Breaking Into the Influencer Industry: KOL vs. KOC

The rise of social media has revolutionized the way brands engage with consumers, and influencer marketing has become a dominant force in digital advertising. In Malaysia, brands are increasingly leveraging influencers to build credibility, boost product awareness, and drive sales. As a result, more young Malaysians are exploring opportunities to become influencers, either as Key Opinion Leaders (KOLs) or Key Opinion Consumers (KOCs).

The influencer industry is no longer limited to celebrities and public figures. Everyday individuals with a loyal following and strong engagement can also collaborate with brands, making this an attractive career path for many. However, there are key differences between KOLs and KOCs in terms of influence, earnings, and career progression. This article will provide an in-depth look at these roles, their potential income, and how to get started in the industry.

What is a KOL and a KOC?

A Key Opinion Leader (KOL) is an established influencer with a significant following, expertise in a specific niche, and a strong reputation within their industry. They may be content creators, thought leaders, industry experts, or celebrities who use their authority to shape opinions and trends. KOLs collaborate with brands for product promotions, sponsorships, and ambassador programs, often producing high-quality, polished content across multiple platforms.

A Key Opinion Consumer (KOC), on the other hand, is an everyday consumer who shares genuine product reviews and recommendations with a smaller audience. KOCs are not necessarily professional influencers but rather individuals who influence purchasing decisions through word-of-mouth marketing. Their content is often perceived as more authentic and relatable, making them valuable to brands looking for organic engagement. Unlike KOLs, KOCs focus on personal experiences rather than polished brand endorsements.

Differences Between KOL and KOC

While both KOLs and KOCs contribute to influencer marketing, their impact, audience size, and engagement styles vary significantly.

A KOL typically has a large following, ranging from 10,000 to millions of followers. They create professional-level content, often using high-quality visuals and well-thought-out storytelling. Due to their expertise and reputation, KOLs are frequently engaged for long-term brand partnerships, ambassadorships, and high-paying campaigns.

In contrast, a KOC has a smaller, more niche audience, usually fewer than 10,000 followers. Their content is more casual, focusing on personal experiences, testimonials, and product reviews. Brands engage KOCs for their credibility and trustworthiness, as consumers often find their recommendations more genuine.

Here are some key differences:

How KOLs and KOCs Influence Brands

Brands work with KOLs and KOCs for different marketing goals. KOLs drive brand awareness and credibility, while KOCs enhance consumer trust and engagement.

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For example, a skincare brand like Skintific has successfully leveraged Malaysian KOLs to introduce its products and build credibility. The brand collaborates with well-known beauty influencers to create in-depth reviews and tutorials, showcasing how their skincare products improve skin health. These KOL-driven campaigns not only educate potential customers but also establish Skintific as a trustworthy brand in the beauty industry.

At the same time, KOCs play a crucial role in reinforcing brand trust. Many everyday consumers share honest testimonials about their experiences using Skintific products, generating authentic conversations across platforms like Instagram, TikTok, and Xiaohongshu. Their recommendations help potential buyers make informed purchasing decisions based on real user experiences rather than just marketing claims.

This dual approach—leveraging KOLs for high-visibility campaigns and KOCs for authentic engagement—creates a well-rounded marketing strategy that increases product awareness, credibility, and sales.

How Much Do KOLs and KOCs Earn?

Earnings in the influencer industry vary based on follower count, content type, and brand collaboration. Here’s a general breakdown of estimated fees:

Note: Estimated earnings vary based on engagement, content quality, niche, brand terms, and platform (Instagram, TikTok, YouTube, Xiaohongshu).

KOLs are often engaged for large-scale campaigns, product launches, and premium branding strategies, while KOCs are ideal for grassroots marketing and authentic customer engagement. While KOCs typically earn lower fees or receive free products, they can transition into KOLs over time by growing their audience and producing high-quality content. Successful KOLs with a strong personal brand and engagement rate can secure long-term contracts with well-known brands.

Career Paths of KOLs and KOCs

There are multiple career opportunities for influencers, ranging from freelance work to full-time positions within companies or agencies.

Common Challenges Faced

The influencer industry offers many opportunities, but it also comes with challenges:

• Audience Growth: Gaining followers requires consistency, engagement, and high-quality content.
• Content Production: High expectations from brands can be demanding, requiring professional skills in photography, videography, and editing.
• Brand Alignment: Not all collaborations will align with an influencer’s values, making it crucial to choose partnerships carefully.
• Income Stability: Earnings can fluctuate, making financial planning essential for long-term sustainability.

Am I Eligible to Become a KOL or KOC?

While formal qualifications aren’t required, certain traits and skills can increase your chances of success. If you're wondering whether you have what it takes to become a KOL or KOC in Malaysia, ask yourself these questions: 

• Do I enjoy sharing my opinions and experiences on social media?
• Am I willing to post consistently and engage with my audience?
• Do I have a specific niche or topic I’m passionate about?
• Am I open to collaborating with brands that match my values?
• Do I want to turn content creation into a potential income stream?

If you answered ‘Yes’ to most of these, you are ready to begin your journey as a KOC and gradually build your presence to become a KOL with greater influence and earning potential.

Example of a KOC in Action

A great example of a Key Opinion Consumer (KOC) in Malaysia is Lokyee_77, a content creator who shares insights on food, restaurants, good deal stores, Airbnb stays, and clothing brands. As a micro-influencer, she focuses on budget-friendly finds and hidden gems, providing her followers with authentic recommendations through engaging content.

Lokyee_77 started as a small food reviewer, posting her experiences at different restaurants using her personal Instagram account. By consistently sharing engaging food content, she caught the attention of F&B brands and secured her first paid collaboration—earning RM300 and complimentary dining perks. This proves that even with a small audience, KOCs can build credibility and turn their passion into income.

Conclusion: The Future of Influencer Careers

Breaking into the influencer industry in Malaysia requires a clear understanding of the differences between KOLs and KOCs, their impact on brands, and the potential earnings they can generate. While KOLs have larger followings and work on structured brand campaigns, KOCs focus on authentic recommendations that resonate with everyday consumers. Both roles play a crucial part in modern marketing, and brands often combine their influence for maximum reach and credibility. 

A key takeaway from this article is that anyone can start as a KOC by sharing honest reviews and gradually grow into a KOL with a strong, engaged audience. The career paths in this industry offer flexibility, but aspiring influencers must be prepared to consistently create content, engage with their followers, and collaborate with brands that align with their values. As seen in examples like Skintific's marketing strategy and Lokyee_77’s journey, both KOLs and KOCs can turn content creation into a rewarding career if they remain dedicated and strategic. In the next article, we will be diving into the KOL Specialist role, exploring how individuals can turn influencer marketing into a full-time career with structured strategies and brand collaborations. Stay tuned for more insights!

Connect with Digital Experts Today

If you’re looking to build a career in influencer marketing or explore digital marketing jobs in Malaysia, now is the perfect time to take action. Whether you're an aspiring KOL, KOC, or digital marketing professional, Seekers offers a range of exciting opportunities in the industry, connecting aspiring KOLs, KOCs, and digital marketing professionals with the right career paths.

For brands seeking digital experts, influencers, or marketing professionals, we can help you find the right talent to enhance your online presence. Get in touch today to discover how influencer marketing and digital strategies can elevate your brand.