The State of Influencer Marketing in China: Tacy Yu from KB Street

We have been in China two weeks and we have to say it is more than we expected. Bigger, more modern, more developed and… More different.

As some of you know (and we will explain deeper in future posts) Internet in China is a (almost) paralell world: here you can’t use Google, Youtube, Facebook or Instagram (unless you have a VPN). But they use WeChat (spoiler: for everything) and they have their mobile phones in their hands 24/7.

But it is not just about a platform change: behavior is diferent too. Completely.

Chinese users are, essentially, consumers of information: it is not usual that people produces content, write in blogs or share their images.

Maybe because of that there was no influencer platform in China. There wasn’t until Tacy Yu and her cofounder, Xiameng, decided to bring the idea from the United States and launched KB Street.

What influencer platforms are

If you are not familiar with the concept, influencer platforms are… Platforms that facilitate the contact between brands and people that publish (in a more or less creative way) about them, spread the content or recommendations.
They work like a marketplace: brand send the content to be distributed, choose the profiles according to a specific segmentation that the platform can provide and the influencers receive the propposals. If they decide to publish the content they receive a specific amount of money and the platform takes a share of it.

There are a lot of examples. Some notorious companies in Spain are Brandmanic, Socialpubli or Karmacracy. (Disclaimer: I am a registered user in the former two and I know the founders of all of them).

How much money can make an influencer in China?

This is THE question. Tacy will answer it: