Have you ever wondered why some videos keep you watching until the very end while others lose your attention within seconds? In today’s social world, we are seeing more corporate creators emerge, people sharing their real work lives through content like “Corporate Girl”, “A Day in My Life as a Software Engineer”, or office vlogs. These stories reflect genuine voices and perspectives proving that anyone can be a storyteller and inspire others through their everyday experiences.
Recently, AnyMind Group partnered with True Corporation to host a workshop titled “From Follower to Influencer 2025”, part of the C.P. Super KOL Roadmap 2025 program. The session aimed to inspire and educate True employees on how to create impactful, professional content while embracing their roles as corporate KOLs, individuals who communicate a brand’s values from the inside out. Over 250 participants joined the event, which received an impressive NPS score of 89 percent.
Kicking off with KOL and TikTok insights from AnyMind Group
The session opened with Umamon Siriluksanaporn, Vice President of Influencer Marketing and POKKT, Thailand, AnyMind Group, who delivered a talk titled “Driving Business Growth through Integrated Marketing Solutions with TikTok and KOL Insights.”
Umamon highlighted to the creators that success today is not about likes or follower numbers, but about data driven marketing that drives real business results. She introduced the concept of “Tech Powered, Human Led Influencer Marketing”, showing how AnyTag and AnyMind’s Creator Network empower creators to connect with brands, create meaningful content, and build sustainable influence.
She also shared three major 2025 influencer trends to adapt and adjust for next year
- The growth of multiple level creator partnerships including growth, expert, and celebrity levels
- Emerging sub content cultures such as GRWM, unboxing, street food, and desk organizing
- The importance of hyper relevant targeting for deeper engagement
She emphasized that “every creator, regardless of size or generation, brings unique value. When brands use each level’s strengths effectively, they can achieve powerful marketing results.”
Understanding KOLs in depth
Next, Pratchaya Khankaew, Senior Manager of Influencer Marketing, Thailand, AnyMind Group, took the stage to lead a session titled “Back to Basics: Understanding KOLs.”
He explained that KOLs, or Key Opinion Leaders, are individuals who influence decisions through a combination of followers, expertise, and credibility. Unlike general influencers who focus on popularity and engagement, KOLs emphasize expertise and trustworthiness.
Drawing from his experience managing numerous brand campaigns, he shared, “When choosing KOLs, brands shouldn’t focus only on follower count, what truly matters is audience relevance and brand alignment.”
He outlined key criteria brands use when evaluating KOLs:
- Audience alignment with target consumers
- Content and brand image consistency
- Engagement quality including comments and interactions
- Content risk assessment to avoid controversial topics
- Investment value and overall return
For creators, he encouraged that “start by understanding yourself and your audience. Analyze your data, refine your storytelling, and collaborate with brands that fit your identity.”
What KOLs should consider when receiving a brand brief
- Understand the brief clearly: Know what the brand wants and what the key message is.
- Stay true to your voice: Create content that aligns with your identity and resonates authentically with your followers.
- Be creative and thoughtful: Deliver ideas with originality and quality to make your content stand out and be memorable
True Voice, True Influence. Find your voice before you speak to the world
Thanaphon Chomthavee Ohmchom, Manager of Influencer Creative Planning, Thailand, AnyMind Group introduced the 4C framework, inspired by the organizational culture of True Corporation. It is a simple yet powerful approach to creating relatable and shareable content:
- Compassion: Understand your audience. Great content creates value for both sides and not only drives sales
- Credibility: Be honest and transparent. Viewers can sense authenticity. Sincerity builds trust.
- Co-Creation: Do not just follow trends. Start new trends and lead the way. Creativity draws attention.
- Courage: Be bold and make difficult ideas simple. Simple ideas are powerful and easy to understand
Tips for Creating Addictive TikTok Content
- Hook: The first 3 seconds matter most. Grab viewers’ attention right from the start with a thought-provoking question, a surprising image, or a standout sound. Add a big and clear headline to make people stop scrolling.
- Quantity: Keep the content coming. Post a variety of fresh videos every week to increase your chances of reaching more viewers and staying visible.
- Diversity: Find your own style. Try different storytelling approaches until you discover what connects best with your audience.
- Quality: Win hearts with great content. Fun, easy to understand, and shareable videos can drive higher engagement and reach up to 3.3 times more viewers than average accounts.
Real creators, real inspiration
Chanakarn Ekasereewat, Manager of Influencer Marketing, Thailand, AnyMind Group, shared her journey from beginner to full time creator with practical tips on using CapCut, a user-friendly video editing tool, to create standout videos.
“Never underestimate your own story. It can inspire others.” She encouraged everyone to start from what they truly love, whether it’s their surroundings, lifestyle, or interests. Think of topics like office life, food, beauty, or travel. Inspiration is everywhere”
How to make your content stand out:
- Post consistently, at least two videos per week.
- Create engaging clips that attract attention and spark interaction.
- Develop a clear personal persona.
- Focus on good video quality and editing.
