Influencers or key opinion leaders (KOL) are social media users who have amassed huge followings through good storytelling around their passions, lifestyle, interests, and personality. They have personal brands and have the ability to persuade their followers’ perspectives and behaviours. Most KOLs work alongside brands as ambassadors to promote their products and services to their followers.
Influencer marketing remains strong in Indonesia with 191.4 million active social media users, offering a large pool of potential audiences for influencers to reach. The rapid growth of the beauty industry in Indonesia can be traced back to beauty vloggers who share skin care reviews, get-ready-with-me (GRWM) routines, and build communities around their products.
It’s also possible to attribute the rise of influencers to the popularity of Instagram and reality television shows such as Keeping Up With the Kardashians. This new wave of storytelling takes audiences behind the scenes of a celebrity’s life, offering a glimpse into their lifestyle, the products they use, the content they consume, and getting to know them on a more personal level.
“Influencers have a lot of power over consumer purchasing decisions. When an influencer that we idolise endorses a product, it can have a big impact on whether or not we choose to buy it. It’s all about that emotional connection and feeling of authenticity that comes with seeing someone you admire promote a product,” says Shinta Hawa, Account Manager at Mediatropy Bali, Indonesia.
In Indonesian culture, social connections and personalised relationships are highly valued. When KOLs share their personal lives with their followers, it creates a shared experience and cultivates a sense of community. Younger generations who are active on social media, follow them more closely as they find their content relatable.
Consumers trust the recommendations of influencers, they find them relatable and are more likely to buy and use a product that an influencer endorses. When Instagram and YouTube content creators produce make-up tutorials, social media users turn to them for beauty inspiration, advice, product recommendations, and access to trends. Through these platforms, beauty brands become reliant on leveraging influencers to reach a captive audience.
According to Meltwater, Indonesians represented 38% of social chatter on the topic of beauty, as they love engaging in discussions about the products and brands they are using. It should not come as a surprise, since the beauty market has grown 10–15% annually due to aggressive marketing efforts.
In recent times, celebrities have become less relatable to the public, so KOLs are taking their spots in brand endorsements. It’s projected that influencer marketing will grow to $2.59 billion by 2024, making it an important part of any brand’s marketing mix.
KOLs have the ability to target specific demographics who are already engaged and ready to purchase, allowing beauty brands to leverage this trust and credibility to advertise their products. Brands that associate their products with personalities who are more authentic and relatable usually see a positive impact on their sales and brand image. This is because consumers tend to trust and connect with people who they perceive as being similar to themselves or having similar lifestyles. This kind of strategy creates lasting connections and relationships among their customers, driving brand loyalty and a sense of trust in the brand.
KOLs are now a powerful marketing tool for reaching and engaging audiences in the era of digital advertising. However, simply contracting an influencer won’t guarantee the success of your campaign. Here are some tips to maximise influencer marketing if you intend to include it in your strategy:
One common mistake in implementing influencer marketing is the one-size-fits-all mentality. It’s impossible to capture every customer using only one hook. You have to tailor the marketing message, product offering, and customer journey to meet the unique needs and preferences of your target audience.
You need data-driven insights and a methodology if you want to find the best fit for your brand or campaign. You must assess the demographics, level of involvement, and calibre of their audience. Of course, it’s essential to find KOLs who share your company’s beliefs.
With the rise of e-commerce in Southeast Asia, beauty brands can use the assets created by KOLs to drive sales to their websites. Investing in social ads is a good way to drive traffic to your e-commerce website and increase sales. You can also run shoppable Instagram ads to retarget your audience. By remarketing to these warm audiences, you can encourage them to return to your website to complete their purchase.
KOLs have a track record of helping companies reach their target market and increase brand awareness. Creating a holistic strategy while maintaining transparent and authentic relationships with influencers can make your campaign more successful.
If you’re looking for an agency that knows how to run effective and successful KOL campaigns, find one that has a proven track record. Contact our team to receive award-winning support that can elevate your brand!
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