What we talk about Weibo KOL?


When we talk Weibo Marketing, Weibo KOL is an essential part. If you want to win Weibo campaign, take Weibo KOL into deep consideration, which is more than advertisement and traffic.

Weibo: the stage spotlight for KOLs.

Weibo is the largest social platform in China. Before WeChat, Weibo is another main platform for KOLs, and is the largest one, now so. Most Weibo KOLs are specialized in one field, for example KOL in Tourism are professional travelers and adventurers, fashion KOL working in fashion industry who may have his own brand.

Four main types of Weibo KOL

According to the Weibo verified account character, we can know Weibo KOL with following four types.

1. Celebrities/stars

This group of KOL is the most influential. They are usually famous actors, singers, artists, writers, businessmen and so on. Though, this group usually don’t engage in marketing campaign because they in some way need to bear more social responsibility. They would only speak for some well-known brands, like OPPO, VIVO, GUCCI and demand a very high price for endorsing your products.

For example, Yang Mi, Chinese famous Actress, has 75,545,010 fans. Her latest Weibo is pasted today at 13:43, has 14,341 retweets, 9,105 comments and 93,129 likes. Another posted at 01:13 has 42,848 retweets, 26,361 comments and 385,148 likes. Both are personal posts.

On Sep. 12th, Yang Mi retweeted MICHAEL KORS, a fashion brand promotion video and soon this Weibo has 127,031 retweets, 35,605 comments and 185,821 likes. It makes much sense to conversion.

2.  KOL in one field: who are professional in one field

Such as fashion bloggers, food bloggers, fitness bloggers and so on. They are influential in their field, with large fans base, what they share on Weibo will be attracted hundreds of fans to retweet, comment, like and engage with other fans in a short time or say immediately. Most of their fans may have the same tags as them, which is beneficial for brand or products promotion. This kind of KOL is good for some renown entry lux brand or products to collaborate. The cost is relatively reasonable and affordable for them.

For example, papi酱,a famous Weibo original video creators in China, who has 24,830,943 fans. The latest video she made on 8th has 185,437 retweets, 90,408 comments and 420,311likes. She is famous for her literary or artistic talent (graduated from The Central Academy of Drama in China) and humor.

3.  Internet celebrity (Wanghong)

I think this group of people is a miraculous existence in social network, who are famous for their appearance and behaviors. Maybe just a word, a picture or a video, they hit the Internet, maybe in one night, and soon, their fans number boots. They are not as famous and popular as stars and KOLs in one field, but have already had his fans community on Weibo. They usually post some beautiful self-portraits, delicious food, stylish places and some short life funny video. Also, they make broadcast live on Weibo often. Cooperating with high quality Internet celebrity may surprise you and discovering potential Internet celebrity is a “high and deep knowledge”, especially good for niche brand and new original brand.

For example, Li Yutong, hot topic heroine these days on Weibo, has 678,654 fans. These days she and Xue Zhiqian are hot topic on Weibo. I am quite surprised and curious too. Her latest Weibo has 70,087 retweets, 276,096 comments and 276,092 likes.

4.  Grassroots KOL: normal people but with strong personal branding

This group of people are not as famous as Internet celebrity, but they in some way, is a little like the third kind. They are also usually famous in specific field with medium size of fans number. They engage well with other similar Grassroots KOLs and their fans. It’s good for small business to cooperate with.

For example, Fantuanma, a parental Weibo blogger, has 17,221 fans. Her daily Weibo has had 31 retweets, 612 likes and 190 likes. Though not a large number, but most are real and it’s well enough for small business to promote in the beginning.

Above are basic introduction of Weibo KOL, helping you have a glance about Chinese Weibo KOL. These kinds of KOLs, different from exposure, activation, events engagements, and cost, which you maybe most concerned about. Generally, well-known brand would choose the first and second one; the third and fourth are cost-effective for small- and medium-sized enterprises.

As for what type to choose and how to choose, let’s talk it next time. KOL evaluation is an essential step before you start your Weibo KOL marketing, which needs some professional tools, insights research and so on. It’s not an easy thing without a China Based Weibo Agency to help you.

Siyong is a self-starter. She began her career in Jademond as an intern assisting on Chinese content creator. Now her expertise crosses in content marketing, social media marketing and SEO. Her passion in digital marketing makes a quick learner and strong goal achiever.

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