Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually be a major marketing focus. Inside the era of online marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.
KOL’s name is Key Opinion Leader, which can be based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations knowledgeable about the media and with more knowledge in specific fields, who are able to better explain and conduct communication with the users. They’re a group of people who are more regularly subjected to new knowledge or activities. For their professional knowledge, they’re able to gain the trust of relevant groups, to be able to exert their influence of this type.
KOL marketing would be to connect and communicate with its brands and products through folks who suffer from influence in specific fields. If it is effective, this kind of marketing can bring credibility for the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is certainly a rather new marketing method, which plays a vital role in the coverage and influence of social media marketing. In China’s Internet industry, the name of Li Jiaqi will certainly appear when it comes to KOL, which pulls one of the most attention. He or she is known as “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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