In the era before the widespread adoption of the internet, information transfer was very “unidirectional.” The main source of information we had was the mass media—news was received by journalists, digested, organized, and reported by them, and then conveyed to you and me. However, in today’s world, information is no longer unidirectional; it is “multi-faceted,” like a spider web where you, I, and others can connect individually or as a group. From the perspective of the public, KOLs (Key Opinion Leaders) play a crucial role. KOLs’ opinions on social media not only capture the attention of countless followers but also influence many people’s purchasing decisions. It’s easy to understand why many brand managers and advertisers are now striving to find excellent KOLs to achieve their advertising goals.
So, what is the meaning of KOL in Chinese?
KOL (English: Key Opinion Leader), literally translated as “critical opinion leader,” refers to individuals with a special influence on the internet. They usually create accounts on social media platforms like YouTube, Facebook, and Instagram, regularly post content on specific topics, and gradually accumulate a large number of followers. Some KOLs who deal with consumer goods attract businesses to collaborate with them on advertising.
So, what qualities should an excellent KOL possess? Does high visibility automatically mean high influence? Not necessarily. Both visibility and influence are important metrics, but they are not always directly proportional.
A KOL with high visibility may have a large number of supporters (fans) or followers, but this doesn’t necessarily mean that this KOL can influence their purchasing decisions. Conversely, an influential KOL may not be a household name, but their small group of supporters may follow their every move.
Qualitative and Quantitative Metrics for Selecting KOLs
Thinking a bit more deeply, what factors should marketers consider when evaluating how to choose the right KOL? Based on the experience accumulated by our team, we’ll share some factors to consider when selecting KOLs.
First, Qualitative metrics.
We consider the Content Affinity, for which we often refer to 4 metrics:
1.Relevancy
We first look at whether the KOL is a user of the product, whether they post online information (Feed), and whether their expertise is related to the industry/product.
2.Look & Style
In this regard, Hong Kong people are indeed more superficial, and this factor is quite important to consumers. We look at whether the KOL presents an attractive appearance and style on the internet and whether their words carry positive energy or are more emotional or passive. These are very important factors because their appearance and style are related to whether they align with the brand.
3.Tone & Manner
From the KOL’s online posts, we examine how the KOL uses words. When they describe a product, do the words align with the brand’s needs? Is the tone engaging to the target audience? Because some KOLs on the internet speak in a frivolous or extreme manner, if the brand’s target audience is more mature and stable, the suitability of this KOL becomes questionable.
4.Experience & Voice
We look at how much knowledge the KOL has about the product and industry and whether their credibility is sufficient for the audience. Especially in the electronics industry (e.g., Gadgets), the audience often seeks deep, insightful reviews from KOLs to save time, effort, and money on their own exploration. Many people in Hong Kong seek speed and convenience, which is also a reason many follow KOLs. Therefore, we also consider whether the KOL is an expert or a thought leader, which would be a significant bonus.
Second, Quantitative metrics.
We look at the KOL’s Audience Base. As the name suggests, this part of the criteria analyzes more data.
1.Reach
This refers to the number of potential audience members the KOL can reach. On Facebook, we look at the number of followers; on YouTube, we look at the number of subscribers; and on a personal blog, we look at the number of readers or click-throughs.
2.Engagement Rate
Simply put, can the KOL connect with the audience? Even if a KOL has a wide reach, we also need to see if their audience reads the information they post and even responds. Therefore, the number of “likes,” “comments,” and “shares” can help us determine the level of audience interaction with the KOL.
3.Number of Re-Posts
The above two points focus on the KOL. In fact, a successful KOL often has a ripple effect—the audience that initially interacts with the KOL is limited, but if someone forwards or shares the information with their friends, it can greatly increase the ripple effect. Imagine if 100 people who are willing to share have 100 friends, and if each of those friends is also willing to share, it could reach 1 million people. This shows that the effect is not just multiplicative, but can be exponential.
Category 1: High Relevance, Low Influence
For KOLs who have high content relevance but low audience influence, we recommend selecting several KOLs from this category to precisely reach the target audience. However, relying on just one is not enough, as the overall reach might be weak. Take “Tang Wei” as an example. She is undoubtedly a highly famous and radiant A-list star. Based on her appearance, demeanor, taste, and experience, her content relevance is beyond question. However, she has almost no presence on social media and few followers online, so her audience influence is very low. She is an exception in this regard.
