KOL/KOC Marketing in the TikTok Era: A Brand Promotion Trend Chosen by Many Businesses

The rapid growth of TikTok and social media platforms has significantly changed consumer behavior today. Users no longer rely solely on advertisements to learn about products; instead, they often search for reviews, experience videos, and real customer feedback before making purchasing decisions.

As a result, KOL/KOC Marketing has become one of the most effective marketing strategies adopted by many businesses today. From cosmetics and fashion brands to education, tourism, and F&B industries, companies are leveraging the influence of KOLs and KOCs to reach customers and increase sales on digital platforms.

What is KOL/KOC Marketing?

KOL/KOC Marketing is a marketing strategy in which businesses collaborate with influencers on social media to promote products or services to customers.

KOL/KOC Marketing is a marketing strategy in which businesses collaborate with influencers on social media to promote products or services to customers.

Specifically:

• KOL (Key Opinion Leader) refers to individuals with expertise or popularity in a particular field.
• KOC (Key Opinion Consumer) refers to real consumers who share reviews based on their personal experiences.

Currently, this marketing method is widely implemented on platforms such as:

• TikTok
• Facebook
• Instagram
• YouTube
• Shopee Live

Through review videos, livestreams, or social media posts, KOLs and KOCs help brands connect with customers in a more natural and relatable way.

Why is KOL/KOC Marketing Growing Strongly in the TikTok Era?

Users Prefer Reviews Over Traditional Advertising

Today’s customers often want to:

• See real product demonstrations
• Hear reviews from actual users
• Understand real experiences before purchasing

Authentic review videos from KOCs or influencers tend to build more trust than traditional advertisements.

This is why “honest reviews” and “real product testing” content on TikTok continue to attract massive viewership.

TikTok Encourages Fast Purchasing Behavior

TikTok is no longer just an entertainment platform; it is also becoming an effective sales channel.

Users can:

• Watch review videos
• Click on products
• Purchase directly through TikTok Shop

—all within just a few minutes.

This makes KOLs and KOCs an important bridge between brands and customers.

Short-Form Content Has High Viral Potential

Short videos are currently one of the most popular content formats.

Content created by KOLs/KOCs such as:

• Product reviews
• Before-and-after videos
• Experience livestreams
• Daily lifestyle videos

often has strong viral potential when aligned with current trends.

Which Businesses Should Use KOL/KOC Marketing?

KOL/KOC Marketing is suitable for various industries, including:

• Cosmetics
• Fashion
• F&B
• Technology
• Education
• Fitness
• Mother & Baby
• Tourism
• Lifestyle

Especially businesses that want to:

• Increase brand awareness
• Boost online sales
• Promote new products
• Develop TikTok Shop channels

can benefit greatly from this marketing approach.

Key Benefits of KOL/KOC Marketing

Increase Brand Awareness

A TikTok video from a KOL can help a brand reach hundreds of thousands of people in a short period.

This is an effective solution for expanding social media visibility.

Build Customer Trust

KOCs often share real experiences, making their content feel:

• Relatable
• Natural
• Trustworthy

This helps brands improve their ability to persuade customers.

Boost Sales Performance

Many businesses now combine:

• TikTok Shop
• Affiliate Marketing
• Livestream selling

with KOL/KOC collaborations to directly increase conversions.

Optimize Marketing Budgets

Businesses do not necessarily need to work with famous influencers.

Using:

• Micro Influencers
• Nano Influencers
• KOCs

can help optimize costs while still delivering strong results.

Current KOL/KOC Marketing Trends

KOCs Are Becoming More Preferred

Consumers today tend to trust real experiences more than overly polished content.

As a result, many brands prioritize working with KOCs to:

• Increase reviews
• Improve credibility
• Increase conversions

Livestream Selling is Rapidly Growing

Livestreams combined with KOLs/KOCs are becoming a popular trend on:

• TikTok Shop
• Shopee Live
• Facebook Live

This format helps:

• Increase interaction
• Provide direct customer support
• Encourage immediate purchases

Natural Content is Dominating

Users increasingly prefer:

• Daily-life videos
• Authentic content
• Storytelling
• Experience-sharing content

rather than overly scripted advertisements.

How to Implement KOL/KOC Marketing Effectively

Choose the Right KOL/KOC

Businesses should evaluate:

• Follower demographics
• Engagement rates
• Content style
• Personal branding

A suitable KOL/KOC can significantly improve campaign effectiveness.

Develop Creative Content

Instead of focusing only on direct advertising, brands should prioritize:

• Storytelling
• Experience videos
• Entertainment content
• Trend-based short videos

This increases viral potential and audience retention.

Track Campaign Performance

After implementation, businesses should monitor:

• Reach
• Engagement
• Views
• Clicks
• Traffic
• Conversion rates
• Revenue

to optimize future campaigns.

DYM VIETNAM’s KOL/KOC Marketing Services

For businesses looking to implement effective KOL/KOC Marketing campaigns on TikTok and social media platforms, DYM VIETNAM provides solutions suitable for various industries in Vietnam.

Main Services

• Consulting on KOL/KOC Marketing strategies based on brand objectives
• Searching for and selecting suitable KOLs/KOCs for target customers
• Campaign management and coordination
• Performance tracking and detailed reporting
• Content production support with KOLs/KOCs
• Campaign deployment on Facebook, Instagram, TikTok, YouTube, and Shopee

Why Choose DYM VIETNAM?

• A diverse KOL/KOC network across multiple industries
• Experience working with both Japanese and Vietnamese brands
• Deep understanding of Vietnamese consumer behavior
• Support for cost optimization and campaign efficiency
• Transparent reporting with specific data

Conclusion

KOL/KOC Marketing is becoming an essential trend in today’s digital marketing strategies. As users increasingly prioritize authentic content and real experiences, collaborating with the right KOLs/KOCs can help businesses enhance brand awareness, build customer trust, and drive sales more effectively on digital platforms.

DYM VIETNAM’s “Influencer Casting Service” page here.