What is KOL? KOL Evaluation

KOL is the abbreviation of Key Opinion Leader. It is usually defined as a person who has more and more accurate product information, is accepted or trusted by the relevant group, and has a greater influence on the purchasing behavior of the group. KOL is regarded as a relatively new marketing method, which plays the advantages of social media in terms of coverage and influence. KOL fans are very sticky and agree with them in all aspects of values, so KOL recommendations are haloed, and fans will really read carefully and like them.

KOL Characteristics

1. Long-term involvement

KOLs have a longer-term and deeper involvement in a certain type of product than other people in the group, so they understand the product better, have a wider source of information, more knowledge and richer experience.

2. Good at interpersonal communication

KOLs are more sociable and talkative than ordinary people. They have strong social abilities and interpersonal communication skills, actively participate in various activities, are good at making friends, and like to talk. They are the opinion center and information release center of the group and have a strong appeal to others.

3. Open personality

KOLs have open mindsets, are quick to accept new things, care about changes in fashion and popular trends, are willing to give priority to using new products, and are early adopters of new products in marketing.

KOL Filtering Conditions

1. Fan range and scale

You can’t just look at the number of fans of an influencer. It may be smoother to work with a small influencer with 10,000 fans than with a medium influencer with 500,000 fans. This is because this small influencer has more active fans, and you can communicate more with the small influencer, thus establishing a longer-term cooperative relationship with them.

For small businesses, these growing influencers with only 10,000 fans have the best cost-effectiveness.

For sellers with monthly sales exceeding 500,000 US dollars, brand promotion and accumulation of brand fans are more important. Therefore, this type of Internet celebrity with 500,000 fans is worth developing as long as the fan group is relatively accurate.

Some sellers may pay more attention to the number of fans and video views when looking for influencers. Theoretically, this is not wrong, but if the influencer you find is not suitable for promoting your products, the effect may be greatly reduced.

2. Types of fans

You need to understand whether the influencer’s fans are highly compatible with your target market (product) or (brand), as well as the fan data, geographical distribution, interests, etc. And pay attention to the tags that influencers are using, so that you can find more influencers who have discussed other related brands, products or industries.

3. Published content

No matter how good an influencer is or how many fans they have, if they frequently share junk content, you'd better not work with them. This will only make passers-by think that your product is as bad as other junk ads they have taken.

4. The degree of interaction between fans and influencers

The reason why I emphasize this is that some of the comments under the celebrities come from new fans, but what kind of celebrities are your best choice? Old fans will keep commenting, leaving comments such as "Old friend, I'm here again" and "I trust you the most, your content is really good". This part of fans has become loyal fans. The higher the loyalty and the higher the trust in this celebrity, the stronger the fans' desire to buy after the celebrity makes a video.

How do these come about? First, the influencer is very good at making videos. Second, the content of what he says is correct and his tone is sincere. Third, he often interacts with his fans. So when judging, first look at the content of the fans' comments, the relationship and feeling between the fans and the influencer, and then see if the influencer actually interacts with the fans. If there is no interaction at all, the effect will not be very good.

KOL promotion method

1. Pay for KOL to do soft implantation.

2. Rely on celebrity images/peripherals.

3. Find industry authorities and experts.

4. Use the company’s resources to produce your own KOLs.