Glossary

Whatis a KOL?

KOL stands for key opinion leader: somebody an audience trusts on a specific subject rather than in general. The term is used widely across Asia and covers experts and professionals as well as social media personalities.

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The difference from influencer is one of authority. A KOL is followed because of what they know: a chef, a dermatologist, a photographer. That authority transfers to whatever they endorse in their field and transfers badly to anything outside it.

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