Practical Guide to Chinese Media Promotion for Web3 Projects: Budget, Contacts, and Pitfalls to Avoid

In the Web3 industry, achieving brand visibility in the Chinese-speaking market is critical. Chinese-language crypto media serves as a vital bridge connecting projects with Chinese-speaking audiences, playing a key role in establishing credibility and influence. Compared to overseas social media platforms, Chinese media can effectively reach domestic users, investors, and partners, bridging the information gap. For brand promotion, media publications offer a third-party perspective that lends credibility, helping projects gain prominence in the industry and attract broader attention. Whether it’s DeFi, NFT projects, or B-end teams such as infrastructure, public chains, wallets, or exchanges, leveraging Chinese media to publish announcements or in-depth articles is essential for effectively communicating project highlights to the Chinese-speaking community.


However, executing a media campaign involves numerous practical details and potential pitfalls that require careful consideration. From selecting the right media type and estimating budgets to securing official contact channels and avoiding intermediary traps, project teams need to be well-prepared. This article, based on real-world experience, provides a comprehensive guide for domestic and international Web3 projects looking to promote through Chinese news media, helping teams achieve optimal results with minimal costs.


Overview of Mainstream Chinese Media Types

In the Chinese crypto industry, there are several types of media channels available for promotional campaigns. Based on content format and positioning, they can be broadly categorized as follows:


Newsflash Media

Newsflash media focuses on delivering brief news updates and market developments in real time. These platforms are characterized by high-frequency, 24/7 news updates, covering market trends, funding announcements, and major events. Each piece is short, prioritizing timeliness. These outlets attract a broad audience, including industry newcomers and investors. Notable examples include Jinse Finance and Bishijie, which feature dedicated newsflash sections with minute-by-minute updates on industry news. Emerging platforms like Foresight News and BlockBeats also offer 24/7 news streams, ensuring readers stay informed of the latest developments.


The advantage of newsflash media lies in its fast dissemination and wide reach. For projects with significant announcements (e.g., exchange listings, funding completions, or product launches), newsflash channels are ideal for quick exposure. However, the content is typically shallow and brief, making it unsuitable for conveying complex information, and reader engagement is often short-lived. Newsflash placements are best used as a supplement for immediate visibility, suitable for campaigns aiming to capture market attention in a short timeframe.


In-Depth Article Media

In-depth media focuses on original reports, interviews, and analytical research, emphasizing content quality and professional insight. These platforms are typically operated by seasoned industry professionals and cater to professional readers and B-end audiences, offering high-information-density content. Examples include PANews, ChainCatcher, Odaily (Star Daily), and TechFlow. These outlets frequently produce industry research, project interviews, and policy analyses, making them go-to sources for investment institutions and developers.


The strength of in-depth media lies in its credibility and high reader engagement. Projects published on these platforms are more likely to earn the trust of industry insiders. Securing an exclusive interview or in-depth review from such media can yield better results than simple advertisements. However, these platforms have stringent content requirements, demanding substantial, newsworthy material, and their review cycles can be longer. This channel is ideal for projects with significant milestones, technical highlights, or in-depth perspectives, helping establish a professional image.


Video and Interview Media

With the rise of short videos and live streaming, many blockchain media and KOLs have embraced video content. Video-based media includes live interviews, online AMAs, podcasts, and educational short videos on platforms like Bilibili and Douyin. These channels offer more intuitive and engaging communication, allowing audiences to learn about projects through visual and audio formats. For instance, BlockBeats hosts video columns and podcasts, regularly inviting project teams for discussions, while PANews organizes Twitter Spaces for real-time community engagement. Additionally, independent KOLs on platforms like Zhihu and Bilibili run columns or livestreams, explaining blockchain trends in accessible language.


