Key Opinion Leaders (KOLs) are important weapons for brands hoping to get their message across on social media, particularly in China. They are the people netizens listen to and the value of their endorsement to your product or service cannot be underestimated.
They use platforms like Sina Weibo and WeChat and they can range from national renowned celebrities, organisations and thinkers, to local experts. Their followers number from a few thousand to millions and they can be travel writers, journalists, chefs, photographers, actors and actresses, pop stars and fashion icons. Their followers trust their opinions on where to go on holiday, what clothes they should wear, what they should eat and what TV they should watch.
Large brands use multiple KOLs to spread branding power, spending significant amounts courting the famous and successful. Smaller brands with more limited budgets can also increase their reach by utilising experts and respected fans who are active on social media and have a good following.
Finding a useful KOL
According to Angie Au-Yeung, National Digital Marketing Manager, China, for Lee Cooper, there are 3 keys to a successful KOL:
Find a KOL who fits your brand. For instance, if you are selling a fashion product to the young affluent in China’s Tier 1 and 2 cities, you are more likely to choose a young, attractive celebrity KOL rather than a renowned architect or popular politician to market your brand.
What do you want your KOL to do? Do you want them to pass on your brand message in their posts? Do you want them to become an ambassador for your brand? There are various levels a KOL can operate on and getting the right balance is vital for a successful social media campaign.
What are the metrics for your KOL? Fan base size and demographic are important. The rise of smart phone usage in China means that you can reach a wider cross-section of the country than ever before. If you are going to invest time and energy in a KOL then they need to be able to reach out to the people who will be interested in your product.
Engaging with KOL bloggers
Beyond the obvious high-ranking celebrities and others who are in the public eye, there are opportunities for social media branding with China’s large and ever-growing band of bloggers. These are generally people who have a hobby or passion that attracts enough of a following and respect for their opinion to have promise as a promotional tool for brands.
“Building relationships with bloggers in China can be time consuming and requires a degree of commitment but…it can bring fantastic success to a brand in the way of genuine advocacy and provide the local breakthrough endorsement which is essential for traction in China.” Elisa Harca, Marketing Consultant. (http://www.clickz.com/clickz/column/2322997/bloggers-commentators-and-kols-harnessing-the-power-of-chinese-influencers)
More highly valued by consumers than their Western counterparts, discovering valuable KOLs should be a priority for all brands seeking to make inroads into China’s marketplace and sell their products.