Is KOL Marketing Really Useful For Brands?

Name: Dikka Rafiansyah
NPM: 1806240744


Is KOL Marketing Really Useful for Brands

Key Opinion Leader or KOLs is an expert whose opinion is valued in a specific industry or area of knowledge, and is listened to by a broader audience. Or in other words, KOLs are individuals who are trusted and respected specifically for their knowledge. Many people misunderstanding the term of KOLS and influencers, but in reality, they both have different meaning. Influencers have a strong influence on their followers in social media platforms such as Instagram, Facebook, Twitter and YouTube. While KOLs may have a presence on social media, but these platforms do not have to be their main communication channel. A KOLs credibility comes from direct experience in an industry, professional qualifications or time spent engaged on a subject. In contrast, the trust of an influencer’s audience is based on identification and personal preference.

In my opinion, KOL marketing is very useful for brands, but we should not forget the most important thing for the company that they need to find the perfect KOLs for their product. For instance, Nike endorsed Cristiano Ronaldo, world best football player to promote their brand. Nike do a right thing with choosing Cristiano Ronaldo as their KOLs, since Cristiano Ronaldo is one of the most famous footballer in the world, with followers more than 150 million on Instagram and 249 million followers on Facebook where makes him as athlete with the most followers online. Ronaldo’s massive social media presence generated a staggering $474 million in value for Nike and also generated more than 25 billion impressions back in 2016 via 329 posts across Facebook, Instagram, and Twitter. 

Based on the example, KOL Marketing can be useful if the company can handle it correctly. There are many others examples of company success by using key opinion leader. However, company still need to do a research so they can choose the fittest person for their company.

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