KOL marketing is not going away, but it requires authentic voices rather than accounts that are paid to promote 24/7.
I recently conducted an in-depth study on KOL marketing, speaking with some of the most prominent Web3 marketing agencies. These agencies run campaigns for major crypto protocols such as Mantle, Sonic Labs, Aptos, and Solv Protocol.
Research Objectives
The goal of my research was to uncover how these agencies operate and understand their core KOL networks.
- What criteria are used to select KOLs?
- How large is their user base?
- How do they assess audience quality?
- How are tools like Kaito and Cookie DAO reshaping the KOL landscape in Web3?
Whether you're a KOL looking to break into top agency networks or a Web3 team preparing for your next campaign, this is essential reading.
Key Data Insights
KOL Network Size
- 42.9% of agencies have over 1,000 KOL accounts in their network.
- 35.7% of agencies manage between 500 and 1,000 KOL accounts.
- Nearly 50% of agencies rely on just 50 to 100 core active KOLs for most campaigns.
- Only 10% of agencies actively collaborate with more than 250 KOLs.
Core Criteria for Selecting KOLs
- Follower count? Moderately important → 2.93/5.
- Exposure per post and "smart followers"? More valued → 4.1/5.
- Content quality, research skills, and past experience? Critical metrics → 4.7/5.
All agencies check for fake engagement, and over half use tools like Kaito and Cookie3 to screen and evaluate KOLs.
The Limitations of Web3 Marketing Tools
Web3 marketing faces significant limitations when it comes to tools.
- X advertising is often ineffective. Many users have Premium memberships (ad-free), and those who don’t are usually not ideal customers.
- Google Ads face regulatory hurdles, making it difficult for many projects to run legal campaigns in key regions.
- Media coverage? Good for trust and reputation but ineffective for actual user acquisition.
So, what’s left? KOLs, and campaigns powered by tools like Kaito and Cookie.
Take Spark’s campaign on Cookie, for example: 13,400 X accounts participated, most of which were micro-KOLs with fewer than 1,000 followers. This is where real innovation happens—these accounts are too small for traditional paid promotion campaigns.
But is this model better than traditional KOL marketing? The answer is debated.
The Pros and Cons of Micro-KOLs
Micro-KOLs come with their own set of challenges:
They often form echo chambers of attention, following and retweeting each other → significant audience overlap. In smaller niches, this can help spread quality content. But in high-frequency farming campaigns (e.g., yaps/snaps), it leads to overexposure, and users start losing interest.
Still, Kaito and Cookie provide opportunities for smaller accounts, making ambassador programs more decentralized and manageable.
Is decentralization in marketing more important than efficiency? That’s another point of debate.
Let’s not forget the recent Loud! case: Constant chatter ≠ strategy. Mind share ≠ influence.
The Flaws of Traditional KOL Marketing
Here’s a harsh truth: If your product lacks appeal, you’ll need to pay more. KOLs are just channels—some are loud, some are humorous, some are professional, but they are not miracle workers.
Now, if your product is genuinely attractive, a new problem arises: There’s a severe shortage of KOLs who meet the following criteria:
- Have an organic audience.
- Understand the technology.
- Can create resonant content.
- Are open to sponsored collaborations.
Many top KOLs don’t accept paid posts. They either invest privately or charge five figures per tweet. This is why nearly 50% of agencies deeply collaborate with only 50–100 KOLs out of their 1,000+ accounts, and 85% of paid KOLs yield zero effective results.
How Does KOL Marketing Actually Work?
- Long-term repeated posts → more trust, recognition, and better conversion.
- KOL cross-interaction → ask them to reference each other’s insights instead of just retweeting brand announcements.
- Organic spread > hard promotion → communities can sense ads; give KOLs freedom to express their genuine thoughts.
- Don’t buy ads; buy reviews → authentic reviews outperform banner ads.
- Look beyond X → Telegram and Substack offer lower noise and higher retention.
The Future of Web3 Marketing
Kaito and Cookie bring micro-KOLs into the mind-share game, offering marketers new experimentation mechanisms. Will this become an effective marketing lever or just add more noise? The answer remains unclear.
KOL marketing is here to stay, but it needs authentic voices, not accounts paid to promote round the clock.
One final thought: Why is everyone still obsessed with X? If you truly want growth, stop ignoring Telegram and Substack.
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Frequently Asked Questions
What is a KOL in Web3 marketing?
A Key Opinion Leader (KOL) in Web3 is an individual with significant influence in the crypto community. They create content, share insights, and shape opinions, making them valuable for promoting projects and protocols.
How do tools like Kaito and Cookie3 help in KOL marketing?
These tools help agencies screen and evaluate KOLs by analyzing metrics like engagement quality, audience authenticity, and content relevance. They provide data-driven insights to identify the most effective influencers for campaigns.
Why are micro-KOLs gaining popularity in Web3?
Micro-KOLs often have highly engaged niche audiences, offering better authenticity and trust than larger influencers. Tools like Kaito and Cookie3 make it easier to manage and leverage these smaller accounts for decentralized marketing campaigns.
What are the common pitfalls of KOL marketing?
Common pitfalls include over-reliance on paid promotions, fake engagement, audience overlap, and lack of authenticity. Successful campaigns focus on long-term relationships, organic content, and cross-platform strategies.
How can I measure the success of a KOL campaign?
Success can be measured through metrics like engagement rates, conversion rates, audience growth, and qualitative feedback. Tools like Kaito and Cookie3 provide analytics to assess both reach and impact.
Are Telegram and Substack better than X for Web3 marketing?
Telegram and Substack often offer higher retention and lower noise compared to X. They allow for deeper community engagement and more focused content distribution, making them valuable supplements to traditional social media efforts.