Brands and advertising agencies have switched their focus on influencers and have put a great deal of KOL marketing strategies into their marketing mix, but how much engagement do these KOLs actually inspire?
Social media platforms analytic company Social Power developed a KOL-analysis tool “Kolyzer” using big data and algorithms. The company said it has worked with Hong Kong 4As advertising agencies and brands like Swatch Group, TUMI, AMOREPACIFIC, in a bid to help them identify the right brand ambassadors.
It said most of the time brands or agencies tend to choose popular KOLs based on fan base to boost the awareness of their products. However, the performance of those KOLs may not be good as predicted.
According to Kolyzer, the top 10 Facebook KOLs in Hong Kong (from April to September 2017) are,in no particular order:
|Hong Kong Top 10 Facebook KOLs (in no particular order)|
|Name||Fan Count(As of 15th September 2017)|
|JieJie & UncleCat (爵爵&貓叔)||456,979|
|Kingjerentertainment (King Jer 娛樂台)||331,503|
|Uncle Siu's British English Club
The tool analyses KOLs by using more than 100 factors to come up with how much influence these KOLs command - the "resonance index." Users can examine the KOLs’ influencing power through five different metrics, namely awareness, engagement, virality, interactions, and brand mentions.
[caption id="attachment_198420" align="alignnone" width="700"] Uncle Siu's British English Club Facebook Page Performance (The average interaction per post was 2134, no. of posts with brand mentions was 31, and average interaction of posts with brand mentions was 2688 from 15/4/2017 to 15/9/2017)[/caption]
Facebook Page Performance (The average interaction per post was 2134, no. of posts with brand mentions was 31, and average interaction of posts with brand mentions was 2688 from 15/4/2017 to 15/9/2017)
The analytics company explained that although the fan count of Uncle Siu's British English Club is four times higher than travelling photographer Will Cho’s, this should not be the sole determiner of their influencing powers as their content styles are different.
[caption id="attachment_198421" align="alignnone" width="700"] Will Cho Facebook Page Performance (The average interaction per post was 2639, no. of posts with brand mentions was 53, and average interaction of posts with brand mentions was 2721 from 15/4/2017 to 15/9/2017)[/caption]
When it comes to content quality, Will Cho’s average interaction of posts during this period is 500 higher than Uncle Siu's, and their average interaction of posts with brand mentions are close.
By ranking their "resonance index", which was derived from multiple factors, Kolyzer concluded that Will Cho is one of Hong Kong's Top 10 Facebook KOLs. It’s not only about the number of followers, but a multi-dimensional analysis of a KOL’s profile.
(Photo courtesy: 123RF)