Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually become a major marketing focus. Within the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.
KOL’s full name is Key Opinion Leader, that’s produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media with more knowledge in specific fields, that can better explain and conduct communication using the users. They may be someone who are often exposed to new knowledge or activities. Because of their professional knowledge, they can gain the trust of relevant groups, in order to exert their influence in this field.
KOL marketing is always to connect and communicate with its brands and items through individuals who have influence in specific fields. Whether it is successful, this sort of marketing can bring credibility to the promotion plan, enhance brand attributes, and obtain prospective customers. KOL marketing is undoubtedly a rather new marketing technique, which plays a crucial role in the coverage and influence of social media marketing. In China’s Internet industry, the category of Li Jiaqi will surely appear in relation to KOL, which pulls one of the most attention. He is called “Mr. lipstick”. Around the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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