The Web3 wave has swept the world, and projects such as blockchain, NFT, DeFi, and GameFi have emerged at an astonishing rate, driving the booming development of the decentralized economy. According to DappRadar data, the global Web3 market size will exceed US$500 billion in 2024, with more than 200 million active users . The Chinese market accounts for about 25% of the market share, covering mainland China, Hong Kong, Macao, Taiwan, Singapore, Malaysia and other places. With its strong community influence, cultural affinity and efficient traffic conversion capabilities, Chinese KOL marketing has become a strategic tool for Web3 projects to reach this huge market. According to market report data, the conversion rate of Chinese influencer marketing is as high as 8.3% , far exceeding the 2.5% of traditional advertising, and 80% of users have a sense of trust due to KOL recommendations. From the hot dissemination of Twitter (X) to the community interaction of Telegram, from the visual display of Instagram to the in-depth content of YouTube, Chinese KOLs have transformed complex Web3 concepts into stories that resonate with users through diversified content forms, igniting market enthusiasm.

This article provides a clear, practical and detailed guide to help you quickly start Chinese KOL marketing, accelerate project growth and seize market opportunities!

The Current Status of KOL Marketing in the Chinese-speaking Market

The core advantage of Chinese KOL marketing in the Web3 field lies in its efficient trust endorsement and user conversion capabilities. Due to information asymmetry and potential risks, users are generally cautious about Web3 projects, and KOLs can quickly establish project credibility with deep fan trust. For example, an NFT project in 2023 attracted more than 5,000 wallet address registrations through a series of tweets from the X platform KOL @CryptoHK, and the transaction volume on the chain for a single event exceeded US$1 million. KOLs also simplify Web3 concepts through localized content, such as comparing NFTs to "digital collectibles" in YouTube videos, which increased the understanding rate of new users by 40%. It is worth mentioning that Chinese KOLs play a particularly prominent role in community building. They guide users to participate in airdrops, AMAs and on-chain activities through private domain traffic such as Telegram and Discord, significantly improving community activity.

Despite the promising prospects, there are still some problems with Chinese KOL marketing. First, the strict regulatory environment restricts content creation. The Chinese market, especially mainland China, prohibits ICOs and restricts the promotion of tokens, requiring KOLs to be cautious in their wording. The slightest mistake may lead to the removal of content or restrictions on projects. Secondly, fierce market competition has led to a shortage of user attention. According to Statista data, in 2024, the average monthly promotion of Web3 projects in the Chinese market will exceed 3,000 times, and the average user stay time is only 8 seconds. KOL content needs to be more creative to break through. Regional cultural differences also increase the complexity of promotion. Users in Hong Kong, Macau and Taiwan prefer the visual content of Instagram, and users in Southeast Asia prefer professional analysis on LinkedIn. It is difficult to adapt to different platforms. In addition, some KOLs have problems with water fans or low interaction rates, and fake traffic wastes budget, which needs to be strictly screened through tools such as HypeAuditor.

The application of Chinese KOL marketing in the Web3 field is becoming more and more mature. Top KOLs have achieved millions of exposures through cross-platform linkage, and mid-level and micro KOLs have helped to accurately reach and community fission with high cost-effectiveness. However, compliance pressure, content homogeneity and platform adaptation difficulties require project parties to operate in a refined manner. With the help of professional tools such as ChainPeak Pro (a Web3 marketing analysis platform), KOL selection, content strategy and effect tracking can be optimized. The following is a specific practical guide.

A Practical Guide to Chinese KOL Marketing

To maximize the effectiveness of Chinese KOL marketing, Web3 projects require systematic planning and meticulous execution. The following are detailed practical steps:

Clarify goals and audience profiles

The success of KOL marketing begins with accurate positioning. The project needs to clarify the following key points:

Project Objectives

Determine the core marketing goals, such as increasing brand awareness, attracting community users, promoting NFT casting, token subscription or GameFi player growth. Clear goals guide KOL selection and content strategy to ensure resource focus. For example, brand awareness requires extensive exposure from top KOLs, while NFT casting is more suitable for precise seeding by mid-level KOLs.

Target audience

Identify core user groups, such as blockchain natives, crypto investment novices, NFT art enthusiasts, or GameFi players. Different audiences have significantly different interests and behavioral habits, so content and activities need to be designed in a targeted manner. GameFi players focus on combining entertainment and income, while DeFi users focus on yield and security.

