What is KOL Marketing?
KOL stands for Key Opinion Leader, which means opinion leader, referring to people who express opinions in a certain field and have a certain influence. In fact, in our daily lives today, KOLs can be not only leaders in their fields, but also various internet celebrities, beauty bloggers, anchors, and even celebrity artists. As long as they can influence a large number of people in some aspect, they can be KOLs.
What are the sales models of KOL marketing?
Model 1: Direct sales of goods
This is the main and most common way for KOLs to bring products. Generally, it is a brand owner with a specific consumer group who aims at sales conversion and directly sells specific products through this method. The model of directly selling goods has strong requirements on the professionalism of the KOLs themselves, and they need to have super skills in the vertical field. For example, Li Jiaqi sold 15,000 lipsticks in 5 minutes and Wei Ya set a sales record of 267 million in 2 hours.
Model 2: Planting is better than selling
The ultimate goal of planting grass is also to achieve sales, but it is more implicit than the direct sales method of Model 1. General product features are related to the KOL’s tone. Brands can deeply reach their target audiences through KOLs and disseminate marketing information effectively. Xiaohongshu is a powerful product recommendation machine that gathers many KOLs. For example, when beauty and skin care bloggers teach or share their makeup and skin care skills, Amway products can really be effective in a subtle and silent way.
The core point of the grass-planting model is to establish a sense of "neutrality" and reduce the obvious sales orientation. At the same time, continuous operation is also required, and even the placement of "shills" to provide positive feedback to maintain the popularity.
Mode 3: “Fake promotion”, real PR
The essence is event marketing, which just uses the influence of KOL to accelerate the fermentation of the event. By planning in advance to create explosive news with high sales in a short period of time, the purpose of large-scale information dissemination can be achieved. The "fake sales" and real PR sales model is difficult to implement.
This is the end of the introduction to KOL marketing in this issue. If you want to get more information about KOL marketing, please pay attention and we will continue to answer your questions~
