Why Kol Marketing Becomes so Popular in China?

Key opinion leader (KOL) marketing involves brands working with people who have expert knowledge on a specific subject. This subject will usually in some way be connected to the brand’s products, or at least be of interest to the types of people who might take an interest in those products. Most modern KOL marketing occurs online, often on social networks or social video sites. In some cases, the KOLs have built their names on popular niche blogs.

However, not all KOLs have gained their reputation through their online activity. KOL marketing predates the internet, and we can consider it a subset of celebrity marketing. Indeed, KOL marketing has existed virtually as long as there have been experts.

It’s essential to clarify the difference between most celebrity marketing and KOL marketing, however. Suppose a business chooses to work with a football star to promote their clothing lines. That is a common form of celebrity marketing. But it isn’t KOL marketing unless that footballer has expert knowledge and understanding of sports fashion. However, if that brand worked with that same footballer to promote a football coaching course or a new range of football boots that improved playing performance, then you could consider it KOL marketing.

You might notice brands often use academic professionals and scientists in their marketing. Assuming these people have qualifications and experience in a relevant field, you could consider that an example of KOL marketing, particularly if they have their own audience.

However, successful KOL marketing requires people to be more than just experts. They need to be able to influence the behavior of people. Academic boffins may be experts in their fields. But if they hide in a lab and don’t communicate with anybody, they can hardly exert an influence on anyone’s opinions or behavior. 

This makes KOL marketing a very pure form of influencer marketing. Influencers have the power to change the opinions of others. In theory, they should all be key opinion leaders. Unfortunately, in practice, not all influencers have sufficient expert knowledge on a subject to be key opinion leaders – they are just experts at communicating.

Benefits of KOL Marketing

Key opinion leaders have tremendous respect. They are the experts in their niches. Their followers take much regard for what they say, and they can easily influence the discussions in their field. This can have a considerable flow-on effect to the brands with whom they choose to work. 

If a KOL positively mentions your brand, or even merely uses it, many view this as a positive endorsement for your product. Many of the KOL’s followers will decide to give your product a go, and if they like it, they may become regular customers.

Imagine that you make sports cars. If a well-known motoring writer crafts a positive review of your flagship model, many people will read that article. A portion of this audience will actively opt to buy your model, thanks to the review by that motoring writer.

Working with KOLs can also create considerable buzz for you and your products. This is particularly so when KOLs use more innovative techniques, such as holding competitions or something like a TikTok Hashtag Challenge.

KOL marketing is particularly prevalent in China. Perhaps it has taken on there more than “normal” influencer marketing because Chinese social media is different from that in the West. Fewer specialist influencers who have gained their fame online. You are more likely to find Chinese key opinion leaders who have already established a reputation for being subject experts.