Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually become 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 full name is essential Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations informed about the media with more knowledge in specific fields, that can better explain and conduct communication together with the users. These are a group of people who will be more frequently exposed to new knowledge or activities. Because of the professional knowledge, they’re able to gain the trust of relevant groups, so as to exert their influence in this area.
KOL marketing is usually to connect and connect to its brands and products through individuals who have influence in specific fields. Whether it is successful, this sort of marketing may bring credibility to the promotion plan, enhance brand attributes, and have customers. KOL marketing is certainly a relatively new marketing method, which plays an important role from the coverage and influence of social media marketing. In China’s Internet industry, the name of Li Jiaqi will really appear in terms of KOL, which pulls the most attention. He is referred to as “Mr. lipstick”. Around 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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