2025 Web3 Brand Building Guide: How to Boost Brand Exposure with Chinese-Speaking KOLs

The rise of Web3 technology is reshaping the global digital economy, with blockchain, NFTs, DeFi, and GameFi emerging as innovation frontiers. The Chinese-speaking market (including mainland China, Hong Kong, Macau, Taiwan, Singapore, and Malaysia) boasts a massive user base, with over 15 million active users in 2024, accounting for a quarter of the global total. However, Web3 projects face challenges such as technical complexity, trust barriers, and scarce user attention. Traditional marketing methods struggle to break through. In 2024, Chinese-speaking regions saw an average of over 3,000 monthly Web3 promotions, with users spending just 8 seconds on average, highlighting the urgent need for effective exposure. Chinese-speaking Key Opinion Leaders (KOLs), with their cultural affinity, community influence, and creative content, have become a core force in boosting brand visibility.

This article provides a detailed guide to Chinese-speaking KOL marketing, outlining six key steps to maximize brand exposure, combining real-world case studies and practical strategies to create an efficient promotional path for Web3 projects in 2025. Whether a startup seeking user growth or an established project aiming to solidify market presence, KOL marketing is an indispensable strategic tool. Click to explore the state of Chinese-speaking KOL marketing

2025 Web3 Brand Building Guide

Define Clear Goals and User Personas

Establishing clear marketing goals is the foundation of KOL collaboration, and goals must be specific and measurable. An NFT project might aim to “add 10,000 on-chain wallet addresses in three months,” while a DeFi project could focus on “increasing topic discussions on the X platform by 50%.” Goals should align with the project’s stage: startups prioritize user education and community building, while mature projects emphasize on-chain transaction volume or brand loyalty. Clear goals guide KOL selection, content design, and campaign planning, requiring Key Performance Indicators (KPIs) such as social media engagement rates or on-chain registrations to ensure measurable outcomes. Defined goals enable brands to target suitable KOLs and promotional strategies more precisely.

User persona analysis is critical for precise targeting, requiring a deep understanding of the target audience’s region, age, interests, and platform preferences. User behaviors vary significantly in the Chinese-speaking market: mainland China users are active on Weibo and WeChat, enthusiastic about GameFi and short-form video content; Hong Kong, Macau, and Taiwan users prefer Instagram, focusing on the artistic value of NFTs; Southeast Asian users frequent LinkedIn, valuing DeFi investment potential. Analyzing social media data to understand user habits is key—for instance, The Sandbox targeted 18-35-year-old gamers, designing tailored content that increased registration rates by 20%. Persona analysis should also consider active times (e.g., mainland users are active in the evening) and content preferences (e.g., Southeast Asian users favor investment case studies), optimizing the promotional rhythm.

Select Suitable Chinese-Speaking KOLs

KOL selection should align with project needs and budget, with Chinese-speaking KOLs categorized into top-tier (over 500,000 followers), mid-tier (10,000-100,000 followers), and micro (fewer than 10,000 followers). Top-tier KOLs, such as crypto influencers on the X platform, are ideal for large-scale exposure but are costly ($2,000-$5,000 per post); mid-tier KOLs, like Web3 educational bloggers, offer high engagement rates (5-10%) at $100-$500, providing excellent cost-effectiveness; micro KOLs, such as community leaders on Bihu, are affordable (tens to hundreds of dollars) and suited for niche community promotion. When selecting, focus on follower authenticity (ideally over 80%), engagement rate (above 5%), and content relevance, prioritizing KOLs specializing in blockchain, NFTs, or DeFi to ensure professionalism and alignment with the project. High-quality KOLs maximize marketing impact!

The selection process should be gradual. Low-budget projects can test 3-5 mid-tier KOLs to evaluate content effectiveness before scaling up. A DeFi project attracted over 2,000 user registrations through a Weibo KOL’s educational article, confirming effectiveness before expanding to top-tier KOLs on the X platform. Budget allocation should balance 50% mid-tier, 30% micro, and 20% top-tier KOLs to achieve both broad exposure and precise conversions. Brands should regularly review KOLs’ historical content to ensure alignment with brand tone, avoiding generic entertainment accounts. Building long-term partnerships enhances KOLs’ understanding of the project, deepening promotional impact and effectiveness.

Develop a Differentiated Content Strategy

Content is the core of KOL marketing, requiring complex Web3 concepts to be transformed into relatable stories. Describing NFTs as “digital collectibles” or DeFi as a “decentralized bank” significantly improves user comprehension. Content formats should match platforms: X and Weibo are ideal for trending topic posts, such as “How Web3 Empowers Creators”; Telegram and Discord suit AMA livestreams to address user questions; Xiaohongshu and Instagram are perfect for visual NFT and GameFi promotions. Content must include clear calls-to-action (CTAs), such as “Click the link to join the airdrop,” and adapt to regional cultures: mainland users focus on metaverse visions, Hong Kong and Taiwan users value art collection, and Southeast Asian users prioritize financial returns.

