The Great Debate: Working With KOL's, KOC's And Influencers
With the development and evolution of social media, the emergence of influencers arose and they have become an industry in itself. What was once a questionable channel to consider has now become one of the top solutions for marketing and attracting a new audience. We'll explore how to leverage the appropriate and suitable KOL's, KOC's and influencers for your tourism business, to build social proof and appeal to a wider audience.
Table of Contents
What Are KOLs, KOCs And Influencers?
Influencers are individuals who gained an audience on social media platforms such as YouTube or Instagram. KOL, which stands for Key Opinion Leader, tend to have a parallel profession to influencers and KOC which stands for Key Opinion Consumers, are regular consumers who enjoy sharing product reviews or service feedback.
Influencers:
These are the platform stars born out of Instagram and YouTube; in China they are individuals on Weibo and Red Book. The vast majority are purely in the digital world influencing their followers on a vast array of different topics and subjects - not only in the realm of e-commerce. A few notable influencers are Felix Kjellberg (aka PewDiePie, video games), Anastasia Radzinskaya (Like Nastya, music) and Jimmy Donaldson (Mr. Beast, stunts).
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KOL's:
KOLs have come to be known based on their profession or expertise in a particular subject matter. Individuals under this heading cover a much broader spectrum of audience. A famous actor or celebrity, a politician, a journalist, an athlete can all be considered Key Opinion Leaders. Some examples include Barack Obama ( former president of the United States, social activist and politician), Steph Curry (athlete) and Emma Watson (actress and activist).
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KOC's:
These individuals tend to be more product-focused. They've developed a reputation for product reviews and their followers deem them as credible sources for unbiased opinions. They can often be doing referral selling, sponsored promotions, or affiliated marketing.
Influencers In China
Things in China work a bit differently. Many influencers (broadly referred to as wanghongs) did start organically as a hobby covering their personal interests. They grew, began to monetize (either through ads, sponsorships, e-commerce channels) and eventually it turned into a full-time job for them. However there are many other influencers who started purely with the intent to commercialize. In many circumstances their rapid rise is fueled by investments of time and capital through agent companies called Multi Channel Networks (MCNs). These MCNs foster the development of influencers from inception supporting their growth during the most difficult stages in the beginning when follower numbers are low. Many hours are spent on developing sets, creating content, live streaming, building followership and advertising the account. MCN's recruit high potential aspiring influencers, put them through the program in hopes of taking a profit. Not all wanghongs work with an MCN, however it is important to understand that this system of 'talent' brokers is out there and very prevalent.
Who Should I Work With?
Knowing this, how do I know who we should work with? This is the number one question we get in regards to working with wanghongs in China. In response, we ask our clients to reflect on the following questions:
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Who are you?
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Are you a small or large business?
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Are you a large international brand, but marketing only a single property under that flag?
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Who are you trying to connect with?
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Is it a broad community or is it a select defined portion of the population?
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Consider your price point and target niche.
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What are you trying to get them to do?
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Is it specific and realistic, from the point of view of the audience?
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Is this a one-time marketing campaign or are you building something integrated over a period of time?
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Our Advice
Based on our clients' responses, we've often given the guidance below:
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Don't go for the biggest celebrity wanghong you can find. Most of the time brands are lured by account size and sheer number of followers. Sure, broadly speaking the greater their followers, the greater their perception of own value, the more they will cost; but that also means that they are likely to cost a lot more, and it does not mean a greater return. Large and well-recognized individuals pair better with large campaigns put on by recognized brands. Consider if you fit that definition.
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Find your niche. Chances are when you are a small company, you have a smaller budget. You probably have a smaller but more-focused audience, which only makes sense. Define that audience and it will help put your brand in a much better position for messaging.
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Relevance is number one. Is the wanghong's content relevant to your business? If not, their audience (which is who you are trying to get the attention of) might not be relevant for you. Does the wanghong bring real value to their own followers? In other words, are they a casual tourist who focuses on the optics of luxury purely as a universally appealing aspect or are they a tried and true FIT traveler who explores the world 200 days out of the year? Do their values match your needs?
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Cautionary, be careful who you partner with. Most brands focus on the upside benefits, but some wanghong could bring unwanted attention. For instance, political views can get hairy. Consider their demeanor not only in their streaming or posted content but also in their commentary.
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How Do I Navigate All This?
If you've read this far, you're likely a small-to-medium business. You probably have limited funds and that ROI is critical. Should you consider a wanghong for your business? It's not for every company, but it's worth exploring. If done right, it can be cost effective and extremely worthwhile. Just understand that it's more than finding a congenial online personality with a high number of followers.
If you need more help or have any questions, you know where to find us! You can contact us at info@kiwisocial.net or call +86 139 1703 5107:)