Estée Lauder Group's marketing budget goes to influencer marketing, according to data presented by Estée Lauder President and CEO Fabrizio Freda during the company's annual earnings call. In the domestic context, it is KOL marketing. In recent years, Estee Lauder's efforts in KOL placement are obvious to all, and the transcripts handed over are also quite eye-catching. In the past Double 11, Estee Lauder's pre-sale started to achieve nearly 500 million transactions Bulk SMS Service in just 25 minutes, exceeding last year's double 11 full-day transaction volume, with a transaction value of 587 million yuan on the first day. Xia Xia is the planning director of Xingbang, one of the star map service providers. She has more than four years of short video integrated marketing experience, serving customers such as L'Oreal Group, Shanghaojia, and Jie Liya. In her judgment, there are three main purposes for international big names: By trying new forms of social marketing, focusing on exposure and interaction, enhance brand influence and favorability; Rapid penetration of product information through national-level traffic exposure and dissemination; The e-commerce department, which tends to divert external traffic to the e-commerce platform, pays more attention to ROI. In addition to bringing goods for products, international big brands hope to use KOL's personality endorsement and the trust scene created by them to have a positive impact on brand promotion. This kind of scene creation, including the follow-up scene of celebrity effect and the communication scene of dialogue between users and brands, can make the original cold brand and products become vivid. 2. Where to find the right KOL? Let’s first use a few cases to experience the different styles of KOLs on different video platforms. 1. Douyin: High requirements for creative highlights, suitable for light content Douyin is a platform with high requirements for creativity. Therefore, Douyin's KOLs will attract users' attention through the blessing of "highlights". This bright spot can be a plot, a reversal, or a strongman label. It can also be any form of creative expression. However, due to duration requirements and platform attributes, Douyin is suitable for lighter content. The number one account "Ye Gongzi" on the star map beauty category list has 17.6 million fans. Through the form of "love reversal plot", it has promoted Revlon and other brands. The star map system shows that the task is expected to be played. As high as 11.15 million, the business index exceeds 99.99% of similar talents. Another example is the KOL "Vicious Girl" with a unique style.