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[China] corporate communication is moving from KOL to KOC

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In 2019, companies began using KOCs (Key Opinion Consumers, meaning influential consumers) in their marketing and advertising tools. Previously, KOLs (Key Opinion Leaders) were used, but influencers with a large number of followers and high income "don't actually buy the products the public is using," "they have too many followers to know which demographic they can reach," and "they quickly find out it's an ad-like post and There were issues such as the fact that it would be impossible to get the word out. KOC, on the other hand, has only a small number of followers, but it can steadily spread the word among friends and acquaintances. In addition, although the photos and text are not very good, they have a real feel to them, enabling them to promote themselves in a way that is not easily recognizable as advertising, and they are popular because they are inexpensive to pay rewards for.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

Translated with AI Translator

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Mar 05, 2020
  • 1672 Views

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