Is KOL Marketing Really Useful for Brands?


Key opinion leaders or be shorten as KOL are the people whose opinions are respected and listened because they have a strong status among the audience. As with today’s society, we are very familiar with endorsement whether it's from an expert, celebrities and the customer itself, which often called as testimonials. It is human nature to trust someone that has credibility. Therefore, many companies would endorse celebrities to sell their product because the possibility for the customer to buy is higher since they will think that the product is excellent.

 In my opinion, KOL does really useful for brands because they have a credit on a broader audience; therefore, their recommendations would more likely to be heard, and they have the ability to persuade the viewers to buy the product because as in my experience of choosing what brands to buy, I would judge the brand image from who is the celebrities that they endorsed because the celebrities are the representation of a brand; therefore it becomes a whole package of judgment for customer towards the brand’s image.

 Nowadays, with the emergence of social media, many people created a personal feeling towards the influencer that they followed, which can make the influencer’s opinions can be trust. If we compare it with the traditional marketing such as advertisement, it is more effective to use an influencer to promote the product from their platform because it is considered to be more genuine than with an ad. With that being said, this strategy is commonly used by the influencer such as Jeffree Star, the beauty guru from Youtube. He always known for his videos called “Is it Jeffree Star Approved?” Where he tests all the makeup brands and tell his honest opinion. This strategy persuades the audience to buy the product that he approved due to the legit review that he made. Moreover, Jeffree also promotes products from partnership brands, and the audience will value his opinion because he has the image of “Honest review.”

 That is to say that, with the help of key opinion leaders, the company is able to deliver their message effectively because most people would be loved to hear recommendations from the people that they know.
Dhafina Aisha Rares
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