Today I bring back Elijah Whaley, Influencer and CMO of influencer marketing PARKLU to talk about the new sponsored post regulations on Xiaohongshu or Red, Little Red Book.
When these rules were announced around 2 weeks ago, they caused an uproar in the China KOL community and in this episode we’ll tell you why. Xiaohongshu has since then announced that they will issue another press release on May 27th with additional explanations and modifications and then the app itself will be updated on June 10th.
Elijah also shares that many of their clients have paused their campaigns on Xiaohongshu as they are waiting to see what finally happens and many KOLs have temporarily stopped accepting sponsored posts as they are worried about the repercussions from the platform.
Elijah and I have been big proponents of Xiaohongshu, and while we understand where these new rules are coming from, we both agree it was a poor decision and are a bit worried about the long term effect they could have.
I will be recording another episode in late June to give an update on the situation. Also, stick around until the end of the podcast, I share another bit of information that Elijah learned a day or two after we recorded.
*Note: Today’s episode is about a breaking topic, that is currently still in flux, so I want to caveat that when the dust finally settles things may have changed, but this topic is important both to brands and to KOLs and our guest has an insider’s view into it, so I wanted to get him on as soon as I could to share what he knows and bring everyone up to speed.
Marketing 2 China Conference – June 5th & 6th in London
If you want to chat with me and Elijah in person, we will be in London on June 5th and 6th for the Marketing to China conference, along with several other amazing speakers.
If you haven't already purchased your tickets, then you're in luck. You can get a discount using the code LAUREN at checkout. Here's what it will get you:
Hope to see you there! https://marketingtochinaconference.com/
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Notes:
What happened:
Elijah’s take:
Similar issues on Douyin:
When will Chinese platforms allow for democratization of content consumption?
Guest: Elijah Whaley
LinkedIn: https://www.linkedin.com/in/elijahwhaley/
Personal Website: elijahwhaley.com
PARKLU Blog: www.parklu.com/blog
Host: Lauren Hallanan
Website: www.chinainfluencermarketing.com
LinkedIn: https://www.linkedin.com/in/lauren-hallanan/
WeChat: H1212118514
Check out my book: Digital China: Working with Bloggers, Influencers and KOLs
Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog
For additional information and show notes head over to www.chinainfluencermarketing.comIf you like this podcast and know someone who might find it interesting, please share!
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