Core Insights - The primary concern for brands entering overseas markets is the cost of KOL marketing, which can lead to budget mismanagement if not properly planned [1][8] - Effective budget planning involves considering not just creator fees but also hidden costs such as manpower, tools, product shipping, and advertising rights [1][3] Budget Components - A comprehensive budget for KOL marketing includes several key components beyond just creator fees [3] - Manpower and management costs should be evaluated based on whether the brand uses internal teams, agencies, or marketing software for automation [3] - Creator fees are influenced by factors like follower count, engagement rates, and content type, with video content typically costing more than images [3] - Product shipping and logistics costs must be accounted for, especially for cross-border deliveries [3] - Advertising rights may incur additional costs for using KOL content in paid ads on platforms like Facebook, Instagram, or TikTok, which often yield better results than brand-created ads [3] Strategic Recommendations - Brands should clearly define the activity duration and differentiate between short-term tests and long-term collaborations, as budget requirements will vary [3] - Product input decisions should consider whether to send fixed products or allow KOLs to choose, with a price cap and shipping costs calculated accordingly [3] - Payment structures can vary, with options including per-post payments, commission splits, or a combination, which can motivate KOLs while ensuring their income [3] - The desired volume of content should be established, balancing the need for exposure with budget constraints [3] Cost Efficiency Strategies - Brands can achieve cost-effective KOL marketing by focusing on targeted audience engagement rather than broad outreach [5][7] - Utilizing micro and nano KOLs, who often have higher engagement rates and lower costs, can be beneficial, as demonstrated by brands like Glossier [7] - High-quality user-generated content (UGC) can be repurposed for various marketing channels, reducing the need for new ad shoots [7] - Presenting data on ROI, such as conversion rates per KOL and cost savings from UGC, can help persuade higher management [7] - Highlighting the long-term value of investments in KOL marketing can shift perceptions from viewing it as a one-time expense to a sustainable asset [7][8] Conclusion - The costs associated with overseas KOL marketing can be effectively managed through careful planning and strategic resource allocation, allowing brands to achieve significant impact within budget constraints [8] - As competition in overseas markets intensifies by 2025, viewing marketing budgets as controllable investments will be crucial for maximizing returns [8]