Category 2: Winning by “Quantity”
So, should we completely disregard KOLs with low content relevance and low influence? Not necessarily. We can use multiple KOLs from this category in a marketing plan. This strategy of winning by “quantity” helps create buzz and “noise,” making the audience feel that the product is being discussed all around them. This “quantity” often involves a dozen to several dozen KOLs. We also suggest building a list of KOLs, inviting them to participate in company events and provide product reviews when needed, especially during a crisis. These KOLs are often more affordable and can be helpful in such times.
Category 3: Low Relevance, High Influence
For KOLs with low content relevance but high audience influence, not many are needed in a marketing plan; a few are sufficient. Their audience influence can help increase brand awareness. For example, McDonald’s once collaborated with the well-known Hong Kong KOL “Bear Head” to promote a new product. The relevance between Bear Head and McDonald’s was not high, but Bear Head’s YouTube channel has over 500,000 subscribers. With his influence, even with low relevance, the promotion was effective.
Category 4: High Relevance, High Influence
Finally, KOLs with both high content relevance and high audience influence are certainly the most suitable. The number of such KOLs needed is not large, as they usually involve higher costs.
Selection Criteria
In addition, we need to apply 4 selection criteria:
1.Reasonableness of the KOL’s Fee
In the market, many KOLs’ prices are quite volatile, what we commonly call “seafood prices.” Especially when a KOL is popular or has a lot of work, their fees can increase dramatically. If their asking price is too high, we need to consider if it’s reasonable or if we should use other channels.
2.KOL’s Level of Cooperation
Is the KOL easy to work with? Will they promote the product on time? Will they conceal their interests? Or are they difficult to cooperate with? For example, after trying a product and writing a review, will they publish it directly without discussion? Also, some popular KOLs may have managers, so if you collaborate with them, you also need to work with their manager. These are all factors to consider.
3.KOL’s Image
Some KOLs may be entangled in negative news, scandals, or rumors. We try to avoid these.
4.KOL’s Commercialization
Lastly, some KOLs may have a large following and decent content relevance, but they might be too commercialized, endorsing a large number of brands, or even having endorsed a competitor’s brand. These might not be suitable. Especially in the age of word-of-mouth, an overly commercialized KOL’s persuasiveness may be slightly weaker.
AI and Data-Driven: The New Era of Precision KOL Marketing
Once you’ve mastered the basics of KOL marketing, the next step is to embrace technology. In 2025, AI and big data are no longer just supporting tools; they are the core engines driving marketing success. They free brands from tedious manual selection, enabling true precision marketing.
How to Use AI Tools to Precisely Select KOLs?
In the past, finding the right KOL was like searching for a needle in a haystack, time-consuming and labor-intensive. Today, AI-powered KOL platforms can analyze massive amounts of data based on your brand, products, and target audience, recommending the most suitable KOLs for you. These platforms can do more than just simple follower rankings; they can also:
- Audience Analysis and Match Score: Delve deep into a KOL’s follower demographics, interest tags, and consumer behavior to ensure their audience highly overlaps with your target customers.
- Historical Performance Prediction: Use machine learning models to predict the effectiveness of a KOL’s past campaigns, such as average engagement rates, likes, comments, and conversion rates, helping you forecast the potential return on investment (ROI).
- Anti-Fraud Mechanism: Automatically identify fake followers, fake likes, or inauthentic engagement to ensure the KOL you choose has a healthy follower ecosystem.
How Can Data Analytics Continuously Optimize Your KOL Marketing Campaigns?
Successful KOL marketing is not a one-off event; it’s a process of continuous optimization. Through data tracking, you can clearly see the output of every dollar invested. You should focus on the following key metrics:
- Engagement Rate: More than just likes, you should also look at comments, shares, and saves. This reflects the true influence of the KOL’s content and the loyalty of their followers.
- Sales Conversion Data: Use dedicated tracking links or discount codes to precisely measure sales and customers generated from a KOL, calculating the actual return on investment (ROI).
- Sentiment and Sentiment Analysis: Track the volume of social discussions and the positive/negative sentiment about your brand during a collaboration to respond to crises or optimize communication strategies in a timely manner.
Deep Dive: The Hidden Power of Micro and Nano KOLs
In the age of chasing follower counts, brands often only focus on top-tier KOLs. However, the 2025 marketing trend shows that consumers increasingly trust voices that are closer and more authentic to them. This is where the value of Micro-KOLs and Nano-KOLs lies.
