A KOL (Key Opinion Leader) is different from an influencer. Still, many people need clarification on the two. It is not hard to see why, as many KOLs are also known as influencers. However, only some influencers are a kol, which is a crucial distinction.
Differentiating between the two is particularly important for brands because they often work with a mixture of influencers and KOLs.
They must understand how each work and the results they offer. Knowing the difference between an influencer and a kol and selecting the appropriate individual to work with can create a better influencer marketing strategy.
To understand the difference between an influencer and a key opinion leader, people need to know the KOL meaning.
KOL is an abbreviation for “key opinion leader” and refers to an authoritative expert in a particular field with a dedicated following.
Due to their extensive knowledge, the public and professionals respect and trust KOLs, their work, and their opinions.
An influencer is a person who posts regularly on social media and has a loyal following. Similar to how celebrities receive sponsorship to back a product or brand, social media influencers undertake the same role, as Marine Leban and Benjamin G Voyer explain in their article on Google Scholar.
For influencers, online engagement is everything. They must continuously post high-quality content to gain followers and a positive reputation.
Like key opinion leaders, many influencers post content about a specific niche. However, an influencer’s topic can be less focused.
Instead, many influencers choose a broad area like beauty, fashion, or video games. They do not have to be experts in these subjects; their influencer status remains as long as they captivate an audience.
KOL in Marketing
A <strong>KOL in marketing</strong> can be extremely useful. A KOL’s respectability means their endorsements can generate greater trust for a brand.
A KOL marketing strategy would involve working alongside a key opinion leader to promote a particular product, service, or brand.
For example, if a pharmacist wanted to sell a new medication, an endorsement from a respected KOL would help to garner consumer trust and bolster sales.
To KOL define, utilizing online search tools is an effective solution. The public can find key opinion leaders almost anywhere on the internet.
To determine a kol, checking their public history and credentials is wise. In addition, reading their past publications and the type of work and knowledge they contribute to their field are excellent ways to identify a KOL.
AAAI.org offers an interesting piece on identifying Key Opinion Leaders using survey information.
KOL vs Influencer
Knowing the definitions of ‘kol’ and ‘influencer’ does not always remove confusion when distinguishing between individuals from each category.
People may find an influencer online and mistakenly assume they are a KOL. It is important to be familiar with the kol vs influencer identification methods, especially if other professionals, researchers, brands, or organizations intend to work with the former.
What Is the Difference Between a Key Opinion Leader and an Influencer?
To determine the difference between a KOL and an influencer, internet users must first understand the similarities.
Key opinion leaders and influencers influence an audience. For instance, if they endorse a product, consumers are more likely to deem it trustworthy. Furthermore, KOLs and influencers post online to gain more followers and engagement and share their knowledge or ideas with the world.
The main difference between a KOL and an influencer is that a kol has expert knowledge on a niche topic.
In contrast, an influencer can be someone other than an expert; instead, they generate their following through likability and engaging content.
A key opinion leader can use means than the internet to increase their following, whereas an influencer always has a social media following.
Additionally, influencers come in a range of types across various niches. For instance, there are micro and macro influencers, beauty influencers, gaming influencers, and everything in between.
Typically, these influencer types can benefit brands trying to sell a product.
Which to Work with: a KOL or an Influencer?
Deciding whether to work with a KOL or an influencer can take time and effort. Here are some questions to determine which is the most beneficial option:
What Are the Goals?
Identifying marketing goals is essential. If a brand sells beauty products, sponsoring a famous beauty influencer on Instagram or YouTube would be the ideal choice.
However, if a brand operates in the medical field, a KOL whose expertise lies in that sector will produce better results for a marketing strategy.
Take this campaign from CDC.gov as an example; the CDC aimed to promote safe sex among gay men by using key opinion leaders.
By partnering with key opinion leaders, the campaign achieved many of its goals, including promoting condoms.
What Is for Sale?
What a brand sells also makes a difference. An endorsement can inject credibility if a business’s product or service aligns with a KOL’s niche.
However, many products and services still gain attention through working with small and large influencers, despite their often lower levels of knowledge and expertise and lack of credentials.
As much as there are differences between influencers and KOLs, there is also a difference between KOLs. KOL powerleveling refers to KOLs who gain more attention and credibility over time. The more knowledge and credentials they attain and the more of an audience they gain, the higher their levels of influence.
Leveling up is particularly important for healthcare KOLs. The article “The role of clinical opinion leaders in guideline implementation and quality improvement” on PubMed discusses how studies actively contributed to the drug industry and how it is important for no delays in research.
KOLs who contribute to research like this have often climbed their career ladder for years, adding to their authority and trust.
KOL Key Opinion Leaders
KOL key opinion leaders are true experts within their field. Whether their knowledge centers around biology, physics, politics, or healthcare, everyday people and professionals revere their opinions and trust their work due to their past contributions and cemented expertise.
As discussed, there are as many differences between influencers and KOLs as similarities. Therefore, it is essential to understand what sets them apart before working with a kol or an influencer (or becoming one).