KOL

A KOL (standing for Key Opinion Leader) is a well-known figure whose opinion is trusted by a wide audience, especially on social media. Thereby, he or she has a substantial impact on consumers’ buying habits within his or her online community (generally referred to as “followers”).

The term is even more used in digital marketing in China, where it is considered as one of the most powerful marketing tools to promote brands.

With verified accounts, KOLs use WeChat in different ways to promote brands and the most common one is product placement. For example, Gogoboi, the popular fashion blogger, holds contests to promote brands during Chinese holiday.

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