KOL Marketing Across
Southeast Asia and China
 | Singapore based KOLs on Xiaohongshu (小红书） —————— Xiaohongshu (Little Red Book) is a popular lifestyle sharing platform among Chinese new generation. It is like a mixture of Facebook and Instagram, which allows users to share their stories through text, photos, videos, and also, as an e-commerce platform to sell products. It is no longer just a social networking platform but also an e-commerce platform. Little Red Book / RED (Xiaohongshu) is mainly focusing on beauty and fashion. Users can share their shopping tips, product reviews and living styles. It soon became a popular platform that contains different communities sharing their lives or running business. Lots of KOLs are actively sharing their shopping advice and the audience can purchase the product directly within the platform, this creates a trend of Little Red Book / RED (Xiaohongshu) KOL Marketing. |
Micro-influenceurs & KOCs are Rising Enormously in China —————— Chinese influencers and KOCs are “public” personalities who have gained influence with brands in recent years. Micro-influencers and KOCs (Key Opinion Consumers) are, as their name suggests, influencers with a smaller audience than Stars or Kols, but don't be fooled by their number of followers. Indeed, there's a reason we're mentioning them here: Micro-influencers are cheaper than Stars and Big Kols. They work very hard to please their community. They have fewer referrals, which makes them more authentic in the eyes of consumers. This means that even on a small budget, you can hire an influencer. Since you pay less, you can hire multiple Kols and reach different audiences. Your micro-influencer will spend more time interacting with their community and answering any questions they may have about your brand. Important interaction in order to build a relationship of “proximity” and trust with your audience. | |
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