Nativex KOL Strategy Team1 Million+10 Million+1.5 Million+10 Million+500k+TOP-TIER500k1.5 Million100k500k510 Million 510 Million500k1 MillionUPP
20、ER TIER100k500k50k100k15 Million 15 Million100k500kMID TIER50k100k30k50k100k1 Million100K1 Million50k100kLOWER TIER10k50k10k-30k10k100k10k100k10k50kKOCRedWeChatWeiboDouyinBilibili04DEFINING ANINFLUENCERS FOLLOWING ON TOP PLATFORMS09TOP 10 VERTICALS BY WEIBOKOL SPENDING,2019Sina Weibo,a Chinese micro
21、blogging website,is a platform based on fostering user relationships to share,disseminate and receive information.ComedyBeauty&FashionFilm&TV seriesAnimation&GamingRelationship AdviceFoodLiterary&ArtElectronicsTravelMother&Child37%26%16%4%4%3%3%3%2%2%DAU:220 MillionAd revenue(20182019)increased by 1
22、4%Weibo11USER PROFILEA social media and e-commerce platform designed to give usersthe ability to review products and share shopping experiences.Outfit95%Female2435 years old Live in Tier 1&2 city60%50%MAU:25 MillionAd revenue increased by 50%from 2018 to 2019KOL KEYWORDREDSkincareMaternal/ChildTrave
23、lFoodFashionBeautyRelationship AdviceLifestyleRed12TOP 5 ADVERTISING VERTICALSA Chinese video-sharing app mainly targeting Tier 3&4 cities.DAU:300 MillionNo.1E-CommerceAutomobilesNo.2No.3No.4No.5 GamingInternet ServicesFMCGKuaishou13A Chinese messaging,social media and mobile payment app.TOP 10 VERT
24、ICALS BY WECHAT KOL SPENDING,2019Film&TV series5%Advertising5%Education6%Food&Travel7%ShoppingRecommendations8%News 9%Cosmetic Reviews13%Fashion19%Culture26%Comedy2%MAU:950 MillionWechat14Lightricks has made a name for itself thanks to its video and image editing apps including Videoleap and Facetun
25、e.With Facetune2,the Lightricks team wanted to expand its presence in China by positioning itself as one of the key players in the photo&video editing market.We were excited to work with Lightricks on this campaign and together we managed to achieve some amazing results!Increase brand awareness amon
26、g Chinese usersAcquire high-quality users at scaleAfter speaking with the Lightricks team to get a good understanding of their goals,we set out to achieve these two main objectives:OBJECTIVES CASE STUDY:FACETUNE2 BY 1505USING KOL MARKETING TO TRIPLE FACETUNE2S CONVERSIONS16KEY RESULTS&ACHIEVEMENTSTh
27、anks to our mix of KOL marketing and in-feed advertising efforts,we were able to bring strong,sustainable exposure to Facetune2,generating over 12 million video ad views during the campaign.The sponsored videos got over 580,000 likes,22,000 comments,and 5,000 shares,increasing the apps exposure amon
28、g target users in China.As a result,Facetune2 was one of the top 10 most downloaded photo&video editing apps on IOS in China and one of the top 50 most downloaded apps overall.Besides generating brand awareness,we also made sure that we achieved our second goal,to acquire high-quality users at scale
29、.The in-feed advertising campaigns also saw massive success with the well-executed KOL campaigns,bringing in organic followers of the product.We were able to reduce CPIs by 30%&achieve 3x better conversion rates.12 Million+Video ad views580KVideo likes18,000Peak daily installs3XConversion rate-30%Re
30、duced CPIIN-FEED ADVERTISING EFFORTSKOL MARKETING1.KOL RECRUITMENT&PROMOTION:大佬儿 Alex _岚仔 Real 机智张小爪几是你的又初呀We decided that a mix of Key Opinion Leader(KOL)marketing and in-feed advertising would do the trick.Heres what we did to make this complex campaign happen:We started looking for the best KOLs
31、on Douyin that would be a match for the product and its target audience.After several rounds of research and recruitment,we handpicked 6 top KOLs to promote Facetune2 on Douyin,making sure we can leverage each influencers personality for maximum effectiveness.STRATEGY172.IN-FEED AD PRODUCTION&LAUNCH
32、While running KOL campaigns,we also created high-quality ad creatives for in-feed ads on Douyin to promote Facetune2 to ensure the best possible impact and results.3.VIDEO CONTENT PRODUCTIONWe worked with our 6 KOLs to help them create video content advertising the app and its core features;we ran s
33、tandard videos as well as live streams where KOLs tested and advertised the app,to give their massive number of follower direct exposure to Facetune2 and all its major selling points.STRATEGY18ABOUT LIGHTRICKSLEVERAGE DOUYINS FEATURE AND COMMUNITYSO HOW DID WE HELP LIGHTRICKS ACHIEVE SUCCESS WITH FA
34、CETUNE2?3 KEY ELEMENTS:Lightricks is an Israeli video&photo image editing developer.Founded in 2013,the company found success with Videoleap and Facetune,becoming one of the top photo&video app developers in the world.Lightricks followed up its successful run with Facetune2,which has been downloaded
35、 over 150 million times globally.Find out more about Lightricks at .We implemented a mix of in-feed ads+KOL marketing+KOL live streaming to raise organic brand awareness and maximize engagement on Douyin.MATCHING THE RIGHT KOLOur intimate understanding of the Chinese mobile market together with our
36、KOL resource help maximize reach&effectiveness.CREATE A BUZZUse the hot topics in China to generate engagement and start conversations.123?19The product line was not widely known in China and their parent company is seen as only selling expensive,high-end skincare products-quite the opposite of this
