Influencer Marketing Trends in China in 2025: Tips for Effective Brand Building Through KOLs
In the digital age where online marketing is a key driver, influencers or Key Opinion Leaders (KOLs) have become an essential part of marketing strategies in China. Chinese consumers trust recommendations from online influencers and their personalized content, leading to rapid growth in influencer marketing. This article explores key trends in influencer marketing, tips for building a brand through KOLs, and emerging marketing trends for 2025.
Reasons why influencer marketing in China is something brands shouldn't overlook.
1. A diverse and powerful social media platform.
China has unique and distinct social media platforms compared to the West, such as Weibo, Xiaohongshu (Little Red Book), and Douyin (the Chinese version of TikTok), which serve as crucial channels for influencers to effectively reach their target audience. For example:
- Douyin: A short video platform with over 800 million monthly users.
- Xiaohongshu: It's popular among women for searching for fashion and lifestyle product reviews.
- Weibo: A microblogging platform used by influencers to create conversations with their followers.
2. Consumer behavior showing trust in influencers.
Chinese consumers are more likely to trust influencer recommendations than traditional advertising, according to research. Statista Point out that 75% for Chinese consumers People often decide to buy products after watching reviews from influencers, especially in the fashion, cosmetics, and electronics categories.
3. Investment in this market has been steadily increasing.
The value of the influencer marketing market in China is expected to increase from... 19.8 billion yuan in 2020. is 50 billion yuan in 2025 As more brands invest in this strategy,
Furthermore, influencer marketing in China is supported by the development of cutting-edge technologies such as: AI and Big Data This helps in matching brands with the right KOLs (Key Opinion Leaders) and allows for more accurate analysis of campaign return on investment.
Information from the website Kolsquare It was also added that successful brands often use strategies that address consumer needs across multiple channels, also known as... Omnichannel Approach By linking both online and offline channels, such as using KOLs (Key Opinion Leaders) to create buzz on social media, along with promotions in offline stores, is another effective way to increase sales.
Top Chinese influencers that brands should watch in 2025.
1. Viya Huang – The Queen of Livestreams
Viya is one of the most successful influencers in China, with high sales figures. 3 billion yuan in one night During her live product sales on the Taobao platform, her presentation style emphasized friendly and straightforward communication, making viewers feel confident and more likely to make a purchase.
2. Austin Li Jiaqi – The king of lipstick reviews.
Austin Li, also known as the "Lipstick King," is a beauty influencer who has set a record for reviewing lipsticks. 389 sticks in just 2 hours. And it had high sales figures 145 million yuan In a single live stream
3. Angelababy – Actress and fashion icon.
Angelababy has a large fan base on social media. With her distinctive style and individuality, she is popular among young women who are interested in fashion and lifestyle.
4. Papi Jiang - Video content creator
Papi Jiang is known as a content creator who focuses on fun and accessible content. Her content often reflects social issues and everyday life, making her popular among young people.
5. Li Ziqi – Lifestyle influencers
Li Ziqi rose to fame for her videos showcasing rural Chinese life. With their beautiful visuals and peaceful message, she gained international popularity.
Key approaches to developing influencer marketing strategies.
1. Understand the appropriate platform.
Each type of platform in China has its own unique characteristics that cater to different user needs. For example:
- Douyin: Ideal for creating engaging short videos that grab attention in a short amount of time.
- Xiaohongshu: Focuses on product and lifestyle reviews, suitable for groups that value credibility.
- WeChat: Used for long-term communication and building strong relationships with customers.
2. Use technology to enhance strategy.
Usage AI It helps in analyzing and matching brands with the most suitable influencers in the market, and can also help develop content strategies that are better aligned with the target audience.
3. Focus on building transparency and trust.
Promoting products through influencers should be sincere and transparent. Disclosed that the content is advertising will help build long-term trust with consumers.
4. Create diverse and engaging content.
Designing content that is both creative and informative, such as product reviews, product tips, or live sales broadcasts, will effectively increase engagement and response from the target audience.
According to the information... Kolsquare It was also stated that by 2025, influencer marketing will focus on building long-term relationships with KOLs and more accurately measuring ROI. In particular, creating a clear results analytics system and ongoing collaboration between brands and influencers will be key to success.
HelloAds: Your trusted partner in the Chinese market.
In the rapidly changing world of digital marketing, choosing a partner with expertise is crucial. HelloAds We are ready to help you create the best strategy for entering the Chinese market. We offer comprehensive services ranging from strategic planning and selecting the right KOLs to managing campaigns on leading platforms such as... WeChat, Xiaohongshu, Douyin And effectively measuring ROI.
Services of HelloAds together with:
- Developing an influencer marketing strategy: It helps you identify influencers who are right for your brand.
- Creating and managing accounts on social platforms: From creating accounts and designing content to responding to followers.
- Creating an advertising campaign: This includes using Big Data to personalize campaigns to align with goals.
- Analysis of the results: To ensure you get the maximum ROI from your investment.
If you want to penetrate the Chinese market and build brand recognition. HelloAds This is the answer for you. Contact us today to start your effective and sustainable marketing plan!
Reference information
https://www.statista.com/topics/9579/influencer-marketing-in-china/#:~:text=In%20China%2C%20this%20sector%20was,China’s%20influencer%20marketing%20is%20booming.
https://www.kolsquare.com/en/free-ressources/influencer-marketing-trends-in-2025
