Is KOL Marketing really useful for brands?!


           In today’s digital era, many brands using Key Opinion Leader, or as also being known as “influencer” to promote their brand and as a part of their marketing strategy. In marketing, we can call it “word of mouth”. So what is exactly Key Opinion Leader? Basically Key Opinion Leader (KOL) are people who have strong relationship with the audience, usually their recommendations and opinions are listened or could be considered as credible, as well as very persuasive. KOL is one of the most important asset for a company. The company must determine who is the most suitable person to become their Opinion Leader. Influencers usually have specific demographic target or certain fields that they are focusing. For example like, Beauty Influencer and Food Vlogger. Brands or a company usually approaching the influencer at certain time or at short-term campaigns, like promoting brands, product launching, grand opening, product sale, or a big company event.

But, the real question is, does KOL Marketing and using influencer really helpful to increase brand awareness?? For me personally, yes. Because as I mentioned before, people nowadays tend to more believe recommendation from well-known people as well as their friends, as most of Indonesian people tend to hangout with their relatives most of the time. And based on my personal experience, me or even my friends always ask each other when it comes to purchasing an item via online and tend to believe what they say about that brand right away.

KOL is more simple and does not need much cost, but it has a postitive impact. But the before using KOL, the brand must choose the right influencer. What I mean from the right influencer is, nowadays, people that have more than 5.000 followers considered themselves as an influencer or even asked certain brand to give them endorsement. However, as a brand or company, we have to know whether their audience is actively engaged or not, their followers is real or fake, and you have to observe your audience and your consumer as well.


Aulia Mearlysha Aninda Rahmatyana
1806240662

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