November 8, 2023

KOS/KOC/KOL Little Red Book (Xiaohongshu) Seeding Comprehensive Analysis

Explore the world of KOS, KOL, and KOC marketing and discover the advantages of each in promoting your brand.

What is KOS?

KOS (Key Opinion Sales) refers to strong content creators who possess professional sales skills and extensive knowledge about specific industries and brands. KOS is generally divided into “brand-owned KOS” (typically brand employees or counter sales) and “non-brand-owned KOS” (livestreaming influencers).

What are the advantages of KOS?
1. Greater professionalism
KOS has more professional knowledge and a brand background that users trust more compared to KOL and KOC.

2. Precise user targeting
KOS better understands the brand’s target audience, their pain points, preferences, and interests.

3. Cost-effective for brands
By having brand employees create Little Red Book accounts, brands can achieve lower content and advertising costs while boosting sales. Additionally, creating different types of KOS can produce high-quality brand content and expand the brand’s content portfolio.

4. Little Red Book platform support
For brands increasingly focused on sales conversion, KOS possesses specialized knowledge in verticals. Little Red Book KOS accounts provide marketing capabilities in various scenarios such as notes, private messages, live shopping, and offline, helping brands offer more efficient and professional customized services to consumers.

What is KOL?

KOL stands for Key Opinion Leader, which refers to influential internet bloggers, online content creators, video bloggers, real-time streamers, and more. KOLs can be found in various industries, such as “Ding Xiang Doctor” in the medical and health field, “Li Jiaqi” in live-streaming sales, and “Pamela” abroad. They are all top-tier internet celebrities and KOLs.

What are the advantages of KOL?
1. Cost control
KOL pricing generally lacks standardized rates across different platforms. For instance, on Little Red Book’s Dandelion platform, top, middle, and bottom-tier KOLs have varying rates. This provides more flexibility for businesses to choose according to their budget.

2. High conversion rates
Consumers are more likely to trust real user reviews from non-brand-affiliated individuals, making them feel that the product is genuine, effective, and reliable, reducing the chances of disappointment. Consumers make purchase decisions based on the sharing of these KOLs, making KOL social media marketing more effective in driving conversion.

3. Wide applicability
KOL social media marketing covers a wide range of industries and fields, including beauty and personal care, daily life products, food and beverages, clothing and accessories, electronics, parenting, and more. The promotional impact is generally quite good in these areas.

What is KOC?

KOC (Key Opinion Consumer) refers to key opinion consumers who are themselves consumers and have a close relationship with potential consumers. They have a deep understanding of user emotions, needs, and pain points, which enhances user trust in products.

What are the advantages of KOC?
1. More authentic content
KOCs produce authentic content that resembles sharing by a friend in your community. They use a personalized and lifelike approach to share experiences in consumer scenarios such as unboxing, product testing, and shopping lists, which help you make informed purchasing decisions.

2. Wide range of options
In every niche, there are a certain number of KOCs with followers ranging from 2,000 to around 10,000, and some even have 30,000 to 50,000 followers. Common niches include home, pets, favorite products, home improvement, and more. They are known for generating buzzworthy content in these categories.

3. Lower advertising costs
From increasing brand exposure to building word-of-mouth, using more niche KOCs for various product reviews can provide excellent value for money.