Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually become a major marketing focus. Within the era of internet marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s full name is the vital thing Opinion Leader, which can be derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations acquainted with the press sufficient reason for more knowledge in specific fields, that can better explain and conduct communication with all the users. They may be a group of people who will be more regularly encountered with new knowledge or activities. Due to their professional knowledge, they are able to gain the trust of relevant groups, so as to exert their influence in this field.
KOL marketing is to connect and connect to its brands and products through individuals who have influence in specific fields. If it works well, this kind of marketing will bring credibility to the promotion plan, enhance brand attributes, and have potential customers. KOL marketing is certainly a rather new marketing technique, which plays a crucial role inside the coverage and influence of social websites. In China’s Internet industry, the category of Li Jiaqi will truly appear with regards to KOL, which attracts one of the most attention. He or she is referred to as “Mr. lipstick”. Around the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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