The era of KOL marketing

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Influencer marketing has become a must for marketing experts and professionals and can come to dominate the daily practice or at least the marketing strategy of many brands. Influencer marketing is therefore a new profession that many young people dream of. But not all influencers are the same: find out now what the so-called key opinion leaders (KOL) are and why they could be part of your strategy.


Key points
KOLs are key opinion leaders who are trusted and listened to for their expertise and experience in a specific industry or niche.
Just like influencers, there are three types of KOLs: nano, micro and macro.
The most important benefit of working with KOLs for a brand is that it can reach an engaged audience.
What are KOLs?
Definition
Just like influencers, key opinion leaders (KOLs) have a great influence on their audience because they have built a reputation in a specific field. They operate primarily online and enjoy great trust from their followers , which makes them an interesting cooperation partner. Of course, there are KOLs in all sectors, such as beauty, fashion, cooking, fitness or gaming.

However, compared to “traditional” influencers, KOLs are more experienced and have a very specific audience. So the question of whether you should work with influencers or thought leaders depends on your brand’s market and the goals of your marketing campaign .

Ultimately, the most important differentiator of KOLs is their expertise, which is why influencers are often also opinion leaders. In short, one does not exclude the other, of course, and they can even be mutually dependent. “Traditional” influencers achieve KOL status when they not only present products, but specialize in a niche and promote a product with detailed information and prior knowledge. Brands can even support this development by encouraging influencers to highlight their qualifications and encouraging them to deal intensively with products and, for example, their ingredients or the production chain.

Especially in highly competitive markets, cooperation with KOLs can be particularly lucrative – you can also consider cooperating with KOLs for product launches . In addition to KOLs, there are other “types” of influencers, such as employee advocates . Read all about the benefits of an employee advocacy program on Kolsquare’s influencer marketing blog.

The three types of key opinion leaders
The same subdivision applies here as for classic influencers, but we would still like vp safety email database to remind you of this.

Nano KOLs – Nano KOLs are experts in a specific niche with a small but highly engaged audience. They typically have fewer than 10,000 followers, but can have a significant impact on their audience’s opinions and decisions. Nano KOLs are often more approachable and personal than larger KOLs, and their recommendations carry more weight due to their highly engaged audience. Brands can use nano KOLs to target specific niche markets and build strong relationships with their followers.

Micro KOLs : Micro KOLs have a larger following than nano KOLs, typically between 10,000 and 100,000 followers. They are still highly specialized and influential in their niche, but their reach is greater. Micro KOLs have built a loyal and engaged audience, and their recommendations carry a lot of weight with their followers. Brands can use micro KOLs to reach a larger number of people within a specific target market and build strong relationships with their followers.

Macro KOLs : The fan base of macro KOLs is huge and amounts to at least 100,000 followers, usually even more. Their impact and reach are therefore huge, but they are also more distant from their audience. However, compared to “traditional” macro influencers, their influence remains direct, as they have earned a high level of trust and authority in their niche. Finding a macro KOL is not always easy, which is why we offer you the Kolsquare database and other tools such as the Kolsquare credibility score. The latter is especially interesting because macro KOLs in particular also have fake followers that you can identify with our credibility score from one to 100. Request a free demo today!