Why Your KOL Invitation Strategy for Events Fails

Part 1: The Disconnect Between Social Media Fame and Event Success

You have an event. You have a list of social media KOLs. It seems straightforward: send out some invitations and watch your event’s social media reach soar. But let me paint a picture of how such an event might actually unfold.

The event begins, and a prominent social media star arrives. Yet, their presence barely registers with the audience. Despite boasting tens of thousands of likes on their Facebook posts, their fans seem to be scattered across the country, not present at your event. The KOL appears isolated and out of place.

During the event, the social media star struggles to fulfill their KOL role. They might appear expressionless, uncomfortable with media attention, or unsure how to interact with fans in this offline setting.

The gap between online stardom and offline engagement is significant. KOLs, often accustomed to the digital realm, may lack the experience and skills needed to navigate a live event. You begin to realize that beyond social media reach, events demand more from KOLs. They need a degree of showmanship and the ability to engage a live audience, requiring a different set of skills compared to their online persona.

You might consider choosing KOLs with both strong online engagement and captivating stage presence. However, finding the perfect balance of social media influence, event suitability, and budget constraints can be challenging.

Case Study: Ribi Sachi

Consider the case of Ribi Sachi, a popular figure on YouTube and Facebook. She fits the budget, has a positive attitude, and possesses an attractive, engaging presence. Yet, her image doesn’t align with the brand’s identity. Her feminine and sweet style clashes with the brand’s desired image and personality. Including her in the brand’s communication strategy could create confusion and inconsistency.

However, data analysis reveals that Ribi has a significant male fan base that aligns with the brand’s target audience. Prioritizing KOL selection criteria becomes a complex balancing act, requiring event organizers to have a knowledgeable social media team.

Ribi Sachi’s case highlights a common dilemma in influencer marketing: the confusion between objectives when choosing KOLs. You can’t select a KOL based solely on their social media prowess and expect them to automatically deliver positive results across different channels.

Defining clear objectives

An effective KOL strategy for events starts with clearly defined objectives. Each KOL plays a specific role in achieving these objectives. Avoid sending out invitations without a clear understanding of the KOL’s intended role and contribution to your event.