Why Are Micro-KOLs the New Brand Darlings of 2025?
- High Engagement and High Trust: With fewer followers, Micro-KOLs can build closer relationships with their fans. Their recommendations feel more like genuine suggestions from a friend, thus having a higher level of trust and persuasiveness.
- Precise Niche Market Reach: Each Micro-KOL may represent a unique, highly concentrated niche community. By collaborating with them, brands can precisely reach specific niche markets, avoiding wasted advertising spend.
- More Cost-Effective: Compared to the high costs of top-tier KOLs, the total cost of collaborating with multiple Micro-KOLs is more flexible and can diversify marketing risks, achieving a broader reach.
How to Build Effective Collaborations with Micro-KOLs?
Collaborating with Micro-KOLs requires a more delicate strategy, with an emphasis on building mutually beneficial, long-term relationships:
- Value Their Creativity and Authenticity: Micro-KOL content is often more original. Giving them enough creative freedom to interpret the brand in their own way can make the content feel more natural and appealing.
- Long-Term Partnership Model: Instead of one-off, short-term promotions, building a long-term partnership allows the KOL to truly become a “brand ambassador,” which can effectively build consumer loyalty to the brand.
Social Commerce and KOL-Driven Sales: The Golden Combination of Live Streaming and Sales
In 2025, social media platforms are no longer just venues for information exchange; they are also e-commerce channels that directly drive sales. The value of KOL marketing has deepened from mere brand exposure to direct sales conversion.
The Latest Trends and Winning Strategies in KOL Live-Stream Shopping
Live-stream shopping is one of the hottest sales models today. Brands can collaborate with KOLs to conduct product demonstrations, live Q&A sessions, and limited-time offers, significantly shortening the consumer’s decision-making process. New trends include:
- Interactive AR Technology: Using augmented reality (AR) technology, consumers can “virtually try on” or “virtually use” products during the live stream, enhancing the shopping experience.
- Social Group Buying and Flash Sales: Leveraging a KOL’s social influence, launching limited-time group buys or flash sales creates scarcity and urgency, stimulating immediate purchases.
How to Optimize KOL E-commerce Conversion Rates?
- Clear Call-to-Actions (CTAs): Ensure that purchase links and discount codes in live streams or posts are clearly visible and are repeatedly mentioned to guide followers to act immediately.
- Precise Audience Targeting: Analyze a KOL’s followers’ shopping habits and preferences, and choose products that match their consumption potential for promotion.
- After-Sales Service and Reputation Management: Improving conversion rates is not just about the moment of sale but also includes subsequent customer service and reputation management, which will affect consumers’ long-term trust in the brand.
KOL Marketing Regulations and Ethical Guidelines: Building Transparency and Trust
As the KOL marketing market flourishes, regulations in various regions are also becoming more comprehensive. Transparency is not only a compliance requirement but also the foundation for maintaining brand reputation and consumer trust.
Latest Regulatory Challenges and Responses in 2025 KOL Marketing
- Advertisement Disclosure: Regulations in many regions require KOLs to clearly disclose that their sponsored content is an “advertisement” (#ad, #sponsored) to avoid misleading consumers. Brands should ensure this requirement is clearly stated in their contracts with KOLs.
- Data Privacy: Protecting consumer personal data is a shared responsibility of brands and KOLs. Data collection and analysis must comply with relevant data privacy regulations (e.g., GDPR, CCPA).
- Content Authenticity: Brands and KOLs should jointly maintain the authenticity of the content, avoiding exaggeration or false claims. This is not only a legal responsibility but also a matter of long-term brand credibility.
Nurturing a Brand’s Own KOLs
At the beginning, there’s no need to rush to find KOLs. We often suggest that companies compile and maintain their own list of KOLs. Some of these KOLs with low content relevance can actually be developed to unleash their potential to endorse the company’s products. We usually suggest that KOLs get firsthand exposure to different industry information or are provided with new product samples to try, thereby improving their content relevance. Some companies have a “Best User Award,” which can be used to reward potential KOLs and educate them about the company’s products. These practices can directly increase their content relevance.
So, how do we increase the audience influence of KOLs with low influence? We can directly invite them to company events to let them interact with the company’s audience, thereby enhancing their audience influence. We can also place targeted marketing ads on Facebook to increase their audience influence.
For KOLs who are low in both relevance and influence, we also suggest that companies continue to nurture them because when a crisis arises, the company can quickly find loyal users who can speak for the brand from a third-person perspective, providing some “neutralization” to extinguish a fire.
