What is a KOL? Understanding the Influence of Influencers in the 2025 Digital Market

Introduction: The Era of Influencers in Thailand

KOL stands for Key Opinion Leader, which refers to individuals who have influence over the thoughts and decisions of a large number of people. They have a significant following on social media and are recognized as experts or influencers in specific fields, whether it’s fashion, beauty, food, travel, technology, finance, or various lifestyles. KOLs differ from general influencers in that they often have deeper expertise in their specific areas and significantly influence the opinions of their followers.

In Thailand, the KOL culture has grown rapidly in recent years. People are increasingly turning to follow individuals they admire, trust, and want to emulate. Previously, advertising might have focused on celebrities or famous figures, but now KOLs, who may just be ordinary people with specialized knowledge, have more influence on consumer purchasing decisions because followers find them relatable and trust their sincerity.

Currently, the KOL market in Thailand is worth billions of baht and continues to grow steadily, prompting brands to use KOL marketing strategies to reach target audiences effectively.

History and Evolution of KOL

From Thought Leadership Theory to the Digital Marketing Era

The concept of thought leadership is not new. As early as 1940, sociologist Paul Lazarsfeld introduced the theory of “Two-step flow of communication,” which explains that information from mass media does not directly affect recipients but goes through individuals called “opinion leaders” who influence those around them.

Before the internet, opinion leaders might have been experts in various fields, academics, or high-status individuals, but access to these individuals was limited. However, with the advent of social media, anyone with knowledge, expertise, or a distinctive personality can build a following and become a KOL.

Development of KOL in Thailand

In Thailand, the culture of KOL began to gain traction around 2010 when Facebook and Instagram started gaining popularity. Beauty and fashion bloggers were among the first to exert influence through product reviews and sharing tips.

Later, as YouTube grew, new YouTubers emerged presenting diverse content, including games, food, travel, and lifestyle. Platforms like Twitter (X) became spaces for influencers in the areas of thought, politics, and social issues.

The emergence of TikTok in 2018-2019 revolutionized the KOL scene in Thailand due to algorithms that allow ordinary people to create viral content and gain a large following quickly.

In 2025, we see greater integration between the online and offline worlds. KOLs no longer only have influence online but also play roles in organizing events, opening stores, or building their own brands, further strengthening their influence.

Types of KOL in Thailand

KOLs come in various types depending on their expertise and follower size. In Thailand, we can categorize KOLs as follows:

Categorized by Follower Size

1. Mega KOL (1,000,000+ Followers): These are celebrities, artists, singers, or well-known figures with a large following. They have high influence but also high fees. Examples include Baifern Pimchanok, Ohm Cocktail, Tum Warawut.

2. Macro KOL (100,000-1,000,000 Followers): These are KOLs with widespread recognition, often having teams to manage them. They can reach a large audience. Examples include Fiya Srirasame, Tangmo Palakorn, Natapohn Teeravirach.

3. Micro KOL (10,000-100,000 Followers): Mid-level KOLs with a niche audience. They often have higher engagement rates and may be suitable for brands targeting specific demographics.

4. Nano KOL (1,000-10,000 Followers): Small-scale KOLs with close relationships with their followers. They have high engagement rates and low costs, making them suitable for local brands or those just starting out.

Categorized by Expertise

1. Beauty and Fashion KOL: Experts in beauty and fashion, reviewing cosmetics, skincare, and clothing. Examples include Pearypie, Icepadie, Wonderpeach.

2. Food KOL: Experts in food, restaurants, or cooking. Examples include Mark Wiens, Peach Eat Laek, JOJO FOOD REVIEW.

3. Travel KOL: Sharing travel experiences, trips, and recommending destinations. Examples include I Roam Alone, Everywhere We Go, JorSor 100.

4. Tech KOL: Experts in technology, gadgets, and new innovations. Examples include Phone Saga, DAKKA Tech, DSK.

5. Lifestyle KOL: Presenting stories about life, home decor, health, etc. Examples include Peck Produch, Ying Yae, Nara Cipriani.

6. Financial KOL: Providing knowledge about finance, investment, and financial planning. Examples include The Money Coach, FINNOMENA, The Stock 108.

7. Gaming KOL: Streamers and YouTubers who play games and have a following in the gaming community. Examples include Zbing Z, HEARTROCKER, Dyland.

8. Parenting KOL: Providing advice on raising children and family care. Examples include Momay With You, The Wiggles Family, Mae Oub.

9. Health & Fitness KOL: Experts in health, exercise, and nutrition. Examples include Smith Fit For Fight, Pop Workout, Tape Mahahing.

