Influencer Marketing

The right KOLs and KOCs for every business goal

GUDJOB assesses creators by audience profile, content performance and brand fit, proposes a shortlist with estimated prices, and manages the campaign through to the final report.

Get in touch See the process

Common risks

What makes KOL campaigns underperform

  • High followers, low engagement

    Follower counts don't show how much the audience cares about recent content.

  • Audience misses the target customer

    The audience's age, location or needs don't match the brand's customers.

  • Shortlists take too long

    Asking every KOL for a price before choosing drags the plan through round after round of back-and-forth.

  • Hard to measure after posting

    No per-video data to judge results and choose better next time.

KOL selection criteria

Five groups of criteria GUDJOB uses to choose KOLs

Every creator on the shortlist is assessed against the same criteria. The aim is to fit the brand's customers, not just the KOL's image.

  • Creator profile

    • Country, province/city
    • Language
    • Content niche: beauty, food, tech, gaming, travel, family, education…
    • Past categories
    • Past brand partners

  • Scale and performance

    • Follower count
    • Median views of recent videos
    • Engagement rate
    • Posting frequency

    Median views are steadier than average views, because one viral outlier can't skew them.

  • Audience profile

    • Where the audience is: country, province/city
    • Gender
    • Age

    Compared with the brand's target customers, not just the KOL's image.

  • Readiness to collaborate

    • Posts regularly
    • Respond quickly
    • High-quality content
    • Can drive sales
    • Good brand collaboration record

  • Budget

    • Reference price range per video
    • Against performance: expected cost per view

    Estimated prices are used to filter and choose quickly. Final prices are set once the KOL confirms.

KOL tiers

Tiers by size and goal

Tiers are set by follower count. A campaign usually combines several tiers to balance reach and cost.

  1. Nano

    Under 10K

    Best when you need many genuine reviews in small communities close to buyers.

  2. Micro

    10K–100K

    Best when you need a clearly defined niche audience and high engagement.

  3. Mid-tier

    100K–500K

    Best when you need a balance of reach and audience connection.

  4. Macro

    500K–1M

    Best for launches that need wide reach in a short time.

  5. Mega

    Over 1M

    Best for building wide awareness and tying the brand to a well-known face.

Process

A five-step process

Each step has a clear approval point, so the brand stays in control of budget, content and timing.

  1. Brief and set requirements

    GUDJOB and the brand agree on everything a KOL needs to quote accurately. Number of videos, length, rounds of editsPosting deadlineDays of ads allowed on the KOL’s videoContent reuse rights

  2. Shortlist with estimated prices

    The brand sees data, style and estimated prices together, and picks main and backup KOLs in one go. Data for each creatorWhy each one was chosenEstimated price range for each creator

  3. Confirm with KOLs, then quote

    GUDJOB contacts only the chosen KOLs to confirm schedules and terms, then sends the official quote. Estimates are not final pricesIf a price differs from the estimate, GUDJOB checks back so the brand can decide

  4. Content approval and posting

    The brand approves scripts and videos before they go live. Partnership or ad labels as requiredStrong videos can be boosted with ads

  5. Reporting and optimization

    Results summarized by KOL and by video. Views, engagement, cost per viewConversions, where measurableEach KOL's price and results kept for next time

Formats

Ways to work with creators

A campaign can use one format or combine several, depending on goals and budget.

  • Posts on the KOL’s channel

    The KOL creates content about the brand and posts it on their own channel. Best whenYou want awareness and trust from the KOL's own audience.

  • UGC videos for ads

    Creators make videos to a brief, and the brand runs them as ads. Best whenYou need many natural-looking videos to test and find the ads that work.

  • KOC sales, affiliate

    KOCs present the product with a purchase link and earn commission per order. Best whenOrders are the main goal and you need sales measured for each KOC.

  • Livestream

    KOLs and KOCs talk with viewers and present the product live. Best whenLaunches, promotions, or closing sales in a short window.

Report

Reporting and measurement

Data by KOL and by video, as the basis for judging results and choosing for the next campaigns.

  • ViewsPer video and for the whole campaign.
  • EngagementLikes, comments, shares, saves and engagement rate.
  • Cost per viewCompare costs across KOLs in the same campaign.
  • ConversionsClicks, orders or sign-ups, where measurable through discount codes, links or a pixel.
  • Data for the next campaignEach KOL's cost and results are kept for more accurate choices.

Reporting schedule

Progress updates
Weekly
Final report
End of campaign

FAQs

FAQ

01

How are KOL prices set? Why an estimate first?

Each KOL sets their own price, which changes with the number of videos, length, rounds of edits, days of ads and content reuse rights. To help the brand choose quickly, the shortlist already includes an estimated price for each creator. Once the brand has chosen, GUDJOB contacts the KOLs to confirm terms and sends the official quote. If an actual price differs from the estimate, GUDJOB checks back so the brand can decide before anything goes ahead.

02

Is the KOL guaranteed to accept? What if they decline?

Nobody can guarantee it, as every KOL has their own schedule and criteria. That's why the shortlist always includes backups. If someone declines, GUDJOB moves to the backup the brand has already chosen.

03

How soon do I get the shortlist?

About 2–5 working days after the brief is final, depending on the requirements, the number of KOLs and how hard the audience is to reach.

04

Is content approved before it goes live?

Yes. Scripts and videos go to the brand for approval before posting, with the rounds of edits agreed at the brief. GUDJOB also checks that partnership or ad labels follow the rules.

05

Can we run ads on the KOL's videos?

Yes, if the KOL agrees. The number of ad days is agreed at the brief and included in the quote. Strong videos can be boosted with ads to reach more target customers.

06

What's the minimum budget?

From 50 million VND per campaign. GUDJOB will advise on the number and tiers of KOLs that fit the brand's goals and planned budget.

07

Does GUDJOB guarantee results?

No. Results depend on the product, the content and how viewers respond. GUDJOB commits to a data-based KOL selection process and complete reporting, as the basis for improving the next campaigns.

Get started with GUDJOB

Plan your Influencer Marketing with GUDJOB

Share your product, target customers and planned budget, and GUDJOB will propose a direction and a fitting KOL shortlist.

Get in touch