As social media becomes an indispensable part of modern life, so too does the wave of KOLs and KOCs emerge. Audiences, or consumers themselves, are often attracted to and purchase products through influential figures on social media, or KOLs and KOCs. So what are KOLs and KOCs? What are the differences between KOLs and KOCs? How can you effectively select KOLs and KOCs for your brand's advertising campaign? Let's clarify these points in the following article.
What is a KOL?
KOL, short for Key Opinion Leader, is a term used to refer to individuals who have a significant influence in a particular field (fashion, education, technology, finance, etc.). Therefore, experts, professionals, or celebrities are often categorized as KOLs.
KOLs typically have the following characteristics:
- Expertise: Having in-depth knowledge in a particular field. For example, a pharmacist promoting acne treatment products.
- We have a loyal following: Having a loyal following, though not necessarily a large one.
- Influence: They are individuals capable of setting or creating trends in their field, helping brands position themselves better in the eyes of customers.
What is KOC?
Unlike KOLs, who typically focus on influence and specific expertise, KOCs (or Key Opinion Consumers) are the brand's 'real' customers. They use the product and then share their personal experiences in the most authentic way possible.
KOCs typically have the following characteristics:
- Not a celebrity: They may not be singers, actors, or models… they could simply be social media users with many followers but a certain level of influence.
- Creating natural content: KOC reaches its audience through relatable content, delivering information based on the user's location.
The difference between KOL and KOC
Although these two concepts are frequently used in marketing today, many people still confuse them. Differentiating between KOLs and KOCs not only helps brands easily build appropriate marketing strategies but also optimizes communication effectiveness.
1. Number of followers
Key Opinion Leaders (KOLs) typically have a large following, ranging from a few thousand to millions of followers. The number of followers can vary between groups such as: Celebrity or Macro-influencers (10,000 – 1 million followers), Micro-influencers (5,000 – 10,000 followers), and Nano-influencers (1,000 – 5,000 followers).
Conversely, KOCs are typically individuals who don't place too much emphasis on the number of followers. While KOCs often have a smaller fan base, their credibility and influence within the consumer community are very high due to the authenticity of their reviews.
2. Level of popularity and scope of influence
KOLs (Key Opinion Leaders) stand out for their ability to spread information widely thanks to their large followings. They are often used by businesses to quickly increase brand awareness on a large scale.
Meanwhile, KOCs are actual users who experience the product and then share their personal feelings with others. Generally, KOCs focus on creating a profound impact within a narrower scope, particularly in sales promotion and customer service.
3. Professional knowledge
A KOL is typically chosen based on their expertise or in-depth knowledge of the relevant field. For example, in the fashion industry, a KOL might be a model or designer, while in the cosmetics industry, they might be a dermatologist or skincare expert.
Conversely, KOCs don't need to have in-depth knowledge. They are simply people who have actually used the product or service, providing objective reviews based on their personal experience.
4. Level of proactiveness in promotional activities
KOLs are often invited by brands to collaborate, with specific proposals for advertising products or services, along with a certain fee or gift.
Meanwhile, KOCs have more autonomy in choosing products to experience and review. They can voluntarily share their feelings or proactively participate. contact with brands to propose collaborations. Reviews from KOCs are usually not bound by any advertising script, creating authenticity and credibility.
5. Consumer trust
Although KOLs possess significant knowledge and influence, their paid collaboration nature often leads to a cautious attitude among followers, resulting in a lack of absolute trust. Furthermore, instances of KOLs making false claims also contribute to a decline in their credibility.
Conversely, KOCs are highly valued by consumers for their authenticity and objectivity. Because they are not bound by commercial interests, reviews from KOCs are often seen as more vivid and reliable evidence in product selection.
In summary, both KOLs and KOCs play a crucial role in marketing strategy, but each group is suited to different goals and promotional formats. Brands need to understand the unique characteristics of each group to maximize their communication power and build customer trust.
How to choose the right KOL and KOC?
The choice of influencer should be based on each brand's campaign goals and budget. Here are some tips to help you:
Choose KOLs if:
- You need to create extensive media coverage.
- We want to enhance our brand image.
- Suitable for high-end products and major events.
Choose KOC if:
- You need to increase your conversion rate quickly.
- Want to make your new product go viral on TikTok and Instagram?.
- Suitable for lower budgets, more flexible.
For example, a cosmetics brand could use KOLs to launch a new product in the media, then use KOCs to spread positive experiences and encourage customers to try and buy the product.
Top 20+ prominent KOLs in Vietnam
Here are some exemplary figures you can refer to when implementing an influencer marketing campaign:
Fashion – Style
- Chau Bui – Fashionista, ambassador for many international brands.
- Decao – Strong fashion sense, unique style.
- Quynh Anh Shyn – Constantly innovating in style.
For example, you can collaborate with KOLs in the fashion industry such as Chau Bui, Decao, or Quynh Anh Shyn to build a distinctive and outstanding image. These campaigns are often combined with activities such as lookbook photoshoot To clearly showcase the brand's style.
Beauty – Skincare & Makeup
- Chloe Nguyen – Specializing in cosmetic reviews, with professional content.
- Trinh Pham – Approachable and trustworthy.
- Linh Barbie – Outstanding content on TikTok, quick to catch trends.
Cuisine – Travel
- Sweet Potato – Exploring different regions and enjoying local cuisine.
- Chan La Ca – Authentic style, quality food reviews.
- Di Vy Foodie – Focus on street food and authentic experiences.
Education – Growth Mindset
- Giang Oi – Inspiring independent living and self-understanding.
- Hana's Lexis – Learn English through real-life videos.
- Minh Niệm – Psychotherapy, meditation, and living deeply.
KOLs in the education sector, such as Giang Oi or Minh Niem, could be suitable for campaigns aimed at inspiring others, building public awareness, or developing personal branding. Some brands may also choose this approach. concept photography To convey a meaningful message through images.
Technology – Entertainment – Games
- Do Mixi – Streamers are influential figures among young people.
- MisThy – Successfully combines being a gamer with creating lifestyle content.
- Vinh Vật Vờ – The technology review is logical and easy to understand.
Lifestyle – Family
- Trang Lou & Tung Son – A young, modern couple.
- Mini Pig – Inspiring content for mothers and families.
- Minh Trang VTV – Early education and sharing smart parenting tips.
You can refer to and combine multiple KOLs in each field, depending on your brand goals (PR, product launch, building trust, etc.).
Understanding what KOLs and KOCs are, as well as their roles, will help marketers, small business owners, or anyone aspiring to be an influencer to have a more strategic perspective in campaign implementation. KOLs help position brands, while KOCs help spread real-life experiences. When combined correctly, you can create effective, cost-efficient, and sustainable campaigns.
Emoii Agency – provides KOLs and KOCs for hire, suitable for all campaigns.
Emoii Agency specializes in providing international and domestic models, actors, KOLs, and KOCs in Ho Chi Minh City. We have experience connecting influencers for diverse needs such as brand promotion, Hiring models for events in Vietnam, Alternatively, develop a communication concept tailored to each industry.
Contact Emoii Agency today to start your professional and effective Influencer Marketing campaign!
[block id=”contact-section-for-blog-post”]