TOP KEY OPINION LEADERS (KOLS) IN 2023 THE REVEAL OF SOCIAL GROUP BUYING KEY FEATURES
Due to the increase in social media marketing costs, brands are switching attention to more effective ways of order conversion. There is one thing we can figure out when surfing social media: KOLs promote products and push group buying-related information to followers. This profit-sharing cooperation model between brands and KOLs is increasing day by day. Through AIE (Asia Influencer Evaluation) database, AsiaKOL will reveal the KOLs ranking in 2023 following this model and analyze their active fields, outstanding interaction performances, and characteristics on social media. With this article, brands will discover the influencer group buying business opportunities to team with the right KOLs.
1. TOP 20 KOLs in profit-sharing cooperation model of 2023: the remarkable impact of mid-tier KOLs
Through the AIE database, AsiaKOL obtains the AIE score based on three major indicators: influences, interactive participation, and content association, listing out the TOP 20 KOLs in Taiwan following the mentioned profit-sharing cooperation model in the past year. With the “2023 KOL TOP 20 Ranking List” provided by AsiaKOL’s AIE database, there are several insights worth your attention:
Most of the KOLs in the TOP 20 ranking are mid-tier, with 75% of the list having followers below a million
Most of the KOLs in the TOP 20 ranking are mid-tier, with followers ranging from 300 to 700 thousand. There are only 5 KOLs with followers hitting a million, but they are far away from the TOP 5 on the list. We have discovered from analyzing the follower counts of the TOP 20 KOLs that the effect of influencer marketing does not rely on the number of followers, but on the interaction and content. The impact of mid-tier KOLs and micro-KOLs is even better.
2. Fields of the TOP 20 KOLs: most of them are lifestyle-related like travel and beauty
Out of the TOP 20 KOLs, 26% are focused on travel, followed by beauty, family, and fashion, all accounting for about 20%, with food&drink, health&fitness, and pet influencers making up the remaining categories. Fields of the KOLs are lifestyle-related. With professional knowledge, KOLs promote products by sharing lifestyle-related recommendations, thus boosting the buying desire of the followers.
3. TOP 20 KOLs and their social platforms: focus on Facebook and Instagram
TOP 20 KOLs choose both Facebook and Instagram to be their active platforms, while only 40% of them are active on Youtube. Fewer KOLs active on Youtube might relate to the platform characteristic. They often promote products by sharing as a post or story, with a “shopping guide link” tagged to interact with followers. Therefore, most of them choose Facebook and Instagram as the main active platforms. The characteristic of Youtube is uploading videos, which requires more effort and maintenance. Thus, fewer KOLs invest in this platform compared to the other 2 social networks.
4. TOP 20 KOLs followers distribution: Facebook is the top platform to have most followers
Facebook has the most followers when it comes to the number of followers on social media of the TOP 20 KOLs analyzed by AsiaKOL, followed by Instagram and Youtube. Facebook and Instagram are more suitable to promote information about group buying, by posting text and photo contents with shopping guide links. Facebook has the largest number of followers, which may also be related to audience segmentation. For example, the target audience of "family and baby" products usually parents or individuals at a certain age range. More types of these followers gather on Facebook.
5. The introduction of TOP 3 KOLs: performance and characteristics on social media
The Top 3 KOLs in Taiwan are Ines Wang, Elijah Kewley, and QQmei. They are active in different fields, with Ines Wang in beauty and fashion, while Elijah Kewley and QQmei in family lifestyle. Ines Wang's recommendations on beauty and skincare products are highly persuasive due to her reputation as a model and blogger. The second top KOL is Elijah Kewley, who has a large following due to his and his sister's captivating mixed-race appearances. They often promote lifestyle-related products, such as snacks. Finally, QQmei, with her two lovely babies, mainly shares her babies and daily life in England and promotes group-buying events, making her a popular blogger.
(1) TOP 1 KOL – Ines Wang
Ines Wang is a beauty and fashion KOL, whose followers are mostly young people. She impresses more followers on Instagram than on Facebook. Ines Wang's approach to social media is very engaging and personal. She shares her daily activities, such as going to the gym, doing yoga, and modeling work, which helps her connect with her followers on a more personal level. When cooperating with brands, she first posts text and photo content with product reviews and introductions, while the affiliate discount codes will be attached last. By doing this, her followers don't feel like they are being targeted by a commercial post.
(2) TOP 2 KOL - Elijah Kewley
Elijah Kewley’s social platform is run by his mother. She usually uploads heartwarming photos of the lovely mixed-race Elijah Kewley and his younger sister’s daily life, as well as topics about parents and children. Product sharing will be described from a diverse and life-oriented perspective, such as sharing snacks from a child's perspective or using the product to solve daily problems with the stuffy scalp that children encounter in school, enhancing the follower’s desire to place orders.
(3) TOP 3 KOL - QQmei
QQmei’s social content is related to parenting and interesting stories about her life in England. Most of the cooperation with brands is related to parent-child products. And her way of doing it is attracting! For example, she shares photos of her baby playing with toy building blocks, and give detailed review about the toys. Her product recommendations often receive large amounts of comments, asking for more information on the group-buying products.
KOL in the profit-sharing cooperation model gains followers’ trust and boosts their buying desire through long-term interaction and accumulated professional knowledge in related fields. After analyzing the TOP 3 KOLs and their social media content, it's clear that the best way to attract followers and encourage them to place orders is by sharing content from the perspective of daily life, highlighting how the products solve problems, and providing detailed introductions. On the other hand, different KOLs have their ways of cooperating with brands, such as affiliate discount codes and group-buying discount prices. Brands can evaluate the efficacy of KOL’s old when considering a cooperation method. With AsiaKOL, brands can benefit from our extensive AIE database, which helps identify the most KOLs. By leveraging the influence of these KOLs, brands can increase the effectiveness of group buying and reach a wider audience, in order to achieve the order conversion goal.
AIE - KOL Evaluation Database
The AIE – Asian KOL Evaluation Database can search for KOLs in specific fields with various categories, and analyze the important reference scores of KOLs such as interactions and breadth of influences, helping brands locate the “dream type” of KOLs, enhancing the accuracy of marketing campaign. If you want to know about community performance of Taiwan or international influencers, contact us for more details!
Contact us: http://[email protected]