Video channels excel in interactivity and approachability. Audiences can ask questions via comments or live chats, enabling projects to respond in real time and foster community participation. Compared to text-based reports, video interviews are more likely to gain traction on social media for secondary dissemination. However, video production is relatively complex, with costs including filming and editing, and audience engagement depends on viewing duration. Projects with significant updates or compelling stories can use video or livestreams to showcase their narrative, while early-stage projects can incorporate video campaigns to diversify their promotional approach.Explore recommended Web3 news media platforms


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Reference Budget Ranges for Different Media Types

The cost of media campaigns varies significantly depending on the type, and projects need to plan carefully based on their needs and budgets. Below is a reference for common media placement costs, categorized by exposure and content depth:


Newsflash/Short Announcements

These are relatively low-cost. Publishing a short announcement or newsflash typically ranges from a few hundred to a few thousand RMB. High-traffic platforms may charge slightly more for homepage placements, but costs remain lower than long-form articles. Some platforms offer self-service submission channels for low-cost publishing. For example, Jinse Finance’s “self-media zone” allows registered users to submit content, and some agencies offer random account submission services for as low as ~20 RMB per article (though these cannot include contact details and have lower credibility). Overall, newsflash budgets depend on platform traffic and placement prominence, starting at a few hundred RMB, with one to two thousand RMB often sufficient to cover top-tier newsflash sites.


In-Depth Articles

These fall in the mid-to-high cost range. Publishing a branded article or interview on mainstream in-depth media typically requires a budget of several thousand RMB. Depending on the platform’s influence and article type, costs generally range from 3,000 to 10,000 RMB. For example, a homepage feature on a leading media outlet might approach five figures, while secondary platforms may charge a few thousand. Deeper content and more prominent placements increase costs. If the media is tasked with writing an in-depth report (beyond simple submission), additional coordination and writing fees may apply. Translation costs should also be considered: if source materials are in English and the media does not provide translation, professional translation services will be needed.


Video Interviews/Events

Costs vary widely depending on the format. Participating in a media-organized online livestream or interview is typically charged per session, ranging from a few thousand to tens of thousands of RMB, depending on duration and the platform’s audience size. Producing customized video content (e.g., promotional videos or edited interviews) is more expensive, potentially costing tens of thousands of RMB, including filming and post-production. Paid AMAs hosted by KOLs may also cost a few thousand RMB. Projects should weigh the video’s potential impact against their overall marketing budget.

Note that these are market reference ranges, and actual quotes may fluctuate based on market conditions and collaboration details. During bullish market periods, media rates can skyrocket, with some top-tier outlets quoting tens of thousands or even close to 100,000 RMB per article (sometimes paid in tokens). In bearish markets, rates tend to drop, offering more room for negotiation. Projects are advised to compare multiple quotes: contact official media channels for pricing or explore package deals through reputable promotion platforms, which often offer institutional discounts.


Mainstream Media Websites and Contact Information

Once the promotional strategy is clear, the next step is to directly engage with official media channels. The table below compiles the Chinese and English names, official websites, and contact methods for several leading Chinese crypto media outlets, enabling projects to quickly access verified cooperation channels:

Note: The above contact information is sourced from the media outlets’ official public channels. When contacting via email, prepare project details and campaign objectives. For WeChat, clearly state your identity and cooperation intent.


Using official channels ensures direct communication with the media, avoiding inflated prices or miscommunication. Prepare bilingual materials (project introduction, draft press release, etc.) and politely express your intent to submit or seek coverage. Once the media confirms interest, discuss content format, publication timing, and pricing details.


