In 2020, the marketing strategy of mid-level KOLs will be fully upgraded

KOL is a hot new star that has emerged in recent years.

"Bringing goods and promoting trust in social networking", as well as the rise of short video platforms such as Douyin, which have low barriers, templated content creation, and algorithm-based equal distribution,

It brings about a disruptive improvement in user content production and consumption efficiency.

However, things did not go as planned. In 2019, the economy continued to decline, the user traffic dividend disappeared, and advertisers began to expect more accurate and cost-effective influencers.

anxiety.

Instead of spending a lot of money to win the favor of top KOLs, it is better to shift your attention to mid- and lower-level KOLs and seek high cost-effectiveness and high cooperation. Compared with top KOLs, do popular mid-level KOLs have higher advertising value? Is it more influential in certain scenarios?

Current status of short video KOL marketing

Short video KOL has become a standard for brand marketing. In 2019, in terms of social marketing, short video KOL marketing has become the most favored battlefield for advertisers and businesses, and has an important impact on user consumption habits.

Influence.

Standardizing KOL marketing and improving advertisers’ KOL marketing experience are the keys to future success.

Short video KOLs have absolute say

KOLs have become a key factor influencing consumers’ minds with their advantages such as high-quality content, fan influence, and professional capabilities in niche areas: 52% of users purchase

Before purchasing something, users will refer to KOL recommendation videos, and 33% of users will make a purchase after watching KOL recommendation videos.

Weibo, WeChat and Douyin have become the main platforms for brand KOL marketing.

According to the analysis of KOL order data on various platforms, the KOLs who cooperated most with brands in the first half of 2019 mostly came from Weibo, WeChat and Douyin. Whether from the platform

Judging from the platform’s policy support for KOLs, Weibo, WeChat and Douyin have become standard social media touchpoints for brands.

Analysis of the two Weibo and one Douyin channels:

Weibo - a gathering place for a large number of KOLs, strong exposure, and KOL hard advertising to create momentum

WeChat - strong content, soft implantation, 99% hard content + 1% hard advertising, fission marketing

Tik Tok - video creativity, native placement, topic interaction

Advertisers’ delivery preferences

1. From single to refined multi-platform combination delivery

Advertisers in popular industries such as beauty and daily chemicals, 3C digital products, and food and beverages prefer preset social media placements, with Weibo and Douyin as the main platforms for placement.

2. From pan-entertainment to vertical development

The marketing value of short video KOLs will continue to shift to vertical fields, covering deeper and wider circles of users. To some extent, vertical KOLs have already established

They establish their own traffic circle and circle the fan groups in their respective fields, which are not easy to lose.

3. Mid-level KOLs have greater freedom in scheduling and can choose strong

In terms of the number of orders received by accounts, the number of orders received by top KOLs on mainstream social media platforms is twice that of mid-level KOLs.

KOL, mid-level KOL has more freedom in scheduling orders and more options.

The potential of mid-level KOLs is fully released

Mid-level KOLs reach a wider range of circles

Various types of accounts of mid-level KOLs reach richer circles and wider groups of people in terms of fan gender distribution, age distribution, regional distribution, and consumption level.

The fans of the top accounts are relatively widely distributed, which dilutes the concentration of their fans' interest in the vertical field to a certain extent.

It performs better in vertical fields and has a stronger focus on content.

Mid-level KOLs have high credibility and high user engagement

Compared with top KOLs, the fan quality, conversion rate, and delivery effects of niche but highly accurate mid-level KOLs are more prominent.

In terms of interaction, top accounts are at a higher level, while mid-level KOLs focus on maintaining fan relationships and connecting brand concepts with audiences during the interaction process.

The whole process of transformation - interaction - resonance.

By checking the comments posted by fans in the order accounts, it is found that the top accounts have a higher correlation with the KOL’s personal content.

Fans of mid-level accounts are more concerned about the products that the accounts promote.

Cost-effectiveness of placement: mid-level KOLs have low trial and error costs and high conversion rates

Judging from the order price, the order price of mid-level accounts is much lower than that of top accounts, and the price on each platform is stable; judging from the conversion rate of mid-level KOLs

Look, the overall ROI performance is excellent, with the ROI growth rate in the past year reaching 87.58%.

From a cost perspective, top accounts have the advantage of diffusion and are suitable for brand exposure; mid- and lower-level accounts are more cost-effective for interactive marketing.

In terms of coordination, mid-level KOLs are more flexible in their operations and have outstanding performance in terms of coordination and effects.

Brand launch strategy

Top + mid-level KOL marketing is the most popular.

Top KOLs achieve brand explosion, while mid- and lower-level KOLs achieve fermentation and reach, which has become a popular marketing strategy.

If brand education has been done in the early stage, new or niche brands can be organized in an orderly manner from KOL to KOC after they are officially launched.

combination, thereby triggering brand marketing.

For big e-commerce promotions, it is necessary to promote from KOLs to community sedimentation, open up conversion channels, and release hot-selling products in different time periods.

In a healthy short video KOL ecosystem, KOLs, brands and users are in a symbiotic relationship. Brands scientifically evaluate the KOL matrix based on marketing goals.

KOLs convey brand emotions and stories through content production, occupying the minds of consumers.

Short video mid-level KOL marketing is upgraded again

Short video KOLs are rising rapidly, and the bonus period is obvious. From the perspective of content positioning, operation, and monetization, the top KOLs have already reached a considerable scale and have a stable position.

In the face of powerful opponents, mid-level KOLs must find a unique positioning based on their own characteristics, thereby refining the track and developing new gameplay and new monetization paths.

The traffic dividend has reached its peak, and the super strong sales ability of celebrity anchors has undoubtedly become a new opportunity for many e-commerce platforms and merchants to grow and break through. Short video e-commerce and e-commerce

Short video is a key step in the issue of "traffic and monetization". As the link between “people, goods, and places”, short videos will continue to play a role in product promotion and word-of-mouth building.

It plays an important role in manufacturing and e-commerce sales.

The new Internet celebrity brands have overturned the one-way value chain of traditional business logic, and achieved brand co-operation by creating a three-way linkage between celebrities, short videos and e-commerce platforms.

Creation: In terms of content, brands provide product positioning and professional data display, and KOLs provide real evaluations to endorse their influence; in terms of depth of cooperation, brands invite KOLs to participate

From product development to packaging design, we can enhance KOLs’ brand recognition.

In 2019, almost all brands are cooperating with KOLs, and in batches with small and medium-sized KOLs. For brand owners, it is important to accurately select KOLs and test

The biggest challenge at present is to analyze the real traffic and influence of KOLs.

In 2020, short video KOL marketing will be upgraded again. With the help of big data, AI and smart selection technology, mid-level KOL marketing will achieve a comprehensive breakthrough.

Author: Half Sugar

Source: Half Sugar