Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually become a major marketing focus. In the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key connect to enhance communication.
KOL’s complete name is the vital thing Opinion Leader, which is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations familiar with the press and with more knowledge in specific fields, that can better explain and conduct communication using the users. These are a group of people who’re more regularly confronted with new knowledge or activities. Due to their professional knowledge, they could gain the trust of relevant groups, to be able to exert their influence of this type.
KOL marketing is usually to connect and talk with its brands and items through those who have influence in specific fields. If it is effective, this type of marketing may bring credibility towards the promotion plan, enhance brand attributes, and obtain prospective customers. KOL marketing is considered a rather new marketing method, which plays an important role within the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will truly appear with regards to KOL, which pulls essentially the most attention. He could be generally 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 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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