Find our how Comms8 works with micro-influencer in a marketing campaign for Montblanc
Are you a Key Opinion Leader (KOL)? Do you long for further development in your KOL career? You have come to the right place.
Being a KOL is never easy, particularly in certain competitive landscapes. Building a profile on social media and attracting a small group of fans are quick and simple, but keeping a continuous growth of your KOL career needs way more than that. Not only ongoing maintenance is needed for your account, but capturing the suitable business trends is also essential.
For instance, China is one of the most attractive markets for KOL. The latest data reflects the net worth of the China KOL marketing industry is at £3 billion. In 2017, there are over 470,000,000 Chinese are fans of KOLs. Some KOLs can even earn over £30 million a year.
China's dynamic social media development had created an extremely active online community. Crucial communication platforms like WeChat, Weibo, and Tik Tok (Douyin) greatly facilitate KOL to unleash their distinct characteristics. KOL can produce content and attract followers more conveniently. Fans can interact with them, buy their products, and support their commercial collaboration with brands. This is why KOL in China can transform their impact on the Internet into actual earnings quicker than any other country.
As a KOL, it is a must to grasps every trending business opportunity and knows where the valuable markets are. That is why many KOLs aim to enter foreign countries, like China, other than staying local.
It is also important to link with the marketing agencies to explore for international collaboration. For example, Comms8 is a professional marketing firm that connects Europe and China. We help companies to enter overseas markets through campaigns, in-store promotion, and various events. KOL plays an important role in all these strategies. If you are ambitious in raising your profile and collaborating with more global brands, don't hesitate to work with us!
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3 Tips on How to be a Better KOL
1. Maintain a High-quality Content Output
Every influencer specialises in particular fields, such as cosmetics, travel, and baby products. However, some rising KOLs quickly fade out after a year or so. Why? Because they start to be like everyone else!
It is challenging to stands out in a large ecosystem of KOL. To avoid losing your direction in the mainstream, try to stick to the genuine unique feature of your own. The key point is: to preserve what makes you special and find your unique positioning in the market.
For instance, Papi Jiang is the top KOL in China. She is extremely different from the usual Chinese KOL, who mostly share cosmetics and fashion to fans. Papi Jiang created a video that discussed problems in romantic relationships. The content was rich and funny. Along with her exaggerated performance, the video made Papi Jiang gone viral in the Chinese online community. Luckily, she was not blinded by the instant fame. She was well aware that fans liked her humorous facial expression and down-to-earth content. Therefore, even after such a hit (She was estimated to have a value of over RMB$ 100 million), Papi Jiang stays the same and continue to develop her unique personal image through producing high-quality videos.
From Papi Jiang's case, it is obvious how KOL should always be consistent in both the position and content. KOL industry is fast-changing. An overnight sensation, even like Papi Jiang, is not going to last. You need to produce high-quality content constantly at a regular pace.
People value and consume content. It is a must to obtain more relevant information and convert them into something that surprises your fans. Keep up-to-date with the latest trends but voice out your individual opinion.
Many KOL put the cart before the horse. They excessively package themselves and focus merely on publicity stunts. This only threatens your personal brand image and kill the possibility of growing instead.
2. Join More Collaboration
There are many powerful networks between KOL and among agencies. Utilize them wisely as a strategic move. Despite those established ones who can wait for brands to approach, the majority of KOL need to find and grasps golden chances actively.
Opportunity favors the prepared mind. You need to accumulate a strong base to transform yourselves from an emerging KOL to a dominant one. Never underestimate the effect of joining events for so-called "small" brands. Your effort will only bring benefits to your reputation and secure your future growth as a KOL.
Marketing & advertising agencies can provide many opportunities. For instance, Comms8 has been holding various compelling campaigns and events for our international clients. We are currently craving for talented KOL in the UK to join our network. Join us so we can contact you when there are suitable brands!
3. Love What You Do
Last but not least, love what you do. Only this will make you more influential to your fans. People can tell when you are treating it as a job and producing soulless content. They only go for the one who is passionate.
Do not force yourself to be a KOL in the field you don't like. There is no point in doing so! Find the one you truly enjoy. It will make content producing, interaction with followers, and collaborate with brands much easier. Comms8 believe that there is always a witness there to appreciate the results you delivered whole-heartedly.
Comms8 is now recruiting!
Most importantly, if you are a merging KOL longing to take it to the next level, don't hesitate to click HERE to join our KOL network for rich opportunities from leading names!