Collaboration Process and Key Considerations

When working directly with media for promotional campaigns, the typical process involves the following steps, with key considerations to keep in mind:

  1. Submit Draft/Materials: Provide the content to be published, typically a press release or interview draft, accompanied by high-quality images. Ensure the content is clear, accurate, and avoids overly promotional language. If the draft is in English, prepare a high-quality Chinese translation, as most Chinese media do not publish English content.
  2. Media Review: The media’s editorial team will review and polish the content, which may take 1–3 days. Newsflash articles are reviewed quickly, often within hours, while in-depth articles undergo more thorough scrutiny. Reviews focus on content authenticity (avoiding false claims), compliance (no ICO or Ponzi scheme implications), and format adherence. Projects should familiarize themselves with regulatory redlines, avoiding sensitive terms like “guaranteed returns” or “fundraising profits.”
  3. Revisions and Formatting: The media may suggest revisions, such as adding sources, removing promotional language, or excluding contact details. Most media prohibit direct inclusion of contact information or links (e.g., Telegram or WeChat group QR codes) to maintain neutrality. Official website links are typically included as plain text or source notes. Cooperate with the media to finalize revisions and formatting.
  4. Publication Confirmation: Once approved, the media will schedule the publication. If a specific release date is needed (e.g., to align with a major event), coordinate with the media in advance. Upon publication, the content is typically shared across the media’s website, app, and WeChat account. Monitor the release timing and amplify the article’s reach by sharing it on your official community or social media channels.
  5. Payment Settlement: Pay fees as per the agreement. Some media use third-party agents who may require upfront payment, while direct official collaborations may involve post-publication payment or contracts. Use official payment channels and verify invoices or receipts. Be cautious of requests for payments to personal accounts and confirm the recipient’s legitimacy. Reputable media typically offer secure, transparent payment methods.

Key Considerations: After publication, verify the content for accuracy and contact the editor immediately if corrections are needed. Check whether the article is labeled as “advertising” or “sponsored content,” as some platforms mark paid content for transparency. For projects prioritizing long-term credibility, this is an important consideration.


Overall, media collaborations require proactivity, patience, and respect for professional standards. Adhering to media content guidelines fosters strong relationships, paving the way for future collaborations like exclusive interviews or feature stories.


Summary

For Web3 projects in the early stages of market expansion, targeted promotion outperforms broad, scattershot approaches. Selecting media that aligns with your project’s positioning and engaging directly with official channels is often more effective than chasing widespread coverage. A well-placed, thoughtful article in a core audience-focused outlet can generate more reputation and attention than simultaneous posts across numerous low-quality channels. Promotional strategies should be rational: with limited budgets, focus on key platforms and build influence gradually, rather than seeking overnight fame.


Chinese media promotion is a practice that requires continuous exploration. This guide’s budget references, contact information, and tips for avoiding pitfalls aim to support project teams in their brand promotion efforts within the Chinese-speaking market. Staying attuned to media ecosystem changes and adjusting strategies accordingly will help projects stand out and gain traction in the competitive crypto industry. We hope every dedicated team can leverage media promotion effectively, tell their story well, and achieve impactful results with minimal effort.


Frequently Asked Questions (FAQ)

Q1: How should I assess my project’s promotion budget?

A1: Budget allocation depends on your project stage and promotional goals. Typically, allocate 20–30% of your marketing budget to media promotion. For simple announcements, a small budget (under 1,000 RMB) can achieve basic exposure via newsflash channels. For deeper engagement with core audiences, allocate several thousand RMB for articles in leading media outlets.


Q2: What are the advantages of promoting through ChainPeak?

A2: As an agency, we have bulk pricing power, offering rates significantly lower than individual negotiations. Long-term partnerships can enjoy customized packages and annual discounts, saving over 30% on costs.


Q3: How much does it cost to publish an article on these Chinese media platforms?

A3: Depending on the platform, article publication typically costs 1,000–5,000 RMB. High-visibility placements or pinned articles may cost more.


Q4: How can I measure an article’s ROI?

A4: Evaluate ROI through metrics like page views (PV/UV), keyword SEO rankings, user click behavior, registration conversions, and community feedback. Allow time for the article to gain traction.


Q5: How do I choose the right Chinese media?

A5: Select based on your target audience. For technical/investment audiences, choose ChainCatcher or BlockBeats; for general or beginner audiences, consider Baihua Blockchain or Odaily. Consult ChainPeak for tailored media recommendations for your project.


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