KEY OPINION LEADERS/INFLUENCERS FOR WECHAT
Influencers are another way to market your brand on WeChat. It means paying a popular WeChat blogger (either through a flat fee, a result-based fee or by giving away products) in exchange for a promotional post on their WeChat account.
The push message can be either a full article talking about your brand, or a banner ad at the end of a content piece (of course, the first option is usually much pricier).
Some KOLs would event work with brand on affiliate sale model. These KOLs usually have large group of followers (usually more than 500,000). And they can drive more than a couple of hundreds of unit sales within posting of one article. Instead of charging for advertising cost, these KOL charges on a commission bases, usually between 20-40% commission. If you can find such KOL to work on commission bases, it will always be great for market and sales. The drawback is it’s very difficult to find the right KOL. Large accounts tend to be extremely picky about the quality, price, and type of your product.
WHY SHOULD YOU USE KEY OPINION LEADERS?
Key Opinion Leaders are a truly efficient way to market on WeChat for several reasons:
- WeChat is a social network first, and endorsement from trusted sources can be a huge source of conversion
- Key Opinion Leaders enable to get started to get started with all types of budgets
- KOL’s are not subject to as much red tape as the ads bought directly from Tencent: vendors selling cross-border will have a much easier time using KOL rather than WeChat native ad program
- Because WeChat has been only recently opened to advertisers, there is a rich network of Key Opinion Leaders you can tap from on WeChat, and users are already used to receiving ads from them
HOW MUCH DO INFLUENCERS COST FOR WECHAT ADVERTISING?
The cost of using WeChat influencers for advertising can vary widely:
- On the low-end, you might find some advertisers willing to put up a banner for as low as $100 USD
- On the high-end, there is no real upper limit, with large KOL regularly charging as much as $50,000 USD for one push message
ARE INFLUENCERS THE RIGHT APPROACH FOR YOUR WECHAT ADVERTISING?
There are plenty of good reasons to advertise through influencers: they enable targeted, flexible and (sometimes) affordable ad campaigns. They are particularly suited to new brands with little existing recognition in China, for which the endorsement of KOL’s will prove to be an invaluable asset. And for established brands to drive up sales.
Get in touch and we will come up with a Tailormade solution for your Brand.