With the increasing cost of marketing, price and conversion rate become the focus of brand attention. A recent extension of KOL is the KOC (Key Opinion Consumer), which emphasizes the "friend-like" influence of Key consumers on the consumption of people around them. So what does KOC do to us? What are the trends?

"KOC is about to replace KOL" and become a new trend of brand media purchase?

 Whether KOC will change the tendency of brand cooperation depends mainly on the needs of the brand side. KOL has large-scale of fans, highly centralized, and highly efficient in dissemination, which is superior in structure; KOC has a better dissemination effect at a lower price, which is also favored by the brand.

By choosing KOC, the brand is not investing its entire marketing budget in KOC. When it comes to media purchase, KOL is still the mainstream and KOC is kind a supplement.

KOL+KOC combined marketing:

1) when you see the recommendation of KOL, you have a good cognition of a brand or product;

2) click on the comments, and some of KOC's reviews pop up in front of you, increasing your trust in the product.

3) KOL + KOC is progressing step by step, forming a combination of marketing, increasing your buying possibilities.

It is believed that the diversification of distribution channels and the combined delivery of KOL and KOC will surely become the main delivery mode of the brand in the following long period. This transformation, is the marketing situation forced, but also the trend.

Big data helps brand owners accurately match KOC

Many traffic platforms, such as Kuaishou, Redbook and Douyu, trust on KOC and invested a lot of resources, but how to operate KOC effectively is the key. Unlike KOL, KOC carries out advertising indirectly. KOC is worthy of fine operation guidance from brand owners to subtly influence consumers. Now, big data analysis is an important step for many platforms to select KOC.

For example, Kuaishou has built a variety of KOC libraries based on its huge KOC resources, so that customers of different brands can quickly find KOC conforming to the tone. In addition, in terms of private area traffic, Kuaishou helps the brand accurately find KOC population through big data insight, so as to connect the traffic. Kuaishou think: letter acquaintances = letter products. If KOC has good product promotion, it can generate secondary interaction and secondary trust with users. But if the product is not that good, it will consume the trust of the brother. As a result, the KOC's business is not simple. KOL and KOC have different characteristics and are not competitive. Integrated marketing is the key for brand owners to conduct in-depth research and practice. In the future, the relationship between the brand and KOL and KOC should not only be based on goods. Such cooperation can carry out targeted and differentiated combined promotion according to different occasions and audiences. KOC still has great potential at present. The cost is far lower than KOL, and it is highly permeable. It opens up a new channel for online marketing. However, it should be noted that brand owners need to protect the authenticity and independence of KOC. Once their broad is too obvious, the meaning of KOC may be lost.