Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.

周五干货——让中国社交与数字领域最热门的话题碰撞出思维火花

What is the biggest difference between influencer marketing in China compared to other markets?

中国市场与其它市场在影响者营销上的最大区别是什么?

Pete Lin

Managing Director, North Asia Region /We Are Social

Influencer marketing in China is overheated. And this is because influencers have and are continuing to deliver results. The challenge for brands now is to apply more creativity vis-a-vis their competitors in their influencer collaborations to maintain their ROI on ever-rising influencer costs.

影响者营销在中国过热了。这是因为有影响力的人已经获得的和即将获得的营销效果非常直观。在与有影响力者的合作中,品牌要维持不断上升的有影响力者成本带来的投资回报率,就要让营销内容比竞争对手更有创造性,这也是品牌现在面临的挑战之一。

Outside China, influencer marketing thrives but at a much more normalized level (in comparison with the situation in China). Our clients have found most success co-creating with influencers and sharing tangible digital assets with their audiences.

中国市场以外,影响者营销在其它市场同样蓬勃发展,但处于更规范化的正常水平,不会如此过热。我们的客户发现,与有影响力的人共同创建营销内容,并与他们的受众分享有形数字资产,这样更容易获得成功。

Nathan Baker

Group Account Director /We Are Social

One great difference between influencer marketing in China vs global is the level of reliance. The Chinese market is too reliant on influencers.

中国市场和全球市场在影响者营销上的一个很大区别是依赖度。中国市场过于依赖有影响力的人了。

The global market has Facebook, Instagram, Twitter, Google, and YouTube. These platforms all have very sophisticated and reliable self-serve advertising tools. These platforms are also not available in China.

全球市场有Facebook、Instagram、Twitter、Google以及YouTube等众多拥有非常完善可靠自助广告工具的平台。然而,目前这些平台在中国是不可用的。

These global advertising tools make it easier for a brand to do very precise campaign targeting and conversion tracking. There’s a level of precision and transparency that’s very attractive to brands, which is often not found when doing influencer collaborations.

全球广告工具能够帮助品牌更容易地进行非常精确的广告系列定位和转化跟踪。因此,全球广告工具所带来的这种精确性和透明度对于品牌来说非常有吸引力,而与有影响力的人合作则不能给品牌带来这样的精确性和透明度。

While Chinese social/digital platforms also have advertising tools, they are not nearly as sophisticated or reliable as the global alternatives.

虽然中国的社交/数字平台也有广告工具,但它们远不如全球市场上的那些广告工具成熟可靠。

Therefore, brands in China have fewer lower-cost and targeted options for advertising and need to rely more on influencers.

因此,品牌在中国市场的广告投放成本较低,且针对性较强,需要更多地依赖有影响力的人。

Influencer marketing has its place, but over-reliance on influencers in China makes the social/digital advertising situation less-than-optimal.

影响者营销有其优势,但中国市场过度依赖影响力者了,这使得广告在社交/数字平台上的投放效果不尽如人意。

Tristan Qin

VP, Greater China Region Client Services /We Are Social

Influencers are seen as much more like "media resources" in the Chinese market. Brands mainly focus on using top-tier celebrities to define their brand identity, and mid-tier influencers to endorse their products. Brands, especially global brands, always have local influencers to share their pre-produced content. The purpose of using influencers is to enhance the content reach and to drive traffic to their e-commerce channels.

在中国市场,有影响力的人群更像是“媒体资源”。各品牌更侧重于依赖超级有影响力的名人来定义人们对其品牌的认知,启用有中度影响力的人来宣传自己的产品。品牌,尤其是全球品牌,往往会聘请当地影响者来分享自己预先制作的内容。使用有影响力的人进行营销的目的是提高营销内容的覆盖面,为电子商务渠道带来流量。

In contrast, KOLs are more involved as co-creator of the content with the brand. You can see more KOL-featured content and KOL-created content in digital channels. The purpose of influencer marketing is to tell brand stories from the KOLs' point of view and to link the brand and product with dynamic industrial and cultural verticals. Thus brands can engage with their audiences better, generate more consideration, and become more relevant in the consumer's mind.

相比之下,KOL(关键意见领袖) 更多的是作为内容的共同创造者来参与品牌营销。更多时候,我们在数字化渠道中看到是以 KOL 为特色的内容以及 KOL 创建的内容。影响者营销的最终目的是从KOL的角度来讲述品牌故事,并将品牌和产品连接到动态的产业和文化的垂直领域。这样,品牌可以更好地与受众互动,引起更多关注,并在消费者心中变得更有相关性。

Specifically speaking, according to WeChat's platform attributes, there are some other basic differences:
- Definition: The word "Influencer" means "public account",because there are no personal KOL accounts on WeChat.
- Content-Type: Influencers are focusing on creating long-format editorial or comic stripe content.

以微信平台为例,根据其平台属性,影响者营销所涉及的“有影响力的人”有其具体含义,营销内容也与其它平台上的内容有一些显而易见的区别:

-定义:因微信上没有个人KOL账户,“有影响力的人”一词被具化为“公众号”。

-内容类型:营销内容主要是篇幅较长的社论式文章或内含夸张性漫画的图文。

Kai Pan

Group Account Director /We Are Social

Two big differences come to mind.

我想到了两大不同之处。

First, Influencer Marketing in China has tighter integration with ecommerce and online payments, and this can bias the marketing goal towards immediate sales. For some, this enables the allure of clear ROI calculations, albeit at the risk of neglecting long-term brand building and affinity.

首先,影响者营销在中国市场是相当于电子商务和在线支付一样的存在,营销目标偏向于直接销售。对于一些人来说,尽管这样的做法有忽视品牌长期建设以及品牌亲和力的风险,但却能够带来非常直观的投资回报率。

Second, the social media platforms themselves are increasingly both gatekeeper to and amplifier for Influencer Marketing in China. The added convenience this entails can also be a conflict of interest between the marketer and the marketing channel.

其次,在中国市场,社交媒体平台逐渐发展成为了影响者营销的把关者和放大器。然而,由此带来的额外便利性也成了营销者与营销渠道之间的利益冲突所在。

Ultimately, one thing that is common for Influencer Marketing no matter where it happens is the right mix of authenticity and creativity. Ask any successful influencer and they should say the same. That is, after all, how they became one.

最后,无论是中国市场还是其它市场的影响者营销,开展影响者营销都需要将真实性和创造性进行恰当融合。你问任何一个影响者营销成功的人,他们都会这样回答。毕竟,他们就是这样做的。