Internet celebrities or wanghong (网红) are often seen as the golden ticket to promote your brand, but forget not, wanghong campaigns may fail if they are poorly planned, no matter the pedigree of the celebrity. To link wanghong with brands and mitigate risks in brand campaigns, many wanghong agencies were born last year to bridge money-hungry wanghong and audience-hungry brands.

According to Reketan, a wanghong agency with a combined following of 3 million fans, if one brand wants to talk to wanghong without using a middleman agency, the cost for a one-hour video post from a wanghong who owns less than 1 million followers on their Weibo, can be from 2,000 to 3,000 RMB. If their number of followers are over 1 million, then a video campaign can range from 10,000 to 15,000 RMB.

“You might think that you can just give the product to the wanghong and wanghong will do the job for you. But that’s much more difficult than you think,” Hyunjoo Lee, founder and CEO of Reketan told TechNode.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com