Influencer marketing: beyond the hype
This article is part of a series of articles on influencer marketing. Read more.
China’s influencer marketing industry is three to five years ahead of the rest of the world. The advanced functionality and integration of social media, e-commerce, and digital payment in China has enabled business models that are yet to be explored in other countries. However, global tech companies like Facebook, Google, and Amazon have been paying close attention to what’s going on in China and are starting to make changes to their products that resemble China tech. Knowing what’s coming and what works in the future environment can provide a distinct advantage to those in the know. With that in mind, we’ll explore where China’s influencer marketing ecosystem is today and what’s likely to come next in the West. In particular, we look at influencer incubators, e-commerce influencers, social search optimization, influencer marketing platforms and influencer-led creative studios.