关键意见消费者 KOCs

　　In many parts of Asia, influencers are referred to as KOLs or key opinion leaders. This year, a subsegment of KOL marketing took off, and that was KOCs or key opinion customers/consumers.

　　在亚洲许多地区，有营销影响力的人被称为KOL或“关键意见领袖”。今年，KOL营销的一个子市场开始腾飞，这就是KOC或“关键意见客户/消费者”。

　　KOCs are essentially long-tail micro influencers. They are ordinary everyday consumers who enjoy sharing their experiences on social media. Generally, they are knowledgeable on certain topics. Unlike KOLs, they may only have an audience of several hundred to a few thousand followers and therefore typically have a much closer relationship with their followers than a KOL does. Unlike KOL campaigns, KOC campaigns are typically unpaid – KOCs receive free product with the hope that they will share content.

　　KOC本质上是“长尾微影响者”。他们是普通的日常消费者，喜欢在社交媒体上分享自己的经历。一般来说，他们对某些专业话题很了解。与KOL不同的是，他们可能只有几百到几千名粉丝，因此与粉丝的关系通常比KOL更密切。与KOL的营销活动不同，KOC的营销活动通常是无偿的——他们会收到免费产品，品牌希望他们能分享使用感受。

　　Chinese consumers are becoming more sophisticated, they have a lot of options to avoid traditional advertising. Their attention span is also decreasing meaning it is getting harder to keep their attention once you have it.

　　中国消费者也变得越来越老练，他们有很多办法来避开传统的广告。他们的注意力跨度也在缩减，这也就意味着，哪怕你暂时吸引了他们的注意力，也很难让他们持续关注下去。

　　KOC与普通用户的关系

　　Unlike several years ago, consumers are now very aware that KOLs are promoting products because they are being paid to. They are craving more content that is not commercially influenced.