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China has tens of millions of active social media users. Marketers who want to interact with online communities without spoiling the party are frequently turning to key opinion leaders -- or KOLs -- using platforms like Sina Weibo. Our guests spoke with host Trevor Lai about the best ways to identify, utilize and compensate KOLs to grow brands in China--and which company they think will dominate social media in fast-changing China this year. Get this answer on this week's episode.
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Turning KOLs Into Brand Ambassadors

China has tens of millions of active social media users. Marketers who want to interact with online communities without spoiling the party are frequently turning to key opinion leaders -- or KOLs -- using platforms like Sina Weibo. Our guests spoke with host Trevor Lai about the best ways to identify, utilize and compensate KOLs to grow brands in China--and which company they think will dominate social media in fast-changing China this year. Get this answer on this week's episode.

 

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Thoughtful China was a weekly talk show about creative, media & business affairs in China. The program was produced from 2011 to 2016 and conducted interviews with China's leaders in advertising, brands, digital, marketing and media. More than 180 videos are included in the Thoughtful China series.

By watching the Thoughtful China videos you can learn about trends and issues shaping the world's fastest-growing economy and learn from the country's top advertising, marketing and business executives.

2011 Episodes