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 internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key connect to enhance communication.
KOL’s full name is essential Opinion Leader, which can be produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations informed about the media along with more knowledge in specific fields, who can better explain and conduct communication with all the users. They’re someone who are more often subjected to new knowledge or activities. For their professional knowledge, they could gain the trust of relevant groups, in order to exert their influence in this area.
KOL marketing is to connect and interact with its brands and products through folks who suffer from influence in specific fields. When it is successful, these kinds of marketing may bring credibility to the promotion plan, enhance brand attributes, and have customers. KOL marketing is regarded as a somewhat new marketing method, which plays a vital role from the coverage and influence of social websites. In China’s Internet industry, the category of Li Jiaqi will surely appear in terms of KOL, which attracts probably the most attention. He could be 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 minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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