Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually turned into a major marketing focus. Within the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key url to enhance communication.
KOL’s full name is essential Opinion Leader, which is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations informed about the press and with more knowledge in specific fields, that can better explain and conduct communication with the users. They are a group of people who’re more often encountered with new knowledge or activities. Because of the professional knowledge, they could gain the trust of relevant groups, in order to exert their influence of this type.
KOL marketing is to connect and connect to its brands and products through individuals who have influence in specific fields. When it works well, this kind of marketing may bring credibility on the promotion plan, enhance brand attributes, and have customers. KOL marketing is regarded as a somewhat new marketing method, which plays a crucial role from the coverage and influence of social media marketing. In China’s Internet industry, the category of Li Jiaqi will surely appear when it comes to KOL, which pulls one of the most attention. He’s called “Mr. lipstick”. About the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.
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