QuestMobile: 2020 KOL Value Insight Report: Who is the big winner in the new way of playing of "sisters" on social media?

Dear friends, what did you think of the last issue of "Advertising Marketing Insight Report"? Some friends left a message in the backstage: How old are you, a post-80s generation, and you still say you are a single dog, how can you be ashamed? Another friend said that you, a post-90s generation, are not looking for the right person, it is obviously a post-80s generation! Friends, remember that life is difficult for post-80s generation. After all, how many people who come from the village can make a comeback, right? Especially now, these black and white swans and gray-brown rhinos are all running around. It is not easy to live, so cherish every moment you have!

Now, getting back to the topic, since everyone is so concerned about the issue of age, today I will share with you the impact of age and generations, and look at the changes in the social media value of “pre-90s female stars (30+ female stars)”.

QuestMobile data shows that in the past few months, starting with "Sisters Who Make Waves" and "Nothing But Thirty", the theme of "female group portrait" has exploded, and 30+ female celebrity KOLs have begun to attract fans crazily, especially attracting young and middle-aged women in first-tier cities (users between 25-40 years old account for nearly 60%). The mutual achievements of celebrities and programs have also triggered a traffic superposition effect.

Female celebrities have always been more affected by age than male celebrities. The rise of this round of "national sisters" has led to a reversal of attention on social media. As of July 2020, the average number of active users of female celebrity KOLs over 30 years old has exceeded that of male celebrities and female celebrities under 30 years old. Among their active users, the proportion of women under 30 years old is also more than 10% higher than the overall number of celebrity active users, and the proportion of people with higher spending power (more than 1,000 yuan) is also about 7% higher than the overall number.

In terms of traffic management, these female stars have broken the single-platform model (Weibo) and are moving towards dual platforms ("Weibo + Douyin" or "Weibo + Xiaohongshou") or even triple platforms (Weibo + Douyin + Xiaohongshu). Social media has also opened up new paths for the commercial value of celebrities. Traditionally, brands and celebrities generally invite celebrities to be spokespersons, image ambassadors, or brand friends, with the main purpose of exposure and traffic. Celebrities can create personalities on social media, directly promote fans and bring goods for products. The audience of 30+ female celebrity KOLs is the core group of "buy, buy, buy", and it is effortless for them to bring goods for beauty, clothing, and home products. Since the beginning of this year, celebrities have made rapid progress in "live streaming and bringing goods", forming an all-round and three-dimensional marketing model with brands.

How to do it specifically? You may want to read the report.

1.1 Dramas and variety shows with themes of “women’s growth” and “female group portraits” are popular on major online video platforms, promoting the growth of platform traffic

1.2 IPs with female growth themes mainly attract young and middle-aged women, and the proportion of audiences with mid-to-high-end consumption power and first-tier cities is higher than the overall market

2. Celebrity KOLs have a wide audience influence through social media

2.1 Among all celebrity KOLs, the number of female celebrity KOLs aged 30+ is less than that of male celebrity KOLs, but they have the highest average number of active users

2. Different social media platforms have different product mechanisms and content distribution methods

3. On the Weibo platform, celebrities interact with fans through topics and super chats

5. On the Kuaishou platform, attract fans by showing real life scenes and interact with fans

6. On the Xiaohongshu platform, celebrities mainly share their own beautiful pictures and recommend good things for life, with beauty and clothing products being the most recommended.

4. Business model based on “selling goods”: Compared with other types of stars, female celebrity KOLs aged 30+ have higher conversion power and greater commercial potential.

5. Grass-roots shopping guide model: 30+ female celebrity KOLs recommend products through content on social platforms to promote products to their fans, among which Weibo and Xiaohongshu have higher conversion rates.

6. Some celebrities create a persona of "good product recommendation officer" and become a sales expert who regularly recommends cost-effective products. Their sales videos are also enthusiastically forwarded by fans.

7. Livestreaming sales model: Brands and celebrities work closely together to turn livestreaming sales into a three-dimensional marketing campaign

8. Brands and celebrities conduct single or group live broadcasts, and most of the products are basic items for daily life, and high sales are achieved through preferential prices