Web3 technology is sweeping the globe, with blockchain, Non-Fungible Token, DeFi, and GameFi leading a new digital economic trend. The Chinese-speaking market (covering mainland China, Hong Kong, Macau, Taiwan, Singapore, etc.) has over 15 million active users, accounting for a quarter of global Web3 users. However, technical complexity, trust barriers, and scarce user attention (averaging only 8 seconds in 2024) make brand promotion challenging. Chinese-speaking key opinion leaders (KOLs) leverage cultural resonance and fan influence as a powerful tool for Web3 projects to break through barriers and ignite brand exposure. This article provides a practical 2025 KOL marketing guide for Web3 projects through six steps, combining cases and data to help build a highly sticky Chinese-speaking community from scratch. Want to unlock the brand promotion guide?Click to view the full text
Anchor Targets, Precise Profiling
Clarifying marketing goals is the starting point for KOL collaboration. Startup projects can set "adding 5,000 on-chain users in 3 months," while mature projects focus on "increasing platform topic heat by 30%". Goals need to be quantifiable, paired with KPIs (such as engagement rate, registration numbers) for tracking. User portraits are key to precise targeting: mainland users are passionate about GameFi, active on Weibo; Hong Kong, Macau, and Taiwan users focus on Non-Fungible Token art, preferring Instagram; Southeast Asian users value DeFi returns, often browsing LinkedIn. Analyze user active times (mainland evening 8-10 PM) and content preferences (like short videos) to optimize promotion rhythm. For example, The Sandbox improved registration rates by 20% by targeting 18-35-year-old gamers with customized content.
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