Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually become a major marketing focus. Inside the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key link to enhance communication.
KOL’s complete name is Key Opinion Leader, which can be produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations familiar with the media and with more knowledge in specific fields, that can better explain and conduct communication together with the users. They’re someone who’re more frequently subjected to new knowledge or activities. Because of the professional knowledge, they are able to gain the trust of relevant groups, to be able to exert their influence in this subject.
KOL marketing is usually to connect and connect to its brands and products through those who have influence in specific fields. Whether or not this is effective, this kind of marketing can bring credibility on the promotion plan, enhance brand attributes, and have potential customers. KOL marketing is undoubtedly a comparatively new marketing technique, which plays a huge role inside the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will really appear with regards to KOL, which attracts essentially the most attention. He’s known as “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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