Brands want to see results when they work with a key opinion leader (KOL).  At first glance the immediate sales statistics generated by a KOL might not display a sunny picture. But crude numbers can mislead. Understanding the full context of the data gathered by the KOL campaign is key.

PARKLU

The impact of KOL on Chinese E-commerce sales has been examined by PARKLU, China’s premier influencer marketing platform. Measuring the success of an influencer campaign isn’t easy, especially if that measurement focuses only on immediate sales. The PARKLU assessment suggests that brands should, instead, be looking at the bigger picture. 

The Bigger Picture

When a brand decides to assess how a KOL collaboration might impact their ROI (return on investment), PARKLU emphasises how important it is to register that the value of a KOL should be measured not just by their reach, but also by their ability to interact with a potential shopper at all points of their customer journey.

PARKLU uses the average impression value for any given social platform to determine the Media Value generated by KOLs.