R3 launches China KOL marketing social media Landscape, and the KOL assessment method remains the biggest pain point
With the continuous development of the Internet, there are many platforms in different content areas, not only that, more and more cross-category e-commerce media platforms are also growing rapidly - from a single instant messaging, social networking and interest community as the main value of the core social media platform, including audio-visual entertainment, knowledge information and e-commerce platforms, KOL has penetrated into a variety of platforms with social attributes.
Not only that, most KOL in order to meet market demand, in combination with their own advantages and content attributes of multiple platforms at the same time to publish works, in order to expand its depth of influence and scope of influence, and further enhance visibility and increase traffic.
Recently, R3 released the China KOL Marketing White Paper, which provides a detailed analysis of the pain points and important trend points of KoL marketing in China, and shows the Chinese KOL marketing social media Landscape in the white paper.
Other important points in the report are as follows:
Since 2016, China's domestic KOL economy has ushered in rapid growth, the size of KOL has become unprecedented, the market-owner KOL marketing needs are also growing, in this context, a series of third-party institutions gradually emerged, including KOL search engine and MCN institutions.
KOL search engine initially to KOL data collection and analysis and evaluation, in recent years in AI, blockchain and other latest technologies driven by the growing maturity, part of the transformation into a "search engine and KOL matching order" business model, the platform contract mainly to independent operation of small and medium-sized KOL-based.
MCN is a professional KOL agency, there are contracts, incubation and other expansion models, can balance the market information asymmetry, for content creators to provide more opportunities for content creation and revenue, packaging and packaging to promote the external professional model, for the financial side to provide more modular, professional products and services.
Because KOL marketing resources are more trivial, compared to non-commercial/low commercial KOL and independent KOL, MCN institutions as content producers of resource coverage is broader, workflow specialization, more controllability, so more upstream resources more and more prefer MCN institutions to cooperate.
Since 2017, platforms have also evolved from a single competitive relationship with MCN to a dynamic partnership, with mainstream platforms now opening up business rights to MCN and launching B2B services for MCN organizations to provide empowerment.
Although the KOL search engine and MCN institutions and platforms have a symblotic relationship in business model, but in the distribution of interest space has a long-term game relationship. From the platform to reject third-party business practices within the platform, to collaboration and empowerment, the platform has gradually begun to through the unified platform management of business behavior, the establishment of the platform's own MCN institutions and other ways to the upstream penetration of marketing funds.
KOL Marketing Flow Chart
The report mentions that the platform can propose more suitable dissemination methods and content attributes for the platform. Due to the large resources, it can better match the main needs of the market. In addition, the platform also has the advantages of strong platform funds, low cooperation risk, can be hard and wide with the platform t comprehensive marketing.
But in recent years, the platform side's shortcomings have also begun to show up, as the platform side and KOL or MCN institutions involved in the sharing, resulting in further cost increases. In addition, for many single platforms, their cross-platform capabilities remain in question.
Although the market is rich in KOL marketing methodology, marketing tools and marketing resources, but still lack of a scientific and effective evaluation system is still the market owner in the KOL marketing process of the important pain point, the industry in this regard needs to break through.
At present, the evaluation method of KOL marketing is mainly independent evaluation, trading platform evaluation and third-party data platform evaluation. There are three ways in which the advantages and disadvantages are obvious:
1, self-assessment needs to use evaluation tools, the method is intuitive and has a certain KOL later maintenance openness. However, the method is subjective, the data dimension is less, the classification is not accurate enough, the research is also easy to be more superficial, can not analyze the performance of KOL marketing in depth.
2, the platform for the market owner to provide marketing results assessment report generally high degree of visualization, analysis of more dimensions, the performance of KOL can be initially analyzed. However, the analytical level is shallow, it is not possible to make more scientific observations through industry insights, and the fairness and transparency of data lack more systematic verification.
3, third-party data can provide the market owner with customized evaluation program, with comprehensive data capture, evaluation dimension rich advantages, however, the analysis perspective is relatively single, lack of correlation analysis of the dimensions, in addition to the often lack of vertical field insight, for vertical area analysis is not deep enough.
KOL evaluates pain points and thinks
At this stage, Vlog is still facing a series of challenges, including the scarcity of high-quality Vlog content, homogenization of content subject matter, higher production threshold, commercialization of the impact on content value, but the support of the platform, the addition of stars accelerated the process of Vlog popularization, but also make Vlog commercialization has more imagination space.
In the platform side and content creators to add code Vlog at the same time, the brand also began to seek cooperation with Vlogger, the major platforms also frequently appear Vlog figure, it is expected that in 2019, more market owners will be deeply involved in this area of content marketing, accelerate the grab of this potential area.
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