KOLs (influencers) usually have wide network of followers and usually expensive, while KOCs (key opinion customers) have lower network of followers, usually below 100, but seen as more trustworthy due to their reliable content about certain product. Let's say If you are a new brand looking to tap into the Chinese market with a more limited budget, you could achieve better results by adopting a KOC-based strategy instead of a KOL-based strategy.