Finding a KOL agency in Indonesia is not always an easy task. Every digital agency, media agency, and publisher offers KOL (key opinion leaders) services in addition to all of the KOL agencies that specialize in KOLs.
How can someone differentiate between a good KOL agency in Indonesia and an average KOL agency in Indonesia?
Slice is a creator management solution that helps KOL agencies in Indonesia (as well as any other agency that offers KOL services) manage the relationships with KOLs and offers more performance data. So we have spoken with numerous agencies and here is what we have discovered that separates the good from the average KOL agencies in Indonesia.
If you go to any of these KOL platforms or KOL agencies in Indonesia, they all boast a large number of KOLs in their database. “We have 20,000 KOLs.” Don’t be fooled. This is a vanity metric. Do you ever need 20,000 KOLs? No.
What you do need is quality. Does the agency have quality KOLs in their database? Do they have a concentrated number of KOLs within a specific niche? That’s more important than the raw number of names in their database.
Make sure the KOL agency can give you KOL performance metrics and examples of quality content created by the KOL.
The standard fee for KOL services in Indonesia is based on the total budget. That fee can be anywhere from 10% to 40% in my experience. For example, if a list of 10 KOLs costs 100 million rupiah, and the agency fee is 30%, then the brand would pay the agency 130 million rupiah (plus tax).
Many times a brand will say their 100 million budget includes the agency fee. That requires the agency to map out what the budget and fee would be from that 100 million rupiah (using the 30% example, it would be 77 million and 23 million). Now the actual budget going to KOLs is only 77 million. This needs to be established upfront, so there is no misunderstanding.
One thing brands should be aware of is the practice of marking up KOL prices. Some agencies do this, others do not. So don’t just think the agency charging you a 10% fee is giving you the best price. Sometimes the agency that gives you a seemingly higher fee is actually giving you the best deal.
Every company has their own terms of payment. Some are net 90, others want a down payment. When it comes to KOLs, the reality is, they expect to get paid upfront. Or a large percentage of it paid upfront.
Some KOL agencies in Indonesia often help the brand by fronting the payment to the KOLs on behalf of the brand. Is the KOL agency you’re working with or prospecting going to help you with this? Or will you be responsible for the payments? KOLs do not understand or accept net 90 payments. So it’s important that you partner with a KOL agency that can help you with this.
Your business and marketing needs are stressful enough. Finding a KOL agency in Indonesia shouldn’t add to that pressure.
Slice can help KOL agencies manage their relationships with KOLs and provide you with historical performance data and API-backed reporting data. If you need help finding a KOL agency in Indonesia, message us for more information.
Photo by Jason Goodman on Unsplash
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