For example, when Leon Lai’s concert was temporarily delayed due to venue issues, he quickly resolved the crisis within 24 hours. His public relations skills, accountability for the situation, and offering refunds to participants were beyond doubt. However, the main reason he was able to quickly quell the crisis was his fan club. Leon’s content relevance may not be high, and his audience influence may not be large, but his fans’ ability to rally together and act as a collective force quickly brought the turmoil under control.
“Internet Celebrities” vs. “Major Accounts”
Do you remember “prehistoric power”? In just one night, a single news response evolved into a city-wide craze, even trending on Weibo’s hot search list, transforming swimmer Fu Yuanhui into an “internet celebrity.” “Prehistoric power” led netizens to imitate her, and some companies even wanted to hire her as a KOL (Key Opinion Leader) to promote their brand.
So, what is the difference between an “internet celebrity” and what Hong Kong people commonly call a “KOL”?
An “internet celebrity” refers to someone who has a small reputation in a certain field or who suddenly becomes famous due to a specific event. For example, a recent Japanese artist became an “internet celebrity” with his song “PPAP (Pen-Pineapple-Apple-Pen).” Three repetitive lyrics combined with simple movements were enough to make the song go viral, with many celebrities covering it in multiple versions. However, the popularity of this kind of “internet celebrity” often lasts for only a short period, about one to two months. Additionally, people who follow “internet celebrities” don’t have a commonality; they can be of any gender or age. When it comes to someone who became an “internet celebrity” with a song, you’ll definitely think of PSY, who became globally famous a few years ago with his viral “Gangnam Style” dance. Although this catchy song spread like a virus and quickly gained hundreds of millions of views, the craze often fades as quickly as it comes. His subsequent songs didn’t attract the same attention. Similarly, after the Olympics, Fu Yuanhui’s exposure, attention, and discussion gradually declined.
KOLs are collectively referred to as “major accounts” in mainland China and include celebrities and famous people in certain fields. In terms of fame, the image of a “major account” is already deeply ingrained in people’s minds, while “internet celebrities” are often remembered only for a specific behavior, expression, or catchphrase. Another point of focus is the audience. The audience of a “major account” usually has a specific age group, gender, or interest. If you want to see Japanese travel and food information, you’ll follow a KOL who regularly shares Japanese travel content. As for other fields such as parenting, beauty, fashion, and cooking, there are corresponding groups of KOLs, and usually, one KOL specializes in only one field.
The difference between “internet celebrities” and “KOLs” has a significant impact and provides insights for brands when allocating advertising resources.
If a local Hong Kong brand wants to capitalize on a trend to promote itself in mainland China, it must accurately allocate different resources to “internet celebrities” and “major accounts.” Taking “prehistoric power” as an example, Sam suggests that clients add a hashtag to their Weibo posts to increase exposure and, at the same time, coordinate with “major accounts” relevant to their target customer group for promotion. Sam’s simple method can boost the overall exposure of the client’s brand, thereby achieving widespread dissemination. Therefore, from a business perspective, every brand should carefully consider their advertising resources before blindly “jumping on a trend” to resonate with the audience while also improving brand image.
Case Study: How KOLs Are Made Today
Today, the influence of internet celebrities is far-reaching. When they promote products on platforms where they have a huge fan base, they can often achieve a ripple effect, directly stimulating product sales. It’s no wonder that advertisers are willing to invest hundreds of millions of dollars annually to sponsor Instagram KOLs and YouTube stars, giving rise to a new type of economy known as the “influencer economy.”
Because the influencer industry has a market value, it has also led to the creation of specialized courses that “teach people how to become a KOL.” In China, Yiwu Industrial and Commercial College (YWICC) has recently launched a university course called the “Influencer Department,” which focuses on nurturing KOLs. The course content is extensive, including performance, makeup and styling, public relations etiquette, posture, dance, catwalks, and more. The final exam even includes an assessment where students have to “strike 15 poses in 30 seconds.”
However, although there are an increasing number of KOL training courses, nurturing a sought-after KOL is not as easy as it seems. It often requires a combination of timing, location, and human factors.
For example, the Korean singer PSY, although he became a globally famous internet celebrity with his song “Gangnam Style” in 2014, he had to go through more than ten years of hard work and attempts, combined with the Korean wave effect and his understanding of the public’s psychology in music, to achieve his current success.
