What are the techniques for KOL operation and promotion?

The development of KOLs has been accompanied by three waves of mobile Internet. The first was the self-media entrepreneurship initiated by WeChat public accounts, the second was the rise of knowledge payment, and the third was the popularity of live broadcasts and short videos.

With the development of social marketing, KOLs are gradually regarded as a top priority by brands. If the brand’s marketing strategy matrix is ​​a stadium, then KOL marketing is increasingly regarded as the “gold medal shooter”, and the driving force of KOL on the product is like the “finishing kick”.

So how strong is the KOL marketing power? What are the tricks of KOL marketing? How should brands formulate KOL strategies? Let’s start with the top two KOLs.

Li Jiaqi x short video: the screen is the channel, the content is the store

Li Jiaqi: "I am not afraid of heaven or earth, but I am afraid of Li Jiaqi saying OMG."

Li Jiaqi tried out 380 lipsticks in a 2-hour live broadcast, sold 15,000 lipsticks in a 5-minute live broadcast, and quickly promoted many lipsticks in a 1-minute short video. Where does his amazing sales power come from?

Differentiated IP positioning under the lipstick effect

In the context of global economic instability, the "lipstick effect" is highlighted. The lipstick vertical field has always been dominated by women, and men usually cannot even tell the difference between the color numbers. Li Jiaqi made a differentiated debut and became a "clear stream" among thousands of female anchors, successfully tapping into the "her economy". Nearly 95% of Li Jiaqi's Douyin fans are women.

(Data source: ADMASTER)

The speed, accuracy and ruthlessness of short video e-commerce

In addition to positioning, the advantages of short video e-commerce have successfully helped Li Jiaqi become a super KOL. The realism and sense of scene of the vertical screen combined with Li Jiaqi's daily update frequency, short duration and prominent theme have successfully gained platform empowerment.

The essence of this energy is still driven by fan economy to realize traffic monetization. The power of this fan economy is particularly evident in the vertical beauty industry.

> Wei Ya X live broadcast: product shopping guide, but also attracting trust

From Zhang Dayi selling 20 million in two hours in 2016 to Viya selling 70 million in five hours, the sales power of live streaming is astonishing. Yu Momo, Lin Shanshan, ANNA, Zhao Daxi, Axige, Jin Mushroom and other KOLs have shown us that there is never a lack of sales power in the market, and live streaming e-commerce is a powerful force.

Operator traffic is the operator

The sales of 70 million brought Wei Ya to the forefront of public attention.

Viya believes that the word "bestie" is the best word to describe the relationship between the host and fans in the live broadcast room. Because besties discuss what to buy and gossip together.

She stressed the importance of emotional communication with fans, saying, "We should truly treat fans as family members and close friends." Viya believes that when live streaming is done across a mobile phone screen, the first issue to be resolved is the sense of trust.

Live e-commerce: Brand personalization scenarios

The cost of acquiring customers online has increased, and store traffic has peaked. At this time, shopping guides who can connect brands, customers, and consumption scenarios become particularly important. The emergence of Taobao live streaming has essentially created a new way of trust.

After years of development, the active scope of KOLs has continued to expand. In addition to live broadcasts and short videos, a large number of KOLs have emerged on Weibo, Weibo and WeChat, vertical platforms, and public accounts. The trust and scenario-based communication of KOL marketing ultimately enrich the purchasing experience. The essence of KOL is to serve as a carrier for brand personalization.

Among the three thousand KOLs, which one should we choose? How to Build an Organic KOL Marketing Matrix

Detonation, interpretation, and distribution each have their own responsibilities

Choosing the right KOL is the most critical link in KOL marketing, celebrity? Vertical KOL? Entertainment KOL? How to choose?

In addition to accurately grasping the target fan groups behind KOLs, how to integrate KOLs of different sizes and types, build an organic linkage matrix, and maximize the communication effect is also a very important marketing strategy.

(Image source: ADMASTER)

From a volume perspective, top KOLs have greater value in attracting traffic, mid-level KOLs have higher cost-effectiveness, and long-tail KOLs have value that cannot be ignored in content distribution and diffusion.

From a genre perspective, celebrity KOLs are more suitable for igniting topics, vertical KOLs are more suitable for in-depth content interpretation, and pan-entertainment KOLs are more suitable for the distribution and dissemination of marketing information.

Choosing KOL is a matching game

When choosing KOLs, especially the top ones, and celebrity endorsements, if you choose the right one, you will all be on the same page. If you choose the wrong one, you will all be in the black room. The higher the value, the greater the contribution.

In the process of selecting celebrity KOLs, it is mainly necessary to match the marketing goals with the celebrity personality, fan portrait and hot trends, and then screen out more suitable celebrity KOLs for marketing cooperation.

Media selection: dissemination, communication or transformation

KOL selection strategies are more based on fan attributes and personal personality, while media selection criteria focus more on the brand’s own marketing goals.

On the one hand, different media platforms have different characteristics such as content format and interactive form, and their marketing strategies are also different. On the other hand, different functional modules and scenarios of the same media platform are suitable for different marketing goals.

(Image source: iResearch)

Different channels and platforms also have different "personalities", different platform characteristics and suitable ways of playing.

(Image source: iResearch)

Now finally: With the rise of KOL marketing in marketing, it is certain that in the near future, KOL marketing choices will be more vertical, delivery will be more intelligent, and decision-making will be more systematic. As the industry becomes smarter, more measurable, more robust, and more profitable, the promise of KOL marketing is endless.

Related reading:

1. In-depth analysis of short video KOL celebrities in 2019!

2. KOL Marketing: 4 Steps to Become a KOL

3. In-depth analysis from 0 to 1: What is KOL operation?

4.2019 China KOL Marketing Strategy White Paper!

5. For KOL marketing, just do these 3 things!

6. How to evaluate whether KOL marketing is successful? Look at these 5 points!

Author: M360 Content Center

Source: Media 360