Why are online celebrities called kol?

KOL means key opinion leader, which is short for key opinion leader. Internet celebrities have influence and communication power, so they are called KOL.

KOL is a concept in marketing, which is usually defined as a person who has more and more accurate product information, is accepted or trusted by relevant groups, and has a great influence on the purchasing behavior of this group.

KOL source:

In marketing, experts or authoritative persons who promote manufacturers are called "key opinion leaders", and are usually defined as people who have more and more accurate product information, are accepted or trusted by relevant groups, and have a significant impact on their purchasing behavior.

Unlike "opinion leaders", key opinion leaders are usually authoritative people in a certain industry or field. In information dissemination, they do not depend on their own activities and are easily identified and determined.

Extended data:

Kol marketing needs to do the following:

1. Establish marketing objectives and evaluation criteria.

Clarify the purpose of marketing plan and how to measure the success of marketing plan. Some influential people's marketing plans have very accurate indicators linked to sales revenue. For example, the number of goods sold, the number of registered users of a mobile phone application software, and the number of times some information is forwarded.

2.KOL positioning and fan positioning.

KOL's online fan scale is very important, and brands need to analyze and judge the fan structure. If a person who is not used to introducing products to fans at ordinary times suddenly introduces products under the background of paying, this move may make him questioned and his influence decline. Therefore, only synergy can achieve marketing results.

3. Customize the marketing plan with the brand ambassador.

Never copy the established marketing plan to different influential people, but work out a creative marketing plan with each partner. If the marketing plan looks more credible and sincere, it will also get better communication effect on social networks.