Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually turn into a major marketing focus. Within the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key link to enhance communication.
KOL’s full name is the vital thing Opinion Leader, which is produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations familiar with the press with more knowledge in specific fields, that can better explain and conduct communication with the users. They are a group of people who are often subjected 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 field.
KOL marketing is to connect and communicate with its brands and merchandise through people who have influence in specific fields. When it is successful, these kinds of marketing can bring credibility for the promotion plan, enhance brand attributes, and get customers. KOL marketing is considered a comparatively new marketing technique, which plays a crucial role from the coverage and influence of social media marketing. In China’s Internet industry, the Li Jiaqi will surely appear in relation to KOL, which attracts one of the most attention. He’s generally known as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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