Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turned into a major marketing focus. In the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key connect to enhance communication.
KOL’s full name is Key Opinion Leader, which is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations informed about the press and with more knowledge in specific fields, that can better explain and conduct communication with the users. These are a group of people that are more frequently encountered with new knowledge or activities. Due to their professional knowledge, they could gain the trust of relevant groups, in order to exert their influence of this type.
KOL marketing is to connect and communicate with its brands and products through those who have influence in specific fields. If it is useful, these kinds of marketing will bring credibility on the promotion plan, enhance brand attributes, and acquire potential prospects. KOL marketing is considered a relatively new marketing technique, which plays a vital role within the coverage and influence of social media marketing. In China’s Internet industry, the naming of Li Jiaqi will truly appear with regards to KOL, which attracts the most attention. He could be called “Mr. lipstick”. For the first day’s 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 view his live streaming.
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