Looking ahead, what are the key trends you see in KOL marketing?

[Dimaeiya333]

The issue of responsible influence is playing out on several levels. Rules are being tightened, as is legislation, both to prevent excesses – of which there have unfortunately been some in the past – and to protect content creators . I also believe that the concept of responsible influence will extend to other industry practices, such as gifting, its carbon footprint and the waste it produces.

Companies streamlining their KPI methodology and working harder on monitoring and measuring influence is an important pillar that will only get stronger, because we do not have limited resources and we need to see a return on investment.

The trend towards social commerce is very interesting. It is a sign that conversion is going to become easier . Platform functionalities are evolving to allow direct purchase of products highlighted in influencers' content. There are more links between the physical and the social. Influencers are becoming responsible, focused on return on investment and therefore very business-oriented. This is very palpable and that is why the technical developments of the platforms will be very important.

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About Kolsquare
Kolsquare is Europe's leading influencer marketing platform, offering a data-driven tool that enables brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.

Kolsquare’s advanced technology helps marketers seamlessly identify top content creators by filtering their content and audience, while allowing them to build, manage, and optimize campaigns from start to finish. This includes measuring results and comparing performance to competitors.

With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of clients – including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush and Hermès – by leveraging the latest Big Data, AI and Machine Learning technologies. Our platform leverages a vast network of influencers with over 5,000 followers in 180 countries across Instagram, TikTok, X (Twitter), Facebook, YouTube and Snapchat.

As a BCorp company, Kolsquare leads the race in Responsible Influence, championing transparency, ethical practices and meaningful collaborations that inspire positive change.

Since October 2024, Kolsquare is part of the Team.Blue group, one of the largest private technology companies in Europe and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together more than 60 successful brands in web hosting, domains, e-commerce, online fulfillment, lead generation, app solutions and social media.

table of Contents
Can you summarize the influence strategy at Bel France?
What criteria do you use to select KOLs?
How are campaign results and ROI measured?
To what extent do KOLs understand business objectives?
What is your approach to different platforms?
Looking ahead, what are the key trends you see in KOL marketing?
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