KOS… is a new type of Chinese influencer just born?

KOL, KOC, and now KOS, every day in China a new type of influencer born, and sometimes it can be difficult to keep track. The latest addition to the Chinese influencer marketing ecosystem is a product of Douyin. Let’s try to understand what it is, but first… let’s make a short summary of all the types of influencers that we have in the Chinese influencer marketing ecosystem.

KOLs (Key Opinion Leader)

have developed expertise on a topic and have created relationships with their audience over an extended period.