Chinese KOL Marketing: The Best Strategies for Building a Long-Term Stable Web3 Brand Image

As Web3 technologies surge in 2025, fields like blockchain, decentralized finance (DeFi), NFTs, and GameFi are rapidly capturing global attention, particularly in China—one of the world’s largest and most promising digital markets. According to DappRadar’s latest data, the global Web3 market is projected to exceed $500 billion in 2024, with China accounting for approximately 25% of the share. Behind this massive market lies a group of investors and users eager for new opportunities, curious about Web3 projects, yet overwhelmed by information overload and decision-making challenges.


In this fiercely competitive landscape, how can a project secure a place in users’ minds and earn their long-term trust and support? This is a critical question every Web3 project must address. When targeting the Chinese-speaking market, navigating strict regulatory policies, intense competition, and complex cultural differences makes effectively communicating a brand’s core values and establishing a stable brand image a vital challenge. Research shows that 80% of Chinese users trust KOL recommendations far more than traditional advertising. By collaborating with Chinese-speaking KOLs, Web3 projects can break through information barriers, build greater trust, and mitigate confusion and decision delays caused by information overload. However, many Web3 projects fail to fully understand how to select the right KOLs based on their target audience’s needs, leading to poor brand exposure or even user attrition.


This article dives deep into the user profiles and preferences of the Chinese-speaking Web3 market, offering practical suggestions and actionable methods to help your project stand out in a complex and dynamic environment, seizing market opportunities.


User Profiles and Preferences in the Chinese-Speaking Web3 Market

The Chinese-speaking Web3 market is diverse, with users primarily categorized into the following groups:


Tech-Savvy Users

These users are highly interested in and knowledgeable about blockchain technology, smart contracts, and decentralized applications. They prioritize a project’s technical innovation and real-world applications, valuing the technical strength and transparency of the development team. When choosing Web3 projects, they focus on technical details, open-source code, whitepaper content, and the activity level of the technical community. To appeal to these users, brands should emphasize technical innovation and leverage KOLs to share in-depth technical content or development updates to build trust and engagement.


Tech-savvy users favor projects with high innovation and transparency. They care about technical strength and development roadmaps over short-term financial returns, often engaging directly with technical teams to understand project details and progress.


Investment-Oriented Users

This group focuses on the investment potential of Web3 projects, particularly token economics, liquidity, and market performance. They rely on KOLs for market trend analysis and insights into token appreciation potential. Brands must showcase their commercial value and investment returns through KOLs to attract these users. Highlighting project stability, future prospects, and the team’s business strategy is crucial for building trust.


Investment-oriented users prefer projects offering clear investment opportunities and returns. Token economics, market potential, and the team’s business background are key factors, with data-driven reports, accurate market trends, and long-term development plans being critical to their decision-making.


Entertainment-Driven Users

With the rise of NFTs and GameFi, entertainment-driven users, especially younger audiences, are a growing segment of the Web3 market. They engage through decentralized digital art and blockchain games for entertainment and social interaction. These users prioritize a project’s fun, interactivity, and social features. Brands should focus on social and entertainment aspects, using KOLs to host online events, game challenges, or interactive campaigns to boost engagement and community stickiness.


Entertainment-driven users value fun, interactivity, and social features, often participating in KOL-led activities like online game challenges or NFT airdrops, driven by their interest in entertainment and social engagement.


How to Build a Long-Term Stable Web3 Brand Image?

In the competitive Web3 market, building a brand image requires more than one-off campaigns—it demands a long-term strategic approach to establish trust and user loyalty. Below are key strategies to help Web3 projects achieve this through targeted efforts:


Define a Clear Brand Positioning and Core Values

In the Web3 space, projects must clearly articulate their positioning and communicate their core values and vision. Whether focused on DeFi, NFTs, or GameFi, brands should leverage KOL marketing to highlight their innovation and market influence. Emphasizing technical innovation, user benefits, and security through KOL content—such as technical deep dives or team interviews—can enhance a brand’s professionalism and authority.


Sustain Community Building and User Interaction

A Web3 project’s success hinges on an active and loyal community. Community building should go beyond short-term promotions, focusing on ongoing interaction and co-creation. Through KOL collaborations, projects can organize AMAs, polls, or airdrops on platforms like Telegram and Discord to foster engagement, gather user feedback, and refine development and operations. KOL-led community activities not only boost participation but also deepen emotional connections, enhancing brand loyalty.


Establish Long-Term KOL Partnerships

Long-term KOL collaborations ensure brand consistency and continuity. Web3 projects can partner with multiple KOLs for regular content releases and joint events to increase exposure and trust. KOLs can adapt content strategies to align with the brand’s long-term goals, maintaining message consistency. Such partnerships enhance brand stability, drive innovation, and improve user perception and affinity.


Want to Know How to Select the Right KOLs?

A detailed guide on KOL selection is worth exploring!


Data-Driven Content Optimization and Performance Tracking

Web3 projects must use data analytics to track marketing effectiveness. By analyzing KOL campaign data, brands can identify high-performing content and activities, optimizing strategies to improve conversion rates and engagement. Leveraging KOL influence and social platform interaction data allows brands to precisely assess brand-building progress and impact.


Avoid Blind Trend-Chasing and Maintain Brand Uniqueness

The Web3 market is highly competitive, and many projects fall into the trap of chasing short-term trends. To ensure a stable brand image, projects must maintain uniqueness and consistent branding. When collaborating with KOLs, ensure content reflects the project’s unique value rather than merely following market fads. A distinct brand identity and sustained innovation help projects stand out and earn long-term user support.


Conclusion

Building a long-term stable Web3 brand image hinges on understanding and addressing the needs of diverse user types. Tech-savvy users demand innovation and transparency, investment-oriented users focus on commercial value and returns, and entertainment-driven users seek engaging, interactive experiences. By partnering with suitable Chinese-speaking KOLs, brands can tailor content to these preferences, boosting recognition and loyalty.


Through technical deep dives, investment potential showcases, and entertaining activities, Web3 projects can establish a robust and lasting brand image. As the Web3 ecosystem expands, crafting a brand that resonates with diverse user preferences will not only help projects stand out in a crowded market but also ensure long-term growth and sustainability.


FAQs

Q1: How to choose the right KOLs for different user types?

Selecting KOLs requires understanding their audience and content style. Choose KOLs whose followers align with your target users to maximize marketing impact.


Q2: How to ensure KOL content aligns with the brand image?

Establish long-term KOL partnerships and clearly define brand values, project positioning, and marketing goals. Collaborate on content plans to ensure consistency while allowing KOLs creative flexibility to maintain authenticity.


Q3: How to measure the effectiveness of Web3 brand marketing?

Measure success through user engagement (likes, comments, shares), user growth (registrations, activity), and brand exposure. On-chain data provides precise feedback, enabling real-time strategy adjustments.


Q4: What are the advantages of using ChainPeak for Chinese KOL marketing?

ChainPeak offers bulk pricing advantages, significantly lower than individual negotiations. Long-term partnerships unlock customized packages and annual discounts, saving over 30% in costs.


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