practice of virtual likes, statistics are lacking
When social networks took power, like, share and follow were once considered the leading measures to assess the influence of a KOL (celebrity, influential person) or KOC ( influential consumer).
However, the reality today has changed. These figures are increasingly "virtual" because the situation of buying and selling data is taking place openly, and can be manipulated with money.
With just a few clicks, any account can "transform" into a KOL with tens, even hundreds of thousands of followers.
Service packages for buying likes, shares, comments or views are advertised heavily on many platforms, with the commitment to "increase real interaction" and "guarantee quantity".
From here, KOLs and KOCs "virtual" with statistics appear everywhere on social networks.
If users only look at the "virtual" view, they will not know the real value of consumer products.
Real criteria to evaluate a standard KOL/KOC
Although virtual data can be bought for money, the quality of content is still an un forged factor.
A standard KOL or KOC must always be the one who creates useful, attractive, and inspiring content to retain the longest viewership.
The longer the video viewing time is, the more prestige the content creator has.
The real interaction is not the huge number of likes, but the depth and authenticity of the feedback. Interactive ratio shows the real quality of a standard KOL, KOC.
Only when followers are truly interested, want to ask questions, want to buy products, is that the most standard result for brands to trust and choose to invite celebrities to advertise or market with links.
To maintain trust with the audience, KOL/KOC needs to build reputation. Over time, personal brands are established and celebrities need to put their own honor in the products they advertise.
When sharing their own experiences to promote and market products, the more knowledge celebrity people have, the more reviews help convince listeners and viewers more easily.
A KOL or KOC should not "jump" between the same product or item continuously. Viewers are increasingly refined if celebrities now advertise effective weight loss products, and tomorrow they will see marketing for weight gain brands.
Not the KOL with the most followers will bring the best results. Suitability with the new brand is a core factor.
In other words, a small KOL but true to the customer's "facts" will bring efficiency far surpassing famous faces but not related to the product.
The market needs to be more transparent
The manipulation of likes and shares requires a more transparent legal corridor and control mechanism.
In many countries, management agencies have required KOLs and KOCs to publicize advertising content and are responsible for the information provided.
In Vietnam, legal issues are being discussed, amended and supplemented, to protect consumer rights and keep the media environment healthy.
In the context of the "virtual data" spreading, consumers need to be alert, not deceived by flashy numbers.
And for KOLs, genuine KOCs, this is also the time to affirm their true value through content, reputation and strong connections with the community.
In the near future, on August 18, a conference will be held "KOL with the era of national growth" to discuss the launch and implementation of the Evaluation criteria for KOLs and KOCs in the new era.
