本文选自“Spotlight China聚焦：种草营销盛行，勘透KOL/KOC影响力势能”专题，点击前往专题页，本系列后续发布的内容将继续聚焦这一主题，敬请关注！
种草营销盛行, 品牌对待KOL/KOC营销已经有了一些“化学变化”。通常的“带货优先”功能已经发生转移，品牌越来越给予KOL/KOC在种草和品牌传播作用上的重视。在合作形式上，短视频和直播由于在不同的营销阶段各有优势，不同品类的品牌也在这两者的使用配比上显示出较大差异。此外，KOL/KOC类型的多元化发展，尤其在抖音与小红书上，也给予了品牌更多破圈启示。而中小达人在粉丝增长空间、内容差异性等方面的优势，也让品牌的达人组合策略发生了改变。在下文，我们就通过多组数据来深入了解所有这些KOL/KOC营销势能的变化。...
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