What are KOLs?

 To consider what a KOL (key opinion leader) is, let's start with a real-life example.

Jaclyn Hill is a makeup artist and YouTuber whose channel focuses primarily on beauty products. With 5.8 million YouTube subscribers (as well as 6.2 million followers on Instagram), Hill is considered a makeup and beauty expert by her online community.

In 2015, Becca Cosmetics partnered with Hill to create a limited-edition highlighter known as "Champagne Pop". The product was extremely successful, breaking Sephora's record for most-purchased product on its first day of release.

Becca Cosmetics could have chosen another influencer to collaborate with, but the brand knew Hill had a specific niche community they wanted to reach.

Hill was ultimately more than just another influencer to Becca Cosmetics -- she was a KOL, or key opinion leader.

A KOL is similar to an influencer in regards to follower size, but a KOL has a more targeted audience. For instance, Hill's YouTube channel is dedicated solely to beauty trends and products. If she were to post a cooking video, it might not be well-received by her community. Her fans rely on her as an authority figure in the beauty space.

Since KOLs are considered experts on certain topics, they're often regarded as trustworthy and authentic. Their authenticity enables them to have influence on the opinions and preferences of their audiences -- which is why partnering with a KOL is a particularly powerful strategy for your brand.

There are three major benefits to using a KOL as part of your marketing strategy. Let's dive into those, now.

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