The landscape of influencer marketing is continuously evolving. In 2024, brands are beginning to rethink their strategies, especially in fast-paced markets like China. With rising consumer demand for authenticity and transparency, Key Opinion Consumers (KOCs) are rapidly gaining prominence over the traditional Key Opinion Leaders (KOLs). Influencer marketing, once dominated by mega-influencers with millions of followers, is undergoing a shift. The question is no longer ‘if’ influencer marketing works but how brands can adjust their tactics to maximise engagement and ROI.
KOL vs KOC: A Growing Divide in 2024
KOLs remain powerful figures in influencer marketing due to their expertise and large follower base, often in the millions. However, as the demand for authenticity grows, many consumers have become sceptical of highly polished endorsements, leading to a significant rise in KOC marketing. Here’s how they differ:
KOLs are celebrities, experts, or industry influencers with millions of followers, making them valuable for large-scale campaigns but often seen as distant or disconnected from everyday consumers.
KOCs, on the other hand, are everyday consumers who share honest reviews of products they’ve personally used, making them more relatable and trustworthy. They may have smaller followings, but their content tends to resonate deeply within their niche communities.
In 2024, brands are finding value in both KOLs and KOCs, depending on the campaign goals:
KOLs are often used for:
Brand awareness on a large scale.
Premium product launches targeting a broad, mass-market audience.
International marketing, where influence across borders is required.
KOCs are used for:
Product seeding in niche markets.
Generating authentic product reviews that influence purchase decisions.
Building brand loyalty through relatable and everyday experiences.
This shift from traditional KOL marketing to a more balanced approach, incorporating KOCs, reflects the growing emphasis on authenticity, trust, and real connections with consumers.
China's Unique Influencer Ecosystem: Multi-Platform Strategy in 2024
China’s influencer marketing landscape is incredibly diverse, with platforms such as WeChat, Douyin, Xiaohongshu, and Weibo continuing to dominate. These platforms offer unique opportunities for brands to connect with their target audiences, but each requires a tailored approach to maximise impact.
Source: Freepik
Known for its all-in-one functionality, including messaging, social media, and e-commerce, WeChat allows brands to engage consumers in private, targeted content.
Use Case in 2024: KOLs often run exclusive content campaigns and interact with fans through WeChat mini-programs, creating a more intimate brand-consumer experience.
As China’s version of TikTok, Douyin excels at short-form, viral content.
Use Case in 2024: Brands collaborate with both KOLs and KOCs to create snackable content that is quickly digestible and highly shareable. Douyin’s algorithm favours organic engagement, so brands benefit from authentic influencer partnerships.
Xiaohongshu (Little Red Book):
Often called the “Instagram of China,” Xiaohongshu is a haven for KOC marketing, with user-generated content that focuses on honest product reviews.
Use Case in 2024: Brands are turning to KOCs on Xiaohongshu for product seeding and genuine feedback, driving more authentic engagement from users who trust peer-to-peer recommendations.
Best for large-scale celebrity endorsements and real-time marketing, Weibo remains a critical platform for brands looking to reach mass audiences.
Use Case in 2024: Mega KOLs frequently use Weibo for brand-wide promotions or social commerce campaigns that capitalise on trending topics.
Why Multi-Platform Strategies Matter in 2024
To succeed in China’s fast-moving digital environment, brands need to adopt a multi-platform approach that caters to different audience segments across these social media giants.
WeChat for loyalty and community engagement.
Douyin for viral short-form content.
Xiaohongshu for authentic product reviews.
Weibo for large-scale campaigns and celebrity endorsements.
By diversifying across platforms, brands can harness the strengths of both KOL and KOC influencers, ensuring they reach consumers wherever they are most active.
How to Maximise Your Influencer Marketing Strategy in 2024
Source: Freepik
With the rise of both KOL and KOC marketing, brands need to stay agile and strategically allocate their resources. Here’s how brands can stay ahead in 2024:
Collaborate with both KOLs and KOCs to tap into different layers of influence. Use KOLs for brand-wide visibility and KOCs for authentic engagement and conversions.
Invest in long-term partnerships. Rather than one-off promotions, build ongoing relationships with influencers who align with your brand values. This fosters greater trust and brand loyalty over time.
Embrace video content. Short-form video content, particularly on platforms like Douyin, will continue to dominate. Brands that leverage storytelling and live-streaming will capture the attention of younger, more tech-savvy consumers.
Use data to drive decisions. Take advantage of influencer analytics tools to track the real-time performance of your campaigns. This will help you identify which influencers and platforms yield the best ROI, allowing for continual optimisation.
Ready to Take the Next Step?
At InfluenConnect, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate with global brands. InfluenConnect focuses on diversity, global reach, data-driven insights, and sustainability. Contact us today to explore how we can help you expand your global presence!
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