How to place KOLs on Weibo and WeChat to achieve the maximum effect?

Kol, Key Opinion Leader, is basically those people who have the right to speak on online media such as Weibo and WeChat , which are what we call celebrities in the circle. Evenly distributed among any group and class in society. Each group has its own opinion leaders who have distinct personal characteristics and a strong fan base.

Nowadays, when many Party A companies need to promote their products, 90% if not 100% will involve the use of KOLs. However, many times, hiring a media company to place online KOLs is a waste of money.

First, the quality of media practitioners is uneven, and there is a lack of market research, and they arbitrarily package and release content without regard to quality. Second, in order to make money, they do not hesitate to copy a large number of junk marketing accounts to disrupt the market. Third, in order to complete the task, they hire a large number of internet trolls to brush up the data and pretend to be powerful.

If the client's marketing department has enough discernment to accurately target KOLs, it can really save a lot of budget.

So, how to effectively deploy KOL?

1. Diagnose KOL

Weibo

Weibo is a relatively open platform, and marketing accounts vary greatly. We can diagnose through the following four points and make a table of the selected KOLs for comparison.

Best Weibo KOL:

1. The attributes of fans are generally consistent with the attributes of products
2. Good interaction with comments and reposts, and few fans
3. Post ads infrequently
4. Will give fans benefits and form good interaction with fans

WeChat

WeChat is a relatively closed network platform with 900 million users. We cannot directly observe the estimated number of users by forwarding volume, but we can diagnose it through the following five points.

Best WeChat KOL:

1. The attributes of fans are generally consistent with the attributes of products;
2. The reading volume is stable and high (judged by the price);
3. A large number of likes and comments;
4. There should be at least one original graphic article per issue;
5. Sometimes we organize WeChat activities that have good interactivity and fan stickiness.

2. Analysis of delivery methods

To sum up, the respective delivery methods of Weibo and WeChat channels are nothing more than the following.

Let's interpret them one by one:

Weibo: text + picture / text + short video

These are the two most commonly used methods. When investing in this form, you should pay attention to the following points: 1. User thinking, strong sense of substitution, and virtual advertising elements; 2. Close to the public, do not make up your own words for the topic; 3. Have slots, can be forwarded, and realize the user's own value; 4. In addition, short videos are not equal to TVC. Why are some companies always keen on putting TVC on Weibo for promotion? Fans are not interested in watching it at all. You can put TVC, but please put your big logo and products in a dazzling position in the video, so that even if fans don’t click it, they can still see it at a glance~

Here’s a little trick: any topic that can encourage users to take selfies will definitely be very popular.

• Advantages: Brand exposure is obvious
• Disadvantages: Too much advertising content, weak forwarding

Weibo: Live broadcast + event benefits

Live streaming is now very popular among the public. Live streaming by various celebrities and famous figures will attract attention. KOLs can use live streaming to showcase products or directly sell products.

What is emphasized here is empathy. If you are a fan of an internet celebrity, which side of you would you most like to see?

We cannot do live streaming just for the sake of live streaming. If the sole purpose is to sell products, you can directly use Taobao Live , which will have a higher conversion rate . If you want to achieve wider exposure and conversion rate, what we recommend here is: try to keep the live broadcast of Weibo's Yizhibo as close to the life of the Internet celebrity as possible, with oral recommendations, without setting up a host, and the overall environment should be as homely, simple and friendly as possible.

After the live broadcast is completed, you can set up a form of giving away corporate products, and the company’s official WeChat account and KOLs can forward it together for secondary dissemination.

• Advantages: Products are directly face-to-face with users
• Disadvantages: High cost of live streaming

Weibo: Jokes implantation

The most common joke tellers on Weibo are those who post jokes frequently. Often a popular joke can stay on the hot searches for several days. Jokes can be both good and bad for brands. Sometimes a brand is promoted unintentionally, but improper use can also cause damage to the brand.

For example: Durex is famous for its copywriting jokes, but it did not follow up on the previous hot search incident such as Ma Rong’s cheating incident. The reason is that such unhealthy hot spots will have a negative impact on the brand.

If you have a good positive joke, you can take advantage of the clustering effect on Weibo and have multiple KOLs forward it.

• Advantages : strong forwarding and wide dissemination
• Disadvantage : Weakened brand

WeChat: soft content placement and hard advertising placement

It is called soft article, which is different from ordinary articles, but it is not a straight advertisement. The key point lies in the literal meaning of the word "soft" and the "advertisement" behind it.

Currently, there are only two popular forms of WeChat soft articles: finding something yourself or creating something by leveraging the trend.

• Find some for yourself: If you don’t write something substantial , use a catchy headline , or write something with a strong emotional story, how can you get readers to read it and forward it?
• Take advantage of the trend: Don’t chase hot spots. This method requires you to clearly grasp the hot spots and grasp the degree in the process of turning.

There is no threshold for hard advertising, and you can tell it is an advertisement at first glance. Therefore, hard advertising should focus on visuals, the page should be beautiful, and the visuals should be unified.

WeChat: picture placement, event benefits

Big KOLs are exploring many forms of cooperation, and image implantation is a relatively new one, which involves implanting images at the top or bottom of an article.

Image embedding can be combined with activity benefits, by indicating the activity benefits in the image or linking to the activity. In short, image placement is more inclined to promote the brand and create an impression in the minds of users, rather than directly generate conversions.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @陈佳慧 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map