Influencer marketing/KOL: when social media platforms take over.

Hi there, we had been through half way of this semester and earned for ourself a lot of useful and interesting knowledge about communication. In this third part of the semester, e-commercial is what we are going to be taught. We are going to run our online business and this is the time for us to apply what we had learned into practice.

Take an overall look, to run a business, we need to set goals, objects, strategies which include these factors for example : finance(budget), marketing strategies, sale strategies, etc. Specially as a new business, marketing strategies is quite important, that is how we reach to our customer and how to get customer to know us. Seeding, running facebook, google ads, using leaflets are the simple ways. It does make effects, but there is a way which most of businesses, from startups to incorporation starting to use : Influencer/KOL marketing.

So what is influencer marketing, how does it work and how can it affect new customer ?


An influencer is someone who has:

  • The abilities to encourage and affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
  • The large number of follower in a specific field where they most communicate and actively engages.

Moreover, these influencers are not merely marketing tools, but rather social relationship assets with which brands can collaborate (as an ambassador) to achieve their marketing objectives.

An influencer in social media is a person who have created and built a reputation for their knowledge and expertise on a specific topic/field, for example streamer, vlogger, blogger. This person usually posts about this topic/field on their main social media channel and generate large number of followers who are enthusiastic and paying attention to this person’s views.

Brands very like to use influencers to do their marketing because of their affection can create trends and also encourage their followers to buy products they promote.

Marques Brownlee, a popular youtuber about tech is promoting an iPhone case. (Screenshot from youtube. )

Which channel can brands use influencer marketing ?

Most of influencers use social media to develop their reputation and engage followers. According to that, social media platforms is a good channel for brands to use influencer marketing campaign. As a normal user, I point out my best 3 channel, in my point of view:


  • I rank Facebook at the most popular platform to use influencer marketing campaign. This is the place where almost media content are posted there. Moreover, single status about the product can be used by influencer to review and promote.
Steve Cook, an athlete with more than 1 million follower on facebook and how he use facebook to do the marketing for WHOOP.


  • This is a popular platform where the main activities is sharing pictures, videos and stories by user. Most of influencer marketing campaign using media content, so this seems to be the good channel for brands. By posting these contents, influencers can tell the stories behind the products and followers can highly focus only on those media content.

David Laid, an ambassador of Gym Shark.
This is how GymShark collaborate with David Laid to do the marketing.


  • This is a platform where people mainly upload their videos. Youtube is not only a popular platform to use influencer marketing, but also good to use traditional way of marketing such as commercial videos, product advertisement videos. Youtube is ranked as a second popular platform because it is not full-stack as Instagram and Facebook, Youtube focus on video content more than pictures and single status posts.
Whitney Simmons, GymShark’s ambassador, is promoting GymShark new product line.
PewDiePie, a streamer with more than 109 millions subscribers is promoting his product which collaborate with Razer.

There are several platforms such as Twitter, Snapchat,… are good for using influencer marketing campaign. The point is brands should focus on which channel has a large amount of users, so their campaign will be more effective.


Campaign Creation
This is the first step, revolving around the general information and plan for the whole marketing campaign, then it will be transformed into a specific influencer marketing campaign.
If you work on the Agency side, first of all, you need to understand the general information in Campaign Brief (product / service, context, campaign goal, Target Audience, Big Idea, Key Message, …). From there, you will understand the role and content requirements for writing Influencer Brief.

Influencer Selection
Choosing the right influencers for your goals and budget is one of the most important steps that makes everyone a headache. To avoid the case when choosing influencers solely based on emotions, you first need to screen for influencers according to the 3R criterion (Relevance, Relevance and Relevance), including:
– Target Audience Relevance: The demographic fit between the brand’s target audience and the group of influencers.
– Personality Relevance: personal image fit, influencer personality, and brand image.
– Content Relevance: the relevance between the genres, the views of the content created by the influencer and the direction the message the brand wants to convey.

Following that, the second criterion is budget. You need to balance the number and roles of influencers to both optimize your budget and ensure effective communication.

Content Co-Creation
Content creation isn’t just about sharing brand content. Here, Co-creation means co-creating new content, or at least adjusting the message of the brand into the story of the influencer according to their style and characteristics.

Content Distribution & Delivery
Once you have agreed on your work agreements with the influencer, you need to plan to distribute these content. There are two main distribution channels:
– Online channel: Influencer’s official social channels (Facebook, Instagram, YouTube, …) or electronic newspapers, forums.
– Offline channel: attend event / talkshow, take product photo, exchange with the community, …

Measuring is a final step, closely related to the goals you originally set. The measurement includes three groups: outputs, outcome and communication objectives.

– Output: is the amount of content agreed with Influencers to co-create or post. Can be checked by internal agency, through working directly with Influencers to track production progress, post, then compare with original plan.
– Outcome: is a preliminary assessment of the effectiveness of the posted influencer content, based on initial set goals such as: awareness, interaction, action, … on the demographics of the people who interacted, how they felt and the level of interest through keywords in the discussion. Finally, you need to compare the rates of Earned Media and Paid Media to assess the attractiveness and natural spread of the content.
– Communication goals: Metrics in your media goals are measured in Brand Health Tracking and Social Listening reports made by the brand.


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