Bloggers, Influencers, and KOLs: how to get the most out of them

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Bloggers, Influencers, and KOLs: how to get the most out of them

The advancement of the digital world has brought about big changes in many areas, and very significant ones at that.

Nowadays, the world of social media plays a key role, and its constant publishing of content is no longer solely a leisure activity, but has broken barriers and for some even become a job.  We’re talking about Influencers, Bloggers, and key opinion leaders (KOLs).

Is an influencer a blogger?  What about a KOL?  What are the differences among them?  Little by little, the events world has adopted this new terminology which is now an essential part of the jigsaw, so much so that hiring them has become very valuable to marketing and advertising strategies.  Although the three groups wield great persuasive power among the public, the truth is that there are some defining differences.

A Blogger is a person mainly known for their blog (weblog), an area devoted to their specialization with chronological entries or posts.  Blogs can cover an endless range of topics:  technology, health, fashion, etc.  Their main content consists of images, videos, and/or text, primarily for purposes of entertaining, informing, or selling.  A blogger creates and posts content of interest to their specific target and usually writes in an informal and subjective style.

Influencers, in turn, focus their activity on social media (Facebook, Instagram, Twitter, and YouTube), and usually don’t have a blog or platform of their own.  Brands compensate them for featuring their product or service, so their value depends on their number of followers and the characteristics and loyalty of these.

Finally, KOLs (Key Opinion Leaders) are just that, people who know a lot about certain matters or areas of knowledge and are listened to, valued, and respected by a broader audience, all thanks to the notoriety and status they’ve achieved along their trajectory.  They are considered reliable and respected specifically for their knowledge focusing on a single field.

Now that you know the difference, which to choose?  Each group attracts different audiences, so if you decide to work with one, you should consider your target demographic.

Compared to KOLs, Influencers and Bloggers have a non-specific audience.  Users follow them because of common interests, tastes, or opinions.  However, key opinion leaders address a specific audience, who respect them for their opinion and their deep knowledge and understanding of the industry in question.

If you decide to target members of a specific demographic or interest group, then hiring an opinion leader could be an effective way to reach a new or broader audience.  The aim here is a change in brand strategy.  When choosing a KOL don’t go with one working outside of their area of interest, as their influence won’t be effective outside of that area.

If you’re looking to bring a KOL into your strategy, it’s because you want to boost values such as reliability, seriousness, or confidence, which are their defining characteristics, and you’ll be associating us [sic] with the values of your own company.  Having one on board will benefit the brand in general, and not a concrete product, as would be the case with an Influencer or Blogger.  Their background and credibility is what sets them apart from the competition.

The advantages of hiring an influencer stem from ROI optimization (return on investment).  This means that using them in digital marketing is an ideal alternative for generating big profits and reducing risk of losses, while implying considerable savings on media campaigns, as the price of conventional advertising like newspapers or a radio slot can be much higher.  Hiring one will help drive up sales and profits by having your product or service appearing on the profile of a person with thousands of loyal followers who will see what you’re promoting.

As you can see, hiring one or another will have different advantages, so all that’s left to do is determine what you want to achieve with each of them and make a final decision.

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