What does kol mean?

kol means key opinion leader, which is the abbreviation of KeyOpinionLeader. It is a concept in marketing and is usually defined as having more and more accurate product information that is accepted or trusted by relevant groups. And people who have a greater influence on the purchasing behavior of this group.

Different from "opinion leaders", key opinion leaders are usually authoritative figures in a certain industry or field. In information dissemination, they do not rely on their own activity and are easily recognized and identified. .

KOLs are often well-known people who have made achievements in a certain direction and field, and most of them have specific authoritative professional identities for endorsement. In the era of social networks, due to the emergence of social media such as Weibo and Douban, society has developed online, and opinion leaders have become more professional and niche, similar to photography enthusiasts, travel bloggers, etc. After developing into the current mobile era, KOL has become more entertainment-oriented and professional. The popularity of WeChat self-media, paid knowledge, live broadcasts and short videos has promoted the process of KOL industrialization.