Research On The Effect Of The KOL In Short Video Marketing

With the disappearance of the demographic dividend of mobile Internet,the number of mobile Internet users in China has reached the peak,while the number of users of short video APP still keeps a rapid growth.The short video marketing industry chain is also developing and improving,and the value of short video marketing is increasingly prominent.In the short video platform,The KOL with strong content production capacity play a critical role.These KOLs have a large number of fans and the ability of conversion of circles,nowadays are increasingly favored in the short video marketing.Based on the theory of communication effect,this study systematically analyzed domestic and foreign research results,combined with case analysis,questionnaire survey and other research methods,to investigate the effect of KOL in short video marketing.This paper firstly defines the concept of the KOL,divides the types of the KOL,and analyzes the characteristics of them.Secondly,combined with the actual situation,this paper analyzes the influence ways and techniques of KOL in short video marketing,and analyzes the specific influence strategies of KOL in short video marketing through a typical case.Then,in the form of questionnaire,the paper aims to understand the actual the KOL influence effect and the influence effect construction factors in the short video marketing from three aspects: cognition,attitude and behavior.It is found that in short video marketing,the KOL has a significant impact on the cognition and attitude to the audience,but there is still room for improvement in the behavioral effect,and factors such as the KOL’s professionalism,personal charm and short video content interest have a great impact on the effect of the KOL.Finally,Suggestions are given on how to improve the effect of KOL in short video marketing based on these factors.Short video has become a new entrance for brand marketing,and the value of KOL in short video marketing is self-evident.This paper helps enterprises better understand the effect of KOL in short video marketing,provides reference for enterprises to play the value of KOL in short video marketing,and also helps KOL to improve its self-value in marketing.