Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turn into a major marketing focus. From the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s complete name is vital Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations knowledgeable about the media along with more knowledge in specific fields, who is able to better explain and conduct communication using the users. They may be a group of people who’re more regularly exposed to new knowledge or activities. For their professional knowledge, they can gain the trust of relevant groups, to be able to exert their influence in this area.
KOL marketing is usually to connect and communicate with its brands and products through people who have influence in specific fields. Whether or not this is useful, this kind of marketing will bring credibility on the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is considered a somewhat new marketing method, which plays a vital role in the coverage and influence of social networking. In China’s Internet industry, the naming of Li Jiaqi will certainly appear in terms of KOL, which attracts essentially the most attention. He’s generally known as “Mr. lipstick”. Around the first day of Taobao’s Double 11 shopping carnival in 2019, he sold a lot more than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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