The Rise of Internet Celebrities if You Don’t Know Kol It Is Difficult

The current marketing communication chain has been reconstructed by KOLs. KOL has become an inescapable part of marketing today. From the perspective of the marketing chain structure, KOL is similar to the onlineization of offline agents. But more advanced than traditional offline agents, KOLs can not only help sales, but also strengthen brands with their own public opinion influence, which means that KOLs are not only online distributors, but also online billboards. Although it seems that KOLs can achieve the "integration of quality and effect", for a single KOL, "quality" and "effect" often cannot have both, because for the KOL itself, the two aspects of "quality" and "effect" This business realization model is relatively contradictory in operation. Therefore, if a brand wants to achieve "integration of quality and effect" by putting in KOLs, it cannot be achieved through homogeneous KOLs, but needs to be achieved through a variety of KOL collocations. The usual approach is actually very simple in logic - big KOLs play brands , Small KOL to carry goods. 02 If you look at the growth path of KOLs themselves, they usually go through three stages: in -depth users (KOC/KOF) - vertical opinion leaders (small KOLs) - public opinion leaders (big KOLs). KOLs are often in-depth users of a certain platform at first, or core fans of a certain KOL. With the expansion of their influence, they become opinion leaders in a vertical field, and then become opinion leaders in the public domain through Bulk SMS Service the dissemination of broken circles. There are huge differences between small KOLs and big KOLs in various aspects: (1) Small KOLs usually focus on their own areas of interest, and are usually considered to be XX talents, and their influence is usually limited to the inside of the platform, such as a digital KOL on Weibo, on They may not have influence on the Internet, they are still limited by the platform in all aspects. Fans of small KOLs are often more sticky to the platform than to the KOLs themselves. Users choose the platform first, and then the content of small KOLs. (2) Big KOLs have cross-platform influence. In addition to topics of interest, they also often comment on social issues. That is to say, they can not only output professional knowledge, but also output values, and they have become a kind of symbol. , has certain IP attributes. Fans of big KOLs are more sticky to the KOL than to the platform, and users will follow the KOL's own platform selection for platform migration. The difference between the two actually explains why small KOLs are suitable for bringing goods, and big KOLs are suitable for branding. It is not difficult to find that large KOLs have become more and more "image spokespersons" for a brand, and the