Influencers

KOL (Key Opinion Leader)

KOL is defined as someone who’s considered an expert of a certain field and whose opinions are respected by their community, thanks to their path and the reputation they’ve built. Nowadays, KOLs are recognized as referential people where their achievements and skills are well-known.

Influencers, who grew up with networks and who were born out of the latter's enthusiasm, have become the new KOLs.
With digital, they became crucial in a company's strategy, in order to advise and share with their community, which is generally very loyal.

Main sectors: beauty, lifestyle, fashion

Different types

Celebrities
Millions of followers, a variety of different personas

Macro-influencer
350-950k followers; commonly known for their expertise in one field

Micro-influencer
20-350k followers; more niche content and caters to a specific industry Ability to truly engage with their communities

Nano-influencer
< 20k followers; key role for precise audience; engagements can pack a punch to a campaign

KOC
key opinion consumer; regular consumers who love to share their true product reviews on popular social media.

APAC: The Fastest-Growing Influencer Marketing Industry

• APAC is expected to become the world’s largest influencer marketing market reaching $22.3 billion by 2024.

• Nearly 80% of influencers in Asia are micro-influencers.

• 71% of influencers see authenticity as necessary to keep audiences engaged.

• 45% of Gen-Z and Millennials consider audio a powerful medium for storytelling.

• 87% of online shoppers look to social media to inform purchase decisions. 40% of them have bought a product recommended by an influencer.

Why ?

1. High mobile penetration

2. Customizable and niche messaging: several small and independent markets

3. Beauty & Cosmetics: both boys and girls promote products

4. Fitness & Health: abundance of fitness freaks looking to help work with brands

5. Travel & Lifestyle: diversity of languages = more concerned and less heterogeneous target audience

Source: mediakix

Influencer marketing

Partnership between companies & influencers in order to increase brand awareness or conversions among a specific target audience.

Asia is a fast-moving continent with a reputation for being forward-thinking, where the biggest trends are born.
In Pacific Asia, the number of social media users is huge as well as the importance they grant to their preferred influencer. GenZs and Millenials tend to value authenticity and content they can’t get tired of as it is always a matter of novelty, in order to be aware of the latest trends. They have a very strong e-commerce culture and are therefore used to consuming digital content.They search, inform themselves, buy and share on the net.

Influencers, right in the middle of the customer's buying decision becomes crucial.

Why ?

1. INCREASE BRAND AWARENESS (impressions, reach, engagements)

2. REACH NEW AUDIENCES (data: age, gender, location, interests)

3. GENERATE SALES (custom links, landing pages, redemption codes)

4. IMPROVE BRAND ADVOCACY (strong validation and spark word-of-mouth conversations amongst their fans)

5. DRIVE LEAD GENERATION (newsletter subscriptions, account setups, or giveaway entries)

How to target?

From the start, it’s a big challenge to find the right one.
A company must find an influencer which is close to their philosophy, offer, and ta.

1. QUALITY OF CONTENT
   thoughtful, creative, relevant?

2. TARGET AUDIENCE
   do the audience profile aligns with demographics ?

3. ENGAGEMENT RATE
   Do the followers interact ? are they fake ?

4. ON-BRAND MESSAGING
   influencer’s voice and aesthetic must line up with the brand’s style

5. BUDGET
   consider influencer fees, production costs, product costs (shipment)...