0 commentsMonday June 6th, 2016
You need to buy a pair of shoe. Whose advice would you rather take- Cara Delevingne (the super model) or Caitlyn Louise (a random stranger on open social media platform)? Of course, the former one; unless you’re not in your sane mind. This is the power of Key Opinion Leaders (KOLs); a term highly tossed on Weibo.
There are many ways Weibo advertising works; you can use Fen Si Tong and Fans Headlines to spread the good words about your brand or products. But the power (conversion and ROI) of Key Opinion Leaders (KOLs) is unmatched.
Who are they?
KOLs are basically are the authority figures of one particular niche. When they speak, people listen and act on. Like if they are expert in the designer shoes, when they promote any particular brand of shoes, people will listen to them and buy the shoes of that brand. This is the power of KOLs. And this type of promotion is very prevalent on Weibo.
How to find KOLs on Weibo?
Finding an authority figure for Weibo promotion is much like researching to find the right and high traffic keyword; only here you’re finding a person who has more number of followers. How do you find that? Use search option on Weibo. Check different profiles, posts, pictures and hashtag. Things to consider before you finalize on anyone-
Their number of followers– Number of followers is one very evident factor that shows just how much authority a person has in the market. If they have many people following, when they promote your brand, product or services, more people will be listening to them and conversion rate will be much higher.
The trust factor– Maybe a person has heaps of followers but not all of them listen and trust her/him. This means you must do a thorough research on this person or such people. See how they have helped businesses- just like yours- in the past? How do they communicate with their followers? And how they can help you reach your business goals?
The complexities when engaging with KOLs
Trust factor kept aside, even if you managed to find a good KOL of you niche, things might not be as smooth as you would hoped for. Your products or services might be checked (and scrutinized) by the KOL, and they may refuse from the deal if they don’t like your offerings.
Another problem is money. Did you know Kendall Jenner earns up to $300K from a post on Instagram promoting a product or brand? How much should your KOL charge really depend on her/him and their ranking on ‘Popularity meter’. Often businesses end up overspending (they get less conversion and ROI).
Let professionals take care of your Weibo promotion
Given all the hassle of finding and engaging KOLs, the best advice is to let the professionals handle things for you. Top online marketing company in China who offers dedicated Sina Weibo advertising services can make things simple and easy for you. They usually have wide reach to such trusted KOLs. Plus, for an all round success for your brand on this Chinese Social Media platform, they integrate the KOL strategy with overall Weibo advertising campaigns that further maximize the return on investment.
So if you’re really serious about banking on over 195 million active users of Weibo- expand your brand’s reach or/and make direct sales- get in touch with a good marketing agency who specializes in Sina Weibo advertising.