Branding creates a brand, and KOLs help build that positive perception in the minds of target consumers. But how do they do it?
Throughout the years, brands have been actively seeking the best social media influencers to work with. They want to be associated with them because of their power to convince and persuade the buying decisions of consumers. This high demand has led to create an industry of its own. Yes, KOL Marketing is no longer just a tactic, it’s an industry that opened a lot of doors and endless opportunities for both brands and influencers. KOLs have the capacity to help create high quality strategic branding that can position your brand to be the choice of consumers. Marketers are expected to spend more of their budgets for KOL Marketing, so this trend is likely to continue in the future.
The numbers may already speak for themselves. But beyond the costs of working with KOLs and the process of launching your first KOL Marketing campaign, the main question is this: How do KOLs do it?
In this article, we’ll help you find out if KOLs are a good investment for your brand. Additionally, we’ll also show you their importance to your brand marketing strategy:
The Emotional Connection
This is something that brands should keep in mind: KOLs have the ability to influence consumers through emotional connection. As we all know, KOLs come from different walks of life, but they’re just like us. They understand the consumers’ wants and needs, so they’re perfect brand ambassadors. But what exactly must the consumers feel in order for them to trust and connect with a brand?
A good explanation of that would be Courtney Seiter’s The Science of Emotion in Marketing. She dives into the four basic emotions that would appeal to the masses. For example, happiness drives the action of sharing, which is probably the main reason why it is the leading element of social media sharing. According to several studies, the more positive a campaign is, the more likely it will go viral and touch the hearts and minds of readers.
Take a look at the example below:
KOL @naomineo_’s goal is to promote Marigold Peel Fresh. But she started it off by talking about the crazy weather she’s experiencing. Right from the start, she already caught the attention of consumers because we all know how frustrating it is to experience the same thing. But she made a way to reverse that thought by sharing how the product makes her stay fresh and hydrated despite the 35 degrees of weather heat. Additionally, she is also smiling in the photo—which is a smart thing to do as it creates a positive brand experience for the audience.
“Joy increases when it is shared.”
It is vital for brands to always connect with their audience in a positive way. But it still depends as happiness isn’t the only emotion you can use to connect with your audience. Depending on the campaign, utilizing different emotions with the help of KOLs is a good way to gain the trust of consumers.
Justification For Paying For A Product
Aside from triggering emotions, KOLs also has the power to justify the price of a certain product. For luxury brands, it can be pretty hard to sway your audience because of the premium price offer. Not a lot of people are well-off, but majority of brands have found a way to convince people to patronize them: that is through KOL Marketing. KOLs (Key Opinion Leaders) wouldn’t be called KOLs for nothing. Their opinion and sentiments matter, that’s why they’re trusted by brands as they don’t only bring awareness, they also drive sales and boost ROI. Throughout the years, they managed to enter the APAC region including the Hong Kong market.
Majority of consumers (especially millennials) struggle to decide whether they’ll buy a specific product or not. But with the superpowers of KOLs, they may be convinced to buy products in an instant. Why? KOLs are credible and trusted by their followers. Sometimes, consumers only want validation from the people they follow, so that explains it all. So whether you’re brand is from the industry of Luxury, Beauty & Cosmetics, Banking & Finance, Lifestyle, & Consumer Goods—there’s definitely a lot of room to work with key opinion leaders to succeed in your campaign goals!
Affordability and Targeting Audience Accurately
Did you know that KOL Marketing is the most cost-effective way to reach your target audience accurately? Okay, you may ask: how cheap? Well, it’s probably not the cheapest type of marketing as the price will totally depend on time, campaign and the type of influencer you’ll be working with. In addition to that, no marketing strategy is cheap. But in this modern world we’re in today, KOL Marketing is considered cost-effective because it can easily give you good ROI, so you’re probably going to gain more out of the money you spent. But again, there’s no instant success with this type of marketing, as the success will depend on the consistency and relationship between the brand and KOL.
So how can you do that as a brand? You can only target your audience accurately if you target your influencers accurately. Yes, you can’t just work with someone with massive followers. It’s not always about the numbers. Furthermore, you should also look into engagement as not everyone who has a lot of followers are efficient. One way to work with the right influencers is through a KOL platform. Working with a tech platform would be an easy way to connect with real and verified influencers of different niches. With that, you can effortlessly track your target audience.
We all know the saying “What works for you may not work for me”, but it’s high time to throw that away. In the world of marketing, you won’t know if something would work for your brand if you don’t try it. We are living in the modern time and brands are getting competitive. They’re seeing the importance in leveraging fresh marketing tactics like KOL Marketing. Marketing used to be a one-way communication, but with the rise of influencers, it became easier to attract consumers. There’s nothing wrong with changing your tactics from time to time. It’s a good way to see if the strategy is beneficial to your brand in the long run. Are you ready to enter the KOL Marketing world?