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As a recent report from Jing Daily found, it was KOLs, not the brands鈥?own social media accounts, that were driving engagement. Knight agrees: 鈥淜OLs shouldn鈥檛 be viewed as an opportunity to generate endless impressions, but as an authentic way to enter a particular community,鈥?he said. "This trendsetting approach is at the heart of many of the most successful Gen Z focus campaigns."