At present, the retail profession is looking for new online marketing methods, the phenomenon of "net red KOL" with goods is particularly outstanding, KOL is leading the new trend of Internet online marketing, becoming an indispensable part of the brand communication chain. In addition to KOL, KOS, KOF, KOC these are also very common in online marketing, do you know what they mean?
KOL: Key Opinion Leader Key Opinion Leader
KOLs are attributed to people who have a voice in a profession. In online marketing, traffic stars mainly based on Internet celebrities, including Li Jiaqi and papi sauce, have many fans in various social media, and have become the object of competition between e-commerce channels and brand owners.
Case
As shown in the figure, according to iiMedia Research, 30% of Chinese consumers will have unplanned consumption through the "planting" of social platform KOLs in 2021.
KOS: Key Opinion Spreader Key Opinion Disseminator
KOS is more hidden in some private domains, such as circle of friends, community, tie-bar, forum, etc. A certain vertical field of talent, the fan base is not as good as KOLs, but has the ability to lead the trend of a certain circle. For example, electronic enthusiasts are keen to use a variety of new mobile phone reviews to help brands accurately reach target users.
KOF: Key Opinion Followers key opinion followers
KOF is more like a loyal fan of a brand, such as some female users, who prefer a certain brand of lipstick and perfume. As soon as a new product comes out, she will buy it and plant grass for her friends.
KOC: Key Opinion Consumer Key Opinion Consumer
KOCs are collectives that exist around us and are keen to share all kinds of good things, and they are not limited to a certain product or category. Compared with KOLs with higher commercialization, KOCs show weaker marketability and more briefly affect the consumption resolution plan of similar collectives.
As shown in the figure, according to data from iiMedia Research, kocs accounted for 27.5% of the 2019 survey of the influence of China's major marketers on netizens' consumption decisions, far exceeding the influence of Internet celebrities and celebrities.
Finally, a diagram lets you quickly read and distinguish KOLs, KOS, KOFs and KOCs:
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