From KOL to KOC

KeyOpinionLeaders KOL used to be important marketers, but KeyOpinionConsumers KOC is the new trend with the following advantages:

KOL are experts, KOC is friends: KOC themselves are consumers. Even though KOC does not have as large a fan base as KOL, KOC tends to interact more and build trust with other consumers. Down-to-earth: KOC may not have professional marketing skills or knowledge, but they will share genuine reviews of your products and services that appeal to potential customers. Trust: KOC can gain the trust of other consumers more easily as they are less likely to be “cool” in others’ perspectives.

For example, drone manufacturer DJI (DJI大疆农业) had an account on Kuaishou (快手) sharing #shortvideo about the employee’s real-life experiences, which yielded 400 new users for the business. Copying from DJI’s experience, the key to increasing conversion rate is to employ KOC instead of KOL marketing.