Influencer Marketing Blogs Archives - Page 2 of 4 - Gordon Glenister

10th October 2024

Unlocking the Power of Key Opinion Leaders (KOL) Marketing for Modern Brands

In today’s rapidly evolving digital landscape, brands are continuously seeking innovative strategies to stand out in competitive markets and build brand credibility. One such strategy that has gained substantial traction is Key Opinion Leader (KOL) marketing. This approach allows brands to leverage the influence of respected figures in specific industries, reaching targeted audiences more effectively than traditional advertising channels. In this article, we will explore the intricacies of KOL (Key Opinion Leader) marketing, its key components, and why it has become a cornerstone in modern marketing strategies.

What is KOL Marketing (Key Opinion Leader)

Key Opinion Leader (KOL) marketing refers to the practice of using influential individuals to promote products, services, or ideas to a targeted demographic. Sometimes this is called a variance of Influencer Marketing too but having a key opinion leader is a slightly different emphasis. A KOL is an expert or authority in a specific niche who commands the trust and respect of their audience due to their knowledge, experience, or professional achievements. These individuals possess the power to shape consumer perceptions, guide purchasing decisions, and enhance brand values credibility. They want to be seen as a respected key opinion leader in their industry and are often visible across a wide range of marketing channels.

Unlike social media influencers, who are often selected based on follower count, KOLs are chosen for their deep understanding of their field and the meaningful insights they offer. They may include industry experts, thought leaders, or prominent figures in sectors like healthcare, fashion, technology, or even the arts. For businesses, aligning with the right KOL can significantly boost sales, increase brand visibility, and build long-term relationships with customers.

The Rise of KOL Marketing

KOL marketing has surged in popularity over the last decade, particularly in China, where it has become a dominant force in the marketing world. The rise of social media platforms such as Instagram, TikTok, and YouTube has expanded the reach of KOLs, allowing them to engage with a global audience. Brands have recognised the value of tapping into this niche audience through KOL partnerships, enabling them to reach consumers in a more authentic and meaningful way.

KOL marketing is particularly effective because it relies on the trust and credibility these leaders have built over time. Their audience is highly relevant to the key subject matter. and with the right brand collaboration they deliver more than just brand awareness but brand sales, insights, connection with the brands ideal target audience. Their followers view them as reliable sources of information, and their recommendations carry considerable weight. This stands in stark contrast to traditional advertising, where consumers are often skeptical of overtly promotional messages. By partnering with KOLs, brands can communicate their value propositions more organically, fostering trust and loyalty among their target audience.

The Difference Between KOLs and Influencers

While KOLs and influencers may seem similar on the surface, there are distinct differences between the two. Traditional influencers, often selected based on their large follower count, focus primarily on social media engagement. Their authority stems from their ability to create visually appealing content and interact with their audience in a relatable manner. However, influencers are not always experts in their field, and their influence may be limited to the size of their audience rather than the depth of their knowledge. There are similar influencer marketing practices however with key opinion a leader which are considerably different from traditional marketing channels and that’s why they work in enhancing brand's sales and increasing brand awareness.

On the other hand, KOLs are respected experts with a deep understanding of their particular field. Their influence comes from years of professional achievements, research, or contributions to their industry. For instance, a leading dermatologist would be considered a Key Opinion Leader in skincare, while a popular beauty blogger would be classified as an influencer. Both play important roles in marketing strategies, but KOLs offer a higher level of trust and authority.

Benefits of KOL Marketing

The benefits of KOL marketing are vast, making it an attractive strategy for brands looking to enhance their visibility, credibility, and sales. Some key advantages include:

- Enhanced Brand Credibility: Aligning with a respected KOL can significantly boost a brand’s credibility. Consumers are more likely to trust a product recommendation from a KOL because of their expertise and reputation.

- Increased Engagement: KOLs typically have highly engaged audiences. By collaborating with a KOL, brands can tap into this engaged and relevant audience, resulting in higher engagement rates than traditional marketing methods.

- Targeted Reach: KOLs often have a niche audience that aligns with a brand’s target demographic. This allows brands to reach the right audience more effectively, leading to higher conversion rate and a closer target market opportunity.

- Shaping Consumer Perceptions: KOLs have the ability to influence how consumers perceive a brand, product, or service. Through their expert opinions, they can sway purchasing decisions and create positive associations with a brand.

