Experts, KOL’s and influencers – how do they differ and what do they bring to your PR strategy?

WRITTEN BY CHELSIE FISHER

Third-party endorsement is nothing new in the PR world, and if you're one of the 1.21 billion monthly active users of Meta's Instagram, you've probably heard of the marketing buzzword “influencer" or “expert” - but what about key opinion leader?

With over 28% of the world's internet users on Instagram, integrating influencer marketing into digital content strategy has elevated the way brands communicate with their target audience across digital platforms.

Influencer, KOL, and expert aren't interchangeable terms - so how do they differ, and what do they offer your PR strategy?

Expert 

An expert is a label the media has given to someone to describe their talent or professional experience. Potentially, this figure has recognised certification, background or skill positioning them as a leading authority figure in their respected field. They are a valuable source of information but don't bring an organic audience and media presence. This could be your local GP– a board-certified, industry-accredited medical practitioner, or business coach that brings a plethora of experience to the table.

An expert is a great advisor to the marketing team and a chief informer of industry trends and jargon.

KOL

On the other hand, a KOL is an esteemed industry leader with a fanbase. Working, mentoring and/or studying their discipline has positioned them as a trusted industry professional, whilst building a brand community and relationships with the media in the background.

Together, their personal brand and professional opinion have harnessed a niche audience with the power to persuade and advise. A MasterChef judge is likely an award-winning chef and TV personality with the knowledge and skill to discuss all things fine dining and entertain the audience.

A KOL weighs in on opinion pieces as a thought leader, attributing research and appraisal to organisations, brands and people that align with their speciality.  

Influencer 

An influencer is a popular figure with a large following, but they don’t offer a professional opinion like an expert or KOL. Influencers earn a living from promoting products or services to their followers in exchange for freebies - or if they’ve got a particularly large following, money.

An influencer's endorsement may not hold the same credibility as an expert or KOL, but they’re an advocate for the popularity of the brand, product, or service.

Utilising an influencer that shares the same values and following is a great way to position the brand in front of your target audience – building brand awareness, generating sales, and creating fresh content.

Want more information about how you can increase your influence? We’d love to help – get in touch here. Written by Chelsie Fisher.