Today, how KOLs are made – You Find Ltd.

Nowadays, the influence of influencers is far-reaching, and when they promote their products on platforms with huge fan bases, they can often achieve the effect of spreading ten or ten to hundreds in an instant, directly stimulating the sales of products, so it is no wonder that advertisers are willing to spend hundreds of millions …

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Today, how KOLs are made

Today, how KOLs are made

Nowadays, the influence of influencers is far-reaching, and when they promote their products on platforms with huge fan bases, they can often achieve the effect of spreading ten or ten to hundreds in an instant, directly stimulating the sales of products, so it is no wonder that advertisers are willing to spend hundreds of millions of dollars every year to sponsor some Instagram KOLs and YouTube superstars, so that a new influencer economy has emerged in the marketing industry.

It is precisely because the Internet celebrity industry has a market price that it has also led to the birth of some specialized disciplines that “teach people how to become KOLs”. In China, Yiwu Business School (YWICC) has opened a university course in recent years, focusing on cultivating KOLs. The content of the course is very wide-ranging, including acting, make-up and styling, public relations etiquette, posture, dance, catwalk on stage, etc., and the final exam includes an assessment section of “15 Priests in 30 Seconds”.

However, although there are more and more such KOL training courses nowadays, in fact, it is not as easy as imagined to breed hot KOLs, and it often requires a lot of cooperation from the right time and place behind it.

For example, Korean singer PSY, even though he became an instant hit with the song “Gangnam Style” in 2014 and became a world-renowned Internet celebrity, in fact, he has gone through more than ten years of hard work and attempts, coupled with the Korean wind effect, and mastering the psychology of the public in music, to get his current achievements.

As for young people in Hong Kong who are interested in entering the KOL industry, although they may not be able to fully borrow PSY’s successful tricks, it is not impossible to follow the rules to become an influencer and earn thousands or even tens of thousands of influencer income. The key is to find out what the public loves but have not yet popularized, continue to develop it, attract the attention of more and more netizens, and regularly analyze the data and make improvements, so that becoming a great influencer is not out of reach.

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KOL(關鍵意見領袖)

在互聯網尚未普及的時代,資訊的傳遞非常「單向」,我們接觸的資訊來源主要是大眾媒體──消息經由記者接收、由記者進行消化、整理、報道,再傳達至你與我。然而,在當今的世代,資訊不單不是單向,有是「多面向」,有如蜘蛛網,你我他可以獨立連結,也可以以群組的方式地集體連繫。從群眾的角度而言,當中尤其由 KOL(Key Opinion Leader,關鍵意見領袖)扮演著舉足輕重的角色,KOL 對在社交媒體所發表的評價,不單是吸引無數跟隨者的眼球,更影響很多人的消費決定。不難明白的是,很多品牌管理者、廣告商,現在都力求找到優秀的 KOL 以達致廣告的效果。 那麼,一位優秀的 KOL 該具備什麼條件?知名度高就一定有影響力嗎?其實不然。知名度和影響力,兩者都是重要的指標,然而,兩者未必有正比的關係。 一個知名度高的 KOL,很可能有大量的支持者(即粉絲,Fans)或者跟隨者(Followers),但未必代表這位 KOL 可以影響他們的消費決定;反之,一個具有強大影響力的 KOL,可能他算不上是街知巷聞,但他的一小撮的支持者對他可是亦步亦趨。 揀選 KOL 的質與量指標 再深入一些去想,行銷人員在評核如何選擇合適的 KOL...

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