Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually be a major marketing focus. From the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key hyperlink to enhance communication.
KOL’s owner’s name is Key Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations acquainted with the media with more knowledge in specific fields, who are able to better explain and conduct communication with all the users. They’re someone who are more regularly confronted with new knowledge or activities. Because of their professional knowledge, they are able to gain the trust of relevant groups, in an attempt to exert their influence in this field.
KOL marketing is usually to connect and connect to its brands and items through people who have influence in specific fields. Whether or not this is successful, this sort of marketing brings credibility for the promotion plan, enhance brand attributes, and have potential prospects. KOL marketing is undoubtedly a somewhat new marketing technique, which plays a huge role within the coverage and influence of social networking. In China’s Internet industry, the name of Li Jiaqi will surely appear in relation to KOL, which attracts the most attention. He could be known as “Mr. lipstick”. Around the first day of 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 look at his live streaming.
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