- Boosting Sales and Visibility: Through KOL marketing, brands can experience a significant boost in sales and visibility, particularly when the KOL is well-aligned with the brand’s values and objectives. Their recommendations can drive purchasing decisions, increase brand awareness, and elevate the brand’s image within a competitive market.

Examples of KOL Marketing Success

Many brands have successfully leveraged KOL marketing to build brand visibility and drive sales. A notable example is the collaboration between Estée Lauder and Chinese KOL, Viya. With her deep understanding of beauty products and vast influence on social media, Viya was able to promote Estée Lauder’s products to her niche audience, resulting in a significant boost in sales and brand credibility.

Another example is Nike’s partnership with professional athletes, who serve as KOLs in the sports industry. These athletes not only have a deep understanding of the products they endorse but also command the trust and admiration of their followers, making them highly effective in promoting Nike’s products to a targeted audience.

Integrating KOL Marketing into Your Strategy

To successfully integrate KOL marketing into your overall marketing strategy, it’s important to treat it as a long-term investment. KOL partnerships should not be approached as one-off campaigns but rather as part of an ongoing effort to build credibility, engagement, and trust with your audience. Here’s how to incorporate KOL marketing effectively:

- Set Clear Objectives: Define what you want to achieve with your KOL marketing campaign. Are you looking to increase brand awareness, boost sales, or enhance your brand’s image? Having clear brand objectives will help guide your partnership with the KOL and ensure that both parties are aligned.

- Foster Long-Term Relationships: Building long-term relationships with KOLs can yield more sustainable results. Rather than focusing on short-term campaigns, consider how you can collaborate with KOLs on an ongoing basis to continuously engage their audience. Allow KOLs, creative freedom so that they can be a true industry expert for a brand is hugely powerful.

- Monitor and Measure Performance: It’s essential to track the performance of your KOL campaigns. Use metrics such as engagement rates, brand visibility, and sales conversions to evaluate the effectiveness of your KOL partnerships and make adjustments as needed.

The Future of KOL Marketing

As digital marketing continues to evolve, KOL marketing is poised to play an even larger role in shaping consumer behaviour and brand perceptions. With the increasing reliance on social media platforms and the growing demand for authentic, expert-driven content, KOLs will remain a valuable asset for brands looking to cut through the noise of traditional advertising and reaching their target audience.

The future of KOL marketing will likely see more brands integrating KOLs into their broader digital marketing strategies, combining the reach of social media influencers with the authority of key opinion leaders. By staying ahead of trends and continuously refining their KOL marketing efforts, brands can maintain a competitive edge in today’s dynamic market landscape.

KOL marketing offers a powerful way for brands to build credibility, engage with niche audiences, drive tangible results and build social media presence. By understanding the differences between KOLs and influencers, choosing the right KOL for your brand, and integrating KOL marketing into your overall strategy, you can unlock the full potential of this innovative marketing approach. Whether your goal is to increase brand awareness, boost sales, or shape consumer perceptions, KOL marketing provides a proven path to success in today’s digital age.

21st June 2024

INSTAGRAM’S MOST POPULAR CELEBRITY PETS

Megan Thee Stallion | @frenchie4oe - £1,962 per post

First in the rankings is Megan Thee Stallion’s French Bulldog 4oe, known as @frenchie4oe on Instagram. 4oe is such a star that he has even appeared on The Tonight Show alongside his mom. He is one of many adorable pups belonging to the popular American rapper, including fellow frenchies Dos and Oneita, however he is the only one with his own Instagram account.

With over half a million followers, and upwards of 60,000 likes on each post on average, 4oe could be earning almost £2,000 on a single sponsored post.

Nina Dobrev | @mrs.maverick - £1,540 per post

Next up is Maverick: a black and white pup belonging to Canadian actress and star of The Vampire Diaries, Nina Dobrev. The Border collie/Australian shepherd mix was adopted by Dobrev as a puppy in 2017, when she also received her very own Instagram account.

Maverick could be earning £1,540 with a single sponsored post, thanks to 404,000 followers and over 40,000 likes on average.

