KOL
- Matthew Lo
- Aug 29, 2017
- 2 min read
KOL means Key Opinion Leaders. KOL marketing is when a company reaches out to KOL to market their products or service. I noticed that many companies in Hong Kong are adopting this marketing strategy. Oftentimes when I was browsing Instagram, I saw my friends holding a product in their photo.
Here's some examples of KOL
ig: @imjennim
ig: @natalieftm
Why majority KOL are girls
1. They are Youtubers/ Bloggers The majority KOL are girls, probably because many of them publish Youtube videos or regular posts on a niche topic which makes them popular.
2. Girls take selfies more Another reason is the fact that girls like taking selfies more than boys do. Indeed, photos with a facial appearance are more likely to engage the audience. This is why majority of advertisements have a person in it.
ig: @coffee89921
ig: @nataliftm
ig: @tinawzq
Win-win situation 1. Benefits to KOL
a) Money KOL not only receive the products they are given to advertise, a sum will be awarded depending on the number of likes of that post. Usually that ranges from $50-$500. Some KOL receive discount codes. Followers who use this discount code gets a discount while the KOL gets commission. b) latest products KOL also receive promotional offers from time to time. Whenever there's a new product, they get the chance to promote it and thus try it themselves. 2. Benefits to Company
a) Cost effective Massive public marketing campaigns are very costly, especially when advertising on public transport, TV or newspapers. What companies aim for is cost efficient. Finding followers of KOL is the best way to narrow down the demographic and target on that specific segment. Therefore, it's common for cosmetic products to find young KOL to advertise, because most of their followers are female teenagers who are willing to spend money on these products. b) word-of-mouth Word-of-mouth promotion is immensely crucial in a age where social media influences us a lot. You are most likely to have a good impression on the product and probably purchase it if your friends complement it.
c) Organic advertise You'll probably find it annoying when you see an advertisement every 7 posts. The hunt and hike theory explains why you feel comfortable when seeing advertisements in Google because you they might be something you're seeking for, that's the hunt. For hike, it's leisure and relaxing as hiking, advertisements therefore appears to be annoying because it interrupts while you're entertaining.
Interested in being a KOL? Click here to register.
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