SERVICE · CHINESE INFLUENCER & KOL MARKETING
Chinese influencer and KOL marketing in Australia
We match brands with Chinese-speaking creators in Australia, from real users and small creators (KOCs) to established KOLs, on Xiaohongshu, WeChat, Instagram and YouTube. Every partnership is briefed and disclosed the way Australian consumer law expects.
In short
The creators who move Chinese-Australian buyers are often small, local and trusted, not the biggest names. We start with real users and small creators, measure what people save and ask about, and only then bring in larger KOLs. Every free product and payment is disclosed.
What the numbers say
What our influencer service includes
We handle the creators so your team can focus on the product.
Creator search and vetting
Chinese-speaking creators who live in Australia and post about parenting, home and family life, checked for real audiences and past sponsored posts.
Real-user (KOC) seeding
Small groups of real families who try the product and post honestly, including what they did not like.
KOL partnerships
Larger creators for launches, once we know which messages and products work.
Briefs and disclosure
Bilingual briefs with clear disclosure wording for every free product, discount or payment.
Content rights and reuse
Agreed permission to reuse creator content on your website, marketplace listings and ads.
Reporting
Reach, saves, comments and sales through one tracked place to buy.
How a creator programme runs
- 1
Pick the audience and the platform
Which families you want to reach, and where they actually look: Xiaohongshu, WeChat, Instagram or YouTube.
- 2
Start with real users
A small first round of real families and small creators.
- 3
Learn from the comments
What people ask and save tells us which messages and creators to back.
- 4
Add bigger creators
KOLs and paid amplification only for what has already worked.
Australian rules every creator brief includes
- Paid, gifted or discounted content must say so clearly. The ACCC counts free gifted products as payment.
- Reviews are never edited to remove negative comments, and we never ask for that.
- Australian consumer law applies to posts aimed at Australians in any language, including Chinese.
- Claims about safety or performance must be true for the product sold in Australia.
Further reading and related services
Read about how Chinese-Australian parents discover brands on Xiaohongshu and the rules for reviews and returns after launch.
Chinese influencer marketing in Australia: common questions
What is the difference between a KOL and a KOC?
A KOL is an established creator with a large following. A KOC is a real user or small creator whose posts read like a friend's recommendation. We usually start with KOCs.
Do creators in Australia have to disclose free products?
Yes. The ACCC says payment includes free gifted products as well as money. This is general information, not legal advice.
Which platforms do you use?
Mostly Xiaohongshu and WeChat for Chinese-speaking families, plus Instagram and YouTube, which many Chinese-Australians also use every day.
Can we reuse creator content in our ads?
Yes, when the creator agrees in writing. We include reuse rights in the agreement.
How do you measure results?
Saves, comments and brand searches first, then sales through one tracked place to buy.
Looking for Chinese-speaking creators in Australia?
Tell us your product and audience. We will suggest a small first round and the creators we would start with.
Talk to us →- Jiemian (界面新闻), report on Xiaohongshu's search advertising white paper (January 2024), 19 March 2024.
- ACCC, Scrutiny of influencers and businesses for misleading advertising and online reviews continues, 7 December 2023.
- ACCC, PhotobookShop pays penalties for influencer reviews, 24 March 2026.
- Lowy Institute, Being Chinese in Australia 2023 (daily use of social platforms among Chinese-Australians).
General information only, not legal advice. Check the current rules for your situation.