It appears his favourite YouTube channel is Ryan’s World; it features an 8-year-old boy from Texas, United States, who reviews toys. In other words, they are key opinion leaders (KOLs) in niche subject matters, sometimes in a funny and novel way like product reviews, how-to tutorials and even parodies. With the pervasiveness of social media in this digital age, everyone seems to have the opportunity and equal footing to be an effective KOL. Most KOLs operate online, making their name and exerting their influence on social media, in blogs and on YouTube. Once upon a time, the print and electronic media played a significant role as key opinion leaders, but that landscape has changed.

Source: New Strait Times February 08, 2020 15:56 UTC