Advice marketing is a hot topic in China. With all the production and fake import scandals (sometimes with lethal outcomes), consumers are not so trusting of official advertisements in China anymore. Instead they prefer to follow what other fellow consumers are saying and doing. As a result, providing advice to others has developed into a well-paid job and simply having an opinion has become a paid-for service. By forming a new type of marketing – Key Opinion Leader marketing (KOL marketing), China is now one of the most popular places for brands to use these types of services. Today we would like to talk about where to look for Chinese KOLs, the types of Chinese social media platforms they use, and the best social media platforms out there for Chinese consumers, as well as answer the most frequently asked questions about those platforms.