Regional characteristics

There are obvious regional differences in the Chinese-speaking market. Mainland Chinese users prefer WeChat, Weibo, and Douyin, and focus on the visualization and immediacy of content; Hong Kong, Macau, and Taiwan users are more active on Instagram and YouTube, and prefer an international visual style; Singaporean and Malaysian users often use Twitter (X) and LinkedIn, and tend to prefer professional content; Web3 core users are highly dependent on Telegram and Discord, and focus on community interaction and on-chain activities. Regional characteristics determine platform selection and content style.

User Profile

Through data analysis tools (such as Weibo Index, Douyin data platform, SimilarWeb, Dune Analytics) or community surveys, a detailed portrait of the target population is drawn, covering age, gender, interests, spending power, commonly used platforms, and on-chain behaviors. For example, trendy young people aged 18-30 may be active on Douyin, Xiaohongshu, and X, and pay attention to NFT or GameFi; investors aged 30-45 prefer Weibo, WeChat public accounts, and Telegram, and pay attention to DeFi or blockchain technology. Accurate portraits ensure KOL matching and maximize content effects.

Practical advice: Use Google Forms or Nansen to collect user preferences, and regularly monitor X and Telegram hot spots to optimize positioning.

Choose the right KOL type

There are many types of Chinese KOLs, which can be divided into the following categories based on influence, field and platform:

Top KOLs: have hundreds of thousands to millions of fans, are active on Weibo, X or Telegram, have extensive influence and authority, and are suitable for brand endorsement and large-scale exposure. Their content can quickly increase the popularity of the project and attract the attention of users across fields, and is particularly suitable for key nodes such as the mainnet launch and NFT sales. The cost of cooperation is relatively high, and the promotion fee for a single article is about several thousand to tens of thousands of RMB, which needs to be budgeted in advance.

Mid-level KOLs: 10,000 to 100,000 followers, focusing on Web3 niches, such as popular science UP hosts on Bilibili, NFT experts on Xiaohongshu, crypto analysts on X, or community leaders on Telegram. Their audiences are more precise, with high interaction rates, and are suitable for deep seeding and user conversion. The cost is about several hundred to several thousand RMB, with excellent cost-effectiveness, and is suitable for projects with limited budgets but requiring precise results.

Micro KOL: With thousands to 10,000 followers, they are often seen in niche topics on Bihu, Chain Node, X, or active members of Discord. They have extremely high community stickiness and low fees (tens to hundreds of yuan), making them suitable for community fission in initial testing or low-budget projects. Their content can inspire core users to participate and gradually expand the community scale.

Selection suggestion :

• Budget allocation should be done reasonably. The initial budget should be allocated in a ratio of 2:3:5, with 20% invested in top KOLs to build brand momentum, 30% invested in mid-level KOLs to accurately promote products, and 50% invested in micro KOLs to achieve community fission. In the later stage, dynamic adjustments should be made based on data performance. For example, if the conversion rate of mid-level KOLs is higher, their budget ratio can be increased.
• Prioritize KOLs who have experience in Web3 sub-sectors to ensure content credibility and user conversion rate. For example, NFT projects choose KOLs who are familiar with digital art, DeFi projects choose KOLs who understand finance, and GameFi projects choose KOLs in the e-sports field. KOLs with high fit can be more naturally integrated into the project narrative.
• Ensure that the audience is truly active by analyzing the interaction data (likes, comments, reposts, browsing time) of KOL's historical content or community activity (Telegram group chats, Discord task completion rate). Use tools such as New List, Star Chart, HypeAuditor, SocialBlade, etc. to check the quality of fans and avoid "zombie fans" or low-interaction accounts.
• Select KOLs who are influential on multiple platforms to achieve content reuse and omni-channel coverage. Their multi-platform operation capabilities can improve communication efficiency and reduce resource waste. For example, KOLs active on X and Telegram can cover both global and local communities.

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Practical suggestions: Build a KOL database, try to expand the scale after cooperating on a single piece of content, and screen high-trust KOLs through the X#Web3 topic.

