While influencer marketing has been the go-to strategy for many businesses, the tides are starting to shift. Consumers today aren't just looking for glossy, aspirational content; they also seek credible insights and recommendations from established authorities in their fields of interest.

Some rising stars stand out for their remarkable ability to engage audiences with extensive knowledge and expertise. These creators, known as KOLs, attract thousands of engaged followers by sharing valuable insights and industry know-how. As a result, savvy brands are increasingly turning to them to enhance their marketing strategies. In this article, we'll be addressing questions such as what KOLs are good for, "What does KOL stand for?", and explore how brands can effectively incorporate KOLs into their campaigns moving forward.