Kylie Jenner | @normieandbambijenner - £1,236 per post

Third in the rankings is a joint Instagram account for two Italian Greyhounds belonging to Kylie Jenner: Norman and Bambi. The two pups are part of a whole crew of Kardashian-Jenner animals, with Kylie alone having over 10.

Known as @normieandbambijenner on Instagram, the pair have 322,000 followers and could earn as much as £1,236 per post.

Karl Lagerfeld | @choupetteofficiel - £1,000 per post

Perhaps one of the most iconic celebrity pets of all time, Choupette is the white Birman cat who belonged to the late fashion legend, Karl Lagerfeld.

The legendary German designer loved Choupette so much that there were even tributes to the feline friend at the Met Gala that honoured Lagerfeld in 2019, including cat costumes from Doja Cat and Jared Leto.

Choupette’s own Instagram account is still going strong, and with 264,000 followers she could be earning £1,000 for every post.

Ed Sheeran | @thewibbles - £974 per post

Next in the rankings are Calippo and Dorita: two feline friends belonging to singer Ed Sheeran.

The Instagram account shared by the pair has 242,000 followers, and with an average 60,459 likes on recent pics, they could be raking in £974 for every post.

Please find the full dataset here.

24th May 2024

AI Shaping New Marketing Realm – Leading US AI Influencers revealed

New research has revealed the most popular AI influencers, with Lil Miquela coming out on top.

The study by GirlfriendGPT analyzed earnings, followers, and engagement rates of the most popular AI influencers to see who could be earning the posts from these respective accounts for sponsored posts.

It was found that virtual influencer Lil Miquela could earn upwards of $20,100 per sponsored post on their Instagram accounts, with a whopping 2,614,514 followers. Founded in 2016, the account has seen features in product endorsements for brands like Calvin Klein and Prada and gained its first 1 million followers in the first two years.

Leya Love takes second on the list, with 567,070 followers at the time of the study, with earnings per sponsored post potentially being upwards of $4,550. Launched in 2018, the virtual influencer has engaged with brands like KFC, Adidas, and The North Face.

Giorgina Aleman comes third on the list, with 509,609 followers and earnings of upwards of $4,200 per sponsored post. This account is one of the most notable examples where every image and caption is entirely AI-generated.

Coming in fourth on the list is Thalasya Pov, with a total of 459,056 followers and potential earnings upwards of $3,850. Another AI influencer launched in 2018, the account currently sits among the top creators in Indonesia.

Rounding out the top five is Noonoouri, coming in with 444,026 and earnings upwards of $3,750. Since its 2018 launch, the account has landed a record label deal and has had prior collaborations with brands like Vogue China and Cosmopolitan Brazil.

Commenting on the findings, Enias Cailliau, CEO of GirlfriendGPT, said: "While AI influencers are still a very new thing to many people, it’s interesting to see how many examples have collaborated with popular brands already. With the recent rise in quality of AI image generation, we can expect more of these influencers to pop up and grow in popularity soon, potentially earning thousands for the people behind them."

22nd May 2024

Aspiring influencers could save £812 annually, by adopting the use of AI on social

Over four fifths (84%)1 of the online population follow influencers and content creators such as Molly-Mae Hague, Zoe Sugg and others across various social platforms. With Brits spending just over two hours a week on social media, now could be as good of a time as any to utilise AI to enhance and replicate our social media feeds to those we look up to.

Eager to find out how much social users could save by implementing AI, Adobe Express firstly surveyed 2,000 Brits to find out how long they spend editing social media posts.

They then calculated the estimated time AI could save on this and compared this against the weekly median wage in cities across the UK, to quantify how much people could save through AI automation.

Aspiring influencers in Leeds could save the most by using AI tech to streamline their social media feeds - a sizable £962 annually.

With social users from this Yorkshire city spending 2 hours 47 minutes editing social media posts per week, using AI could save an hour and seven minutes weekly.

In second place is Norwich, where profile creators could save the most time by using AI to edit their photos (2 hours 49 minutes per week). With a local median weekly salary of £18.10, this equates to annual savings of £941.41.

With residents in the city spending an average of 2 hours 48 minutes on perfecting their pictures, Sheffield placed third. Whilst they can save 58 hours a year alongside both Norwich and Leeds from using an AI tool, this equals £938.21 in yearly savings.

