The influencer marketing market is expected to reach US $13.8 billion in 2021, which seems not a big cake compared with the global digital advertising investment of more than US $450 billion. However, when the traditional purchase volume competition intensifies, the delivery restrictions are becoming more and more detailed, and the platform delivery is becoming intelligent, online marketing provides another choice for brands to reach consumers. In the view of the global star team, with the help of online Red marketing, Chinese overseas brands can communicate directly with overseas consumers in a more localized way to improve their brand influence. Global star was established in 2020. The team is located in Vancouver, London, Beijing and Shanghai. It mainly provides overseas content marketing planning services for brands in North America. Its core businesses include social media KOL launch Material content production, etc. global star service brands include patpat, urban revivo, huaxizi, kovos and other clothing, beauty and 3C product brands. According to the team, the brand repurchase rate and single customer investment growth are good at present. According to the data provided by the global star team, in terms of blogger resources, at this stage, global star has exclusively signed 116 KOLs in North America, with fans ranging from 300000 to 7 million +, signed 5000 + overseas KOLs for business and 50000 + kolkocs for in-depth cooperation, covering youtube, instagram, tiktok and other platforms. How to formulate marketing plans and measure the effect? Global star's experience is that different brands have different marketing objectives, and global star will formulate corresponding plans according to the brand's needs for exposure, ROI or CPR. In the process of implementation, global star will screen according to the self-developed blogger database, and then match it by manual experience. At the same time, glob will also control the material production and implementation Al star's teams at home and abroad work together to complete the localization of materials. There are many uncontrollable factors in KOL marketing. The pain points of overseas KOL marketing include low contact rate of bloggers, opaque promotion price and low launch execution efficiency. Ren Yufei, founder and CEO of global star, believes that the biggest advantage of global star is that it has an overseas professional team and can sign contracts and negotiate prices with overseas KOL. At present, the contact rate of cooperative bloggers is about 90%, which is related to deep business The bargaining space of about bloggers reaches 10% - 50%. Ren Yufei said that the current monthly revenue of global star has increased by nearly 100 times compared with that in January this year. In terms of profit, it mainly comes from the investment, service fee and material production cost. At the same time, global star is also arranging the live broadcasting business. The influencer marketing benchmark report 2021 survey shows that compared with 2020, the biggest change in online Red marketing in 2021 is the significant growth of brand investment in tiktok. 68% of the respondents in the report will conduct KOL marketing through instagram, followed by tiktok, reaching 45%. Many of the launch cases of global star are in tiktok. Ren Yufei also said that the launch of the brand in tiktok is aimed at generation Z users, and the growth is very fast. However, it seems that tiktok is in the early stage of commercialization, and it is still early to talk about ROI. In particular, the function of tiktok shopping cart in North America is still in the testing stage, and the transformation chain is not perfect. However, the advantage of tiktok lies in its low traffic cost, which is different from others Compared with the platform, the exposure is cheaper. The global star team also shared the data they observed. Generally, the CPR of tiktok platform is more than 1%, which is a good effect. At this stage, for KOL marketing, the brand will also refer to the website inbound and Google search growth. With the gradual development of tiktok commercialization layout and the improvement of transformation effect, the brand can consider making layout in advance. In the field of KOL marketing, many domestic and foreign companies have launched integrated service platforms to integrate and match KOL resources and business needs, evaluate the delivery effect, etc. to what extent will KOL marketing move towards automation? According to the survey results of influencer marketing benchmark report 2021, 56% think it can be automated, and 44% hold the opposite opinion. Ren Yufei said he thinks K Ol marketing is still a labor-intensive work, which is difficult to be replaced in the short term, but it is undeniable that automation will be the development trend in the future. (Xinhua News Agency)