You can’t deny Weibo and WeChat KOL marketing in China is red hot. For any brand hoping to succeed in China, KOLs are hands-down the best method out there. Yet many brands don’t work with them because Weibo and WeChat KOL marketing costs are a total enigma.
Brands can’t make heads or tails of the potential costs.
I personally think China holds the world title for Most Confusing Social Media Ecosystem.
WeChat is essentially a black box with the social data of China’s entire population inside. It all goes in, but very little useful data for marketers comes back out. Weibo, while more open, is a mess and hard to trust. On top of all that, the KOL marketing ecosystem is not standardized and there is little public data on costs.
That’s why I poured over three months of aggregated KOL data from more than 1,100 Weibo and WeChat KOL accounts and compared it to the average price they charge for a brand-sponsored post.
I want to expose the truth about Weibo and WeChat KOL marketing costs and see how they stack up to alternatives like pure ad spend on Weibo and WeChat. My goal is to help you make better marketing decisions and to have clearer expectations when working with KOLs.
*Note: This article will not address ROI. ROI research results are forthcoming.
So, what are Weibo and WeChat KOL marketing costs in China? Find out in this article: