“4 in 10 millennial subscribers say their favorite creator understands them better than their friends” – Think With Google
According to that quote, in this era of millenials, when social media is more powerful than television and magazine, spreading idea and campaign is easier to be closer to their target. You must be familiar with some of the tools and way to communicate your brand to your audience. There are advertisement tools, collaboration with other brand or as simple as choosing KOL. But what is KOL?
KOL or Key Opinion Leader that also known as influencer is one of the type of marketing that has gained a lot of ground to co-exist alongside other forms of digital marketing tools as well as offline marketing strategies. In the era of social media, KOL sells their engagement to the audience with their creation, thought, feeling and also experience. The engagement that connected between the KOL and their audience grows and be extremely responded through the feedback that comes to the surface.
By the group that following them, KOL is now having power as strong as advertisement tools. That’s why, brand is now finding easier way to promote their product and also communicate their message in a better way through how they talk or visualize the message. But which KOL is suitable to our brand? Is the KOL with a huge number of followers will be effective to every brand or not?
By the group that following them, KOL is now having power as strong as advertisement tools. That’s why, brand is now finding easier way to promote their product and also communicate their message in a better way through how they talk or visualize the message. But which KOL is suitable to our brand? Is the KOL with a huge number of followers will be effective to every brand or not?
For example, if your brand is a fashion brand that targeting woman with a high class lifestyle, which one will you choose, Lil Wayne or Sarah Jessica Parker? It’s easy to be answered, right? Next example. Your brand is a sport related product, which one the KOL will you choose, John Mayer or Lionel Messi?
You must be understand the surface idea about choosing KOL. But let’s move to another deeper tips. Now, doing some research. Let’s pick Sarah Jessica Parker. This american actress is more known as Carrie Bradshaw, the role she play on Sex and the City. The image of fashionista is so into her. She also has their own brand for her parfume. So, if your brand is a parfume product, she’s not a good choice. Go to deeper level, she’s followed by groups of mother, the high class one. She also has 3 kids that exposed to be one of the reason of her happiness. So, if your brand is kids related product, she could be one of your choice.
There’s so many way to exercise your sense about choosing KOL. The more important thing is knowing your KOL and his/her audience better. So, good luck for your brand!
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