Develop KOL marketing strategy

Successful KOL marketing requires a balance of creativity, platform characteristics, and user needs. The following are specific strategies:

Content customization

Simplify complex concepts. Web3 projects are highly technical, and KOLs are needed to transform professional terms into popular stories that are both educational and attractive. DeFi content can focus on the practical value of "stable income", NFT content can highlight the cultural attribute of "unique collection value", and GameFi content can emphasize the fun of "combining entertainment and income". Content should avoid terminology stacking and focus on user pain points, such as investment returns, collection fun or game experience.

Matching platform features

WeChat public account : 1500-3000 words of long articles or tutorials with operation steps and risk warnings, suitable for high net worth users and professional investors. The content must be both practical and authoritative, such as providing a detailed guide to DeFi investment or trend analysis of the NFT market to attract deep users.

Twitter (X) : Short tweets or topic discussions within 280 words, with project links and emoticons, suitable for quickly spreading hot topics and project updates. The content should be concise and eye-catching, and encourage forwarding and discussion, such as increasing exposure through popular tags (such as #Web3 or #NFT).

Telegram : 100-500 words of community announcements, tutorials or interactive posts with screenshots or videos, suitable for in-depth user communication. The content should be clear and easy to understand, and motivate users to participate, such as providing airdrop collection steps or staking income tutorials to enhance community activity.

Discord : Real-time interaction, voice AMA or community tasks, focusing on user experience. Incentivize active users through role permissions and NFT badges, suitable for core user operations. The content must be consistent with the community culture, such as setting gamification tasks to attract GameFi players.

Integrate into local culture : Combine Chinese popular memes, festivals or Web3 hot spots to increase content affinity. GameFi projects can incorporate incentive expressions, NFT projects can launch limited collections in conjunction with festivals, and X content can follow the Meme coin or PFP craze to quickly spark discussions. Content needs to be closely related to user life scenarios to enhance resonance.

Event Planning

Airdrop activities : Promote token/NFT airdrops through KOLs on X, Telegram, and Weibo to attract users to join the community. Set simple participation thresholds (such as filling in wallet addresses, following social accounts) to ensure high participation rates. The activities must clarify rules and reward mechanisms to avoid user misunderstandings.

Interactive Challenges : Launch platform-specific challenges, such as Douyin’s Trend Challenge, X’s NFT Creation Competition, or Bilibili’s GameFi Experience Collection. Reward tokens, NFTs, or physical gifts to encourage users to upload content. Challenges should be simple in design, lower the threshold for participation, and be relevant to the core value of the project.

AMA (Ask Me Anything) : Invite KOLs to host live/voice events on Bilibili, X, Telegram, or Discord to interact with users in real time and answer technical, investment, or gameplay questions. The event needs to be preheated in advance, and a list of frequently asked questions should be prepared to ensure that the content covers user concerns.

Lucky draw activities : Use KOLs to publish lucky draw content on Weibo, X, or Xiaohongshu to quickly increase exposure and participation. The rewards must be related to the project (such as limited NFTs, exclusive skins), and the rules must be simple and transparent to enhance brand awareness.

Community tasks : Design tasks on Telegram or Discord (such as inviting friends, completing tutorials, and on-chain transactions), and promote through KOLs to encourage in-depth participation. Tasks need to set up graded rewards to attract users at the same level and improve community stickiness.

Multi-platform linkage

Content reuse : KOLs adapt core content to different platforms. X publishes project updates, Douyin publishes interesting videos, Xiaohongshu publishes experience notes, and Telegram publishes tutorials. The content needs to keep the core information consistent, but the style adapts to the characteristics of the platform.

Cross-platform traffic diversion : Use KOL's social links, QR codes or exclusive invitation codes to guide users from Weibo, X to Telegram, Discord or the project's official website. The diversion path must be clear, such as adding a community link at the end of the video.

Communication matrix : coordinate multiple KOLs to publish content in the same time period to create a hot topic. Use popular tags to push the project to the hot search platform and expand the volume. The matrix needs to cover different platforms and KOL types to ensure full channel coverage.

Budget and time planning

Budget allocation

Initial testing (50%) : Try different KOL types and platforms to find the best combination. The testing phase needs to cover a variety of content formats (such as short videos, pictures and texts, live broadcasts), and then focus on high-return channels after evaluating the results.

Mid-level KOLs (30%) : precise traffic diversion and community promotion, high cost-effectiveness. Prioritize KOLs in vertical fields to ensure audience matching.

