Key Value of Influencer Marketing – KOC
Brands can effectively integrate KOC marketing strategies into their overall marketing mix to
complement other influencer marketing approaches and enhance their presence in the competitive
Chinese e-commerce landscape.
Authenticity and Relatability
KOCs are everyday consumers who authentically share their experiences with products. This authenticity and relatability resonate with other consumers, making KOC marketing an effective way to build trust.
User-Generated Content (UGC)
KOCs create user-generated content showcasing their experiences with products. Brands can leverage this content across various marketing channels, adding an authentic touch to their campaigns.
Word-of-Mouth Influence
KOLs often have a specific and engaged follower base. Brands can leverage KOLs to reach a targeted audience that aligns with their products or services, increasing the likelihood of conversion.
Feedback and Improvement
Associating with well-known and respected KOLs can elevate a brand’s image. The positive association with a trusted personality contributes to building a strong brand identity.
Community Building
KOC marketing helps in building communities around a brand. When consumers see others like them endorsing a product, it creates a sense of belonging and community, fostering brand loyalty.
Community Engagement
KOC marketing fosters engagement within the consumer community. Brands can encourage discussions, reviews, and sharing of experiences among KOCs and their followers, creating a dynamic and interactive environment.
Cost-Effectiveness
Collaborating with KOCs is often more cost-effective than working with high-profile influencers or celebrities. KOCs are generally more accessible and willing to collaborate, making it an efficient marketing strategy for brands with limited budgets.
Amplified Reach
Although individual KOCs may not have the massive following of influencers, the collective impact of multiple KOCs can lead to a broader reach. Brands can collaborate with multiple KOCs to amplify their marketing efforts.
Niche Audience Targeting
KOCs often have a niche following that shares common interests or demographics. Brands can leverage KOCs to target specific audience segments, ensuring that their marketing efforts reach the most relevant consumer groups.
Humanizing the Brand
By showcasing real customers as advocates, KOC marketing humanizes the brand. This human touch creates an emotional connection between the brand and its consumers, strengthening brand loyalty.
Main Platforms of Influencer Marketing – KOL (Key Opinion Leader)
Xiaohongshu (Little Red Book)
Xiaohongshu is a popular social e-commerce platform where users share lifestyle and product experiences. It has a strong focus on user-generated content and reviews, making it a key platform for KOC marketing, particularly in the beauty, fashion, and lifestyle sectors.
Douban
Douban is a platform that revolves around user-generated content and recommendations. It is popular for discussions on books, movies, and various topics. Brands can leverage Douban for KOC marketing by encouraging discussions and reviews related to their products.
Weibo Live
Weibo is a microblogging platform often referred to as China’s Twitter. It’s a popular platform for KOLs to share content, and brands leverage Weibo for KOL marketing to reach a broad audience and increase brand awareness.
Zhihu
Zhihu is a question-and-answer platform where users share knowledge and opinions. Brands can engage with KOCs by participating in relevant discussions, answering questions about their products, and encouraging users to share their experiences.
Yizhibo
Yizhibo is a live streaming platform where users, including KOCs, share their experiences and opinions in real time. Brands can collaborate with KOCs on Yizhibo for live product reviews, Q&A sessions, and other interactive content.