Back in the day, a simple, bland newspaper or TV ad that purely promoted your product worked. Things have changed. Now, you know that your brand needs to build an actual, real relationship with your target audience first before you expect them to purchase anything. Trust and credibility matter. Engagement matters.
Building all of these things takes time, but adding Key Opinion Leaders (KOL) into your marketing strategy can help you fast-track the process.
Another acronym? Who are KOLs?
KOLs are the people who genuinely know their stuff—whether it’s beauty, business, health, or finance—and because of that, their audiences trust them. Unlike traditional influencers who often gain popularity through aesthetics or entertainment, KOLs are respected because of their genuine – not perceived – expertise.
For example, Standard Bank has been working with business leader Vusi Thembekwayo to create and promote the brand, especially amongst business owners. Aspiring and working entrepreneurs trust Vusi because he’s been in the trenches, building businesses and navigating financial markets. By featuring him in their content, Standard Bank positions itself as a brand that truly understands and supports South African entrepreneurs—not just another bank trying to sell products.
Are KOLs influencers?
Not to say that influencers don’t have their place in your marketing strategy, but KOLs may unlock a whole new ROI!
While social media influencers often build their followings based on personal style, humour, or trends, KOLs are industry experts who have spent years building their knowledge base and following. Their audiences listen to them because they know their advice is grounded in experience and facts.
KOLs may be influencers as well, but not all influencers are KOLs. They may have generated a lifestyle following across various social media channels, but they usually also have an actual day job and are subject matter experts in a specific niche.
What do KOLs add to your marketing strategy?
We’ve all seen those overly polished ads that feel fake, and we tend to be skeptical of anything that seems too scripted. But when a real expert shares their opinion, it carries weight. People trust authority, especially when it’s backed by experience and genuine passion.
KOLs spark conversations, answer questions, and even challenge brands when necessary. This kind of interaction builds trust in a way that traditional advertising simply can’t.
Are KOLs accessible?
Hiring an influencer or two to create content around your new product often won’t break the bank, especially if you use up-and-coming micro-influencers with high engagement rates. KOLs, on the other hand, may be a lot more expensive, given their more formal positions and credibility. This might mean that only brands with larger marketing budgets can really make use of KOLs.
While they come with a higher price tag, KOLs may be more reliable from a PR perspective in the very long run when compared to influencers, which can also be appealing to larger or more established brands with more to lose.
Influencers often thrive on spontaneity and personal expression, which can sometimes lead to controversial statements or PR mishaps that don’t always mean good things for your brand.
KOLs, on the other hand, are typically more cautious about their public image because they have built their reputations over years (sometimes even decades) and have a lot more at stake than just social media engagement. Because they are respected in their fields, they tend to engage in more formal partnerships, ensuring that both they and the brand they represent are aligned in values and messaging.
At coolFIRE, we work with reputable, experienced PR partners to develop KOL and influencer campaigns for our clients – both big and small.
If you’re ready to start building an authentic relationship with your audience, let’s talk! Once we understand your offer, objectives, and budget, we can advise on whether a KOL or influencer is better suited to your marketing strategy.
Don’t forget to read Making the Most of Influencers: Part II, right here.