Influencer Marketing (KOL/KOC)

Influencer Marketing (KOL/KOC)

Xiaohongshu and Douyin KOL/KOC marketing in China

We plan and run campaigns with vetted KOLs and KOCs on Xiaohongshu and Douyin, so the right people get useful context about your product: a launch, an explanation, an answer to a buying concern, or a measurable next step.

Get a free creator check

How pricing works

Xiaohongshu

Douyin

KOL

KOC

No fake engagement

Xiaohongshu search results, a creator note and a Douyin video about a sample skincare brand

Why it matters

Why it matters

Lots of exposure, but not the right people?

Creator campaigns can reach a large audience and still miss your buyers. Big numbers don’t help if the people watching will never buy, or don’t believe the creator.

We choose creators for audience fit and credibility, brief them on what must be accurate, and track what the campaign actually led to.

A creator shortlist for a sample skincare brand, with fit checks for each creator

Example · What a creator check records

Example · Creator check

Which creators and angles fit your category

Pick a platform. The check records popular content angles, 5 sample creators with their tier and fit, and 3 content directions.

1 · Pick a platform · example: a children’s car seat brand

Creator record · Xiaohongshu · children’s car seats

Checked: [date]

Popular content angles

Real-life test

“我家娃坐了 3 个月的安全座椅，说说真实感受”

Expert explainer

“儿科护士：安全座椅这 4 点一定要看”

Small-car fit

“小车也能装！3 款安全座椅实测”

5 sample creators

CreatorTierFollowersWhy they fit
Creator AKOC5k–20kReal family use; detailed comments from parents
Creator BMid-tier KOL100k–300kPaediatric nurse; explains safety standards
Creator CKOC10k–30kTwo children; honest pros and cons
Creator DMicro KOL30k–80kSmall-car owners in tier-1 cities
Creator EMid-tier KOL200k–500kProduct round-ups; check engagement quality

Illustrative example: brand and creators are placeholders. Real checks name real creators, with their public profiles and the date checked.

In practice

What creator work looks like across industries

Six categories, each with its own creators: skincare, camping, cookware, e-bikes, strollers and luggage. Click any screen to see it larger.

1 / 6

KOL and KOC

KOL and KOC

Two kinds of creator, two different jobs

Most campaigns use both. KOLs explain the product and lend it credibility; KOCs show it in everyday life and fill search results with real experiences. We set the mix around what your buyers need to hear, and from whom.

A KOL filming a product explanation at home, with a sample Xiaohongshu profile card

KOL

Key Opinion Leader

A creator with real expertise, reach or authority in your category, such as a skincare formulator, an audio reviewer or a travel photographer. Their followers come to them for an informed opinion, so a KOL post works as a trusted explanation of what your product is and why it is different.

Best for

Launches, premium or technical products, and categories where buyers want someone knowledgeable to explain the difference.

Typical formats

In-depth reviews, tutorials, side-by-side comparisons and livestream explainers on Xiaohongshu and Douyin.

Following

Usually tens of thousands to millions of followers, with fees to match.

How we check them

Audience fit, past brand work, comment quality and signs of bought followers, using platform data before anyone is booked.

A KOC filming an unboxing on the sofa, with a sample Xiaohongshu profile card

KOC

Key Opinion Consumer

An everyday user with a smaller, closer following who posts about what they actually buy and use. Their followers treat them as peers, so a KOC post reads like an honest recommendation from someone who lives with the product.

Best for

Everyday consumer products, building search presence, and showing real use across many homes, cities and budgets.

Typical formats

Unboxings, first impressions, “two weeks later” follow-ups and everyday-use notes, mostly on Xiaohongshu.

Following

Usually a few hundred to tens of thousands of followers, often booked in groups so buyers see many voices.

How we check them

Real posting history, genuine comments and a believable fit with your buyer, with every post reviewed before it goes live.

Four checks before we recommend a creator

Our line: we don’t buy fake engagement. Suspicious data is investigated and can be a reason to decline a creator. Vetting relies on the information available, so we can’t verify every follower or guarantee audience reactions.

What we check

  • Category relevance of past content
  • Audience background and region
  • How closely followers match your target customers

Red flags we investigate

An audience mostly outside your target regions

Followers who engage mainly with unrelated categories

Shortlist · Audience fit

A
Creator AKOC · Home & living

Home and living audience in the cities you sell in

Fits
B
Creator BKOL · Interior design

Follows interior design; broad age range

Fits
C
Creator CKOC · Parenting

Parenting audience with little overlap with your buyers

Not a fit

Fictional creators, shown to illustrate the method. Every real shortlist explains why each creator fits, and you approve each one before anyone commits.

What’s included

What’s included

What we handle in a campaign

The exact scope is agreed for each campaign.

  1. Campaign brief

    Example format

    Brief · [Product] launch on Xiaohongshu

    Decision to move: try [product] before winter

    Audience: parents in tier-1 cities

    Mix: 2 KOLs for credibility, 10 KOCs for real use

How it works

How it works

From brief to report in four phases

You approve every creator and every piece of content before it goes live.

  1. Phase 1Brief

    Steps 01–02

    You get
    • A workable campaign brief
    • An agreed scope and budget structure
    How we do it

    Define the decision

    You share the product, audience, goals, background and budget.

    Agree scope and spend

    We confirm platforms, our work and how creator spend is approved, plus samples, stock, logistics and where interest should go.

  2. Phase 2Select

    Steps 03–04

    You get
    • A shortlist with reasons
    • Clear agreements and responsibilities
    How we do it

    Find and vet creators

    We assess audience fit, content quality, engagement evidence and commercial fit.

