Besides KOLs, KOCs also have a certain influence. KOCs may be quite new, but KOCs are gradually replacing the KOLs trend and have an extremely strong impact on readers’ purchasing decisions. So, how do KOCs influence readers? What is KOC?? What is the difference between KOC and KOLs? Why will KOC become a new trend to replace current KOLs Marketing? Find out in MarketingAI’s article below!
What is KOC?
KOC stands for Key Opinion Consumer are key consumers, with great influence in the market. Their job is to test products and services and provide reviews and evaluations. The term KOC is quite new, so the number of followers on their social networks is not large. However, KOC is based on product experience and research, so it has a strong impact on customer decisions because of its objectivity and trustworthy expertise.
KOCs are key consumers and have great influence on the market.
5 Differences between KOC and KOL
Popularity
KOCs are often less well-known to the public than KOLs because KOLs are often celebrities and leading experts in a particular field. KOCs operate in smaller communities and focus on groups of people with common interests or concerns.
Audience size
KOCs have a smaller following than KOLs on Social Media platforms and media channels. However, KOCs have good relationships and interactions with their audience.
The difference between KOC and KOLs
Professionalism
While KOLs are required to be experts and have extensive knowledge to be able to guide users, KOCs are in the position of buyers and give their own subjective assessments. They do not necessarily have to have deep expertise in the product/service, their sharing and experiences are personal and most authentic about the product from the perspective of actual consumers.
Because of that, KOC still has high credibility with customers. KOC is easily accepted by customers because it is realistic and does not advertise any Brand. Many brands choose KOL but if the product PR is not skillful, buyers can still easily recognize it.
How to convey the message
KOLs will be more professional in terms of image and language to reach their audience. Bringing beautiful sensory experiences as well as high-quality content. Meanwhile, KOCs will tend to be as simple, “ordinary” and authentic as possible to share their experiences, so their content is easy to create empathy with viewers.
Initiative
KOLs are often proactively invited by brands to cooperate and advertise the company’s products/services. Therefore, the cost of booking KOLs is often quite high.
In contrast, KOCs will proactively approach products they are interested in and give their reviews from a customer perspective for the brand. Furthermore, KOCs will also be proactive in searching for and contacting brands to give feedback and review their products/services.
3 factors to evaluate the effectiveness of KOC
Based on theory, it is impossible to measure the effectiveness of KOCs. KOC evaluation is based on the following criteria:
– Relevant: KOC has knowledge, experience or interest in the field related to the brand’s products/services. Most importantly, the audience following the KOC matches the target customer of the business. The style and values of the KOC need to be similar to the brand image.
– Performance: This is an index that measures the effectiveness based on the content that the KOC has shared. A KOC that has a great impact on customers is one that shares experiences and reviews objectively, honestly, and is not influenced by external factors.
– Growth: KOC has the potential to grow in the future in terms of followers or long-term cooperation with the brand. Besides, KOC always updates knowledge and new trends to improve their own expertise as well as improve the quality of content KOC creates.
KOC has knowledge, experience or interest in the field related to the brand’s products/services
Are KOCs gradually replacing KOLs?
In this 4.0 era, customers have many choices. Customers are more careful when deciding to buy a product. They will learn from previous customers’ comments, which is also the springboard for the development of KOC in the future. The advantages of using KOC can be listed as:
Save costs for brands
When collaborating with KOLs, brands will have to pay a large booking fee depending on the level of popularity of the KOLs. The more famous the KOLs, the higher the cost for the business. In addition, there are other costs incurred in creating content or accompanying media publications.
As for KOC, brands only have to pay commission fees based on the number of successful orders or the level of interaction that KOC brings.
Increase revenue effectively
KOC directly experiences the service and product, giving their own most honest comments without depending on the brand. Therefore, KOC’s reviews will bring more realistic experiences to customers.
Build trust with customers
KOC not only brings immediate and long-term effectiveness, but also helps brands build trust in customers with the most objective and authentic reviews.
The KOC trend helps businesses and KOLs measure the effectiveness of building the most optimal marketing strategy. From there, KOLs also affirm their names with real data, businesses have specific numbers to make the most optimal decisions in their Influencer Marketing strategy.
Conclude:
KOC is gradually asserting its important position no less than KOLs in Marketing campaign of any brand. Learning about what KOC is may become the new choice of Opinion Leaders. While KOLs bring about effectiveness in interaction and brand coverage, KOC will bring about revenue figures.
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