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isentia.comChinaLuxuryIndustrySocialMediaInfluencersReportSEPTEMBER2017PART3：CULTURE,LIFEANDCELEBRITIESResearchBackground:Influencermarketingisoneofthefastest-growingonlinecustomer-acquisitiontactics.Outperformingorganicsearch,paidsearchandemailmarketinginmanyrecentstudies.ThedigitalagehasseenashiftinmarketingwiththeemergenceoftheseinfluencersorKOL’s(KeyOpinionLeaders)andassuchtheneedtomeasuretheirperformance,alignedwithothermarketingmeasurements,hasbecamebothchallengingandcriticalformarketers.Thisreportlooksattwochallenges-howtoidentifythetopinfluencers,andhowtoleveragetheseinfluencer.OurApproach：AninitialdatapoolcapturefromWeibo,WeChat,videosites,live-streamingsites,KOLrelatedcontentandKOL’swithfansmorethan10,000+identifiedwascompiledandthenanalysedagainstkeymetrics,suchasreads,likes,reposts,comments,buzzandvideoviews,fortheintegratedscore.Datarange:ApriltoJune2017.ChinaLuxuryIndustrySocialMediaInfluencersReport2OnlineInfluencers(KOLs)AnalysisThisIsentiareportispartofaseriesthatlooksattherelativeinfluenceofKOL’sinChina,acrossbeauty,luxuryandcelebrity.Thisreporthasbeendevelopedusinganextensiveframework,market-leadingmedialisteningplatformandanawardwinninganalysisteam.INTRODUCTIONQualityQuantity•PurchaseDrive•BrandRelated•Buzz•Engagement*•Follower•Sentiment*Engagementrepresentsreposts,commentsgainedforinfluencer,andreads,likesgainedinWeChat,andviewsgainedinvideoorlivestreaming,andBaidusearchvolumeetc.Criteria•Minimalcriteria:‒Activeaccountwith1mn(3000)followers•Additionalcriteria:‒KOLWeChatofficialaccountwith10k(3000)articleclicks‒Channelaccountswith10kviews‒TOP100mostinfluentialprofessionalaccountsonTaobao,Zhihu,Douban,Guoke,customerneededforums‒TOP100livestreamingaccountsincludingYY‒CelebritiesandexpertslistsprovidedbyclientDataCoverage(2017April–June)•OpenmediadatafromWeChat,Weibo,TOP10VideoPlatforms,16LivestreamingPlatform,andTaobaoetc.•WeChat:Updatefrequency,articlenumbers,clicks,likesetc.•Weibo:Updatefrequency,comments,repostsetc.•Videos:Followers,updatefrequency,viewsetc.•Livestreaming:Followers,viewsetc.ChinaLuxuryIndustrySocialMediaInfluencersReport3OnlineInfluencers(KOLs)AnalysisKOLSANALYSISSCOPEisentia.comTop20ChinaInfluencersRankingQUANTITYChinaLuxuryIndustrySocialMediaInfluencersReport5CultureTop3CultureInfluencersTOP20KOL985Avg.Score(Allcategory):•思想聚焦（SiXiangJuJiao）ranksthefirstintheCulturecategory.HepostscatchyphrasesandpositivethoughtsaboutlifeinWeiboaccount.•北美吐槽君（NorthAmericanTuCaoJun）sharesstorieslivingabroadfromfollowersandtheytendtoaskforcommentsandadviceinreturn.•陆琪（LuQi）haslargeinfluencebecausehelikestosharerelationship-relatedtopics,whichcatchtheinterestofmostlyfemalenetizens.Shealsoengagedinsomepublicbenefitactivities,whichgaveheragoodreputation.思想聚焦SiXiangJuJiao-BigV1北美吐槽君NorthAmericanTuCaoJun-BigV陆琪LuQi-BigV23ChinaLuxuryIndustrySocialMediaInfluencersReport6CultureTOP20CHINAINFLUENCERSRankAccountNameAccountNameTotalScoreBrandNo.1思想聚焦SiXiangJuJiao116712北美吐槽君NorthAmericanTuCaoJun113423陆琪LuQi111734私人音乐厅Privateconcerthall105945苏芩SuCen105556蕊希RuiXi98967陈茂源ChenMaoYuan98678我与老公的日常Myhusbandandme97889视觉志ShiJueZhi978910张德芬ZhangDeFen9691011娱小读同学StudentYuXiaoDu9601112ayawawaAyawawa9561213小北XiaoBei9461314勺布斯ShaoBuSi9331415张皓宸ZhangHaoChen9261516原来是西门大嫂AuntiXiMen9241617MusicWarsMusicWars9121718冷爱LengAi9101819彩虹合唱团Rainbowchorus9041920微在不懂爱Weizaibudongai89620ChinaLuxuryIndustrySocialMediaInfluencersReport7LifeTop3FashionInfluencersTOP20CHINAINFLUENCERS976Avg.Score(Allcategory):日食记RiShiJi1日日煮RiRiZhu大胃王密子君DaWeiWangMiZi23•FoodandcookingarethemostpopularcontentsintheLifecategory.•‘日食记’(RiShiJi)ranksthefirstasitpostsvideotutorialsonhowtomakefood.Thevideoswereeasytofollowandmakescookingatypeofart,whichattractslotsoffollowers.ChinaLuxuryIndustrySocialMediaInfluencersReport8LifeTOP20CHINAINFLUENCERSRankAccountNameAccountNameTotalScoreBrandNo.1日食记RiShiJi117012日日煮RiRiZhu109823大胃王密子君DaWeiwangMiZiJun107734噗嗤大叔UnclePuchi105945厨娘物语BeautyCateBeautyCate102956丁香园DingXiangYuan100067丁香医生DocterDingXiang96578鲜衣美食君XianYiMeiShiJun96189美食工场Foodiefactory961910造物集ZaoWuJi9591011美食家大雄GastronomeDaXiong9571112下厨房XiaChuFang9391213文怡WenYi9251314君之JunZhi9241415烧伤超人阿宝FireburnsupermanABao9221516张思莱ZhangSiLai9191617范志红FanZhiHong9191718顾中一GongZhongYi9161819豆果美食DouGuoMeiShi9151920私房菜达人SiFangCaiDaRen90820ChinaLuxuryIndustrySocialMediaInfluencersReport9CelebrityTop3FashionInfluencersTOP20CHINAINFLUENCERS989Avg.Score(Allcategory):黄磊-Celebrity1FakeEngagement:57%Angelababy-CelebrityFakeEngagement:56%陈赫-CelebrityFakeEngagement:60%23•Celebritycategoryachievesthehighestscoreamongallcategories.•黄磊ranksthefirstduetofrequentexposuresinrealityshowssuchas‘向往的生活’.Healsocreated‘黄小厨’tosharevideosonhowtomakefoodwhichattractsmorefollowerstohisWeibo.Hisdaughter‘多多’isalsopopularaftertherealityshow‘爸爸去哪儿’.FollowersgotohisWeibooftentocheckonhisdaughter’snewprogressinlife.AllreasonsabovecontributetohishighestrankingamongcelebritiesChinaLuxuryIndustrySocialMediaInfluencersReport10CelebrityTOP20CHINAINFLUENCERSRankAccountNameAccountNameTotalScoreBrandNo.