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What's KOL? Pick the Right Key Opinion Leaders

A woman is sitting in front of a computer, researching the right Key Opinion Leaders (KOLs) for her project.A woman is sitting in front of a computer, researching the right Key Opinion Leaders (KOLs) for her project.

Using KOLs to communicate with the consumer has been used in the marketing landscape since way back. It is a branch of Influencer Marketing that has gained popularity and significance, especially in the digital era where Instagram takes centre stage. How well do you know KOL Marketing? Let's get to know a little more about Key Opinion Leader for your subsequent influencer campaign on Facebook and Instagram.

Youtuber KOL

What Is a Key Opinion Leader (KOL)?

Key Opinion Leader or KOL defines groups of famous individuals who can influence their followers with their expertise or interests in specific topics. For instance, they might be an expert in a field or online influencer with many followers on social media.See the difference between an influencer and a Key Opinion Leader in this article.

KOL Marketing is about using these renowned individuals to help promote the brand's products or services. They have gained much more influence in this digital age of social media and user-generated content. Promoting your products with KOL will help consumers know your brand, create awareness, and increase the opportunity for sales--pretty much like an influencer endorsement so to speak.

KOL in Sports

Perks of Using KOL Marketing

1. Reach your target group easier

Key Opinion Leader helps the brand reach its potential customers who are followers of that influencer, who often share mutual interests in specific topics. Suppose the brand chooses the right person that resonates with the consumers. In that case, the product can potentially reach more prospects and spend less than other advertising forms.

2. Encourage audience engagement

Using these individuals to influence their audience can help the endorsed product gain attention which leads to more engagement. The audience might start commenting on the post and spread it by sharing it on their personal profiles.

3. Pick the right one for the job

Suppose that you choose the one who has expertise in specific areas relevant to your own product. In that case, the product will appear much more appealing and credible.

Esports KOL

How to Effectively Promote With KOL

1. Choose KOL relevant to your brand

As mentioned earlier, choosing individuals with mutual interests that resonate with the brand will give more credibility to the product endorsement. Like someone who would really use the product and leave a real review for their followers, KOL can persuade them better.

2. Maintain KOL's Identity

Once you pick the right person for your campaign, the brand should let them be who they are. Try not to dictate how they communicate that might alter their personal identity, like having them praise the product to the point that it feels unnatural and forced. This way, the audience will have a hard time believing in the message. Eventually, the brand loses credibility

3. Plan KOL content strategy

Brands that aim to use influencer marketing should make a content creation plan to make their message resonate with the brand identity and meet the campaign's objective. All of this is ultimately aimed to bring influencer marketing to its fullest potential possible.

Youtube Golden Button

Frequently Asked Questions

What is an influencer?

An influencer is anybody with a certain amount of followers (usually at least 1k), who creates content and has a loyal following.

What is a key opinion leader?

A key opinion leader has the same influence and audience as the influencer but with a twist – they usually have a much more targeted audience.

Essentially, a KOL has done all the hard work for you -- they have taken the time to engage with a specific, niche audience, and they have grown a community centred around a particular interest.

What type of marketing is influencer marketing?

Fundamentally, influencer marketing is under social media marketing and uses endorsements and product mentions from influencers.

What are the benefits of KOL Marketing?

KOL Marketing works because of the high amount of trust that social influencers have built up with their following, and recommendations from them serve as a form of social proof to your brand's potential customers.

Why Should You Choose a KOL?

A KOL can help ensure you're reaching the ideal target market for your brand -- and, additionally, they can enable you to get a much more significant percentage of potential consumers than you might've otherwise.

A KOL partnership is cheaper, quicker, and potentially more effective than most traditional advertising methods -- so, if it makes sense for your brand, why not try it out?

What's the best way to use their services?

Since your KOLs are well-aware of industry trends and uniquely engaged with the consumer market, they are more likely to help you identify areas for improvement in your current product or overall marketing strategy. So you'll get the most for your money if you use them as a collaborator, as well.

Need help with Influencer Marketing for your brand?

If your brand is looking for some helping hands with KOL strategies that ticks all the boxes. Our team at Sphere Agency is here to help you plan the most effective Influencer Marketing from end to end. Contact us today!

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By Yaya Adam on February 16, 2021


Sphere is a digital agency that helps brands create meaningful relationships with today’s highly-connected consumers. Based in Bangkok, Thailand, we offer end to end digital solutions built on strategy and driven by data.

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