Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually turned into a major marketing focus. From the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key link to enhance communication.
KOL’s full name is the vital thing Opinion Leader, which can be based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations acquainted with the press with more knowledge in specific fields, who is able to better explain and conduct communication together with the users. These are a group of people who will be more regularly exposed to new knowledge or activities. Because of their professional knowledge, they are able to gain the trust of relevant groups, in order to exert their influence in this subject.
KOL marketing is usually to connect and communicate with its brands and items through individuals who have influence in specific fields. Whether it is useful, this kind of marketing brings credibility on the promotion plan, enhance brand attributes, and obtain potential customers. KOL marketing is considered a rather new marketing technique, which plays an important role from the coverage and influence of social media marketing. In China’s Internet industry, the category of Li Jiaqi will truly appear when it comes to KOL, which attracts the most attention. He is referred to as “Mr. lipstick”. For the first day’s 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 watch his live streaming.
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