Nowadays, people are more interested in using social media, which makes online marketing in the form of Affiliate Marketing more popular and gives rise to new careers, namely KOLs and Influencers. Looking from the outside, you will find that these two careers are similar in that they both present content about products and services. But in fact, did you know that these two careers are different and have different expertise? Today we will help differentiate the similarities and differences between KOLs and Influencers.
What is Kols? What is it derived from?
Kols is a subset of the term “Key Opinion Leader”.
This is a specific name used to refer to a group of people who are thought leaders, who are considered famous influencers, who have credibility that promotes the brand image, or who may have knowledge and expertise in a specific area of the subject being presented, to the point where they can create an image or express influential opinions that respond to the thoughts and behaviors of their followers who can become consumers of the brand.
Advantages and strengths of marketing with Kols Marketing
1. Access to target groups
The ability of Kols allows brands to easily reach specific target groups because the target audience of Kols tends to follow the content of Kols because they like the content and expertise that helps build trust. Therefore, when this Kols says something or recommends something, it is easy for them to follow.
If we were to give an example of Kols to make it easier to visualize, we would use Ms. Ing from the ingck channel, a skincare Youtuber who presents content that is different from general product reviews. Instead, it would be about exposing the ingredients of that brand’s cream and analyzing the ingredients to see if they are worth buying and what type of skin they are suitable for. Ms. Ing’s advice would help her followers decide whether or not to buy them.
2. Enhance the brand image.
Since each Kols is already interested and accepted by that group of people, the brand being mentioned by that Kols will help the brand to reach the target group or consumers more easily, gain acceptance and increase credibility.
And if the Kols are already famous or influential, it will help increase the target group that loves that Kols to become customers of the brand easily.
3. Give a sense of trust
Because Kols is a group of people who, in addition to being highly reliable and skilled, also have close contact with consumers, creating intimacy and trust.
When trust is established, when products and services are recommended in a positive way, it is easier to trust and trust the brand, making it easier to become a customer of the brand.
4. Reduce advertising
In advertising to promote the brand to make the product or service always stick in the eyes of the consumers, it is inevitable. But it would be much better if your product or service has hired Kols who can persuade and influence the thoughts of the target group and consumers all the time.
Make your product or service gain attention and become popular all the time. Become a top-of-mind product or one of the top choices. This will reduce the need for advertising.
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Who are the Kols?
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Take her on a Journey
What is an influencer?
Influencer means someone who influences the thoughts and decisions of the target group. They may be famous people such as stars, singers, models, influential people in the entertainment industry, or ordinary people, but have a way of presenting stories, ideas, and content that is outstanding, interesting, and can attract consumers to follow. It helps increase the credibility of the brand from the perspective of the target group and consumers, helping to stimulate the brand to be talked about more. The advantages of doing influencer marketing or using the services of an influencer agency are no different from Kols. For example, who are the influencers?
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What is the difference between influencers and Kols?
When reading up to this point, many people may feel that Influencers and Kols are not different at all. It seems that only the name is different… But in fact, it is not. Because both of them have the following differences:
- Kols’ followers tend to have more specific interests than Influencers, and sometimes Kols have fewer followers than Influencers, but with a more targeted audience, they can generate more awareness and drive more sales than Influencers.
- Influencers have a larger following and are more likely to follow how they present their content or like the influencer.
- In terms of influencing followers and consumers, Kols can do a better job because of its greater expertise.
- When it comes to content presentation and content creation, influencers are more suitable than Kols.
- Influencers build more trust and intimacy with their followers than Kols because they produce more frequent social media content.