Building on this creator mindset, Pichitchai Phothong (Belle), Creator and Marketing Expert with one million TikTok followers, took the stage with “From Zero to a Million: How to Tell Stories that Go Viral.” He emphasized that consistency and authenticity help audiences remember who you are.
“Viral success comes from being real, not perfect.”
He also shared strategies for balancing brand requirements with personal passion, choosing the right platform, finding creative ideas from original thinking or trends, and mastering storytelling to move from actions to emotions.
Key Takeaways from this session
1. How to Reach a Million Views
The secret is not perfection but authenticity. Be yourself and tell your story in your own genuine way. Avoid over-polishing. Audiences are drawn to real and relatable content.
2. The Concept of Content Creation
Before creating content, understand the balance between two elements:
- What you need to do: Content that supports growth, such as following trends or creating platform-friendly formats.
- What you want to do: Content driven by your personal passion or interests. Success lies in finding the sweet spot between these two.
3. Choosing the Right Platform
Understanding the nature of each platform helps you plan better content strategies:
- TikTok: This platform focuses on short videos.
- Facebook: Building communities
- Instagram: Visual storytelling through images
- YouTube: Long-form videos
4. How to Find Creative Ideas
- Original ideas: Create unique content that reflects your perspective whether you are a specialist, reviewer, or entertainer.
- Trending topics: Adapt what’s popular, such as trending hashtags, viral sounds, or current viral content.
5. The Power of Storytelling
Storytelling is the most powerful tool to make content engaging. It can be structured in two levels:
Basic storytelling
- Opening (Who + What): Introduce the main subject and what happened.
- Rising (Where + When): Give context—location and time.
- Ending (Why + How): Explain significance and how it was done.
Advance Storytelling
The key is shifting from action to emotion, adding emotional depth to basic storytelling creates stronger audience connections and higher chances of going viral.
6. Turning Fear into Powerful Content
Fear or anxiety can be a great source of inspiration because they represent real pain points people seek solutions for.
Examples of common fears:
- Travel fears: Overpriced trips, disappointing hotels, travel conflicts, scams, exhaustion, or lack of food options.
- Workplace fears: Poor performance, strict bosses, stressful work culture, lack of work-life balance, or teammates leaving.
7. Creating Sustainable Content (Long-Term Content Strategy)
Once you understand your audience’s fears, turn them into valuable, long-lasting content using this formula:
Long-term Content = Insight + Knowledge + Creativity
Combine an understanding of the audience’s pain points with your knowledge and creative storytelling to deliver meaningful and relatable content.
Examples of turning fear into ideas:
Work-related fears: Review your work life to ease others’ worries.
- Share about office culture, leadership style, employee benefits, or nearby lunch spots./li>
Travel-related fears: Offer practical, helpful content.
- “Afraid of overspending?” Share budget travel tips, cheap stays, or affordable local eats.
- “Afraid of drama with friends?” Create content on drama-free travel plans or how to handle last-minute cancellations.
When you understand your audience’s fears, you can create content that speaks to their hearts, delivering both emotional value and brand impact.
Introduction of Corporate KOL
The event concluded with Surasak Lhueng-u-sakul, CEO and Founder of BrandBaker, who highlighted the value of corporate KOLs. Authentic employee voices strengthen both the organization and the individual.
He inspired the audience to see that becoming a KOL within an organization is not only about building image or visibility. It’s about communicating the brand’s values with pride and authenticity.
He introduced the concept of “TRUE x YOURS Strengths,” a virtuous cycle that empowers both the company (TRUE) and its people (YOURS) through four key stages:
- Create Contents: Employees share real stories.
- Become Opinion Leaders: Genuine content builds trust and credibility.
- Resources: The company supports budgets or exclusive opportunities.
- More Contents: Quality content continues to grow, reinforcing thought leadership.
So, why is being a corporate KOL so impactful? Because it transforms employees into brand ambassadors who speak from real experience. The voices of people inside the organization carry more trust and authenticity than traditional advertising. Most importantly, this approach allows employees to express the brand’s core values with sincerity and pride, something that today’s consumers genuinely appreciate.
Surasak concluded by reminding everyone that being a corporate KOL benefits not only the company but also the employees themselves. It gives them a chance to develop communication skills, explore creativity, and take on new challenges, while also feeling more connected to the organization’s growth and success.
Conclusion
The event highlighted that anyone can become a KOL if they understand themselves and tell their story authentically. Creativity often starts from everyday experiences, and good content does not have to be perfect. It should be genuine and consistent.
Corporate KOLs also play a crucial role in driving a brand from within. Employees’ voices become a source of inspiration and trust, giving the brand authenticity that resonates with audiences.
Finally, AnyMind Group would like to thank True Corporation Public Company Limited for giving our team the opportunity to share insights and inspiration. We believe the ideas from this event will empower participants to confidently become KOLs in their own unique way.
Inspired to start your journey as a creator or corporate KOL?
Ready to start your journey as a creator or corporate KOL? AnyCreator by AnyMind Group gives you the tools, insights, and support to craft authentic, impactful content. Grow your influence, connect with brands, and share your story.
Join AnyMind’s Creator Network today here.
