KOL marketing has recently gotten a lot of attention. KOL marketing cannot exist without social or content marketing, hence it will not replace them. With today’s content-driven marketing efforts, KOL marketing combines old and new marketing methods, as well as celebrity endorsement. The campaign’s outcome is decided by the brand owner’s and online KOL’s involvement. 


Phei Yong, a Malaysian Youtube celebrity, is a good example of KOL. During CNY 2020, he worked with Nestle merchants to create a music video for their new Nestle Gold ice cream flavour. During the Instrumental time, ice cream appeared in the middle of the movie. This is clearly a brilliant marketing scheme for Nestle for Phei Yong’s millions of followers, and as a New Year song, its views have nearly doubled. Both Phei Yong and Nestle come out on top.

KOL, unlike celebrities, they can be found anywhere. Their vast number of fans on the Internet and social media is what makes them influential. A KOL is a well-known Instagrammer, Twitterer, or LinkedIn marketer. There are famous figures in every field; you just have to locate them. Moreover,  they have thousands (if not millions) of fans recognise them, and this is the target audience your business and brand are pursuing.

It’s also not about making a lot of money rapidly with KOL marketing. Unlike social media and content marketing, your advertising campaign does not instantly present your products. It’s to demonstrate your industry’s authority, credibility, and thought leadership.

Lastly, it takes effort to build a following on social media, and it takes time to gain dedicated and committed supporters. It’s tempting to think that collaborating with an influencer would quickly get followers, but it’s not that simple. You must win the trust and respect of influencers before you can join forces with them.

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