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MOST COMMON PRIORITIES INCLUDE: ‘.41 Increase Awareness Fits/ Builds Brand Image Increase Engagement MORE THAN HALF...
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KOLs - The Secret Sauce for Social in China

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The use of KOLs does not get addressed adequately because companies generally do not want to admit to, much less share, information about how they use paid influencers in support of brand growth.

In order to better understand how brands and agencies are using KOLs in China, Totem Media distributed a survey through its own network and through Campaign Asia-Pacific during May and June.

The survey received a total of 36 responses from people holding director-level or higher positions in multinational brands and agencies in China. One-third of these respondents provided written responses to five open-ended questions in the survey.

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KOLs - The Secret Sauce for Social in China

  1. 1. MOST COMMON PRIORITIES INCLUDE: ‘.41 Increase Awareness Fits/ Builds Brand Image Increase Engagement MORE THAN HALF USE KOLS MONTHLY AND CAMPAIGNS TYPICALLY LAST 1-2 WEEKS JULY AUG SEP llztnullx lmtnuilx xiztluiix KOL 1 2 3 4 1 1 2 3 4 5 567891011 2345678 6789101112 12 13 14 15 16 17 18 KOL 9 10 11 12 13 14 15 KOL 13 14 15 16 17 18 19 19 20 21 22 23 24 25 16 17 18 19 20 21 22 20 21 22 23 24 25 26 26 27 28 29 30 31 23 24 25 26 27 28 29 27 28 29 30 30 31 ACTIVITY AND FIT WITH BRAND ARE MOST IMPORTANT IN SELECTING KOLS Activeness ll‘IfilLlS'lIIQi/ CEtlI®gOly Fit 28"/0 Fan Base Fits Brand Image 20% 25% MOST IMPORTANT CRITERIA WHEN SELECTING KOLS HIGH COSTS AND FAKE DATA ARE THE LARGEST DETERRENTS IN WORKING WITH KOLS TOP CONCERNS WHEN WORKING WITH KOLS High Price 7// /I/ /// /// /// /// /// /// /// /// /// /// /// A 27% Fake Data 7// /// /// /// /// /// /// /// /// /// /// /// /A 26% KOLS Dar“ Know/ Lave the Brand 7// /// /// /// /// /// /// /// / 17% 0°mmu"iCa“°" Effect 7// /// /// /// /// /// /// /I 15% D°"’t Fit Brand 'ma9e 7// /// /// /// /// /// /// /I 15% CATEGORIES TYPICALLY TARGETING WOMEN HAVE MOST EFFECTIVE KOLS CATEGORIES WITH MOST EFFECTIVE KOLS @ @ @@@ Beauty/ Health Mothers/ Parenting F&B Ap are Electronics 8. PCs Sports & Outdoors Home & Garden 28% 22% 19% 1 °o 9% 7% 3% WECHAT AND WEIBO CURRENTLY LEAD FOR KOL CHANNEL IMPORTANCE, WITH YOUKU/ TUDOU PROJECTED TO OVERTAKE THE #2 SPOT WeChat fa Weibo 69 Youku youi<u ime B TYPICAL cosr PER KOL POST AND KOL SIZES: Small Medium Large KOL KOL KOL < 100K <1 Million >1 Million followers followers followers per post per post per post KOL USAGE IS IMPORTANT, BUT PROCESSES AND METHODOLOGIES NEED TO BE IMPROVED TO IMPROVE: 1. More ‘‘real’’ and “secure” KOLs 2. Systematic planning and buying 3. Benchmarking and ROI TOTE fl’) fl’) e D I a www. totemmedia. net

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