It’s no surprise that the power of influencers are leading the marketing space in 2022. In our previous blog post, we dived into the concepts of Key Opinion Leaders and Key Opinion Consumers, the latter being a rising trend. Now let’s look at how it can be applied in the real world.
By using social media to indirectly promote a brand with their reviews, Key Opinion Consumers (KOC) are a genuine and trusted method to give products the social proof they need to gain traction. Key Opinion Consumers are everyday consumers who are fond of sharing authentic product reviews on their social media platforms. Their social media followers may not be immense but they have a strong impact on consumers purchasing decisions. Their value comes from their reliability and relatability.
A great platform for KOC Marketing in China is RED (Xiaohongshu). It is definitely the go-to-app for consumers who are interested in learning about products or exploring new ones via reviews and content sharing. KOCs from RED seem credible since they are essentially ordinary people who genuinely want to test a product. The algorithm of RED also helps as it ranks posts according to quality and displays them first in the main feed. Hence, serving as an incentive for users on this platform to share their reviews.
OUR CASE STUDY:
Here at IG Marketing Solutions, we saw the incredible opportunity of utilizing the KOC strategy and implemented it in our recent campaign promoting a new app launch. As the infographic (see below) demonstrates, we saw astounding results. We used a variety of influencers, a combination of KOC and KOL, (mainly KOC) to review and promote the app on their personal RED account. There was a significant rise in sign ups, transactions and purchases for the app as compared to the month before. Another notable achievement was being ranked in the Top 100 right after the launch.
- 334% higher sign ups
- 854% more transactions
The Chinese social media landscape is different from other countries. With the language barrier and rapid development of new social media platforms, you will need an agency that specializes in influencer marketing in China. KOC marketing is more than sending in products for a review. It requires a professional and experienced communication team, to successfully execute the plan. Luckily at IG Marketing Solutions we are experts with the numbers to prove it. Contact us today to elevate your business.
IMAGE VIA MEDIUM
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