Around the world, influencers have become one of the most powerful marketing engines in sectors as different as beauty and skin care, fashion, food and beverage, childcare, and pet care. BCG research indicates that approximately 25% to 30% of global skin care purchases can be attributed to social media influencers, while in China, this figure can reach an impressive 40%.
However, in China, influencer marketing is ever more costly. Fundamentally, the change has been driven by four complexities centered around consumers, influencers, platforms, and competition. These complexities are significantly undermining brands’ efficiency and impact, driving the urgent need for scientific, insight-led influencer marketing transformation.