In her Jing Daily column, the most famous KOL and media figure of all, Hong Huang seems to suggest that we temper our enthusiasm, pointing out that “KOLs can buy fans as well as create fake numbers of readership, just as easily as print can lie about circulation”. She suggests that customers are getting more sophisticated and less materialistic. Brands need to really represent something deeper and more meaningful if they are to succeed. I would say the same about KOLs. Their anodyne spirit, obsession with taking photos of themselves, and fixation on the latest trends hopefully will make them a trend that passes quickly. People might appreciate them more if they represented something bigger than their latest outfit.
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