This article mainly analyzes and discusses KOC and KOL, and mainly discusses these points: the similarities and differences between KOC and KOL, the relationship between KOC and social e-commerce, and the author's analysis and thinking on text message service KOC. 01 With the same advertising budget, 10 bloggers with 100,000 followers may exceed the effect of 1 million bloggers. More and more people no longer believe in advertising, and they will believe more in the words of small groups of KOLs, and the attention span of consumers is shrinking. Take social e-commerce as an example, there is a fundamental difference between social delivery and e-commerce.
There are many steps in the purchase funnel in e-commerce scenarios, and users also pay more attention to discounts and promotions. Social delivery is different. Users focus more on products rather than prices, and the process is also different. Simpler and text message service therefore faster to close. For KOLs, even if the number of fans is small, the advertising price is very cheap, and there are even no gold owners, but KOLs do not want to be just a KOC. As long as it is a commercial activity, no one wants to have fewer fans, and no one wants the quality of the content to be low. Facts and wishes are contrary to this.
The quality of all KOL content is constantly improving, and the number of PGC fans who continue to create is also increasing. KOC The concept may be justifiable in text message service the outdated era of micro-business, but it is a complete pseudo-concept at present. If you have to find something different, different types of KOL will be very different, but this has nothing to do with KOC. Internet celebrity live broadcasts and Duanzishou have different ways of monetization and ability to bring goods, and even different content positioning and business models are also different. In terms of self-media, regardless of entertainment positioning or vertical industry positioning, the production of content recognized by fans is the first,