The positive impact that a well-known face or name can bring to the successful marketing of a product has been known since the dawn of advertising and marketing. Tying a brand name to a person who represents credibility and positive attributes – that marketers would like to apply to their brand and product as well – is a tried and tested strategy. It can spread brand awareness to reach groups of people who would remain ignorant of a brand’s existence, if not for the personality it was linked with.
That’s where influencer marketing comes in; a subset of social media marketing that involves product placements, endorsements and recommendations. An influencer has the tools and authenticity to attract many online viewers and help expand the social reach of a brand they are working with. An influencer may be anyone from a blogger to a celebrity, sportsperson or online entrepreneur. They typically work in ‘niches’ and specialise in one area of expertise, for example fashion, makeup, gadgets, food, etc. Perhaps the most famous social media influencer in the world is Kim Kardashian, renowned for promoting everything from slimming shakes and sunglasses to shapewear, cosmetics, apps, gadgets and lollipops.
The two terms and the people they represent have a distinct difference. Although frequently serving much the same purpose in marketing, their distinct variances mean they matter to marketers for different reasons. An influencer*, by definition, is a long-term denizen of social media platforms who has doggedly built up a sizable number of followers and clout, enabling them to influence their follower’s buying habits, likes and dislikes. They can immensely help a brand’s marketing campaign when engaged by marketers to spread the word about the brand to their followers.
A KOL (key opinion leader; particularly popular in China) on the other hand, is known for being a recognised authority in a particular area, someone who has become well-respected due to the influence they have in their specific sector of expertise. This area may be business, science, entertainment, fashion, food, sports and so on. A KOL can help a company get noticed and reinforce a brand message; and the influencer can provide the conduit that helps spread the word about a product or service.
KOL marketing uses premier content creators, specialised in their respective fields – entertainment, beauty, fashion, wellness, sports, business, etc. – to help companies of all shapes and sizes improve brand awareness, increase traffic, drive conversions and deliver a brand’s message to their target audience. As these expert storytellers are already marketing to your ideal audience across different channels (social media, blogs, columns, vlogs, etc.), they make a perfect digital marketing partner. Influencer marketing has become increasingly popular as traditional advertising (in particular display and print ads) has become less effective in attracting leads and customers.
Influencer marketing works well because it uses word-of-mouth marketing and social proof, two highly effective marketing strategies. Customers trust their peers, friends and people they admire more than companies who try to directly sell their products and services. Influencer marketing is an excellent addition to any omnichannel online marketing strategy. If done correctly, it can significantly enhance a brand’s exposure to the right target audience and provide a healthy ROI along the way.
To get the most out of an association with an influencer or KOL, you should choose them carefully from the outset. You can’t undo a campaign once it’s started, so make sure they’re the best possible representative for your brand. First, identify the different facets of the brand story/image you want to cultivate and then look at the demographics of the audience this would appeal to most. This will give you an idea of the type of influencer to target in providing you with followers that match this specific group.
However, keep in mind that you’re not only getting the followers of the influencer; you're also getting their personality. So, make sure the person you choose is a good fit for your brand personality and doesn’t have any skeletons in the closet! Once your partner has been chosen, there are several ways to work with them. Some of the most solid influencer and KOL marketing methods include creating sponsored content, conducting product reviews, leveraging brand mentions and starting ambassador programs.
If you want to engage the services of an influencer or KOL as part of your digital marketing strategy and don’t know where to start, the best first step you can take is contacting Primal – the best influencer marketing company in Thailand. No matter your industry or budget, our experienced and professional KOL marketing agency can advise you on the best strategy and help you locate and engage the appropriate influencers for your campaign goals.
Influencer marketing in Thailand need not be daunting, work with the very best and you’ll be guaranteed success. If your company or brand wants to generate sales, build brand awareness, drive traffic, convert leads, start a conversation, provide valuable information and improve SEO, then you need to consider engaging in influencer marketing. To get started on this path, reach out to our team of influencer marketing in Bangkok experts today. We are waiting to take your call…
Influencer marketing involves endorsements and product placement from influencers, i.e., people and organisations who have an established level of expert knowledge and/or social influence in their chosen field.
Influencer marketing is done the same as any other online campaign, first a goal needs to be set and then an appropriate strategy can be devised based around your resources.
Influencer marketing can cost from THB 100 to THB 1,000,000 per post. It depends on the size – mega, macro, mid-tier, micro, nano – and niche of the influencer you’re working with.
Although similar, they have slight variations. An influencer has a large and broad social media following. Whereas a KOL will have a smaller, but more specific (niche) following.
If you want to expand brand awareness, boost brand sentiment, build brand trust, drive engagement, increase conversions or promote a new product / service, influencer marketing is a good idea.
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