This article is an excerpt from the sixth chapter of my new book "Breaking Word of Mouth: Brand Methodology from 0 to 15 Billion": "How to achieve a brand effect of over 100 million with less than 30 million advertising expenses a year? 》
In recent years, with the promotion of major MCN agencies, advertising companies and social platforms, KOLs have become the standard for almost every brand's advertising. The random flowers are gradually entering the charming eyes. In the wave of KOLs bringing goods, along with the rising advertising costs, remarks bombarding KOL traffic fraud also began to emerge one after another.
So, when traffic is getting more and more expensive and the traffic is getting more and more serious, how do I break this curse and use less than 30 million advertising fees a year to make MINISO a brand effect of over 100 million Woolen cloth?
In the past few years, we have spent a lot of time researching the latest marketing methods, and have also concluded a set of rigorous and skillful media placement strategies. This methodology can be said to be the quintessential summary of our investment over the years. Behind every experience is the crystallization of our battle of wits and courage with MCN agencies, advertising companies and KOLs.
1. What is the difference between KOL, KOC, and anchor?
Before you can deeply understand KOL marketing, you must first understand several key technical terms and industry phenomena.
1. KOL (Key Opinion Leader)
The current mainstream definition of KOL can be divided into two types - cross-border type and vertical type.
The crossover type generally belongs to the head KOL, which is characterized by strong IP attributes. Fans are like their believers. Because of their trust, they will follow the people to buy. These head KOLs can be used as topic leaders to help brands break the circle in communication, quickly open up their popularity, and trigger the attributes of public relations.
Vertical KOLs usually belong to the mid-waist KOLs. They work more deeply in the vertical field and their content is more targeted. They can stimulate the in-depth distribution of content in the circle, form brand loyalty and high conversion, and are more suitable for daily delivery and combined delivery with goods.
2. KOC (Key Opinion Consumer)
In the content of the third chapter of KOC, I have parsed this word a little bit. For the convenience of everyone's understanding, I will add it here.
Although KOC is a new word, it is an old concept. Its birth has made the discourse of social platforms more equal, and it has also tilted the scales of the media that hold the monopoly of information and the head KOLs of cognitive surplus to stand at the top of the right to speak, making " "Amateur opinion leaders" have more room for self-expression.
The characteristics of KOC are that although the number of fans is not large, it wins by volume, the content is real, and the activity and stickiness of fans are relatively high.
Live streaming has become popular in recent years. Its directness and immediacy breaks physical distance, helps brands communicate with users more quickly, and enables some small and beautiful new brands to make a comeback. The popularity of the live broadcast has also made Taobao's Li Jiaqi, Wei Ya, Kuaishou's Xin Youzhi, Douyin's Beef Brother and other head anchors, all in their respective fields to stand in the C position of e-commerce.
But I think there is still a fundamental difference between e-commerce anchors and KOLs.
KOLs are more like content creators. Their explanations of products are more from the perspective of consumers. By outputting the dry goods they telemarketing list are good at on social platforms, such as evaluation experience, jokes, emotional chicken soup, grass recommendations, fashion outfits, etc. , to create an "individual evaluation" environment, so that users can immersely feel the value of the product, and then speed up their next decision-making, which is more interesting.
The anchor is more like a buyer or a salesman. It belongs to the booster before consumers purchase. Through introduction and recommendation, consumers are led to the merchant's store for consumption, which is more purposeful and less interesting.
In short, KOL's output on the content side pays more attention to: social hotspots, fan resonance, playing tricks and burdens; anchors value: product quality, unique craftsmanship, and the lowest promotional price.
But whether it is KOL, KOC or anchor, from the earlier TV shopping guides, blog posts and other forums, to Weibo and WeChat blowout, and now short video platforms such as Douyin Kuaishou Taobao Live, they have also experienced a lot of waves. But the core trend remains unchanged. Where there is traffic, there are rivers and lakes, but some people sell the ability to carry goods, some people sell word-of-mouth influence, and some people sell brand endorsements, all of which represent the voice of a certain circ