The use KOL/KOC Key Opinion Leaders (KOCs) are becoming a familiar choice for many brands in Vietnam in terms of marketing strategy. From fast-moving consumer goods to fashion and cosmetics, KOCs help create real influence and drive purchasing decisions. The big question lies in how to collaborate: should you book KOCs yourself or through an agency? This article comprehensively analyzes both options to help brands make the right decision.

Booking KOC and current brand needs

As consumers increasingly trust authentic, relatable content based on personal experiences, the role of the Key Opinion Leader (KOC) becomes crucial. Brands looking to optimize costs while still achieving conversion rates are strongly shifting towards the KOC channel.

Who are KOCs and what is their role in marketing strategy?

Key Opinion Leaders (KOCs) are small but influential consumers who can spread information through authentic experiences. They don't need a large following, but rather a high level of engagement and trustworthiness. In modern marketing strategies, KOCs help build trust, test products, and make buyers feel more secure in their decisions.

Why do brands need to book KOCs (Key Opinion Leaders) correctly?

An effective Key Opinion Leader (KOC) campaign requires choosing the right people, the right content, and the right platform. When a brand books the right KOC, marketing effectiveness is increased thanks to reasonable costs, relatable content, and high conversion rates. Conversely, choosing the wrong KOC can easily lead to campaign failure due to a lack of relevance or an inappropriate message.

Branding trends are shifting from KOLs to KOCs.

While KOLs (Key Opinion Leaders) still play a role in communication, KOCs (Key Opinion Leaders) are leading in conversion rates. Brands realize that viewers trust genuine experiences more than heavily promotional content. Therefore, KOCs have become the preferred choice in review and sales campaigns on e-commerce platforms.

Discover: What are PG/PB? Tips for hiring PG/PB for your business.

What are independent KOC bookings?

Many brands choose to work directly with KOCs without going through any intermediaries. This option is suitable for small businesses or simple campaigns.

How brands find and work directly with KOCs (Key Opinion Leaders).

Independent booking means the brand proactively searches for, evaluates, and contacts each KOC (Key Opinion Leader). This process typically begins with monitoring their content on TikTok, Facebook, or review communities. The brand then sends a brief, agrees on requirements, and manages the progress independently.

When do brands typically opt for independent booking?

This approach is suitable when brands have a low budget, only need to collaborate with a few key opinion leaders (KOCs), or already have a familiar list of collaborators. Experienced marketing teams can also handle this themselves to save costs.

Advantages and disadvantages of booking independent KOCs.

Independent booking offers many advantages in optimizing costs, but it also carries risks worth considering.

The main challenges lie in time and process. Businesses must independently assess the quality of their Key Opinion Leaders (KOCs), compare prices, track progress, and manage risks. When multiple KOCs are involved in a campaign, the workload increases significantly, making errors more likely. Common mistakes include incorrect briefs, missed deadlines, or content that fails to meet KPIs. Furthermore, the lack of measurement tools makes it difficult to accurately assess campaign effectiveness.

Discover: TV Commercial Production Process

What does it mean to book Key Opinion Leaders (KOCs) through an agency?

Booking through an agency is an increasingly popular option for brands looking to optimize campaign effectiveness without sacrificing too many internal resources.

An agency specializes in connecting brands with Key Opinion Leaders (KOCs), providing the platform, processes, and expertise to ensure campaigns run smoothly. They handle everything from recommending suitable KOCs to content management and final reporting.

Advantages and disadvantages of booking KOCs through an agency.

This option is typically reserved for brands that want to run large-scale campaigns or ensure professionalism throughout the entire process.

Advantage

The most significant advantage is time efficiency. Agencies typically possess a proven network of Key Opinion Leaders (KOCs), helping brands find the right people faster. Thanks to their experience running hundreds of campaigns, agencies can predict risks and develop mitigation processes. They also have tools for tracking results, providing clear reports, and offering strategic consulting support. Furthermore, agencies handle all legal aspects, giving brands peace of mind regarding contracts and the obligations of both parties.

Disadvantages

The most obvious drawback is the higher cost compared to booking directly. Brands also have less direct interaction with the KOC and need to choose a reputable agency to avoid any lack of transparency. However, most of these risks can be mitigated when businesses choose a partner with experience and clear processes.

