Many businesses engaged in overseas marketing have wondered: beyond high-profile Key Opinion Leaders (KOLs), are there more user-friendly and cost-effective alternatives? Recently, numerous cross-border sellers have been inquiring about KOC marketing, yet interpretations of this concept vary widely. This article aims to clarify the definition of KOC, its distinction from KOL, and whether cross-border e-commerce sellers should embrace KOC marketing.
1. What is KOC?
KOC, short for Key Opinion Consumer, represents a significant shift in marketing paradigms. The concept was first introduced three years ago by Chinese internet marketing expert Yan Yuelong in an article titled "KOL is Aging, KOC is Rising," which quickly gained traction in China's marketing circles.
Yan observed that within social ecosystems like Kuaishou and WeChat groups, alongside brands and regular users, there exists a new category of influencers—KOCs. These key consumers, with their remarkable product promotion capabilities, have become the secret weapon of many platforms.
2. KOC vs. KOL: More Than Just a Letter Difference
Current interpretations of KOC vary significantly. We focus on the original definition by the concept's creator to better understand its essence:
- Different roles: KOLs (Key Opinion Leaders) typically possess professional expertise and authority, often approached by brands for commercial collaborations. KOCs resemble friends or genuine consumers, sharing authentic, lifestyle-oriented experiences.
- Follower base: KOLs usually represent top-tier influencers with massive followings. KOCs form the mid-tier, with smaller but more engaged audiences.
- Content style: KOL content tends to be meticulously crafted and polished, while KOC expressions may appear less refined but more relatable and genuine.
In essence, KOLs excel in broad reach, while KOCs offer depth of connection. KOLs resemble distant celebrities, whereas KOCs feel like accessible friends.
3. Should Cross-Border Sellers Fully Commit to KOC Marketing?
Currently, Google searches for KOC primarily yield domestic Chinese marketing cases. In international marketing, KOC hasn't yet gained widespread recognition or developed a complete industry framework.
However, KOC's definition reveals strong connections to User Generated Content (UGC), a long-established strategy in global marketing. UGC refers to original content created voluntarily by users across social media or other channels, including images, videos, reviews, recommendations, or podcasts—representing the most authentic brand-user dialogue.
How can cross-border sellers adapt KOC principles for UGC marketing?
- Encourage user sharing: Prompt users to share experiences through social media by offering incentives or exclusive discounts.
- Build user communities: Create dedicated social media groups or forums for user interaction and experience sharing.
- Curate quality content: Select high-value UGC for official brand promotion to amplify impact.
4. Which Product Categories Best Suit KOC/UGC Marketing?
Products with distinct audience characteristics and shorter purchase decision cycles—such as niche interest items, apparel, or accessories—often benefit most from user content promotion. Authentic user feedback can accelerate brand awareness, influence customer perceptions, and reduce marketing costs.
While KOC hasn't fully permeated international marketing, its core principle—leveraging user-generated word-of-mouth—aligns perfectly with UGC strategies. Cross-border sellers should explore UGC marketing to enhance brand influence and customer loyalty. Marketing strategy selection depends entirely on understanding target audiences and product characteristics—there are no universal solutions, only appropriate applications.