As for young people in Hong Kong who want to enter the KOL industry, while they may not be able to fully replicate PSY’s success, becoming an internet celebrity and earning thousands or even tens of thousands of dollars is not without a formula. The key is to find a creative direction that the public loves but is not yet mainstream, persevere in developing it, attract the attention of more and more netizens, and regularly analyze data and make improvements. In this way, becoming an excellent internet celebrity is not out of reach.
Digital Engagement Model
The model below provides a set of criteria and clear guidelines for marketers to formulate and measure the metrics of promotional campaigns. It allows them to develop competitive integrated digital strategies based on different metrics. At the same time, this model can also serve as a structural framework for businesses to decide which digital marketing tools to use to more effectively achieve their marketing goals, and to determine which data and measurement tools to use for checking effectiveness and improving campaigns.
1.Awareness & Knowledge
At this level, we strive for maximum exposure. The target audience is broader, and the tools we typically use are email, website banners, etc. In terms of measurement, we look at how many people have opened the email, how many people have viewed the website banner (Impressions), the number of visitors (Views), the click-through rate, and the reach, etc.
2. Interest & Attitude
At this level, the goal is to interact with potential customers. The strategies we typically adopt are through social media platforms like Facebook, Twitter, or Pinterest. In terms of measurement, the metrics are “likes,” “comments,” “shares” or “re-posts,” “follows,” etc.
3. Involvement & Engagement
At this level, our goal becomes more tangible: to receive inquiries from potential customers. The tools we typically use are YouTube, blogs, newsletters, or the company’s own membership program. The measurement metrics usually include video views, blog followers, newsletter subscribers, and the number of participants in the membership program, etc.
4. Word of Mouth
At this level, the customers are already very potential or even existing customers. We look at all platforms, including channels for leaving comments and reviews, such as online forums, groups, Facebook, bloggers, etc. While creating a lot of buzz (“Noise”) and mentions does not necessarily mean good results, we also need to conduct sentiment analysis to see if the sentiment is positive or negative, because when a crisis occurs, there might be many mentions online, but that doesn’t necessarily mean it’s a good thing. The measurement metrics in this area are the number of comments, the number of mentions, the sentiment score, etc.
5. Action
We look at how many potential customers have been converted into actual customers (Conversion). Actions include making a direct purchase (online or in a physical store). The metrics we typically use include the redemption rate of coupons and the number of online shoppers. It can also be about actual participation in company-organized events or using a company service. Here, we look at the conversion rate or acquisition rate.
6. Advocacy & Champion
At this level, we hope to connect with loyal customers and have them advocate for the product among their friends. At this level, we look at the amount of positive user-generated content, case studies, and testimonials produced by customers, the number of mentions, how many users share the content, the participation rate in surveys, positive reviews, and sharing product links online. In terms of metrics, we look at the转发 rate of online links and the sales generated through referrals, etc.
KOL Marketing’s Future Outlook: Virtual KOLs and Personalized Interaction
The evolution of KOL marketing never stops. Looking ahead, the application of virtual KOLs and AI in personalized interactions is quietly changing the face of the industry.
Are Virtual KOLs the Next Trend?
Virtual KOLs, which are computer-generated virtual characters, are gradually entering the public’s view. Their advantages are clear:
- High Controllability: There is no risk of negative news, scandals, or inappropriate behavior. Brands can have complete control over their image and statements.
- No Time or Location Constraints: Virtual KOLs can participate in events anytime and anywhere, without physical limitations.
- Diverse Application Scenarios: They are particularly suitable for industries like fashion, gaming, and technology, as their unique image can bring a strong sense of novelty to a brand.
Although still in the early stages of development, the rise of virtual KOLs suggests more possibilities for how brands can interact with consumers.
Conclusion
There are many digital marketing tools. Before choosing the right tool, you must ask yourself who your product’s audience is. Different tools have different levels of impact on different audiences. For example, if your audience is between 15 and 25 years old, they may be more influenced by KOLs than other age groups because their daily topics of conversation are likely to be related to KOLs. Therefore, KOLs are an effective digital marketing tool for them. Other digital marketing tools have different key audiences, but of course, digital marketing encourages the use of different tools to promote the same product or service. Each tool can have a different function: some share direct information, some build an image, and some help you convey information. Therefore, marketing professionals must not neglect the importance of using different tools appropriately to promote the same product or service, making them work in synergy.
