The combination quickly screens out fake data and page views. This allows millions of data points to be analyzed for content and value in just minutes, then aggregate the historical data for each KOL. It’s too time-consuming and difficult to screen out fake followers and page views manually so brand managers need a digital marketing platform built around machine learning and big data. The first step in identifying the right KOLs for a brand is to collect the right data.
Collect the right data to screen out fake KOLs Instead, it is advised that they harness the power of big data and AI (artificial intelligence) to analyze the data to spot fake KOLs, and then find the best combination of celebrities, KOLs and long-tail keywords to offer the best return on investment (ROI). The key is being careful with your online advertising budget.ĭon’t waste funds on fake KOLs who have gained popularity with fake likes and followers. What should brand managers and marketers do? ↑ The staggering difference between the real number of page views and the apparent data of articles published by some popular official WeChat accounts. On Weibo, another large social media platform in China, cheating is very common, and it’s no secret that interactions and comments are for sale on Taobao. To combat this problem, WeChat set up a prevention system that stops companies from gaining fake followers and likes, but there are still endless ways to cheat. The difference between the real numbers and the apparent data was staggering. These accounts include some large KOLs and even some official brand accounts.
Last September, WeChat exposed detailed and verified data on some popular official accounts which appeared to have over 100,000 views. But sometimes we are not sure if the apparent reach of the KOL is real, as everyone accepts that more and more fake accounts are being created and fake comments being spread on social media. The top KOLs are able to charge ever higher fees for promotional comments. The value of paying key opinion leaders (KOLs) to promote your brand or product hinges on each KOL’s reach and following. Social media reach and influence is a huge part of a brand’s success in the Chinese market. Increasingly, it’s becoming essential to apply big data to all aspects of enhancing a brand’s influence. Any brand competing in the fast-growing Chinese market has to use big data. The Chinese film industry isn’t the only market segment where big data has become a necessary factor.
It’s uncertain whether relying on this data can really lead to films that perform well both at the box office and with critics or awards voters, but it’s a fact that an actor’s influence is changing the way films and television programs are cast, marketed, and produced. Big data allows producers to assess the market value of their potential stars, helping them to predict how audiences will respond. Producers, he said, select stories and cast actors based on big data gathered from audiences.
2.4 Read more related posts The rise of fake KOLs in WeChat and Weiboĭuring a Jroundtable session at the Shanghai Film Festival, the award-winning director Lu Chuan ( The Last Supper, The Missing Gun, City of Life and Death) discussed big data in the film and television industry.
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