In Part 1, we saw the platform comparison; this article will show a comparison of social relationship, user behavior, KOL content categories and their marketing value, and top 10 sectors of advertisers.
1. Comparison of social relationship intensity
KOLs on Tik Tok connect to users through contents rather than as individuals.
Tik Tok's main feature is the "recommendation page", where users watch whatever the platform push forward to them. It is very hard for the users to get out of this immersive reading experience or select the KOLs of their choices for content consumption.
The relationship between KOLs and users on Tik Tok is mainly the latter observing and following the former, just like ordinary people observing and following celebrities. Top KOLs enjoy a lot of attention w...
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