How to find Influencer (KOLs) on WeChat

Influencers on WeChat

Influ­encers (named Key Opin­ion Leader (KOLs) in Chi­na) have a high pri­or­i­ty in the Chi­nese mar­ket. Their main task is to pro­mote “offi­cial accounts”, con­tent or cam­paigns. Influ­encers are char­ac­ter­ized by their own fol­low­ers, there­fore, influ­encers can have a big impact on brand aware­ness, the acqui­si­tion of new fol­low­ers and the cred­i­bil­i­ty and authen­tic­i­ty of a brand.

Which influ­encers are eli­gi­ble for coop­er­a­tion depends on the posi­tion­ing of the free­lance experts. They have very indi­vid­ual pro­files and define them­selves through their areas of exper­tise, top­ics, num­ber of fol­low­ers and per­son­al­i­ty type. Coop­er­a­tions with influ­encers only makes sense if all char­ac­ter­is­tics match the core of the brand.


Prices and payment

The influ­encers for WeChat are gen­er­al­ly a bit more expen­sive than their col­leagues on Wei­bo. A micro-influ­encer on WeChat costs between 475 and 2,370 USD per arti­cle. The big influ­encers with large fol­low­er num­bers issue sig­nif­i­cant­ly high­er bills. Most pop­u­lar influ­encers charge between 12,000 and 79,000 USD per deal. The amount of their fees depends on how much con­tent an influ­encer must cre­ate. If he only needs to write a giv­en text, the effort for him is of course much less than if he has to write an “authen­tic” con­tri­bu­tion himself.

In Chi­na, it is com­mon prac­tice to pay the fees direct­ly after the nego­ti­a­tion. That means before the influ­encer has even start­ed to do any­thing. Usu­al­ly, influ­encers are paid with­out an invoice or receipt. If these receipts are required, they are part of the nego­ti­a­tion. In gen­er­al, a 10% ser­vice charge is added for issu­ing an offi­cial invoice.


How to find Influencers for WeChat?

There is no offi­cial direc­to­ry for influ­encers who are active on WeChat. If you are look­ing for an adver­tis­ing part­ner, there are three ways to find a suit­able influencer:


WeChat native search

If you change the search fil­ter of WeChat to “offi­cial accounts only” and then enter key­words for the desired top­ic, WeChat will dis­play a list of the accounts in ques­tion. These can now be con­tact­ed individually.


Influencers on search engines

Advanced mar­keters use an Influ­encer search engine. Here, search engines such as Sougou Search Engine for WeChat, Robin8, NewRank or are a good choice. Users can use fil­ters to search for influ­encers, key­words, and cat­e­gories to find rel­e­vant data and prices. The select­ed influ­encers can then be contacted.

Search ads can be adver­tised on the PARKLU plat­form, where brands post their ten­ders for coop­er­a­tions, to which the influ­encers then apply.


Influencer agencies

The eas­i­est and most expen­sive option is to hire an agency to search for an influ­encer. There are three major influ­encer agen­cies in Chi­na. They are called Louis Com­mu­ni­ca­tion, Gushan Cul­ture, and Yax­i­an Adver­tis­ing. Besides these three big ones, there are sev­er­al small agen­cies. All in all, they make it much eas­i­er to find a safe con­tract partner.


Have you ever worked with Influ­encers in Chi­na? What was your expe­ri­ence? Let’s share some stories!

Please fol­low and like:


Nora Holtmann is a passionate platform hacker: She loves to discover new platforms and explore their technical possibilities for new businesses. Her specialty is developing new digital business models for social media platforms and reporting on them in books and blogs. That you are reading about her here is the best proof that it works. As a lecturer, she trains online marketing managers and helps them to develop creative opportunities for their companies. Her passion is traveling. When she is not traveling with her backpack, she travels the world via the internet. This way she has made contacts all over the world. She lives in Berlin and also loves to travel culinary to the countries where she is currently mentally active (currently China and Korea are on the menu). Nora Holtmann can be booked for lectures and seminars. Also check out her books on Amazon!

Leave a Reply

Your email address will not be published. Required fields are marked *