The short answer
A KOL is usually recognised for expertise or authority in a particular subject, while an influencer is described mainly by the relationship and reach they have with an online audience. The terms can overlap, so a business should assess the person’s fit, audience and content rather than rely on the label.
What to consider
Consider whether the creator reaches the people you want, whether their usual content suits the brand and whether their audience is engaged in a relevant way. A large following is not proof that a campaign will produce enquiries or sales.
A practical way to approach it
Set out the brief, required disclosures, content formats, approval process, usage rights and tracking method before work begins. Choose creators who can explain the product accurately and communicate naturally with the intended audience.
Where PRR Elite fits
PRR Elite offers KOL and influencer work together with social media, online promotion, branding and design, and photography or videography. The agency is based at Dataran Prima, Petaling Jaya.