    Approve creators and terms

    Before anyone commits, we confirm deliverables, fees, usage rights, revisions and posting requirements.

  3. Phase 3Create

    Steps 05–06

    You get
    • Creators ready to make the content
    • Content through the agreed review
    How we do it

    Brief and prepare

    Creators receive product background, approved facts, requirements and creative direction. Samples are arranged if needed.

    Review content

    We coordinate feedback; you handle product and claims questions. Changes to fees or rights are agreed explicitly.

  4. Phase 4Report

    Steps 07–08

    You get
    • Posts live, with a follow-up process
    • Evidence for the next campaign
    How we do it

    Publish and follow up

    We track posting against commitments. Your sales, service or e-commerce team is ready to handle interest.

    Report and decide

    We review delivery, audience response and the actions we can reasonably attribute, plus themes and questions worth reusing.

Phase 1 of 4 · Brief

The report becomes the evidence for your next campaign.

Pricing

Pricing

Priced per campaign, in two clear parts

Every campaign is quoted separately, because creator fees depend on who you work with and what they make.

Tell us your goal and budget, and we’ll come back with a campaign plan and a quote.

Step 1 · Creator mix

A few KOLs to explain, plus consumer-style KOCs to show real use.

Step 2 · Add only what you need

Your campaign quote

Two parts, nothing hidden

  1. 1Management feeOur planning, creator evaluation, coordination, content review and reporting.
  2. 2Creator feesPaid to the creators you choose, for the agreed content and usage rights.
  3. 3Agreed separatelyNothing extra selected. Add only what your campaign needs.
Request a plan and quote →

Standard usage rights: you can repost creator content on your own official accounts, with credit, for 3 months. Ads, re-edits, offline materials, longer terms and exclusivity cost extra.

Registering a collaboration on Xiaohongshu (Pugongying) or Douyin (Xingtu) costs extra, and you decide whether to register. If you choose not to, we need your written confirmation, and you accept the platform risk.

Who does what

Who does what

Who is responsible for what

Creators are independent, so some decisions are always theirs.

The Verse Press

Strategy, creator search and vetting, outreach and terms, briefs, review coordination, publishing tracking and reporting.

Platforms, scope and how creator spend is approved

Search, vetting and a shortlist with reasons; terms

Briefs, samples arranged; review coordinated

Posts tracked; a report per creator

You

Product facts and claims, approvals, samples, budget sign-off, and a team ready to handle the interest a campaign creates.

Product, audience, goals and budget

Approving creators, fees and usage rights

Samples; checking product facts and claims

Handling the interest; deciding the next campaign

Creators

Whether they accept, their posting dates within the agreement, and how their audience responds.

—

Whether to accept

Content in their own style, within the brief

Posting within the agreement; their audience responds

How we measure

How we measure

What we report, and what we don’t promise

We report per creator, so you can see what worked.

A creator's public Xiaohongshu post about a sample skincare brand, with its public numbers

What anyone can see, captured with a date.

How we measure

Example format

[Brand] · Campaign report · [Campaign]

Creator [A] · delivery[1 note] posted [date], as agreedPer creator
Audience response[likes · comments · saves]Platform data, with date
Actions we can attribute[e.g. enquiries using a code]Method stated
What worked[themes and questions]For the next brief
Reuse[where content can be reused]Within the agreed rights

We report per creator, so you can see what worked.

What we don’t promise

  • That a specific creator accepts
  • Posting dates outside the agreement
  • Content performance or audience reactions
  • Whether posts appear in platform search or AI answers

Creators are independent, and platforms decide search and AI features.

FAQ

FAQ

Questions about creator campaigns

Not sure which creators fit your category? Ask for a free creator check.

A KOL has relevant influence or expertise and the right audience. A KOC is a consumer-style creator whose everyday reviews feel credible to buyers. Many campaigns use both.

Free creator check

Free creator check

See which creators and angles fit your category

Tell us three things about your brand. We’ll look at your category on Xiaohongshu or Douyin and send you a one-page summary.

  • Popular content angles in your category

  • A sample of 5 candidate creators, with their tier and relevant work

  • 3 content directions to consider

  • Sent within 3 working days of receiving your details

Template of the creator check one-page summary

The one-page summary you’ll receive (template shown). It notes the platform, search terms and date.

Request your free creator check

We use these details only to reply, send your summary and prepare a quote. We don’t pass them to third parties, and we delete them after 12 months if we don’t work together.

We reply within 1 working day and send your one-page summary within 3 working days. Prepared by The Verse Press Limited, Qianhai, Shenzhen.

Read our Privacy Policy →

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A publication report and news card for a sample software brand's Chinese launch
MEDIA · ILLUSTRATIVE IMAGE

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Choose from 8,000+ Chinese media outlets (as of September 2026) and pay per outlet or per package. No monthly fee, no retainer.

Pay per outletCurated packagesNo retainer
Packages from US$700
Explore the service
Doubao answer that names a sample skincare brand
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See how Doubao, DeepSeek and other AI engines describe you, improve the sources behind their answers, and re-check every month.

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From US$1,008/month · 12-month contract
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See what buyers in China find about you

Tell us your category and target market. We’ll show you what Chinese media, AI engines and social platforms say about your brand today, and where to start.

Get a free check

or email service@theversepress.com

See what buyers in China find about you

Tell us your category and target market. We’ll show you what Chinese media, AI engines and social platforms say about your brand today, and where to start.

Get a free check

or email service@theversepress.com

See what buyers in China find about you

Tell us your category and target market. We’ll show you what Chinese media, AI engines and social platforms say about your brand today, and where to start.

Get a free check

or email service@theversepress.com