How will Xiaohongshu’s tougher supervision of KOL promoted ads impact brands?
【Posted on: 2019 March】
Xiaohongshu recently strengthened its supervision on KOL promoted ads; such ads must be marked clearly, or risk being restricted or even deleted.
The impact this has is:
- Xiaohongshu KOL fees increasing as KOLs are worried that even soft selling will run the risk of violating these new rules
- Xiaohongshu KOLs becoming increasingly strict with promoting sponsored products since marking content as promoted means that reach is reduced by more than 5 times as compared to micro-influencer content
Considering this Chinese ‘ad-pocalypse’, we recommend that brands adopt an integrated approach that combines micro-influencer content with SSO.
How can brands like yours expand their marketing influence and increase sales on Xiaohongshu? Get in touch with the OctoPlus Media team and do better with marketing in China.
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