While Instagram and TikTok influencers’ rates are constantly rising for American brands, the Weibo influencers in China also charge super high on their platforms. According to Baoliba data, Chinese Weibo influencers charge around $770 for product placements. However, the pricing depends on various factors. Before you start working with Weibo influencers, it’s essential to take a look at their pricing guide.

🤔 Who are Weibo Influencers?

Weibo, or Sina Weibo, is China’s largest and most influential social media platform with over 578 million monthly active users. Founded in 2009, Weibo is often referred to as the ‘Chinese Twitter’ or ‘China’s Facebook’ due to its unique hybrid model, combining the microblogging features of Twitter with the social networking functions of Facebook.

When launching a marketing campaign in the Chinese market, Xiaohongshu (Little Red Book) is a must-have platform for success.

This platform is uniquely poised to convert western users for brands through the content of influencers and KOLs.

However, before forging partnerships with Xiaohongshu influencers, it is important to know the pricing structures influencers use so your marketing budget is efficient.

Here’s what US brands can expect to pay for Xiaohongshu influencer collaborations and how you can optimize partnerships to maximize ROI.

It seems that the “American dream” of becoming an influencer is not just limited to TikTok and YouTube anymore. Chinese video-sharing platform Bilibili is quickly becoming the rising star of influencer marketing, and with it comes the opportunity for American brands to reach this lucrative market.

For those unfamiliar, Bilibili is a Chinese video platform that boasts its fair share of influencers. The app is primarily used by China’s Generation Z, who view it as a cultural staple. It offers similar content to platforms like Instagram, TikTok, and Twitch. This means Bilibili influencers are highly prized, as they can offer brands the same benefits found on the most popular Western platforms and more.

In the past, I wrote an article for BaoLiba about influencer marketing in China. Among the major social media platforms in the country, I highlighted Zhihu as a platform that is popular with marketers.

Since then, I’ve been contacted by Western advertising agencies that were interested in promoting their brands on the platform. Many of them wanted to know more about how Zhihu pricing works and how much influencers charge for collaborations on the platform.

When it comes to influencer marketing in China, it’s essential to get the pricing correct from the start of any contacts with influencers. A recent report published on Baoliba indicated that China’s Taobao Live influencers earn an average of $2,000 per post. The report also indicated that over 70% of top influencers earn over $4,000 per post.

Many Western brands have used various strategies to enter the Chinese market, including high-profile partnerships with KOLs (Key Opinion Leaders). But they have often had difficulty navigating the complexities of pricing and contracts pertaining to KOL collaborations.

In recent years, Chinese video applications such as Douyin (the Chinese version of TikTok), Kuaishou, and Xiaohongshu have become increasingly popular among marketers looking to access the lucrative China market.

The impressive results achieved by pioneering brands have led to a proliferation of video influencer marketing agencies that help US brands navigate Chinese video applications and engage with local influencers and KOLs.

But it can be hard for US brands to know what is a reasonable price for Chinese video influencer marketing. Brands often ask me questions like “How much do KOLs charge on Chinese platforms?” and “Is Chinese video influencer marketing really worth it?”