On average, the UK spends around 2 hours and 18 minutes editing social media posts. But if AI were to be used in the future, budding British content creators could save not only 55 minutes each week (almost 48 hours annually), but an impressive £812 in total each year.

1. Saving time on content curation
Using AI technology for your social profiles could make tasks quicker, allowing you to automate things such as content creation in a more effective way.
Creating captions can sometimes feel like a mundane, difficult task considering the competitiveness to have the ‘best’ online presence. Trying to be unique against other creators can take its toll, so why not save yourself time with AI by allowing it to compose catchy captions, posts, hashtags and responses based on your preferences and social plan.

2. Upgrading visual content
Upgrade the aesthetics of your feed through your visual content creation - here AI can suggest improvements for your images, graphics and videos to make followers more engaged and interested in what they are seeing.
However, most content created by tools will be robotic, so it is important to give refined details and prompts that ensure it is tailored to your liking. Before publishing, ensure to edit it to provide your final personal touch - this will make it feel more realistic and in turn, increase engagement to your audience.

3. Focus on a feed schedule
To save yourself time planning the perfect time to post a picture, AI can create a schedule for you. Some tools are able to examine your followers' online activities and calculate optimal times to post, meaning your followers will be able to see your activity when they are actively using the social platforms - improving visibility and interaction performance.

4th February 2024

How do you sell products and services into the association market?

As a former director general of the British Promotional Merchandise Association and the founder of Membership World I am well placed to answer this question. There are literally thousands of associations around the world from tiny specialist niche communities to large multi-million pound companies. Members join because there Is an implied value in the services the association offers and this might vary from specialist education, industry topic conferences, social events and networking opportunities.

For the supplier the association offers an opportunity to align themselves with the organisation either as a specialist supplier member or allowing themselves to have a tailored approach in their message that is likely to be similar. For example selling an insurance service to lawyers, needs to be focused in the specific needs they may have. Also a consideration is are you aiming to provide a service for the association, or their members or both?

Here are a few ways in which you can work with associations

Consider joining a community that already has access to the sector for example Membership World has a vetted partner program that links suppliers with membership organisations. There are others as well. You can attend conferences and events where they will be present. Some of these you will be able to feature in newsletter, webinars and roundtable advertising promotions
Make sure that the offer is tailored to the industry body in any meeting and presentation. If you are offering a service for the association members too, consider a rebate or commission structure for the association as well as a benefit for members.
Do your research to make sure you know the key influencers in the association, they may not just be executive team members but Board members too who in many cases sign off on new projects
Connect with entrenched suppliers to the community and see if you can find affinities where you may support each other in a symbiotic relationship
Run a webinar or event yourself and promote through Google/ Facebook/ Linkedin ads with a clear focus on your audience being associations
Sign up to newsletters like Associations Now, Associations Management International and pitch an idea for an article
Create a piece of industry leading research and use this as a sign up. I have done a number of industry leading reports. This has been a great way to facilitate leads

Look at prospecting on certain industry types of association – finance. For example if the United States there are over 400 national associations for banking and finance, 700 for business, 500 for education, 800 for manufacturing, and 1,100 for science.

First of all, associations, may also be called Institutes or Royal Colleges if in the medical sector and governing bodies so ensure you understand all the different types of terminology. When it comes to your product or service it might be an idea to do some buyer profile mapping. Small organisations often have skills spread across a few staff members, eg they may not have a dedicated marketing or IT project manager, it falls under the membership or the CEO.

When you make your first association pitch use this as a test run to refine to others so you really understand how they tick. Remember in most cases membership bodies primary aim is to grow and retain its members as well as offering supporting services to drive revenue streams. On top of that they will have a wider focus on growing the recognition of the industry and educating those within it

Your final proposal should include

An executive summary of how you would meet the association goals
A company profile on your service offering and your ability to sustain a long-term relationship
Your experience in working with trade and membership associations - a testimonial from an existing customer might be a good idea
Your offering, services offered, length of period, any rebates available
A marketing or content calendar
Final summary of next steps and what actions both parties need to take to ensure success

23rd November 2023

Interview with Hon Ian Gooding-Edghill Minister of Tourism – Barbados set to expand in 2024

Speaking at World Travel Market, the minister is keen to not only update the travel industry as to what’s happening in Barbados, but also to understand how Barbados is performing as a destination compared to other Caribbean islands. He commented that Virgin Airways has recently celebrated its 25th anniversary, and British Airways are planning a wonderful platinum anniversary celebration. Barbados carriers currently fly out of Manchester, Gatwick and Heathrow, so the Tourism Board is keen to strengthen other airline partnerships too.

