Is Key Opinion Leader Marketing Really Useful for Brands?

Key Opinion Leader, or commonly called KOL, can be defined as someone that whose opinion has a value in a specific area of knowledge and has a great impact for the public or the society. Since they mastered that specific area, the public trusts their opinion. Therefore KOLs are often invited as guest speaker especially in educational events, such as seminars. 


These days, KOLs may be seen in the form of influencers such as selebgrams and youtubers. In the era where people are always connected and can not be separated from technology, it is easier for them to receive information anytime anywhere and from anyone. And as people often times believe the opinion or review from another ‘customers’ than that of an official advertisement, the opinions of KOLs are more relevant for them. For example, when a beauty brand release a new lip product that their advertisement claims  to have long-lasting colors, customers may not directly believe as they have not try it for themselves. But, KOLs serves as a bridge when they document themselves trying the product and reviews it. This gives the customers, or the public, reassurance about the quality of the product as if they have tried it themselves. Another factor to add is how the public may idolize the KOLs. Therefore, it would increase their willingness to purchase the product as they want to imitate their idols. 



With this, it shows that key opinion leader have a big influence to the public to the point that Key Opinion Leader Marketing is very useful for brands to promote their brands.
Raina Safa Radhyana Rahmat
1806240914

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