Is KOL Marketing Really Useful for Brands?

Tap right, swipe right, tap right, swipe right. Watching "online" KOLs or influencers talking about certain products on Instagram stories is one way to kill boredom according to young generations. “Oh! Those shoes look nice! And Awkarin said those shoes are very comfortable for running, so it’s a must-have item!” However, this common way to kill boredom usually leads you to buying products that you’re not planning to buy beforehand a.k.a. impulsive purchase. Some people say that influencers’ Instagram stories cast spell on people to buy products that they are promoting. Others say, influencers’ opinions matter to them (i.e. influencers’ Instagram followers) in terms of products or brands. You think what they are saying doesn’t make sense, right?

Well, according to @RachelVennya, one of Indonesia’s top Instagram Influencers, an average of 1.5 million people watches her Instagram stories every day. She uses that opportunity to influence her Instagram stories viewers by reviewing endorsed products. As a result, the brands or the products’ Instagram accounts gain more than a thousand new followers after Rachel Vennya promoted their products. Karin Novilda, known as @Awkarin, and her team also discovered that when she promotes a certain brand or product, the brand’s Instagram account’s followers increased by six to seven thousands. The growth of followers is equal to the growth of product selling. The last example of this influencers phenomena is Paola Tambunan. Paola Tambunan, an Instagram beauty influencer, has fewer number of followers compared to Rachel Vennya and Awkarin yet every beauty product that she reviews is always sold out. In addition, each collaboration she has had with local brands (e.g. local clothing brands, local makeup brands, local skin care brands) rarely flop. So, is KOL (Key Opinion Leader) or Influencer marketing really useful for brands? I guess I will leave it to you, readers, to answer that question.

Nadhifa Rahadianingtyas
1806240870

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