Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turn into a major marketing focus. In the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s full name is Key Opinion Leader, which is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations knowledgeable about the media and with more knowledge in specific fields, who are able to better explain and conduct communication using the users. They are a group of people who are often subjected to new knowledge or activities. For their professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence of this type.
KOL marketing is usually to connect and interact with its brands and items through those who have influence in specific fields. If it is successful, this kind of marketing brings credibility to the promotion plan, enhance brand attributes, and acquire potential customers. KOL marketing is certainly a somewhat new marketing method, which plays an important role in the coverage and influence of social media. In China’s Internet industry, the naming of Li Jiaqi will surely appear in relation to KOL, which pulls probably the most attention. He is known as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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