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.
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.
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:
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.
Advanced marketers use an Influencer search engine. Here, search engines such as Sougou Search Engine for WeChat, Robin8, NewRank or gsdata.cn 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.
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!