What is a live e-commerce KOL?
KOL（关键意见领袖）指那些在自己垂直领域有公信力和号召力的圈层红人。卡思数据针对抖音平台将KOL分为4种类型：头部、肩部、腰部和尾部。
① 头部KOL：粉丝量级在1000W+，粉丝量庞大拥有堪比明星的影响力。
② 肩部KOL：粉丝量级在500W-1000W，影响力度和大众认知度较高。
③ 腰部KOL：粉丝量级在100W-500W，其细分垂直粉丝较多。
④ 尾部KOL: 粉丝量级在10W-100W，其粉丝基数少但粉丝更加垂直精准。
品牌在推广时可综合以上四种KOL类型进行组合投放，有利于广告主以最优性价比进行多频次的内容分发。可先利用头部或肩部KOL领衔引爆话题，腰部KOL进行多领域的覆盖传播，最后由长尾部KOL进行更精准的输送，辅助分发营销信息。
Professional answer
KOL (Key Opinion Leader) refers to those celebrities who have credibility and appeal in their own vertical fields. Kas Data divides KOL into 4 types for the Douyin platform: head, shoulder, waist and tail.
① Head KOL: The number of fans is over 1000W, with a large number of fans and influence comparable to that of celebrities.
② Shoulder KOL: The number of fans is between 500W-1000W, with high influence and public recognition.
③ Waist KOL: The number of fans is between 100W-500W, and there are more fans in the vertical segment.
④ Tail KOL: The number of fans is between 100W-100W, with a small fan base but more vertical fans.
Brands can combine the above four types of KOLs for combined delivery during promotion, which is conducive to advertisers to distribute content with multiple frequencies at the best cost-effectiveness. You can first use the top or shoulder KOLs to lead the topic, and then the mid-level KOLs to spread the information in multiple fields. Finally, the long-tail KOLs can deliver more accurate information and assist in distributing marketing information.
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