37、 product line that is made to be accessible to the general public.Therefore,the advertiser wanted to build awareness among Chinese consumers,promoting the product as one thats of high-quality(brand association with their parent company)but at the same time is reasonably priced.A renowned Japanese mu
38、ltinational personal care company wanted to promote one of their lower-end product lines in China.The products are a special edition skincare set only available at convenience stores like 7-Eleven,so the advertiser wanted to gain more exposure for this line.Increased product exposureHigher sales num
39、bersBetter reputationMAIN GOALS20CHALLENGESBACKGROUND06HOW WE HELPED A RENOWNED JAPANESE BRAND GET 20M+VIEWS THANKS TO LI JIAQI,“THE LIPSTICK KING”3.76 Million+Weibo views16.8 Million+live stream views2 Million+Douyin viewsOVER 20M VIEWS&120K ENGAGEMENTS ON 7 MAINSTREAM PLATFORMSRESULTS1.KOL RECRUIT
40、MENT:Collaborated with Li Jiaqi,the number 1 beauty&body care streamer in China,crowned“the Lipstick King”who is also a Guinness world record holder.2.UNBOXING:Used the 618 Shopping Festival as time slot for unboxing live streaming session on Taobao-5 hours of soft exposure.3.PRODUCT SHOWCASEproduct
41、 was highlighted live on stream;Li Jiaqi highlighted the product,gave a PR speech,and spoke about its key features-total duration was 3m30s,significantly above the average duration for a product showcase.4.SHORT VIDEO MARKETINGused short videos to promote the product during the Dragon Boat Festival;
42、videos included key product features and a prize draw competition that led fans to the brands official Weibo page for increased engagement rates.STRATEGY215.MULTI-PLATFORM COVERAGEreached an agreement with Austins PR team to feature the product on his account across several key platforms including D
43、ouyin,RED,Kuaishou,Weitao,and Weishi.22PLAN AHEADWorking with top influencers requires significant preparation from both parties,so make sure you have at least 1 month available to plan your campaign.1IDENTIFY YOUR CORE MARKETING NEEDS ASAPMake sure your goals are clear and communicated in advance;o
44、nce set,your key goals cannot be changed.2CLARIFY THE STYLE&TONE OF VOICEKeep in mind that influencers require greater creative freedom and autonomy,as they know their fanbase best;ensure your brand/products tone of voice matches the influencers style.3STAY IN CONSTANT CONTACTIts important to remain
45、 in contact after establishing all campaign goals and requirements;establishing a good working relationship with the KOL and their team is crucial for best results and potential future campaigns.42307KOL PROMOTIONS:STRATEGY&TIPSONE-STOP KOL MARKETING SOLUTIONSOUR STRENGTHSGLOBAL RESOURCESWe work wit
46、h 20+top Chinese MCNs and 40,000+KOL resources that cover 10+verticals.24StrategicPlanningMedia Mix&KOL Resource MatchingCreative ContentProductionData Analysis&OngoingOptimizationSTRONG EXPERTISETrusted by 2,000+global advertisers from gaming to e-commerce,FMCG,utilities,photo&video,and more.STRATE
47、GIC PARTNERSHIPSNativex is the core ad agency for Douyin&Bilibili and a strategic partner for Weibo,Kuaishou,RED,and Taobao.COMPETITIVE PRICINGLower pricing packages available compared to others thanks to our status as a core ad agency and our MCN partnerships.RUN SUCCESSFUL KOL CAMPAIGNS IN CHINA W
48、ITH NATIVEX43.7M17.2M8.8M27.9M25Work with Nativex and you can reach massive audiences with the help of these top KOLs:No.1 Taobao live streamer,extremely popular among female viewers.Managed to sell rockets worth a total of$570 million on her Taobao live stream.WeiyaWang HanLuo YonghaoOne of the mos
49、t famous talk show hosts in China.Had a record 4-hour live stream of 20 million viewers and sold products worth over$22 million.Famous tech CEO,founder of smartphone brand Smartisan.Managed to sell$15 million worth of tech products on his live stream,with an audience of over 48 million viewers.https
50、:/TOUTIAOGET MORE OUT OF OUR XPLORECHINA EBOOKS:Coming Soonhttps:/ DOUYINS POWER TO ACHIEVE SUCCESS IN CHINA 2020 EditionA LOOK INTOCHINAS EMERGING CONSUMER MARKET&The 4 Key Media to Reach This ACheck our website or follow us on LinkedIn,Facebook,and Twitter to get updates on our next ebooks!26REACH
51、ING CHINAS VIDEO CROWD WITH THE POWEROF BILIBILI.The YouTube of CComing Soon27TAKE YOUR CAMPAIGNS TO THE NEXT LEVEL WITHOur XploreChina solution is designed to help advertisers achieve sustainable growth in the worlds largest mobile ecosystem.At Nativex,our mission is to enable visible returns and o
52、ur XploreChina initiative,combined with our unmatched understanding of the mobile landscape in China,means your advertising efforts are in good hands.Nativex is the certified partner with key media giants in China and core agency with Bytedance and Kuaishou.Get in touch with the Nativex team today.Lets get your campaigns the ROI boost they deserve!OthersCore Agency and Strategic Partnerof the Most Popular Media in ChinaLearn More at:https:/ Us