KOLs who give professional opinions can easily guide the audience’s consumption ideas from multiple perspectives such as user experience.Now that Chinese people are more and more repulsive of advertising, the role of celebrity endorsements has become less and less, and sometimes even has the opposite effect,so as to influence whether consumers buy a product. Therefore, more and more manufacturers tend to choose KOL to endorse their products. This article will introduce the current situation of KOL in China and how to better carry out KOL marketing and promotion.

What does KOL mean?

The full name of KOLs is Key Opinion Leader, and KOL is also called opinion leader. KOL are experts in a certain field. They usually produce their own professional content through different platforms, such as Zhihu, Xiaohongshu, Douyin, Weibo and other social media platforms, attracting the attention of a large number of fans and directly or indirectly affecting the generation of fans. key player in consumer behavior.

The difference between KOL and Internet celebrity

From the perspective of personal success factors, KOLs rely on their professional authority in a specific field to be trusted and recognized by fans. Net reds rely on eye-catching, focusing on exposure and popularity. The reason for redness can be recognized by professional authority, or it can be popular for bringing entertainment to everyone.

The fan base of KOLs is vertical in the field, while the fan base of Internet celebrities is not necessarily accurate, and the fan stickiness is relatively low. In addition, the life cycle of Internet celebrities is generally relatively short. To get quality content, to find content Marketing Service Provider is a good option. If there is no corresponding hard power and content support in the follow-up, it is easy to lose popularity.

Features of KOL

Possess continuous and excellent professional content production capacity

KOLs have more in-depth and long-term research and analysis on certain products than others, so they have a wider range of information sources and more professional and rich knowledge and experience. At the same time, good copywriting ability can better display the content in front of the user, which is favored by the user. KOLs are open-minded, accept new things quickly, care about changes in fashion and fashion trends, and are willing to use new products first. They are early users of new products in marketing.

Have strong social communication skills

KOLs have a high level of interaction with fans on weekdays, and continue to cultivate trust with fans. Over time, fans will trust KOLs more, and fan stickiness is quite high. KOLs have a good sense of user operation and are good at considering from the perspective of fans, which content and products they prefer. When KOLs recommend products, fans will have a higher willingness to buy products, that is, consumption imitation.

Consumption imitation refers to the tendency of consumers to imitate and repeat the behavior of others when they recognize and envy and yearn for the consumption behavior of others. KOLs regard themselves as buyers and users of products, attracting everyone to buy and consume. According to a Hubspot survey, 71% of consumers make purchasing decisions based on their social media preferences.

Where is KOL marketing and promotion going?

With the 2019 traffic dividend on the verge of disappearing and the transformation of user consumption cognition and behavior patterns, the Internet marketing industry has been hit hard. Now the younger generation has a strong ability to identify advertising routines, and the cost of big V placement is getting higher and higher. Due to the high price and low conversion of KOLs, many advertisers cut the budget of KOLs. At this time, the concept of KOC is quietly emerging.

The difference between KOL and KOC

The full name of KOC is Key Opinion Consumer, that is, key opinion consumers, generally referring to consumers who can influence the consumption decision-making behavior of their friends and fans.

KOC plays a small group effect. There is only one KOLs in 10,000 people, but there may be dozens or hundreds of KOC. Compared with KOLs, KOC has fewer fans, and the advantages are that it is more vertical, more interactive, and user trust It will be higher, and KOLs with higher conversions play the attention economy. Now most of the attention on the Internet is concentrated on a few KOLs. The scarcity is destined for the high price of KOLs, but the conversion rate of KOLs cannot be guaranteed. The conversion cost of KOC is much cheaper than that of KOLs.

In addition, from the above chart, we can find a very surprising conclusion, isn’t KOC the former Taobao guest? When you buy something on Taobao, you can generate an exclusive promotion link. When a friend buys something through your link, you can get a commission, which is exactly the same as today’s distribution, referral and other models.

KOL will not be replaced by KOC

KOL is the head, KOC is the long tail, KOC is not a new concept, but it was brought out by many new media at a suitable time. At such a difficult time for digital marketing, the promotion effect is directly linked to KPI indicators. If KOL big Vs are charged by CPM, the price is expensive and the effect is difficult to measure, so people are more inclined to adopt the CPS method. Every promotion method has its life cycle, and it is a process of changing and growing between each other.

KOL has been popular for several years, and now KOC is growing rapidly. There is no right or wrong in KOL marketing. As long as you can achieve your own sales goals, you can combine KOLs and KOCs. While KOLs harvest traffic, you can use a large number of KOCs to influence their small groups to achieve the promotion effect of one product and effect.

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