KOL marketing campaign strategy!

KOL marketing /influencer marketing is a marketing method that seeks return on investment.

Increase brand recognition and mentions by establishing partnerships with KOLs/influencers or getting their help in the form of collaborations, thereby increasing brand awareness.

For context: KOLs/Influencers are individuals with loyal followings who are generally viewed as experts in a certain niche.

The reason this approach works is that these influencers have established a high level of trust with their fans, so their recommendations are extremely convincing to their fans and can even serve as a form of social proof. The current situation of KOL/red person marketing

KOL marketing/influencer marketing is a marketing method that seeks return on investment. Increase brand recognition and mentions by establishing partnerships with KOLs/influencers or getting their help in the form of collaborations, thereby increasing brand awareness.

For context: KOLs/Influencers are individuals with loyal followings who are generally viewed as experts in a certain niche.

The reason this approach works is that these influencers have established a high level of trust with their fans, so their recommendations are extremely convincing to their fans and can even serve as a form of social proof.

The Current Status of KOL/Influencer Marketing

In the past, KOLs/influencers who were able to successfully break out of the circle often had outstanding looks and were able to create a variety of exquisite pictures - bright colors, highly saturated photos, various filters, and interesting backgrounds.

But this situation has changed, and the younger generation of users is more pursuing "authenticity". They trust "ordinary people" more and do not need perfect photos. Instead, real and casual content will attract them more.

Therefore, if you want to attract young users today, the most important thing is to stay authentic.

What is KOL marketing/influencer marketing?

How to find the right KOL/influencer?

First determine the platform based on your industry. Then decide what size KOL/influencer you want to choose, a super-influencer with a large number of fans, or a micro-influencer with around 10,000 fans? The fees for influencers of different sizes vary greatly, so please plan reasonably based on your budget.

Generally speaking, some micro-influencers will focus on a few topics and accept product collaborations. Some of them work independently, while others communicate and cooperate with agencies and network representatives. Some larger influencers require you to pay a suitable advertising fee and cooperate through an intermediary.

How to manage KOL/influencer marketing activities?

① Clarify your goals and requirements

The two most common goals of KOL/influencer marketing are to increase brand awareness and increase sales. But focusing on these broad goals is clearly less effective than focusing on a more specific goal. For example, building your customer base among a younger demographic. Expand to a new user group for your new product, etc.

Clarifying your goals will help KOLs/influencers create more targeted content to attract audiences who are interested in your products.

Your call (brand message) is just as important as your goals. Although it is important to maintain the creativity and uniqueness of KOLs/influencers when working with them, you also don’t want them to post content that is completely unrelated to your brand. Therefore, you need to communicate your requirements to them in advance - how you want them to convey your brand message.

② Timely follow-up and management

Carrying out KOL/influencer marketing activities is not a one-click operation; it requires meticulous management and timely follow-up. KOLs/influencers are human beings, not automated advertisements. They often need to balance the work of multiple partners, so they may not be able to complete the work according to your specified time, or they may miss or make mistakes in some details. Therefore, you need to assist and spend more time communicating, cultivating your relationship and understanding, and understanding what methods work and what doesn't.

If you have enough time and budget, you can set up a KOL/influencer program to cultivate your own influencer ambassadors. Fujifilm, for example, uses its ambassadors to recommend new products. The company has a variety of photographers and videographers who can produce diverse content to showcase their products.

If your brand wants to gain a wider influence, hiring a professional agency to help you coordinate and manage it is also a good choice.

③ Review and Improvement

You need to have a target date for your upcoming or ongoing KOL/influencer marketing campaign to measure its progress and effectiveness. Not every campaign will be successful, you need to stay tuned and improve.

There are many ways to measure your performance, depending on your goals. If your goal is to gain more exposure and visibility, you can create specific hashtags to track or look at keyword mentions. If your goal is to get more sales, you can see how many sales the KOL/influencer brought you by providing an affiliate code or creating a tracking link.

Once you get the rhythm, collaboration becomes easier.

If you want to go a step further, expand your brand influence, and increase the ROI of influencer marketing, please contact us and we will maximize the value of your influencer marketing!