Elyse Ribbons on KOL Marketing in China

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The Negotiation

WPIC Marketing + Technologies

251 episodes

1 day ago

Despite being the world’s most potent economic area, Asia can be one of the most challenging regions to navigate and manage well for foreign brands. However, plenty of positive stories exist and more are emerging every day as brands start to see success in engaging and deploying appropriate market growth strategies – with the help of specialists. The Negotiation is an interview show that showcases those hard-to-find success stories and chats with the incredible leaders behind them, teasing out the nuances and digging into the details that can make market growth in APAC a winning proposition.

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Marketing

Business,

Management

Elyse Ribbons on KOL Marketing in China

The Negotiation

34 minutes

9 months ago

Elyse Ribbons on KOL Marketing in China

In this episode of The Negotiation podcast, Todd Embley has a captivating conversation with Elyse Ribbons, a seasoned expert in the dynamics of influencer marketing in China. Elyse shares her extensive experience and insights into the unique landscape of social media and influencer engagement in China, highlighting the intricacies of platforms like RedNote (Xiaohongshu) and Douyin.

The discussion opens with Elyse recounting her journey and how she became deeply involved with China, setting the stage for her dive into the digital marketing landscape there. She breaks down the major platforms used for influencer marketing, comparing them to their Western counterparts, and dives deep into the particularities of RED and Douyin, explaining their specific features and the demographics they appeal to.

Elyse discusses the financial aspects of engaging with influencers, including the costs associated with different types of content creation, such as live streaming. She clarifies the distinctions between Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) and offers advice on how brands can select the right influencers to maximize the success of their marketing campaigns.

Notably, Elyse touches on the latest trends in influencer marketing within China and provides her perspective on the future of international brands in the Chinese market amidst US-China tensions. This episode is a must-listen for anyone looking to understand the evolving dynamics of influencer marketing in China and how to navigate this complex but rewarding space effectively.

Discussion Points:

Elyse's personal journey and initial engagement with China.
Detailed analysis of major Chinese platforms for influencer marketing.
Specific features and demographics of RED and Douyin.
Cost considerations in influencer engagements.
Differences and impacts of KOLs versus KOCs.
Strategies for selecting the right influencers for marketing campaigns.
Emerging trends in the influencer marketing sector in China.
Future outlook for international brands in the Chinese market.