Top KOLs (20%) : Brand endorsement, suitable for key nodes (such as mainnet launch, NFT sales). Select a small number of high-influence KOLs to ensure resource concentration.

Budget range : RMB 50,000-100,000 for small projects, RMB 100,000-500,000 for medium projects, and RMB 500,000 or more for large projects. The budget must cover KOL fees, event rewards (such as airdrop tokens), and monitoring tool costs (such as on-chain data analysis).

Time planning :

Preliminary preparation (1-2 weeks) : clarify goals, select KOLs, develop strategies, and prepare materials. Communicate with KOLs about the content direction to ensure that both parties have a consistent understanding.

Execution phase (2–4 weeks) : Content release, event promotion, community interaction. Launch in batches, test small-scale effects first and then expand to ensure efficient use of resources.

Effect evaluation (1 week) : Collect data, analyze conversion rates, and optimize strategies. It is necessary to combine on-chain data and platform data to comprehensively evaluate the effect.

Flexible Adjustment (Ongoing) : Dynamically adjust KOL selection, content direction or activity format based on market feedback and data performance. For example, if the conversion rate of platform X is higher than expected, increase the number of tweets.

Cooperation Notes

To effectively launch Chinese KOL marketing, Web3 projects need to follow a systematic cooperation process to ensure smooth collaboration with KOLs and maximize the effect. First, screen KOLs that meet the project needs through professional platforms (such as Xinbang, Weibo, Xingtu or HypeAuditor), and combine X's #Web3 topic, Telegram group or Discord community recommendations to lock in influential KOLs in the blockchain, NFT or GameFi fields. When contacting KOLs directly, you need to provide a clear project introduction, white paper and cooperation framework, and maintain professional courtesy to increase the response rate. During the negotiation stage, it is necessary to clarify the content of the cooperation, including the form of release (such as short videos, tweets, live broadcasts), release time, promotion cycle and interaction requirements, and determine the fee structure - the promotion fee for a single article of a top KOL is about thousands to tens of thousands of RMB, the middle and waist hundreds to thousands of RMB, and the micro KOL tens to hundreds of RMB, and some accept tokens or NFTs for payment. When signing a contract, ensure that the terms cover content review, data reporting, liability for breach of contract and confidentiality agreement, and clarify the effect data that KOLs need to provide (such as page views, interaction volume, on-chain conversion) for subsequent evaluation and optimization.

In the process of content production and execution, it is necessary to balance brand requirements and KOL creative freedom to ensure that the content is in line with the project positioning and retains the KOL's personal style to enhance fan acceptance. Provide KOLs with detailed brand information (such as official website links, visual materials, marketing points), but allow them to integrate platform features, such as the Meme style of X tweets or Telegram's technical tutorials, to ensure that the content naturally fits the audience's habits. In view of the strict supervision of blockchain content in the Chinese market, it is necessary to review the content with KOLs before publishing, avoid sensitive words (such as "explosive wealth" and "guarantee capital") or illegal fundraising hints, and consult legal counsel when necessary to comply with policy requirements. Effect tracking is a key link. It is necessary to use UTM links, discount codes or on-chain wallet addresses to monitor traffic, registrations and transactions, and analyze interactive performance in combination with platform background data (Weibo, X Analytics, Telegram group statistics). Review KOL effects every week or month to optimize cooperation partners, content formats and event design.

Summarize

Chinese KOL marketing is a super engine for Web3 projects to quickly enter the Chinese market, build brand potential and community ecology. By accurately addressing pain points such as user trust barriers, high education costs, strict supervision, insufficient community participation, market competition, cultural differences and platform adaptation, KOL marketing helps projects stand out in a highly competitive environment. From X's hot spots to Telegram's community interactions, from Instagram's trend display to YouTube's in-depth reviews, Chinese KOLs transform complex technologies into stories that resonate with users through diversified content and multi-platform linkage, quickly build trust, lower education barriers and activate community participation. With professional tools such as ChainPeak Pro, projects can accurately screen KOLs, optimize content strategies and track results in real time to ensure efficient use of resources and achieve the transformation from traffic to long-term community value. Whether it is brand exposure, user growth or on-chain activity, Chinese KOL marketing injects strong momentum into Web3 projects, helping you shine in the Chinese market and seize the opportunity! Take action now, join hands with KOLs and ChainPeak Pro, and make your project the focus of the Chinese community!