Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually turn into a major marketing focus. Within the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key connect to enhance communication.

KOL’s complete name is Key Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations informed about the media with more knowledge in specific fields, that can better explain and conduct communication with the users. They’re someone that are often confronted with new knowledge or activities. Due to their professional knowledge, they’re able to gain the trust of relevant groups, so as to exert their influence of this type.

KOL marketing is always to connect and talk with its brands and products through individuals who have influence in specific fields. If it works well, this kind of marketing will bring credibility for the promotion plan, enhance brand attributes, and acquire potential customers. KOL marketing is considered a rather new marketing technique, which plays a vital role from the coverage and influence of social media. In China’s Internet industry, the naming of Li Jiaqi will surely appear when it comes to KOL, which attracts one of the most attention. He’s generally known as “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater 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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