Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually turn into a major marketing focus. From the era of online marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has become a key hyperlink to enhance communication.
KOL’s owner’s name is essential Opinion Leader, that’s based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations familiar with the media sufficient reason for more knowledge in specific fields, who is able to better explain and conduct communication together with the users. They are a group of people who will be more regularly subjected to new knowledge or activities. For their professional knowledge, they are able to gain the trust of relevant groups, so as to exert their influence in this area.
KOL marketing is to connect and talk with its brands and items through those who have influence in specific fields. Whether it works well, this type of marketing may bring credibility to the promotion plan, enhance brand attributes, and have potential customers. KOL marketing is undoubtedly a rather new marketing method, which plays an important role from the coverage and influence of social media marketing. In China’s Internet industry, the name of Li Jiaqi will truly appear in relation to KOL, which attracts essentially the most attention. He’s called “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold a lot more than 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.
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