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 developed into a key connect to enhance communication.
KOL’s full name is the vital thing Opinion Leader, that’s produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations familiar with the press with more knowledge in specific fields, that can better explain and conduct communication with all the users. They may be a group of people who are more frequently encountered with new knowledge or activities. For their professional knowledge, they could gain the trust of relevant groups, to be able to exert their influence of this type.
KOL marketing is to connect and communicate with its brands and items through folks who suffer from influence in specific fields. Whether or not this works well, this kind of marketing will bring credibility for the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is regarded as a comparatively new marketing technique, which plays a huge role inside the coverage and influence of social media. In China’s Internet industry, the Li Jiaqi will surely appear in terms of KOL, which pulls the most attention. He’s referred to as “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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