24th October 2023

Building on Excellence: Saluting Black Women’s Achievements

Building on Excellence: Saluting Black Women's Achievements

This Black History Month's theme, "Saluting Our Sisters," encourages us to pay special tribute to the invaluable contributions of women of colour to our city's life. From pioneering activists and cultural icons to contemporary trailblazers, these remarkable changemakers, challengers, and disruptors have made an indelible mark on their industries and society, enriching the UK's diverse cultural tapestry. Shannon Walker, award-winning diversity champion and founder of Comms Consultancy Social Disruption, shares a list of influential and inspirational individuals in the Black community to follow and celebrate this Black History Month and beyond.

Pioneer Shakaila is a formidable force in the world of fashion psychology. As an acclaimed author and pioneer in the field, she's made a profound impact, helping global brands understand their consumers better to producing ground-breaking research to address the under-representation of Black models in fashion media. Notably, Shakaila is the celebrated author of "Big Dress Energy" and holds the honour of being the world's first Black individual to achieve a master's degree in fashion psychology.

Social Media Profiles: ●Instagram | ●LinkedIn Profile

Marsha and Chloe Powell are a testament to the transformative power of unity and sisterhood. These inspirational entrepreneurs turned their personal grief into a powerful force for positive change by founding "BelEve." Through this remarkable organisation, they empower girls to chase their dreams, reshaping the narrative of female leadership and offering a valuable support network of role models. The Powell sisters serve as a compelling reminder that unity and sisterhood inspire continuous drive and a relentless pursuit of success.

Social Media Profiles: ●Instagram | ●Marsha’s LinkedIn Profile | ●Chyloe’s LinkedIn Profile | Company Website

Contributor Shannon Walker is an accomplished changemaker, distinguished for her recent inclusion in PRWeek's esteemed "30 Under 30" list for 2023 and her well-deserved recognition at the "Black Representation in Media (BRiM) Changemakers Awards." Her exceptional expertise lies in transformative 'people-first' digital and influencer communications, underpinned by a strong commitment to purpose and inclusivity, which she ardently champions through her company, Social Disruption.

Social Media Profiles: ●Instagram | ●LinkedIn Profile

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

How To Build An Influencer Strategy
What Makes A Great Influencer
About The Rise Of Clubhouse And Tik Tok
About Future Digital Trends For Connecting With A Digital Customer

Order your copy at: Gordon Glenister | Membership and Merchandise Specialist London

Find out more at: https://gordonglenister.com/influencer-marketing-strategy-book/

19th August 2023

How Much Do Virtual Influencers Make Online?

Lu do Magalu - £12.7 million

First in the rankings is Lu do Magalu: a social media star in Brazil with over 6.4 million Instagram followers, created by Brazilian retail brand Magalu. Originally focused on content such as unboxing videos and product reviews on behalf of the company, Lu now also shares her life and takes a stand on political matters, such as advocating for LGBT rights. Lu is no longer just a sales tool, but a fully fledged influencer.

As one of the most loved and well-known influencers in Brazil, this non-human icon could earn over £12.7 million per year on Instagram alone.

CB of Casas Bahia - £6.4 million

Second in the rankings is CB, another product of a Brazilian retail giant, this time Casas Bahia. Like Lu do Magalu, CB’s content is not exclusive to product advertisement for the brand; he shares his love of video games, movies, memes and more with his almost 4 million Instagram followers.

This animated virtual teen has the potential to earn over £6.4 million on Instagram alone.

Any Malu - £481K

Third in the rankings is Any Malu: a virtual influencer turned Cartoon Network star who has the potential to make over £481K from her Instagram presence alone. The animated figure from Brazil has over 3 million YouTube subscribers as well as over half a million followers on Instagram.

Originally created by production company Combo Estúdio as a marketing tool, Any Malu began making videos on YouTube and is now the star of her own animated Cartoon Network television show: O (sur)real mundo de Any Malu (English: Any Malu's Surreal World).

