How to promote Xiaohongshu kol and koc?

When the word KOL became popular a few years ago, many people were confused about what KOL was. Does this suddenly popular KOL have anything to do with us?

In recent years, with the development of online media, more and more new words have emerged from new media, but for the time being, the public does not understand what they are.

Through the unremitting efforts of the media and self-media, most netizens should have been able to get a rough idea - "KOL is an internet celebrity~", "KOL is a fashion blogger", assuming that you are inseparable, then everyone knows it

What are the abbreviations of KOL?

KOLKeyOpinionLeader————————————————Key opinion consumers refer to consumers who can influence their friends and fans and make them produce consumption behaviors.

At first glance, there doesn’t seem to be much difference between the two, but upon closer inspection, the difference between the two is quite large. This picture clearly tells us the difference between the two. The influence of KOL is obviously greater than that of KOC!

Although the influence of KOC is lower than that of KOL in terms of traffic, most people are more willing to accept the benefits of KOC. Why is this?

First, figure out who they are?

Most KOLs are bloggers, and KOCs are consumers themselves, which is why people are more willing to trust KOCs.

At this point, KOC seems to be quite close to the people - because KOC is very likely to be a part of our lives. He can be as small as a colleague next to you, or he can be a person who does not have many fans on Xiaohongshu and looks very tall.

There are no personal up-owners who are as beautiful as gods. In short, they are just a group of people who feel "very close to us". It is very likely that they do not have the so-called "add V".

In summary, it can be seen that the charm of KOC is obviously more attractive to users, because it is like the friends around you, good friends who quickly share good things with you after buying them.

————————————————How to connect Xiaohongshu kol and koc accounts?

How does Xiaohongshu find high-quality experts to cooperate with? If a brand wants to promote products or brands on Xiaohongshu, they will definitely find some experts to cooperate with.

But there are so many experts on Xiaohongshu. How can we find suitable and high-quality experts? Where can we find expert resources? 1. Determine a reasonable budget. As the saying goes, what kind of pot goes with what kind of lid? How big do you have it?

If you have a budget, you can only find experts within this budget.

You can’t go looking for an expert with millions of fans with the budget of an expert with thousands of fans, otherwise you will never find a so-called high-quality expert.

Therefore, we must accept reality and respect the principle of equivalent exchange.

After determining the specific goals and planning a reasonable budget, the second step is to select the experts.

2. Learn to use tools. If you want to do your job well, you must first sharpen your tools. If you want to do something well, the use of tools is essential.

In the age of tools, we cannot be tool people, we must be people who can use tools.

When selecting experts, we can also use third-party tools. Now there are many third-party data companies that have data on these experts. We can conduct the first round of screening based on this data.

The third-party data is a combination of a lot of data, so it can be said to be an expert's level of judgment from a macro perspective.

You probably know the ranking and comprehensive index of experts.

3. Verticality: Whatever industry you are in, you should look for experts in that industry. Try to choose experts who are suitable for your industry. This requires looking at the expert label.

If you are in the tourism industry, you will definitely give priority to travel experts and not go to food bloggers.

Give priority to purely vertical ones, then look for comprehensive ones.

You can also look through the notes of experts to see what types of notes they are, and you can probably tell what field the notes belong to.

4. Account level: The higher the level, the better the overall quality of the notes.

If an expert has a large number of fans and has posted a lot of notes, but the level is not high, it means that the expert's note data is fraudulent.

5. Investing in experts is actually investing in fans 1. Fan interaction effect The number of fans < the number of likes and possessions, and the number of likes and possessions is at least 1.5-2 times the number of fans, but it cannot be too high. If it is too high, it means that the account has explosive posts

, the content is good, but the conversion rate is low and unstable.

If you have less than 5,000 fans, the average number of likes on recent notes cannot be less than 10; if you have more than 5,000 fans, the average number of likes on recent notes cannot be less than 20; if you have more than 10,000 fans, the average number of likes on recent notes cannot be less than 50; if you have more than 50,000 fans, the average number of likes on recent notes cannot be less than 50

Likes cannot be less than 200; more than 100,000 followers, the average number of likes on recent notes cannot be less than 5002, and whether there is a loss of followers due to the increase in followers; the number of notes cannot be too many, and the average increase in followers per article cannot be less than 10; the higher the number of followers

, the requirements for gaining followers per article will also become higher.

The requirements for amateurs (300-5000 followers) can be lower 3. Fan stickiness comprehensively evaluates KOL fan stickiness, activity and the proportion of high-quality fans. The higher the fan quality of a KOC, the stronger the fan influence and trust. 6. Cost-effectiveness 1.

Quotes from experts: Quotations from bloggers for cooperation are generally around 10% of the blogger’s number of followers.