Categorized by Platform

Additionally, KOLs can be categorized based on the primary platforms they use:

1. Instagram KOL: Focuses on beautiful images, lifestyle, fashion, and beauty.
2. TikTok KOL: Creates short, entertaining, and creative content.
3. YouTube KOL: Presents longer videos with more detail, such as reviews, vlogs, or educational content.
4. Facebook KOL: Often has a large fan base beforehand or uses pages to communicate with followers.
5. Twitter/X KOL: Often expresses opinions on social, political, or other insightful topics.
6. Podcast KOL: Creates audio content that provides knowledge or entertainment, with a specific listener base.

KOL Marketing: A Marketing Strategy Through Influencers

KOL marketing, or marketing through KOLs, has become an important strategy in the marketing plans of many brands, especially in an era where consumers do not trust traditional advertising as much. This strategy helps brands reach target audiences through individuals they trust and follow.

Advantages of Doing KOL Marketing

1. High Credibility: KOLs have strong relationships with their followers, making their recommendations or reviews more credible than traditional advertising.
2. Access to Specific Target Groups: Brands can choose KOLs whose followers match their target audience, making advertising more effective.
3. High-Quality Content Creation: KOLs are skilled at creating engaging and attractive content, helping brands get quality content.
4. Increased Engagement: Followers often interact with the content of KOLs they like, resulting in high engagement with posts promoting brands.
5. Brand Awareness: Working with KOLs helps increase brand awareness, especially for new brands or products.
6. Cost-Effective ROI: Compared to traditional advertising, doing KOL marketing often yields a higher return on investment (ROI), especially when choosing the right KOL.

Ways to Collaborate with KOLs

1. Product Review: KOLs try products and share their opinions with their followers. This format is suitable for products that need to demonstrate effectiveness or quality.
2. Brand Ambassador: Hiring a KOL as a brand ambassador for the long term builds trust and consistency.
3. Sponsored Content: KOLs create content featuring brands or products naturally, which may be photos, videos, or articles.
4. Takeover: KOLs manage a brand’s social media account for a period of time to create interest and attract KOL followers to the brand.
5. Co-creation: Collaborating with KOLs to create products or campaigns, such as exclusive collections or limited-edition products.
6. Affiliate Marketing: KOLs receive a percentage of sales generated from links or discount codes they share. This allows brands to pay based on actual results.
7. Event Appearance: Inviting KOLs to attend brand events to attract followers and create buzz.

Steps in Doing KOL Marketing

1. Define Goals and Target Audience: Identify what you want to achieve with the campaign and who your target customers are.
2. Choose the Right KOL: Find KOLs whose followers match your target audience and whose values align with your brand.
3. Contact and Negotiate: Contact KOLs directly or through agencies and define the scope of work, fees, and agreements.
4. Plan Content: Collaborate with KOLs to plan content that will be presented, but give KOLs freedom to create according to their style.
5. Implement and Monitor: After releasing content, track feedback and campaign performance.
6. Measure and Analyze: Evaluate the success of the campaign based on the goals set, such as engagement, website visits, or sales.
7. Improve and Develop: Use the data obtained to improve KOL marketing strategies in the future.

Choosing the Right KOL for Your Brand

Selecting the right KOL is a crucial factor that will determine the success of the campaign. Brands should consider various factors:

Factors in Choosing a KOL

1. Brand Alignment: KOLs should have values, personalities, and styles that align with your brand to ensure collaboration is natural.
2. Follower Demographics: Analyze whether the KOL’s followers match your target audience in terms of age, gender, location, interests, and buying behavior.
3. Engagement Rate: Engagement rate is more important than the number of followers. KOLs with fewer followers but higher engagement rates may be more effective.
4. Content Quality: Check the quality of the content the KOL creates to ensure it is creative, interesting, and meets your brand’s standards.
5. Posting Frequency: KOLs who post consistently maintain good relationships with their followers and have a greater chance of your content being shared.
6. Past Work with Other Brands: Study what brands the KOL has worked with before and how the results were. Especially working with competitors.
7. Credibility and Sincerity: KOLs who are genuine and trustworthy will build trust with their followers, benefiting the brand they collaborate with.

Tools for Finding and Analyzing KOLs

1. KOL Marketplace Platforms: Such as Influencer Marketing, Tellscore, Influencer Asia, which compile KOLs from various fields.
2. Social Media Analytics Tools: Such as HypeAuditor, Social Blade, which help analyze KOL performance, including engagement rates and follower profiles.
3. Social Media Advertising Services: If brands want to expand their reach, they can use services like Social Ads Service to supplement KOL marketing campaigns.
4. Digital Marketing Services: For brands that need expert advice, rely on Digital Marketing professionals to plan and execute effectively.

If you are interested in learning more about digital marketing or need specific advice, please contact us at Contact Us.