Book Review: Working With Bloggers, Influencers, and KOLs

Marketing a product in China is an endeavor that will send chills down any entrepreneur’s spine. The vast market, still full of untapped potential, is riddled with nuance when it comes to consumer behavior. Not only do companies have to make sense of marketing channels and trends to reach Chinese consumers, but they also need to possess a deep understanding of the culture that underpins their tastes and values. 

Navigating these waters can be difficult for local businesses, much less an international one, which is why Working with Bloggers, Influencers, and KOLs by Ashley Galina Dudarenok and Lauren Hallanan is a great resource for those starting out. Veterans in the Chinese marketing space, the authors provide Western audiences with a useful entry point to working with local influencers or KOLs–a powerful strategy for engaging with shoppers in the world’s most populous country. 

The punchy book wastes no time diving into the topic, providing relevant case studies, how-tos for finding the right KOLs, and tips for launching a successful campaign. It strikes a balance between providing basic information, such as tables of all the important social networking sites and popular KOLs, and introducing concepts and strategies that are specific to China. 

For example, one of the chapters delves into multi-channel networks (MCNs), or brokers between brands and influencers, discussing how the former can tap into this unique system to maximum effect. The authors also examine live-stream shopping, which has become one of the most compelling ways to engage and reach Chinese consumers, but is relatively unseen in the West.

Dudarenok is known for being an expert on ecommerce in China and has authored several other books about the topic in her Digital China series. –MC

alarice.com.hk

Cover art courtesy of Alarice. 

Photo by Brooke Cagle on Unsplash

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email
Min Chen
Min is Jumpstart's former Editor-in-Chief.

RELATED POSTS

Top 5 NFT Scam

Top 5 NFT Scam

From art pieces like EVERYDAYS: THE FIRST 5000 DAYS by Mike Winkelmann to cryptopunks and memes like Side-eyeing Chloe, the popularity of Non-Fungible Tokens (NFT) has been on the uptick. They have also been blowing up in value in 2021. NFT sale volumes have surged eightfold, reaching US$10.7 billion in the third quarter of 2021.

What Brands Must Know About China’s Evolving Millennial Buyers

What Brands Must Know About China’s Evolving Millennial Buyers

Earlier this year, climate activist Greta Thunberg called out fast fashion consumers during an interview with a fashion magazine. She said, “If you are buying fast fashion, then you are contributing to that industry and encouraging them to expand and encouraging them to continue their harmful process.”

What Is Femtech and Are Femtech Companies on the Rise

What Is Femtech and Are Femtech Companies on the Rise?

Women’s needs have been largely neglected for years. They get fewer job opportunities, excessive household work, subpar pay and little healthcare attention. Well, no more. The rise of FemTech startups (largely women-run) is changing the healthcare landscape for women. As per a report by CBInsights, FemTech will be worth US$50 billion by 2025. So, what is FemTech, and how can you get started?

Workplace

The Power of Introverts at the Workplace

Psychologist Carl Jung describes introverts as people whose interests are directed inwards and towards their own thoughts or feelings. They typically struggle to adjust to social settings and are perceived as being reserved. Thus, at a workplace, the introvert might come across as a quiet or unsociable person and end up unnoticed, no matter how big their contributions might be.