As KOLs, creating introductory content and product reviews has become familiar. However, many KOLs have faced loss of trust from fans because of “too much” reviews or “too much” advertising.
To avoid this, let’s learn about the 80/20 principle – the secret to helping KOLs create honest review content and maintain the trust of their followers.
What is the 80/20 Principle?
The 80/20 principle, also known as the Pareto principle, is a popular economic concept but can also be applied to many other areas of life. This principle shows that 80% of the results usually come from 20% of the causes.
In other words, a small portion of the inputs will produce the majority of the outputs.
The 80/20 principle in business
In business, the 80/20 principle is clearly shown through examples:
- 20% of customers generate 80% of revenue.
- 20% of products contribute 80% of profits.
- 20% of employees create 80% of work value.
However, the 80/20 principle does not stop at business. It can be widely applied in many other fields, including marketing and communications.
The 80/20 principle in marketing
Example of the 80/20 principle in marketing:
- 20% of content generates 80% of social media engagement.
- 20% of keywords bring 80% of website traffic.
- 20% of KOLs (influencers) create 80% of media effects.
The 80/20 principle in product review
In the case of product reviews by KOLs, the 80/20 principle can be understood in an interesting way:
20% of KOLs’ criticism of a product can create 80% of consumer trust. This is because when KOLs not only blindly praise but also point out the imperfections of the product, they will create authenticity and objectivity in the eyes of viewers. Considerate and constructive criticism will make consumers trust KOLs’ reviews more and feel the product is worth experiencing.
In short, the 80/20 principle is a useful tool for us to better understand the relationship between cause and effect. By identifying the 20% most important factors, we can focus resources there to achieve maximum efficiency.
How to apply the 80/20 principle in product reviews?
The 80/20 principle, also known as the Pareto principle, states that 80% of the results come from 20% of the causes. In the world of product reviews, this means that 20% of cleverly criticized content will bring 80% of the credibility to your review.
Why “criticize”?
Audiences today are very observant. They easily recognize “excessive” reviews, filled only with “winged” compliments. Such content is often suspected of being disguised advertising, causing viewers to lose trust in KOLs and products.
Therefore, cleverly integrating the product’s limitations will help your review become more honest and objective. This not only helps you gain your audience’s trust but also helps them make more informed purchasing decisions.
What is the correct way to “criticize”?
- Focus on personal experience: Don’t just list negatives in general terms. Please share your actual experiences with the product and the things you feel unsatisfied with.
- “Criticize” gently and delicately: Avoid using words that are too negative or insulting. Please express yourself objectively, and politely and respect the brand.
- Give useful advice: If possible, suggest ways to overcome or improve those negative points. This will help your review become more valuable in the eyes of viewers.
Example:
Suppose you are reviewing a high-end skin cream. You can make gentle “criticisms” as follows:
- “The product packaging is quite simple, not really luxurious, and commensurate with the price.”
- “The cream is a bit thick, which can cause skin irritation for those with oily skin.”
- “The price is quite high, not suitable for the budget of students.”
Don’t forget to emphasize your strengths
Besides clever “criticisms”, you also need to emphasize the outstanding advantages of the product (USP). Focus on the benefits the product brings and the problems it can solve for users. Don’t forget to incorporate your positive experiences to increase the persuasiveness of the review.
Applying the 80/20 principle to product reviews is a great way to create content that is honest, objective, and convincing. Remember, a good review not only helps you build your personal reputation but also helps viewers make the best purchasing decisions.
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