Is KOL Marketing Really Useful for Brands?



      Promoting an item or product using the name of a famous artist or celebrity is no longer an uncommon thing. Many years ago, we often see advertisements either through radio, tv or magazines. Different from the previous time, at this moment, social media has become the main focus for brands to promote their products. Besides, the advertisements that we often see on YouTube or Instagram, brands usually promote their goods through KOL or key opinion leaders—better known as ‘influencers’. A while ago, the brands only conventionally promoted their marketing activities, along with the time changes, marketers were motivated to change within times and also marketing tactics so that they would not be left behind and be able to compete in the free market with their competitors.

But is it really useful for brands to use KOL marketing? This kind of method is a relatively new strategy in the world of social media where the influencer plays the role of a user and buyer of a brand that can influence their followers to also buy the products.  This kind of marketing is really useful nowadays since people are so into social media lately especially on Instagram. This type of marketing strategy on social media will certainly increase credibility and trust to people about a certain brand. As influencers and users of certain products, they can show the value of the products and brands through content they make as testimonials. Diverse from ordinary advertisements which definitely are made deliberately to attract the general public to buy a product. With 'advertising' through influencers, their followers will see through their perspective that the product is really good and worth to buy not just an ordinary TV or magazine advertisements. Although now there is an easy way to promote products with KOL marketing, it still depends on how the influencer presents the product itself. The target marketers will be able to select and filter the content they see if they think the content is really 'scripted' then the promotion will be less appealing.









Denia Sharfina

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