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on November 16, 2023
KOC and Kol are two sides of the same coin. Many KOLs come from the grassroots, and KOC's influence is a microcosm of KOLs. The real problem is that KOC is still around and Kol is not, which is why this topic is so hotly debated in today's online brand marketing community.
There are two general types of KOLs. One is to take all kinds of high-quality content and information as the core competitiveness, so as to attract a large number of fans, and as a way to realize personal interests of the flow of pool, through hard advertising connection, kol是什么writing software to collect advertising fees, or with the cooperation of enterprises to achieve marketing revenue sharing.
Another way is the net red, by virtue of their own personal looks and some other corporate qualities, directly into the e-commerce live broadcast and other areas, through the recommendation of various types of social commodities, and thus "bring goods" marketing.SEO公司的作用是什么 This is also categorized as a content e-commerce model. From this, we can see that the content production and information dissemination development ability is the advantage of KOL.
In contrast, Koc is just starting to produce high quality content, or not at all. It has a certain degree of influence because it has a considerable voice in a strong relationship chain. In the social e-commerce space, DuoDuo is leveraging the latter to realize a crack in product marketing. Compared with Kol, KOC is much smaller and more vertical.
How long is the life cycle of a KOL? I'm afraid this is a proposition that even KOL itself can't confirm. As we can see, many KOLs are popular for a while but gradually disappear, the reasons are very complicated.
Some KOLs have lost the ability to produce high quality content, resulting in the loss of users they originally attracted, also known as "shutting down". Some kolos are banned because they have gone overboard in their pursuit of "100,000+" content, violating the law or public order and good customs.
Some kol is limited by the characteristics of the area in which it operates, such as the live broadcasting of internet celebrities. Internet celebrities rely more on their youth and beauty, and the fashion and cosmetics they "bring" are essentially fashionable, mainly for young consumers. Therefore, once they grow older, users will become tired of their aesthetics, and the appeal of their products will diminish.
In addition, the differentiation of the platform of the enterprise where the KOL is located will also cause some KOLs in China do not have the social effect of personality communication. For example, we today's headline, jitter tone, can mainly take the information flow management mode, traffic distribution dominant in the hands of the platform itself, once the network platform design flow economic policy environment development changes, part of the KOL will be susceptible to pollution serious problems. WeChat public KOL originally had a more fixed fan base, but the public number revamped also adopted the information flow model of the standard today's headline, greatly weakened the KOL and the connection between the fans of the production relationship.
So the KOL model is very fragile, some KOLs may become KOCs overnight. for the marketing of corporate brands, the renewal of KOLs is more in line with their needs, and part of the KOLs are replaced by KOCs, keeping the KOL group updated, which is conducive to the attractiveness of the users.
Moreover, this is an area where we can fully compete, the emergence of KOC, resulting in KOL can not form a seller's market, do not dare to indiscriminately call the price, can not effectively reduce the content of the work and the quality of the service product, but also conducive to improve the enterprise has more market demand for the choice of surface.
For users, competition and substitution between KOCs and KOLs allows users to get better content and marketing services. After all, in order to win corporate orders, KOCs and KOLs must always stay engaged with their users, provide better content in their daily lives, and constantly innovate their marketing models to ensure that marketing conversion rates meet corporate standards. This objectively creates a more prosperous content ecosystem and innovative online marketing tools, which are closer to users' personalized and diversified needs.
At the same time, this is also in line with the trend of "content entrepreneurship". Especially after the rise of short video, live broadcast, VLOG, compared with the previous text mode, the threshold of content entrepreneurship is lower, giving more amateur enthusiasts the opportunity to KOL KOC.
We can see that many ordinary people from all walks of life are able to walk on the path of KOL through short videos, live broadcasts and VLOGs. This means that the KOC group, which is based on the derivation and development of ordinary users, is constantly improving and expanding, and the transformation of KOC to KOL is accelerating.
Of course, with the intensification of competition, if there is no ability to continue to produce high-quality content, a KOL may soon fall behind and be replaced by a new generation of grassroots KOL, which is also an opportunity open to all.
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