Key Opinion Leaders (KOLs) / Influencers Marketing
In 2018, the market of being Internet celebrity/KOL (Key Opinion Leaders) is reaching RMB100 Billions, and this is just the beginning of the internet celebrity economy.
Partnering with Internet celebrity/KOL to market in social media platforms, as the interactions with their followers are actively strong, therefore the trusting relationship is built, their contents are not the same as advertisements; A lot of major brands are using Internet celebrity/KOL to market their products, as they are very effective.
Majority of the Internet celebrity/KOLs are marketing actively in the area of fashion, cosmetics, travels, parenting and fitness, etc.
Different types of brand will need different Internet celebrity/KOL for marketing strategies. The below fees are ballpark estimation for reference only. We will need to confirm the fee with each individual Internet celebrity/KOL.
Million followers level KOL
- Very famous for brand marketing
- Through their social media contents, they help the exposure of the brands and images. These KOL’s social media contents have great influences.
Large KOL
- These KOL running their own businesses and they are authoritarians within their sectors, they already have solid fan base, they can be the spoke-person and spread the messages to their fans and public.
Medium KOL
- The feature of these KOLs are that they have close interactions with their fans, although their fan base is not big, however, they are suitable for message spreading.
Small KOL
These KOLs have their own personal expertise, they are newly entering the social media, however, if the brands focus to work with these KOLs, they might have surprise then.
| Marketing Fees | Douyin | RED (Xiaohongshu) | ||||
| Fan Base | Cost Est. | Fan Base | Cost Est. | Fan Base | Cost Est | |
| Million Fans KOL | 1 Million+ | RMB 45K-55K | 410K-800K | RMB 32K-50K | 560K - 1 Million | RMB 32K-60K |
| Large KOL | 600K-990K | RMB 34K-44K | 110K-400K | RMB 11K-31K | 210K-550K | RMB 8K-31K |
| Medium KOL | 200K-590K | RMB 23K-33K | 60K-100K | RMB 4K-10K | 60K-200K | RMB 4K-7K |
| Small KOL | 100K-190K | RMB 3.2K-1k | 10K-50K | RMB 3K | 10K-50K | RMB 3K |