TOP KEY OPINION LEADERS (KOLS) IN PROFIT-SHARING COOPERATION MODEL OF 2024 – THE INSIGHTS INTO NEW MODEL AND STRATEGY OF PROFIT-SHARING COOPERATION
In the past, the most common collaboration method between Brands and Key Opinion Leaders (KOLs) was providing followers with product discounts to achieve better revenue achievement. As the trend of group buying continues to flourish, brands tend to invite KOLs to directly drive purchases instead of giving away discounts to grasp the increasingly complex consumer needs. In this article, through our exclusive influencer database – AIE, we will give an insight into the top profit-sharing KOLs list in 2024, the content category shared by these KOLs, their interaction performance, and characteristics in the community. Therefore, brands can access the latest business opportunities and strategies for group buying with influencers to identify the most suitable KOLs from a quantitative and objective perspective.
1. Top Profit-Sharing KOLs In 2024: The Higher The Scores Of Interactive Participation, The Better The Group-Buying Results
Through our exclusive AIE database, AsiaKOL obtains the AIE score based on three major indicators: influences, interactive participation, and content association, and releases the ranking of 2024 top profit-sharing KOLs In Taiwan. The top 20 profit-sharing KOLs in Taiwan are mostly active on Facebook and Instagram, with the main content categories including skincare and beauty, family and baby, and travel. They cooperate with relevant brands to bring about group purchase conversions. To achieve great group-buying results, obtaining a high interactive participation score is necessary.
2. The Category Of Profit-sharing KOLs In 2024: Mom&baby And Fashion Group-buying Leaders Take The Trend
Most of the top 50 profit-sharing KOLs in 2024 focus on content related to family and baby, fashion and trends, beauty and skincare, as well as food and travel. Compared to the former list released in 2023, where travel-type KOLs accounted for the majority, more mom-and-baby KOLs are standing at the top of the list. As the need for mother and baby products increases, more purchases are conducted by followers through group-buying events. Besides, the sharing fields of these KOLs are closely related to life. KOL uses their life experience and sharing recommendations based on their business attributes to stimulate followers' desire to buy.
3. The Platforms Of Profit-sharing KOLs: Short-form Videos And Stories On Facebook And Instagram
Nearly every KOL among the top 50 list do have their Facebook and Instagram accounts, while only half of the list invest their work in YouTube. Due to the rise of short-form video content, the special of YouTube - long-form video content gradually lost its advantage on the battleground. Nowadays, profit-sharing KOLs will attach the group-buying links to their posts and short-form videos, shared with Instagram’s Story to achieve better results.
1) Top 20 Profit-sharing KOLs In Terms Of Facebook’s Comment And Interaction
Observing the performance of KOLs on Facebook’s comments and interaction, the top 20 KOLs who have the highest number of comments are mostly micro and nano KOLs, some even have small communities with only a few hundred to a few thousand followers. However, their interaction rate of followers is better. Nowadays, it’s not persuasive to evaluate a KOL’s ability to boost sales only based on their number of followers. The appeal of many micro-KOLs is no worse than that of large-scale KOLs. By having a good interaction rate, the group buying performance can be increased.
2) Top 20 Profit-sharing KOLs In Terms Of Instagram’s Comment And Interaction
In the Instagram battleground, micro-KOLs who only have no more than 10,000 followers have the better advantage in terms of comments and interactions from followers. It’s worth noticing that, the number of comments on Instagram is higher than that of Facebook. As KOLs and followers are more willing to interact with each other, they will have a greater chance to purchase the products recommended by their favorite KOLs. Instagram has become the priority choice for brands when collaborating with KOLs in group-buying strategy. Brands can even ask KOLs to take advantage of Story to attract followers to purchase from a natural perspective.
4. Top 3 Profit-sharing KOLs In 2024: Maze Lin, Sheng Kai Master, And Elijah Kewley
The top 3 profit-sharing KOLs in Taiwan include Maze Lin, Sheng Kai Master, and Elijah Kewley. The former mainly shares beauty makeup, fashion, and trend-related content; Sheng Kai Master is a food influencer who mainly uploads long-form videos about delicious cuisines on YouTube; while the last one is a parenting KOL, and his platform focuses on family and daily life, of course!
1) TOP1 - Maze Lin
First of all, the top KOL of the list – Maze Lin mainly shares travel, beauty, fashion, and daily life-related content with her natural and unpretentious occidental appearance, as well as her humorous and free-spirited style. She created a personal YouTube channel in 2017, sharing travel vlogs and beauty tutorials with subscribers. Her recently shared products include co-branded products of well-known airlines, travel routines, restaurants, fashionable clothing, etc., and often open group buying events for favorite products as well as sharing product discounts with followers.
2) TOP2 - Sheng Kai Master
As a food influencer, Sheng Kai Master is enthusiastic about sharing cooking and food-related content. He created his restaurant brand “Hana Japanese Restaurant” and fan page “The Classroom Of Hana Home Cooking”. Sheng Kai Master is good at recording cuisine tutorial videos. Besides teaching followers how to cook, he would promote Japanese cuisine ingredients and attach links to boost sales. His funny and humorous video style has gained him a large number of group-buying food-loving followers.
3) TOP3 - Elijah Kewley
Elijah Kewley is a Taiwanese-English mixed boy whose social platform is run by his mother “Elijah Kewley Mommy”. His platform usually shares the daily life of him and his little sister, surrounding the topics about parenting and home appliances. The content style would be described from a situational and life-oriented perspective, such as sharing an air purifier that combines the functions of a coffee table from a child's perspective to boost followers' buying desire.
5. New Model Of Group-buying Collaboration With KOLs: From Mere Exposure And Interaction To The Pursuit Of Sales Conversion
Group buying has become the new marketing trend among KOLs. KOLs collaborating with brands to promote products can enhance brand awareness, boost sales, and increase sales conversion. In this article, we suggest seeking KOLs who have high follower loyalty, interactions, and comments instead of only focusing on the number of followers. Regarding group-buying collaboration with KOLs, brands can combine the collab fee plus sales commission as an extra reward for them. In this way, KOLs will be more motivated to promote products to earn more. Before making the decision, brands can also evaluate the effectiveness of a potential KOL based on his/her former group-buying history, to see if he/she used to launch similar group-buying product events. Moreover, it is a good choice to find KOLs who have sold complementary products in the past.
To boost product exposure and sales conversion, besides KOL’s appealing power, brands are recommended to focus on the latest, most effective, and interesting ways to drive the diversion effect of group buying. Brands can even use technology tools to track or expand influencer marketing results, moving towards a triple-win situation between brands, KOLs, and followers. KOLs can increase income from different sources, and followers also have more opportunities to interact with their favorite KOLs.
Recently, profit-sharing and group-buying collaboration have been more favored by brands compared to normal collaboration, where the benefits can’t be exactly evaluated. This kind of collaboration doesn’t require brands to pay much costs in advance, they can also check the KOL’s ability to promote products during the process. However, to achieve positive results, selecting a suitable KOL for the marketing campaign plays an important role. With the complete AIE KOL database, AsiaKOL obtains the objective indicators and data to help brands select the suitable one, and from the KOL’s power, we can convert into group-buying and sales, exerting a shopping guide effect and improving the final transfer order effect!
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!
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