Bangladesh, Sept. 6 -- The concept of key opinion leaders (KOLs), often referred to as influencers, became an area of interest for me in 2017. At that time, the corporation I worked for transitioned from relying on a single mega celebrity as a brand ambassador to utilising multiple micro and macro influencers to promote its products and campaigns. This strategy shift ensured a higher, more targeted reach while maintaining the same budget.

Even though modern influencer marketing on social media started around 2005, when YouTube was launched, social media influencer marketing was still an untapped territory in Bangladesh in 2017. Along with global brands, many local businesses in Bangladesh think that it is one of the best digital marketi...