Influencers Vs KOLs: What’s the Difference & Why Does it Matter?
The number one key to sales is visibility – getting your product seen. This has formed the basis for every marketing campaign, even before the word marketing was a twinkle in a salesperson’s eye.
Prior to the advent of social media, gaining visibility through engagement was achieved by piggybacking off something that had already captured an audience – think television, radio, billboards and print media. Social media marketing follows these same principles – find something or someone that has a loyal following and exploit that audience engagement to sell your product – enter Influencers and KOLs.
Leveraging off an established audience where trust, credibility and authenticity have already been baked in, is a marketer’s dream. The key to finding the ideal content creator is through a professional Influencer Affiliate Program which utilises a global social network, but we will look at that in more depth in a moment.
It is estimated that more than 64 million influencers and KOLs are working over all social media platforms. furthermore, 75% of people say they use social media to influence their purchasing choices. These figures are powerful motivators to find out more about connecting with the perfect content creator to promote, sell or advertise your product.
KOLs
In general terms, influencers entertain and KOLs inform.
Whilst some KOLs also fall into the category of influencers, they are distinguished by being respected in their field of expertise. Their followers tend to be highly engaged and have a shared interest in a particular subject or field.
If you are a regular visitor to YouTube, TikTok or one of the vast number of social media platforms, chances are the algorithm has identified your interests and tailored content to suit. Whether the KOL is an expert in sports, politics, law, health or something else, they are followed because they are viewed as a credible and reliable source of information. Neil Degrasse Tyson and his Star Talk channel on YouTube are good examples of KOLs. He is recognised as an expert in his field but understands the value of entertainment and creating a rapport with his followers.
Other KOLs include nutritionists, plastic surgeons, historians and the list goes on. Each one has a reputation in their industry and their opinions and views carry weight. Unsurprisingly, this type of content creator is less inclined to be involved in paid product promotion due to perceived ethical conflicts.
Influencers
In contrast, influencers create content which is aimed at entertainment rather than education. They relate to their audience as peers rather than teachers. This relationship can be powerful – building a genuine and personal relationship with viewers and creating a two-way interaction. In a world where people feel increasingly isolated, these relationships can be significant to followers. By being part of Influencer Affiliate Programs, content creators can now make a good living by simply leveraging off the relationship they have built with their subscribers.
KOL or influencer – which works best?
The decision between a KOL and an influencer can be based on several factors – the type of product that you’re trying to sell, what you are hoping to achieve (conversions, sales, increased web traffic), and the audience and demographic you are trying to reach. Is your objective to create credibility and build a reputation or is it simply to get the widest reach and engagement possible?
If you have something new, innovative and fresh to contribute to a specialised field, or are seeking to demonstrate your expertise, then connecting with a KOL may be your best option. If you are looking to, showcase products in an engaging and entertaining way, then an influencer may be the ideal platform.
Where to from here?
A professional, experienced Influencer Affiliate Program is the ideal way to connect your business with its perfect influencer match for optimal exposure and sales. Any Influencer Affiliate Program worth its salt, will maintain a centralised database of content creator options and even be able to showcase you in a way that influencers are drawn to connect with your brand.
If you are ready to take your marketing campaign to the next level, working with an Influencer Affiliate Program will help pinpoint the best marketing solution for your brand or product.