Comparison Table of Independent Booking by KOC vs. Booking Through an Agency

Criteria	Independent Booking KOC	Booking KOC through an agency
Expense	Low cost due to no management fees. However, it requires a lot of time and internal resources.	The cost is higher due to service fees, but it saves time and reduces errors.
Content quality	It depends on the brand's experience in selecting a KOC (Key Opinion Leader). The risk of choosing the wrong person is quite high.	There is a KOC screening process and a content moderation team to help ensure consistent quality.
Campaign scale	Suitable only for small campaigns with 1 to 5 KOCs.	It effectively supports campaigns with dozens to hundreds of Key Opinion Leaders (KOCs) simultaneously.
Implementation time	It's slower because the brand has to find, negotiate with, and manage each individual themselves.	It's faster because the agency already has a list of key contacts (KOCs) and a standardized workflow.
Risk management	High risk, prone to errors in brief, missed deadlines, or content failing to meet KPIs.	The risk is lower thanks to experience and processes for managing multiple campaigns.
Level of control	Directly controlling every step of the process is labor-intensive.	Indirect control is possible because the agency acts as an intermediary but receives support in terms of processes and data reporting.
Measurement and reporting	Lack of measurement tools. Reporting is often manual.	There is a clear tracking and reporting system, making it easy to evaluate effectiveness.
Strategic consulting	The limitation is that brands create their own content and direction.	Receive advice on content format, suitable platforms, and realistic KPIs.
Stability	Depending on each KOC, maintaining consistency is difficult.	The content and processes are more stable and aligned with brand goals.
Legal and Contractual Matters	Brands must handle contracts and legal risks themselves.	The agency provides clear contracts and ensures the brand's rights are protected.

Should you book a KOC (Key Opinion Leader) independently or through an agency?

The two options are neither better nor worse than the other, but rather suitable for different contexts.

When should you book yourself?

Brands should consider self-booking when they have a small budget, an experienced management team, and only need a small number of key stakeholders (KOCs). This is a suitable solution for businesses that want to experiment before investing in a large-scale campaign.

When should you book through an agency?

Any medium to large-scale campaign should go through an agency. If the brand needs clear KPIs or wants to ensure timelines, an agency is the optimal choice. This saves time and provides peace of mind for the entire campaign.

This checklist helps you choose the right solution.

Before making a decision, the brand might ask itself:

• What are the campaign objectives?
• What is the budget allocated for KOC?
• How many KOCs are needed?
• Are KPIs required?
• Do the internal team have enough time to manage it?

How to choose the right agency for booking quality KOCs

Choosing the right agency is crucial to the success of a Key Opinion Leader (KOC) campaign, especially when brands want to scale up or need tangible results. A reputable agency not only provides a suitable list of KOCs but also offers efficient management processes, transparent reporting, and risk management capabilities. This gives brands greater peace of mind throughout the entire implementation process.

Criteria for choosing a reputable agency

When evaluating an agency, brands should consider the following key factors:

• Transparency regarding KOC listings and performance data.
• Experience in running campaigns in similar industries.
• The ability to provide strategic advice based on market insights.
• The reporting system is clear and includes specific measurable indicators.
• Detailed workflow from brief to acceptance.

Emoii Agency is a prime example of a company that meets these criteria well. Emoii focuses on building content and influencer marketing solutions based on user insights, helping brands easily find high-quality key opinion groups from a suitable pool of Western models. Their transparent working methods and experience in various fields make Emoii a worthwhile option for brands seeking professional partners, especially those looking to upgrade their image. foreign models. 

Conclude

There's no single answer to whether you should book a KOC independently or through an agency. The key is understanding the scale, resources, and goals of the campaign. If your business wants to save costs and only needs to work with a few KOCs, independent booking is the right choice. If you need a large campaign with KPIs and clear timelines, booking through an agency will be more effective.

If your brand would like further advice on KOC strategy, you can contact Emoii Agency to discuss and receive guidance tailored to your goals. We always encourage businesses to clearly understand their needs before deciding on a form of collaboration.

[block id=”contact-section-for-blog-post”]