Influencers Are Big in China, but Influencer Marketing Is Underutilized - eMarketer
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eMarketer Interview

Influencers Are Big in China, but Influencer Marketing Is Underutilized

Preview from eMarketer PRO

An interview with

Josh Steimle

Founder and CEO, MWI

Topics: Marketing

Interview summary

Influencers are prevalent in the US, but in China, they’re huge. Influencers in China—or key opinion leaders [KOLs], as they’re known in the market—are a diverse community, representing different age groups and interests. So why aren’t more brands in China leveraging influencer marketing? Josh Steimle, founder and CEO of international digital marketing agency MWI, spoke with eMarketer’s David Green about why companies in China might be missing a key marketing opportunity.

Interview

eMarketer: There’s a lot of hype around influencer marketing in the US. Is this the case in China as well?

Josh Steimle: The Chinese market for influencers, or key opinion leaders, is even more developed than it is in the West.