You Don’t Need to Buy Influence in China

Piggy Bank with Chinese Yuan isolated on white background. 3D render

China’s opinion leaders are getting very smart about monetizing their influence, meaning that for many companies, the cost of engaging with trusted voices is rising beyond their budgets.

In this article for the CampaignIQ Quarterly’s Cannes special issueChina, Dealing with the Rising Cost of Influence,” I explain why companies don’t have to resort to greenmail in order to gain and retain influence. Even in an environment where money rains on people with 10,000+ followers, there are ways to win without emptying the piggy bank.