In China, key opinion leaders or KOLs are often seen as a silver bullet for brands that want to successfully advertise or run marketing campaigns on Chinese social media platforms, such as WeChat. However, many brands have no idea how to leverage KOLs properly.

“[The brand] kind of forced me to use the press release as social content,” said a KOL in a survey conducted by ParkLU, a platform that connects KOLs and brands. “No matter how I explained [it], they were just being stubborn.”

On Thursday, during CHat Shanghai, a conference on WeChat and global messaging trends, Kim Leitzes, the founder and CEO of ParkLU, offered insight into the lives and minds of Chinese KOLs in a talk called “Confessions of a KOL.”

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Eva Xiao

Eva Xiao is a tech reporter based in Shanghai. Contact her at eva.xiao@technode.com or evawxiao (wechat & twitter).