As we all know, one of the most successful marketing tools is advertising, hence why choosing the right platform and KOLs is essential to improve on your Return On Investment (ROI).

众所周知，市场营销的重要手段之一就是广告投放，选择适合的平台和KOL对于提高广告的投资回报率十分重要。

In terms of the number of active users and overall influence, in the past 10 years, Weibo has gradually become one of the platforms with a large amount of exposure traffic in the domestic new media industry. According to the report released by Weibo itself, by the end of 2019 the monthly active users of Weibo has reached 516 million. At the same time, the strong social attributes of Weibo makes it an important platform for hot topics and brand exposure, which also makes it an important platform for the advertising of brands.

无论是从用户群体还是影响力上看，在过去的10年间，微博正在逐渐转变为国内新媒体行业中拥有较大曝光流量的平台之一，据微博官方发布的报告显示，截至2019年底，微博的月活跃用户达到5.16亿。同时，微博的强社交属性让它成为各个热点内容输出与品牌曝光的重要途径，这也意味着它是广告投放的主要阵地。

One of the most popular ways to advertise on Weibo is by partnering with a Key Opinion Leader (KOL). However, in order to run a successful campaign, the first step is to understand how to choose a suitable KOL to help promote your brand.

目前，在微博做广告的主要手段就是和KOL合作，因此，要成功达成合作，首先就要了解如何选择一个合适的合作伙伴（KOL）来帮助推广自己的品牌。

Usually, companies run promotional campaigns on Weibo to improve brand awareness and brand popularity through exposure, as well as to generate leads which will (hopefully) translate into sales.

在微博为品牌做推广无非两个目的，一个是通过曝光提高知名度，一个是为了销售转化。

If you have new products to promote, finding some celebrities or leading KOLs to cooperate with can potentially be a good choice, in order to use their popularity and fan base to directly increase sales, but costs will be a significant factor.

如果是新产品需要转化销售，最合适的是找明星或头部KOL合作，利用他们流量和带货能力直接提升销售额，但相应的，花费会较大。

If you are advertising only to achieve greater exposure, whilst keeping your budget under control, you may choose less popular and more niche-oriented KOLs to better target a specific audience.

如果是单纯为了做曝光，可以选择中小型KOL，在控制预算的同时也能做到一定范围内的推广。

Generally speaking, high-performing KOLs can be preliminarily selected by the ranking list available based on a variety of different indicators, such as influence ranking, video playback ranking, etc. On this basis, we can also refer to the KOL list previously selected by a competitor brand while, of course, making sure to avoid advertising similar products at the same time with the same KOL. Another option could be to look for KOLs that promote related but not necessarily competitive products, (e.g.) toothbrush and toothpaste.

一般可以通过依据不同指标进行排名的榜单来初步挑选优质的KOL，比如影响力排名、视频播放量排名等。在这个基础上，可以参考竞品以往选择的KOL名单，但需要避开投放时间接近的，以免相同类型产品的投放影响转化效果。或是寻找有关联属性但又不属于竞品的相关产品的投放账号，如牙刷与牙膏等。

On the basis of defining the brand image and audience, we can match KOLs and our own brand by analyzing the fanbase supporting them, which is mainly based on the number of active fans, age group, gender ratio, regional distribution and other elements. In addition, we can estimate whether the content is in high quality and whether their fans have strong loyalty according to their daily posts.

在明确品牌形象、受众的基础上，通过分析KOL背后的粉丝画像，将KOL与自己的品牌进行匹配度检测，主要可以依据活跃粉丝数、年龄层、男女比例、人群标签、地域分布等元素进行判断。另外可以根据KOL日常的推文内容，判断其内容是否高质量、粉丝是否具有高粘度。

Because data can bring a great deal of benefits to KOLs, the possibility of partial falsification of data is also a factor to take into consideration. We can effectively estimate whether the data of a KOL is true and reliable through Weibo data monitoring, the proportion of likes and comments, interactions, and the' increasing trend of fans, to name a few.

由于数据可以直接带来金钱利益，不排除数据可能有部分伪造的可能性。通过微博数据监控、转赞评比例、互动内容、粉丝变化趋势等，可以有效判断KOL的流量数据是否真实可靠。

To find out more about how to promote your brand on Weibo, don’t hesitate to get in touch with our Eastant team at info@eastant.it.

要更详细地了解如何在微博上推广您的品牌，欢迎随时与我们亦适达团队联系，邮箱：info@eastant.it。