What is a KOC? Distinguishing between KOLs and KOCs.

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The terms KOL and KOC are quite familiar to many people who frequently shop on social media platforms like Facebook, TikTok, etc. However, many people still confuse KOL and KOC. To better understand what KOC is , how to distinguish them, and how KOCs make money, let’s follow this article to find the answers.

What is KOC?

KOC (Key Opinion Consumer) is an acronym for “Key Consumer,” representing consumers who have a significant influence on the market. The role of a KOC is to receive information about products or services and then provide their objective assessments and opinions, helping consumers better understand the product.

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Distinguishing between KOC and KOL

KOL and KOC are two concepts that many people still confuse. Below is a comparison of the differences between KOC (Key Opinion Consumer) and KOL (Key Opinion Leader) to help people better understand these two concepts.

Distinguishing between KOC and KOL

Level of proactiveness

• KOCs typically proactively provide reviews of products based on their objective personal experiences, or they may proactively contact brands, suggesting product experiences to provide consumers with a better understanding.
• KOLs: For KOLs, brands proactively seek them out and contact them for collaboration. After reaching an agreement, the KOL promotes the brand’s products to the public and receives a fair compensation for their work.

Target audience size

• The Key Opinion (KOC) typically focuses on product quality, customer satisfaction, and consumer reaction to the product. Therefore, the KOC is usually not overly concerned with the size of the target audience.
• KOLs (Key Opinion Leaders): KOLs typically have a larger number of followers than KOCs (Key Opinion Leaders). Therefore, depending on the number of followers and their level of influence, KOLs will be compensated appropriately by brands.

For example: Khoai Lang Thang – a famous Vietnamese KOL known for his engaging travel videos, and Quách Ánh – a famous KOL known for her makeup and transformation videos with millions of views.

Reliability

• KOCs (Key Opinion Leaders) are generally more trusted by consumers because they are real customers. Reviews from KOCs are authentic and not intended to advertise a specific brand.
• KOLs are often less trustworthy because they are paid by brands to promote products, and sometimes their reviews may seem unnatural just to please the brand.

Customer accessibility

• KOC: The number of followers is not the most important factor when considering KOCs. KOCs will spend money to buy products or contact brands to experience and review them in the most authentic way possible. As consumers reviewing products, they can connect more closely with other consumers and have higher credibility.
• KOLs: When searching for a KOL’s name on a search engine, you’ll find a lot of information about them. The number of followers determines the KOL’s level of influence. Brands often contact and pay KOLs to promote products. Therefore, consumers need to consider more factors before trusting and deciding to buy a product.

Professionalism

• KOCs are actual buyers or consumers who experience the product and provide their own feedback and opinions. Therefore, KOCs don’t need to have in-depth knowledge of the product.
• KOLs: KOLs possess in-depth expertise in specific fields or industries such as fashion, cosmetics, etc. Based on their knowledge and influence, KOLs receive contracts from brands and persuade consumers to trust and purchase the brand’s products.

How does KOC make money?

Livestream sponsored by brand

Livestreaming sales on social media platforms is a popular way for KOCs to make money. A prime example is TikTok’s launch of the TikTok Shop feature, where KOCs can live stream sales and interact playfully with their followers. TikTok’s livestreaming platform allows viewers to click directly on the purchase link during the livestream, eliminating the need to switch to another website and creating a seamless viewing experience.

Livestream sponsored by brand

Affiliate Marketing

This is a common method many Key Account Leaders (KOCs) use to generate income. KOCs review and comment on products they’ve used, then include purchase links in the description of their posts or on their channels. When someone makes a purchase through the link shared by the KOC, the KOC receives a commission. The commission rate depends on the product category and the customer’s spending level when clicking the link.

Create engaging content.

KOCs can create diverse and engaging content to attract followers. They can post reviews of products and services on their channel. For example, a KOC could create simple everyday outfit ideas, and clothing shops could provide products for the KOC to use in videos. Additionally, content on a KOC’s channel often focuses on sharing their culinary experiences in various places. Restaurant brands could invite a KOC to experience the food and write reviews about the restaurant’s services on the KOC’s channel.

Hopefully, the information shared in this article will help businesses understand what KOC is and how to differentiate between KOL and KOC.

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