Talk about what KOLs create in community operations

With the rapid development of mobile Internet , community has become an important model in Internet products, and KOL marketing has become an important means of community operation . Based on the author’s work experience, today we will talk about what KOLs create in community operations.

Part 1 What is KOL?

KOL, Key Opinion Leader, refers to a person who can attract the attention of the public or target users and even be followed. The most typical ones are the big Vs on Weibo and Zhihu. In addition, contracted authors on Jianshu and sharing experts on Xiaohongshu are all typical representatives of KOLs.

Part 2 What can KOL bring us?

First, the UGC generated by KOLs enriches the content of the product community, attracting more users to watch and even interact, and plays a role in directing traffic and promoting activity for the product.

Second, KOLs can serve as role models to guide users to abide by community rules. For example, by observing how KOLs post, discuss, share photos, etc., people can learn how to use and improve their skills in these areas.

Third, for e-commerce products, KOLs are equivalent to consumer opinion leaders for ordinary users. People tend to be more inclined to follow the experts they follow, or in other words, to buy recommended products from the experts they recognize and admire.

Part 3 How to create a KOL?

In the process of personal packaging, rules must be established and strictly followed. There must be no ambiguity in the rules or unequal treatment of users.

As the platform grows in size and the product matures, the threshold for user benefits should be adjusted accordingly: the main purpose in the early stage is to attract more users to become KOLs and increase the activity of the platform, so the threshold can be lowered appropriately; as the functions are improved and brand exposure increases, we can no longer blindly subsidize users' posting behavior, but should guide users to generate more high-quality UGC, and bundle the goals of attracting new users, survival and stimulating consumption with the user growth system.

The creation of KOLs should be diversified, and the influencers’ work labels, interests and hobbies, consumption levels, writing styles, values, etc. should be richer. On the one hand, this broadens the channels for discovering and developing talents, attracting more users to participate in the creation of UGC on the platform; on the other hand, this diversification also gives users more choices, caters to the needs of different types of users, and generally speaking, expands the user base of the platform.

Part 4 What should we pay attention to when creating KOL?

The selection of KOLs should be based on the research on the platform’s user structure and the requirements of business objectives. On the one hand, the characteristics of users determine which type of KOLs users will like. On the other hand, KOLs will also attract users with the same attributes to the platform. After clarifying the business goals, analyze the characteristics of the target users to determine the selection and packaging of KOLs.

When creating a KOL, personal packaging must be kept within a controllable degree to avoid the influence of the influencer being too great and the desires becoming uncontrollable. The purpose of creating KOLs is to make them consumer opinion leaders for platform users, leading and driving other users to produce and consume content. These people should be people who have a certain amount of free time and hope to gain a sense of social honor and even certain small benefits through this platform.

In the early stages of KOL creation, it is often carried out in an invitation- or benefit-driven mode, such as coupons, small prizes, priority participation in platform activities, etc. In the later stages of product operation , the capital investment in this area should be gradually reduced, and the benefits of KOL should be converted into membership points, etc. By establishing points consumption channels (such as points malls, etc.), KOLs can be stimulated to create spontaneous content and stimulate user discussions. They must have a certain awareness of cooperating with our marketing strategies and brand promotion, rather than simply stimulating them through benefits.

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

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