With the continued development of digital technology, one of the online marketing methods, Kol, is becoming more and more popular. This method brings extremely high efficiency by leveraging Kol’s popularity to bring the company’s products and services closer to customers. SO What is Kol? And what does this mean in marketing?
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What is Kol?
Kol is the abbreviation of the expression Key Opinion Leader Roughly translated into Vietnamese, it means senior consultant. Kol refers to widely known and influential people in a certain field such as: singers, actors, models, MCs, beauty bloggers, instagram hotties, vloggers, …
KOL is a marketing term used to refer to influential people
To identify a highly influential Kol, brands will rely on three fundamental criteria: coverage, ability to change consumer opinion and brand relevance. Because Kols are often hired by large companies in order to promote their products and services to everyone.
Kol group ranking
In marketing, people differentiate Kol Divided into 03 groups to easily identify the most valuable Kol for brand promotion:
Celebrity (celebrity)
Celeb is also known as celebrity. Used to refer to famous people, especially an entertainment star, famous singer, public figure, etc. This person has the ability to attract a lot of attention and love from the media as well as the community. These people are invited by major brands to be their brand ambassadors or representatives of their image.
For example: In Vietnam, singer Son Tung MTP is the brand ambassador of the telephone company OPPO.
Influencer (influencer)
Influencer Used to refer to influential people on social networking sites. They can come from many different fields and professions and don’t have to be famous people. This means that anyone can become an influencer with their own fans, not businessmen, singers, bloggers, MCs, etc.
Their every action and word impacts a group of people who love them.
For example: Singer Son Tung MTP is considered an influential influencer on Vietnamese youth. He has a huge fan base with over 10 million followers. He is one of the most valuable influencers that brands always look for.
Singer Son Tung MTP is both a brand ambassador and an influential influencer
Mass seeder
Mass seeder Used to refer to people who have influence over small groups of customers. However, they can be used to share content from celebrities or influencers to advertise or promote the brand to these small groups of customers. The content this group shares is very meaningful and practical. Therefore, they may not believe the advertisement but believe the information shared by this group.
For example: Michelle Phan is currently one of the beauty bloggers most admired by Vietnamese youth. Although she is not known for singing or entertaining, the beauty products she reviews will instill confidence in young people and make them want to own them.
The meaning of Kol in the field of marketing
In Vietnam, the advertising trend thanks to Kols is really growing very strongly and bringing great efficiency. By combining online marketing methods and real-life experiences of famous people to promote products and brands to everyone.
The work of KOl is to skillfully present the services and products of the units through articles, images or videos on your personal page. Then take advantage of the explosion of social networking sites and the fast transmission speed of the Internet to offer products to everyone. Particularly, when Kols shares information, online users will have more trust and promote higher purchasing behavior.
When a product is recommended by Kol, it will make people more confident and easily promote purchasing behavior.
So, advertising using this method will bring success to the marketing campaign using Kol as a link.
With the information contained in the article, you surely understand better Kol and its importance in the field of marketing. If you want to promote your company’s products or services, don’t miss this extremely effective method.
