In the context of short videos exploding on TikTok, Reels or YouTube Shorts, brands are competing fiercely to win the attention of viewers. And the decisive factor in the appeal of the campaign is choosing the right KOL/KOC style – the person who conveys the brand story in a natural, effective and trustworthy way. So, which video making styles are currently “reigning” and creating the best results? Let’s explore with Jee Agency the 3 KOL/KOC styles that are “making waves” today!
1. Pure review KOL
“Genuine reviewers” always know how to delve into the real experience – from product texture, color tone, scent to the feeling after use. Detailed and honest content helps viewers make purchasing decisions easier than ever.
- Advantage:
- Detailed analysis, evaluation of product advantages and disadvantages.
- Create high credibility; shopping cart can be attached directly on video.
- Have a budget to run ADS for videos to increase conversions.
- Disadvantages:
- Low entertainment value, low viral rate.
- Why effective:
- Brings high trust to viewers because of real experience.
- Suitable for products that require careful analysis such as cosmetics, electronic devices, food supplements…
- Easily convinces users to make a purchase decision thanks to clear and honest information.
2. KOL entertainment product integration - "Laugh a lot, and deal a lot"
This is a creative group that turns advertising into… part of the show. They cleverly put products into humorous situations, trendy stories, making the audience laugh and remember the brand. Suitable for campaigns that need branding, creating sympathy, increasing brand recognition.
- Advantage:
- Humorous videos, trending situations, natural product integration.
- Go viral quickly, easy to access.
- Disadvantages:
- The product is not very visible.
- Not well analyzed.
- Why effective:
- Keep viewers engaged with natural entertainment.
- Help brands spread quickly on social platforms.
- Suitable for mass-market industries that need to go viral such as F&B, FMCG, fashion, and beauty.
3. KOL lifestyle
Not directly selling, but touching on emotions, can complement the above two files. These types of videos have a breath of life – a morning coffee, an impromptu trip, or a moment of self-care. It is this naturalness that builds trust and connection with the viewer.
- Advantage:
- Sharing lifestyle (travel, eating, chilling…), products appear as an inevitable part.
- Inspire, increase brand value, diverse product channels.
- Disadvantages:
- Slow effect, takes time.
- Why effective:
- Creates a strong emotional connection with the viewer.
- Suitable for brands that position themselves as luxurious, sophisticated, and lifestyle-oriented.
- Helps the product become part of a lifestyle – not just a product to sell.
Tip from Jee:
Depending on campaign goals and product characteristics, choosing the right type of KOL/KOC video will determine your media leverage.
“Understanding the advantages and disadvantages of KOLS/KOCS will help brands choose the right people, the right message, the right customers”
Company Director – Tu Trinh
