Though its growth has cooled down a bit, short video app Douyin is still one of the most popular social media platforms in China. Today I have on another Douyin content creator Brian O’Shea, who […]

Though its growth has cooled down a bit, short video app Douyin is still one of the most popular social media platforms in China. Today I have on another Douyin content creator Brian O’Shea, who you might know by his account name Tastebuds or his nickname Dumpling Brother. Brian is one of those crazy Douyin success stories, garnering 5 million followers in a little over 6 months. His success is a true testament to the power of niching down. Besides hearing his amazing story, we also talk about:   The problem with being pigeonholed into one type of content Has Douyin plateaued? Why Douyin Challenges have backfired and caused viewers to become bored Why Douyin influencers feel pressured to join multi-channel networks (MCNs) The mysterious Douyin homepage algorithm and getting your content seen Douyin’s strict content moderation Creating sponsored posts for brands     Guest: Brian O’Shea Douyin account Email: [email protected]    Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat ID: h1212118514   Mentioned in the Episode: CIM Episode 026: From Zero to 350K Followers in Several Months – Why Douyin is This Year’s Biggest Opportunity with Top F&B Influencer Antoine Bunel   CIM Episode 018: Douyin 101: Everything Brands Need to Know About China’s Hottest New Social Media Platform with Fabian Bern of Uplab Asia     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast, please take a moment to rate and review us on iTunes!

This episode is the first of a new bi-weekly series I’m trying out where my assistant and I will talk about a couple articles that have been featured in the China Influencer Update newsletter and […]

This episode is the first of a new bi-weekly series I’m trying out where my assistant and I will talk about a couple articles that have been featured in the China Influencer Update newsletter and discuss them in a bit more depth.   My assistant, Kejie Yi, is a Chinese journalism student. She loves Chinese social media and influencers and previously interned with the infamous Chinese fashion blogger Becky Li. I know many of you want to know more about young Chinese consumers so hopefully Kejie can provide some insight since she is one herself!   In this episode we discuss two articles, the first is an article on WeChat stories and the impact they may have on WeChat Official Accounts, and the second is Newrank’s 19 Digital marketing predictions for 2019.       Guest: Kejie Yi LinkedIn: https://www.linkedin.com/in/kejieyi/   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: h1212118514 Get your copy of my Amazon bestseller “Digital China: Working with Bloggers, Influencers and KOLs”      Mentioned in the Episode: Subscribe to The China Influencer Update newsletter   Is WeChat Stories a chance for fashion influencers to disrupt the stagnant ecosystem? 深度|“微信stories”浮出水面，国内时尚博主会重新洗牌吗？   Newrank’s 19 Digital Marketing Predictions for 2019 2019新媒体趋势预测：竖屏为王，泡沫尽去   Vertical TV: Douyin account 七舅脑爷   OMO Yitiao 一条 A case study of super social commerce WeChat account – Yitiao Rishiji 日食记   Private traffic Mimeng （咪蒙） Yuxiaoge     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!

Yihan Yu shares her experience working in-house for a brand running their China influencer marketing campaigns. We dive deep into this experience and she shares some amazing perspectives and takeaways that I know you’ll find useful, particularly if you’re relatively new to the China market.   We also discuss China influencer marketing best practices such as how she finds and evaluates KOLs, the importance of developing relationships with them, and the benefit of taking a chance on a KOL early on in their career. She also shares some of the most common questions or misperceptions her clients have about influencer marketing in China.   Guest: Yihan Yu Email: [email protected] Xiaohongshu Account: Yihan Instagram: Yihan_Yu   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: h1212118514   Sign Up for The China Influencer Update newsletter!   Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!

In this episode Miro Li and I discuss our recently published guide to the social commerce platform Xiaohongshu or RED. While tons of people have grabbed the report, we know a lot of you are busy and probably haven’t had time to actually sit down and read it cover to cover so we wanted to create an episode where we go through the report and highlight key points. And even if you have read it, I suggest you still listen to the podcast because you might learn something new that you missed.   If you don’t yet have a copy of the report, you can grab one from the link below. I predict that Xiaohongshu will be one of the most influential Chinese social media platforms in 2019 so I strongly suggest you start learning about it now!   Guest: Miro Li Website: https://www.doublevconsulting.com/ Email: [email protected] WeChat ID: miro509   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514   Mentioned in the Episode: Download Your Guide to Xiaohongshu   CIM Episode 027: Xiaohongshu 101 with Elaine Wong of Double V. Consulting   CIM Episode 034: What Brands Need to Know About Working with Influencers on Xiaohongshu with Influencer Claire Jiang     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!

In this episode I spoke with Claire Jiang about one of the hottest topics of 2018, the social media platform Xiaohongshu. Claire is an influencer on Xiaohongshu with over 80,000 followers. She has been actively posting on the platform since late 2016 so she has a deep understanding of the platform culture, the best types of content, and she particularly had some great insights on user behavior.   Some of the topics we discussed include: why she chose Xiaohongshu over other social media platforms Xiaohongshu’s stringent rules for sponsored posts and how she deals with them How Xiaohongshu has grown and changed this year What brands need to consider if they’re going to work with influencers on Xiaohongshu, specifically when it comes to product seeding, content, and sales results     Guest: Xiaohongshu Account: @姜面条儿 Email: [email protected]   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514   Mentioned in the episode: Sign up to be notified about my new book! Chart with Xiaohongshu influencer sizes and prices   Additional resources: CIM Episode 027: Xiaohongshu 101 with Elaine Wong of Double V. Consulting Redbook Is a Vital Part of Any Beauty Brand’s Marketing Mix 3 Things I’ve Learned Building a Xiaohongshu KOL Account Search Engine Optimization in China Utilizing a KOL Strategy The Little Red Book is a social e-commerce platform that’s not an e-commerce platform at all     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!

In this episode I had Michael Norris back on the podcast to discuss his latest report on China’s short video industry titled “China’s Short Video Landscape: What You Need To Know Before 2019 with Michael Norris”. For those unfamiliar with Michael, he is a Consumer Research Manager at Resonance China.   In this episode we go over the report and dig into a bit more of the details. Some of the questions I ask Michael include:   What is the future of Weishi? Will Douyin fizzle out next year? What are some major myths that keep circulating about Douyin? Which industries are best suited for short video? What does it take to have a viral video? Is it worth it to open an official brand account on a short video platform or is it better to spend that budget to collaborate with influencers? What are the key times to publish content on these newer short video platforms? (hint: with their algorithms the answer might not be what you think)   Guest: Michael Norris LinkedIn: https://www.linkedin.com/in/michaeljohnnorris/ Mini-program: 消费趋势指南   Host: Lauren Hallanan Website: www.laurenhallanan.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ Medium: www.themeetgroup.com/blog  WeChat ID: h1212118514   Mentioned in the Episode: Report Dropbox link: https://www.dropbox.com/s/3ggng9hyxl1ss4h/Short_Video_What_You_Need_To_Know_Report_FINAL%20COPY%20FOR%20RELEASE.pdf?dl=0   Report Baidu link: https://pan.baidu.com/s/1yb_fUJUfptgyEKGEdkDpgA   Michael Norris’ previous episodes: http://www.chinainfluencermarketing.com/2018/08/cim029/   http://www.chinainfluencermarketing.com/2018/08/cim030/     Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com     If you like this podcast and know someone who might find it interesting, please share!