Noonoouri - £135K

Next up is Noonoouri: a digital style icon who has made waves in the fashion world. The animated character has worked with the likes of Dior, Valentino, MiuMiu, Kim Kardashian and more; a list that most real-life influencers only dream of. Noonoouri also brings awareness to social issues and advocates for animal rights to her over 400K followers on Instagram.

From her Instagram platform, Noonoouri could be making over £135K per year.

Leya Love - £119K

Next in the rankings is a virtual influencer with a bigger mission: Leya Love is an ambassador for the “World Awareness Movement” and encourages her 383K Instagram followers to embrace positivity and love the planet.

With the platform she has built from spreading her positive messages, the virtual activist and influencer could make £119K per year from Instagram.

19th August 2023

Do you want to earn $12,000 per post on TikTok?

Nikolarn, real name Nikola Anicic, is the highest-paid streamer on TikTok.

A retired Serbian professional Apex Legend player who used to compete for Team Singularity, Nikolarn creates gaming content covering games such as Counter-Strike, Apex Legends and Valorant. He is also a prominent crypto enthusiast. A single sponsored post on Nikolarn’s TikTok could cost up to $12,690

Ibai Llanos Garatea, commonly known as Ibai, is the second highest-paid gamer on TikTok.

Ibai is an ex-content creator for G2 Esports, is co-owner of esports team KPO and regularly streams video games such as League of Legends on Twitch, as well as streaming sports commentary and “Just Chatting” videos. With 16 million followers on TikTok, a single sponsored post on his account could be worth $12,675.

British streamer and social media sensation TommyInnit has the third most valuable TikTok presence.

With a single post from his account being worth up to $9,635/ Real name Thomas Simons, TommyInnit is one of the youngest streamers in Tipalti’s report and has over 12 million followers on TikTok.

The study also looked at which gamers earnt the most on Instagram.

The Highest Earning Gamers On Instagram

AuronPlay comes in first place with potential earnings of almost $50,000 per Instagram post.

With 18.8 million followers on the platform, the majority of posts offer a more personal window into the streamer’s life than his content on YouTube and Twitch, which has a greater focus on gaming and entertainment.

In second place is El Rubis, who earns a potential $46,984 per Instagram post.

Like AuronPlay, El Rubius uses his Instagram account as more of a personal blog in which he shares moments from his day-to-day life with his 17.7 million followers.

The streamer with the third most valuable Instagram account is Ninja, real name Richard Tyler Blevins, with a single sponsored post on the account worth over $32,700.

Ninja is arguably one of the most famous streamers out there, producing content for a range of videogames including Halo 3, Apex Legends, and Fortnite.

Further study insights:

The streamer with the highest potential earnings on YouTube is GeorgeNotFound, who could be making up to $44,300 per sponsored video.
Félix Lengyel, known on Twitch as xQc, has 11.80m subscribers and can earn up to $16,088 per video.

13th April 2023

Climate Change Influencers – Are They More Relatable?

Climate Change Influencers – Are They More Relatable

UN secretary general, António Guterres, just rang the alarm bells with an urgent call to "massively fast-track climate efforts by every country and every sector and on every timeframe. Our world needs climate action on all fronts: everything, everywhere, all at once,” after scientists issued a final warning to act now on the climate crisis before it's too late, in the latest release (The Intergovernmental Panel on Climate Change).

As the fastest growing investment vertical today, the swift growth of climate tech innovation offers a ray of hope that we are, at last, putting our money where our mouth is to create businesses that deliver an economy where nature and the people and animals in it come before profit. Since 2010, the number of climatetech companies increased by 4x to reach over 44,500 in 2022.

Here's a list of some of the influencers playing a leading role in pushing forwards the growth of climate tech and businesses that are truly sustainable:

11. Alison Heppenstall is founder of Climate Action for Associations (CAFA) the not for profit collective that harnesses the influence of membership organisations to accelerate climate action. Ali identified that associations play a critical role in reaching the targets set out in the Paris agreement, but often lack the skills and know-how to implement action. . An Accelerator for the UN backed Race to Zero, CAFA also delivers a certified carbon neutral and a certified net zero association service for any membership association regardless of size, sector or geography.
●Climate Action for Associations Website
●LinkedIn Profile