Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually become a major marketing focus. From 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 essential Opinion Leader, that’s derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations informed about the press with more knowledge in specific fields, that can better explain and conduct communication using the users. They are a group of people that are more frequently encountered with new knowledge or activities. For their professional knowledge, they are able to 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 merchandise through people who have influence in specific fields. Whether it works well, this kind of marketing can bring credibility on the promotion plan, enhance brand attributes, and obtain potential prospects. KOL marketing is regarded as a relatively new marketing method, which plays a vital role within the coverage and influence of social media marketing. In China’s Internet industry, the name of Li Jiaqi will truly appear with regards to KOL, which pulls one of the most attention. He’s known as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold a lot more than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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