In overseas KOL operations, you cannot step on these pits

Nowadays, with the development of short videos and the significant influence of influencers, brands have to make great efforts in influencer marketing and focus on overseas KOL operations when they go overseas on social media. However, when many brands are operating overseas KOLs, they often miss the point. KOLs are either unwilling to cooperate with brands, or the cooperation has not achieved positive publicity effects. It turns out that they stepped on the pits below!

❌ Did not do preliminary research and chose the wrong KOL group

❌ No clear cooperation plan was communicated to KOLs, and there was no clear digital indicators such as the number of target reach and conversion rate

❌ Not living in harmony with KOLs, collaborating or interfering too much with KOLs creative content

❌ Does not consider the follow-up sales closed-loop, there are logistics, after-sales and other problems

So, how to do a good job in overseas KOL operations and avoid stepping on pits? Send you an overseas KOL operation guide, so that you can achieve the best operation effect step by step.

1. Achieving goals - clarifying the goals and budgets of influencer marketing

What marketing effect do you want to achieve in the end? The most important thing for overseas KOL operations is to establish the goal of this contact and cooperation, such as the number of people reached, sales volume, communication volume, influence, etc. It is best to set clear data indicators in advance to guide later cooperation, and clearly inform the corresponding KOL in the plan. In addition, the budget also needs to be determined in advance, so that the KOL operation plan can be formulated within the budget.

2. Target Audience - Clarify the target audience of this marketing

Only by knowing the target audience of this overseas KOL operation (from gender, age group to hobbies and spending power) can we find the corresponding KOL with this type of fan audience. Click the article "Mastering the Marketing Pain Points and Characteristics of the Global 5 Generations", so that you can better understand the consumption characteristics of your target group and better choose the right KOL.

3. Marketing rules - understand the rules of influencer marketing on each platform

It is necessary to understand the advertising rules of the corresponding platform. For example, when KOLs publish advertising content, they must bring labels such as #ad and #Sponsored, and the text and videos must be marked as advertising content.

4. Preliminary screening - view the basic information of the influencers and screen them

Use tools to filter and match KOL lists by key indicators. Thousands of KOLs? Which one is the best? Use the platform's own influencer tools, such as TikTok Creator Marketplace and Instagram Creator Marketplace, to directly obtain the most official KOL data.

Among them, although the official Instagram celebrity market platform can provide brands with the most official data and direct private message channels to cooperate with celebrities, at this stage, only brands that have received invitations can use them.

In addition, the marketing cloud Find Influencer provides brands with the celebrity query function of TikTok, Instagram, and YouTube. Brands can quickly filter according to different indicators (region, number of fans, average interaction rate, influence index), and also provide It provides a reference for cooperation costs, which is helpful for budget control.

5. Research and evaluation - conduct research and evaluation on KOL quotations and publicity effects

Evaluate the effect and whether it is within the budget through the number of views of a single video, cooperation reference fees, etc., pay attention to check and avoid selecting some KOLs that achieve a high amount of interaction through paid channels.

6. Preliminary establishment of alliance - contact with KOL step by step

In the early stage, you can actively interact with the content of red people's posts, attract their attention, control the frequency of emails and private messages, and avoid collaborating. After the cooperation is established, the cooperation plan should be shown to the influencers in as much detail as possible to avoid subsequent contractual problems.

7. Negotiated creation - give KOL enough space to create

We choose KOLs for cooperation not only because of their influence, but also partly because they are in line with the brand's tonality, or because their content is creative and interesting. Therefore, in the process of cooperating with KOLs, we must respect the creativity and ideas of KOLs, and on the basis of controlling content risks and overall tonality, give KOLs sufficient creative space, so as to present the best content and achieve the best possible content. Good results.

8. Post-summary - track data and measure marketing effectiveness

There is no summary and no progress. After reaching a cooperation with KOL, it is necessary to track the data in real time, and adjust the strategy in time if necessary. After the cooperation is over, the cooperation should also be summarized in order to achieve a better KOL operation effect in the future.

Epilogue

Overseas KOL operation is an area that most brands will involve in the process of social media going overseas. According to the above points, do a good job in overseas KOL operations, do a good job in celebrity marketing, expand the influence of the brand on social media, and ultimately promote the transaction of products and services.