Key Opinion Leaders (KOLs)—or "influencers" as they are often called—are a vital part of online marketing today. And their reach is only getting bigger: According to an iResearch report, last year the number of KOLs in China with a fanbase of over 100k was increased by 51%, of which 23% have over 1 million fans. According to Weibo big data, the KOL market is valued at over 100 billion RMB.

The KOL industry in China is more advanced than anywhere else in the world, according to today's guest Hillary Han. Hillary runs a KOL training program at iResearch, one of the country's leading market research firms. In today's episode, we're doing a deep dive into the industry, from the basic concepts, like how brands utilize KOL resources, to practical suggestions about KOL marketing on different platforms. Hillary not only has experience working with many KOLs, but also she is KOL herself, so we're thrilled to have her as our guide to this fascinating topic.