For brand owners, how to obtain effective traffic is the common anxiety of all practitioners. For mid-waist KOLs, "realization" has always been a problem. It is difficult for big brand advertisers to cooperate, and the trial and error costs of other emerging brands are high. How to maintain a balance between commercialization and maintaining fans has become a real problem faced by these talents. In the context of the current era of fading traffic dividends, advertisers have more urgent needs for more accurate and cost-effective KOL cooperation. Compared with the head, what is the investment value of the mid-waist KOL? Are their features more influential in different marketing scenarios? Focusing on these practical problems and dilemmas, Weiboyi and the School of Advertising, Communication University of China, based on.
Weiboyi’s social delivery big data, jointly released the “Small Individuals with Great Potential: 2020 Mid-Waist KOL Marketing Development Report”. The core contents of the Report are shared as follows: Core findings: In 2019, advertisers Bulk SMS Service began to accelerate their entry into short video KOL marketing. KOLs became the standard for brand social media marketing, and at the same time showed three major marketing trends: From single platform delivery to refined multi-platform delivery combination. From a single entity to a KOL combination matrix, the delivery model tends to be aggregated and intelligent. From the pursuit of head oligarchs to the launch of a "small but beautiful" mid-waist, a new marketing battlefield has been opened. Combined with relevant transaction data, Weibo easily found that KOLs in the middle waist have the following 4 characteristics:
The average order price of head KOLs is 2.2 times that of mid-waist KOLs, and the trial and error cost of mid-waist is relatively low; Judging from the conversion of mid-waist KOLs, the overall ROI of mid-waist KOLs performed well. In the past year, the ROI growth rate was as high as 87.58%; The audience is more interested in the products recommended by KOLs in the middle waist, and 23% of the fan comments are related to the product (this ratio is much higher than the 9% of the top accounts); in terms of cooperation satisfaction. The platform score of mid-waist KOLs in terms of cooperation, effect satisfaction, and response satisfaction is 4.7 (5 out of 5). 1. The current situation of short video KOL marketing: KOL has become the standard for brand social media marketing Key words: short videos are in the limelight, KOL marketing value is prominent, head KOL reinvestment rate is high, mid-waist KOL is rising strongly.