| With the development of the Internet and changes in the way people communicate information,short video platforms have accumulated a large user base due to their low threshold,rich content and strong interactivity,and the rapid development of short video has aroused the interest of many brands in this marketing channel,and has begun to use short video as a new advertising and marketing means.Based on this background,Tik Tok put forward the concept of "interest-based e-commerce",which subverts the traditional shelf e-commerce logic by "discovering" consumer demand through content.In the content marketing chain,KOLs play a key role in marketing efficiency,connecting companies that need to promote their products at the upper end and target groups interested in their content at the lower end,KOL marketing can make users have deep memories of advertisements,deepen their knowledge of brands,form positive attitudes toward advertisements,and greatly promote users’ willingness to purchase.The current analysis of KOL marketing mostly focuses on beauty experts,followers and travelers,while the research on the newly emerged pan-knowledge experts is relatively scarce.As the traffic-oriented pan-entertainment content begins to cool down and the content ecology of each platform starts to develop into a diversified structure,pan-knowledge KOLs come into being,and the research on this group further improves the research map of KOL marketing.This paper explores it from the perspective of pan-knowledge KOL marketing,adopts statistical analysis method,content analysis method,literature research method and case study method,etc.Based on the five forces model affecting KOL business value,this paper divides the impact indicators of Tik Tok pan-knowledge KOL business value into five dimensions,i.e.,influence,communication power,interaction power,creation power and goods bringing power,and puts forward the corresponding evaluation based on the Smart principle In order to further explore the factors influencing the commercial value of pan-knowledge KOLs,the author selected 50 pan-knowledge KOLs with more than 1 million followers on the Tik Tok platform as samples for research according to the volume level of fans of pan-knowledge experts and the accessibility of data,and studied them in terms of creator characteristics,content characteristics,and audience group characteristics.The factors influencing the business value of pan-knowledge KOLs are derived from creator characteristics,content characteristics,and audience group characteristics.Based on the above analysis,we provide strategic suggestions for panknowledge KOLs at the creator level,content level and audience group level.At the creator level,we need to focus on shaping our own persona,creating a unique and positive personal image,paying attention to our own activity,communicating with audiences continuously,and enhancing the awareness and ability of data application to do accurate operation;at the content level,we need to focus on the length of content,scenario-based expression,as well as the continuity and structure of content,and constantly discover new ways of content presentation to enhance the stickiness of fans and improve the retention rate of fans,so as to achieve the goal of At the level of user groups,we should precisely position our fans,improve their verticality and precision,and achieve efficient conversion in niche areas,and secondly,we should pay attention to the interaction with fans,and reduce the perceived risk of audiences in making purchase decisions through interactive communication with their comments.This paper hopes to provide path guidelines for the commercial marketing development of pan-knowledge KOL through the analysis of the factors influencing the commercial value of pan-knowledge KOL and the provision of strategic suggestions,with the hope that the research results of this paper can help panknowledge KOL improve their marketing efficiency,extend their life cycle in the short video platform and create more traffic value,so as to promote the benign development of pan-knowledge KOL in the context of pan-entertainment and optimize the Tik Tok platform’s information ecology. |
