2020 is an extraordinary year. Although the real economy has been affected to a certain extent by the epidemic, the live broadcast business is extremely popular. Many brick-and-mortar stores cannot carry out offline business and can only sell goods through live broadcast platforms, so this year, live broadcasts have become extremely popular. In the tuyere with huge traffic, don't you know what KOL and KOC are? Many people can't tell the difference between KOL and KOC, and even think that KOC is a miniature version of KOL. In fact, it is not true.
The difference between the two is huge. Let’s first look at the difference between the selection criteria of the two:Choose the four elements of KOL: influence, love of early adopters, love of sharing, and professionalism. Influence is the job title email list preferred element;Choose KOC four criteria: strong relationship, love sharing, self-consumption, professional, strong relationship is the first element. KOL endorses, KOC brings goods The value of KOL and KOC is, firstly, connecting users, and secondly, transmitting cognition. When the influence of mass media declines, KOLs and KOCs, which have a pivotal position in the information network, are replaced by KOLs and KOCs, which can help brands achieve rapid coverage.
In human history, every important technological revolution is accompanied by a media revolution. Before the advent of the Internet era, there were only two modes of social relationship development: "one-to-one" and "one-to-many". Dunbar's law reveals that each person usually cannot maintain more than 148 stable social relationships. Nowadays, social networking has greatly expanded this value. In addition to the increase in the number of "one-to-many" connections, the number of connections formed by "many-to-many" has increased geometrically, such as WeChat 500 people, QQ2000 people, Zhihu Hundreds of thousands of topics, hundreds of millions of hot topics on Weibo, etc.
Technological tools have effectively changed the way people socialize, amplifying the “people”-centric connection model, and everyone can become an amplified node in the network. 1. KOL is the position of brand owners, and KOC is the position of consumers From a standpoint, the distinction between KOLs and KOCs depends on who they stand on a united front with: KOLs, namely key opinion leaders, stand as spokespersons, and naturally stand on a united front with brands; KOCs, namely key opinion consumers, stand on Consumers, natural and consumers stand on a united front.
In response to the phenomenon of Internet celebrity live broadcasts carrying massive amounts of goods and star live broadcasts frequently "overturning", I once proposed that "only by standing on a united front with consumers can we bring massive goods", the different positions of Internet celebrity anchors and star live broadcasts. Today's anchors are mainly divided into four positions: shopping guide position; star stand expert position; Brand position. The butt decides the head, and the position decides the front. Shopping guides are KOCs, and celebrities, experts, and entrepreneurs are KOLs, because shopping guides do channel promotion work,
while celebrities, experts, and brand spokespersons mostly play the role of media promotion. In order to survive, KOLs need to be close to brands, and in the face of consumers, they need to create a sense of distance to increase consumers’ purchasing expectations; KOLs can endorse products and do professional endorsements for products, but it is very difficult to bring goods. KOC is naturally close to consumers. Consumers’ stance and long-term life experience in contact with users allow them to understand users’ emotions, needs and pain points. Emotional resonance with users is the core of their ability to bring goods to grasp users.