3 tips for KOC marketing in China

This blog post was updated on 6 December 2024.

Key opinion consumer marketing, or KOC marketing, is an important social media marketing strategy in China.

It involves harnessing the power of KOCs to promote your brand on social media.

KOCs are micro-influencers who have a small but dedicated group of followers within a specific niche.

By working with relevant KOCs, you can increase your brand awareness with your target audience and boost sales.

This blog post will look at three tips for KOC marketing in China.

1. Turn your existing customers into brand spokespeople

One way to choose a KOC is to find someone who is already a brand consumer. People are more likely to increase their purchase intentions after they see positive product photos released by other consumers. Therefore, it is always good to turn your existing customers into your brand spokespeople. Get in touch with your customers and encourage them to leave reviews on their social media accounts.

2. Leverage AI for data-driven KOC campaigns

As KOC marketing continues to evolve, brands are now leveraging artificial intelligence (AI) tools to streamline and enhance their campaigns. AI-driven tools can analyse massive amounts of social media data to identify potential KOCs based on their engagement rates, authenticity and influence. These tools can help brands find KOCs who may not have massive followings but who have high engagement and trust amongst niche audiences, making them ideal partners for KOC marketing campaigns.

3. Establish a long-term cooperative relationship with KOCs

To establish a long-term relationship, make sure the relationship is one of mutual respect and benefits. You need to understand and consider the KOCs’ interests. When KOCs’ interests and needs are met, it will help KOCs stay actively involved and engaged. It is also important to embrace KOCs’ feedback. By valuing their input, this will not only continuously motivate them to actively participate but can also help you to improve your own products.

Want to learn more?

I hope this blog post has given you a useful introduction to KOC marketing in China. For more in-depth information, read my full-length guide here! The guide covers:

• what KOC marketing is and why it matters
• the unique characteristics of KOCs
• the advantages of KOC marketing over KOL marketing in China
• top tips for running an effective KOC marketing campaign in China
• examples from several global brands (Lancôme, Olay and Perfect Diary) who have successfully used KOC marketing to boost their success in China

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Kylie Wang

Business Solutions Executive at Webcertain

Kylie is a Business Solutions Executive at Webcertain. She is an enthusiastic and experienced digital marketer with particular specialties within paid media, international marketing strategies, and integrated marketing communications. She has a strong global mindset and is an enthusiastic follower of current global marketing trends. Kylie is originally from China and now lives in the UK, having moved there to obtain a Master’s degree in Marketing from Durham University. She speaks Chinese and English, and has a strong understanding of both Western and Chinese markets. Kylie has experience in a diverse range of channels, including Baidu, Google, WeChat and Weibo.

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