Influencers vs KOLs
As a type of social media marketing, influencer marketing involves effective endorsements and product mentions from individuals who possess sizeable followings on social media. It is worth noting that the word “influencer” is used more broadly in China, covering bloggers, online content creators, live streamers, and traditional celebrities. “Key opinion leader” (KOL) is the common Chinese terminology for an influencer marketing practitioner who can command their followers to help brands gain exposure, or directly sell products.The love and pain of KOL marketing
From the consumer perspective, KOL marketing has become the most preferred marketing channel. A 2020 survey reported that influencer endorsements worked particularly well in promoting fashion and beauty goods. Over half of Chinese respondents had purchased recommended cosmetics and clothing items and a third bought promoted nutritional products or consumer electronics. In another 2022 survey, 67 percent of consumers ordered the endorsed products with the desire to mimic the KOL’s outlook style.Therefore, it comes as no surprise that advertisers in China have prioritized KOL promotion in their marketing plans. There are various advantages in collaborating with opinion leaders, such as accurate positioning, increasing brand exposure, and stimulating purchase intention. However, every coin has a flip side. In 2021, about 45 percent of invalid KOL followers were detected across three major social media in China. Apart from fake social followings, disguised engagement, unreal sponsored posts, and fraudulent giveaways are other common forms of influencer frauds which can cost companies a fortune.
