Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turn into a major marketing focus. From the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s owner’s 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 acquainted with the media along with more knowledge in specific fields, who is able to better explain and conduct communication with the users. They may be someone who’re more regularly exposed to new knowledge or activities. Because of the 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 connect to its brands and merchandise through folks who suffer from influence in specific fields. Whether it is useful, this kind of marketing will bring credibility to the promotion plan, enhance brand attributes, and get potential customers. KOL marketing is considered a rather new marketing technique, which plays a vital role from the coverage and influence of social networking. In China’s Internet industry, the category of Li Jiaqi will truly appear when it comes to KOL, which attracts one of the most attention. He could be known as “Mr. lipstick”. About the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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