CIM040: Key Traits You Should Look for in a KOL with Weibo Fashion Influencer Anny Lou

March 5, 2019

Many brands find it difficult to select the right KOLs to work with. My conversation with this week’s guest Anny Lou may help.

Anny is a prominent fashion influencer with over 1.6 million followers on Weibo. While my interview was focused on learning about her career, her thoughts on Weibo, and her experiences working with brands, her responses revealed a great deal about the key characteristics of an influencer who is truly worth working with.

Some of the key traits she reveals are:

A true passion for their subject matter
A desire to share products and experiences that they think will benefit other people, regardless of whether they are getting paid or not
Long-term commitment
Dedicated to building a reciprocal relationship with their audience
Professional and responsible attitude towards working with brands

There are a ton of other great takeaways from the episode, but this is what really stood out to me, that she is a prime example of the type of influencer brands should seek to work with.

What we cover:

How Anny Lou became a fashion influencer

Anny’s fashion knowledge
How Anny’s modelling career took off
When Anny started with Weibo
Being an influencer with a full-time job and how Anny does it all

How does Anny Lou curate her content

Why Anny focuses the most on Weibo
How her team adds to her output
The secret to growing such a large social media following
How to establish a close relationship with a massive social media audience
Frequency - How often do you need to post to generate a following and engagement
Post styles that work with Anny’s followers
How followers’ opinions should play a role in your content

What forms of online tools are part of her work