To break through attention barriers, content must be innovative and address user pain points. In 2024, the average dwell time for Web3 promotions in Chinese-speaking regions was just 8 seconds, requiring KOLs to use storytelling or immersive experiences to captivate users. A GameFi project’s KOL-created article, “How Players Earn Money in Blockchain Games,” garnered 100,000 views in three days, boosting website traffic by 30%. Brands should collaborate with KOLs to craft scripts, providing project positioning and target user data to ensure professional and engaging content. Regularly review content drafts to avoid deviating from brand image or touching regulatory redlines, such as mentioning token profits. Innovative formats, like user stories or trending topic tie-ins, further enhance content appeal.

Choose Suitable Promotional Platforms

Platform selection directly impacts exposure and must align with user personas. The X platform excels in trending topic dissemination, with over 50 million monthly interactions for Web3-related posts in 2024; Telegram and Discord are core for community engagement, with over 8 million Chinese-speaking Web3 community users; Xiaohongshu and Instagram suit visual NFT and GameFi promotions, attracting young and female users; LinkedIn targets Southeast Asian users with DeFi investment case studies. Budget allocation should be 40% X, 30% Telegram, 20% Xiaohongshu and Instagram, and 10% LinkedIn, ensuring broad coverage and deep engagement.

Multi-platform synergy amplifies impact. An NFT project used KOLs to post trending topics on X, host airdrops on Telegram, and share visual content on Instagram, achieving a 50% exposure increase through three-platform linkage. Brands should consider user active times (mainland users peak at 8-10 PM, Southeast Asian users are active at noon) and content preferences (X users favor concise trends, Telegram users prefer in-depth interactions). Coordinate release schedules with KOLs, ensuring consistency across platforms, such as one daily X post and one weekly Telegram AMA. Analyze user feedback to adjust platform focus, increasing investment in high-conversion channels like Telegram if results are stronger.

Design Interactive Campaigns to Boost User Engagement

Interactive campaigns are key to increasing user retention and brand exposure. Airdrop campaigns promoted by KOLs can attract wallet registrations, with one GameFi project adding 20,000 on-chain users via airdrops. AMA livestreams hosted by KOLs on Telegram or Discord address project mechanics or profit queries, building trust, as seen in a DeFi project attracting over 5,000 participants through AMAs. NFT design contests, with KOLs promoting winning entries, ignite community enthusiasm. Campaigns should be simple, such as requiring users to repost or link wallets, with instant rewards (tokens or NFTs) to incentivize participation.

Campaigns must integrate seamlessly with KOL content. KOLs can introduce airdrop rules on X, update progress on Telegram, and attract more users. Budgets should be 20-30% of the total promotional budget to ensure cost-effectiveness. Interactive campaigns can boost community activity by 30%. Negotiate campaign details with KOLs to ensure their follower base matches the target audience, tracking results via unique links for metrics like wallet registrations or on-chain transactions. Post-campaign, KOLs can share summary content showcasing user participation, reinforcing brand impression and attracting potential users. Schedule an online meeting to customize your interactive campaign!

Data Monitoring and Optimization

Data monitoring is critical to ensuring marketing effectiveness, tracking metrics like exposure (views, website traffic), engagement (likes, comments, repost rates), and conversion (on-chain registrations, transaction volume). An NFT project found a KOL’s X post had high views but only a 1.5% conversion rate, improving to 5% after optimizing the CTA. Weekly data analysis identifies underperforming KOLs (engagement below 3%) for content adjustments or termination. Tools like Google Analytics track website traffic, blockchain explorers monitor on-chain conversions, and social media analytics assess engagement. Continuous monitoring helps brands identify issues and optimize strategies promptly.

Optimization should be dynamic. If a KOL’s X post has low engagement, try more compelling titles or trending topics; if Telegram AMA participation is low, enhance rewards or refine scripts. Data-driven optimization can improve overall ROI by 20%. Maintain regular communication with KOLs, sharing data feedback to collaboratively improve content or campaign designs. If an airdrop campaign has low participation, adjust reward rules or increase KOL promotion frequency. Through continuous optimization, brands can ensure resources are allocated to high-return channels, maximizing exposure.

Case Studies

Case Study 1: The Sandbox NFT Project

The Sandbox leveraged top-tier X platform KOL @CryptoKOL to promote its metaverse NFT land sales, posting a series describing NFTs as “virtual real estate” and hosting Telegram AMA events, attracting over 8,000 wallet registrations and $1.5 million in on-chain transactions. The KOL’s real estate investment analogy resonated with users’ interest in virtual world value, achieving a 7.5% engagement rate, far above the industry average. Success came from multi-platform synergy: X sparked buzz, Instagram showcased visual land designs, and Telegram built trust through airdrops and AMAs, significantly boosting brand exposure.

Case Study 2: Axie Infinity GameFi Project

Axie Infinity used mid-tier Weibo KOLs to publish “play-to-earn” educational articles, paired with Telegram airdrop campaigns, attracting 15,000 participants and boosting community activity by 40%. The articles focused on “how blockchain games enable financial freedom,” targeting 18-30-year-old gamers, garnering 120,000 views in three days. KOLs updated campaign progress on X, achieving over 10,000 reposts. Success stemmed from precise user persona targeting and multi-platform synergy: Weibo attracted new users, X amplified buzz, and Telegram enhanced retention through airdrops and AMAs.

Conclusion

Chinese-speaking KOLs are a core driver for boosting Web3 brand exposure, enabling efficient user reach and trust-building through six key steps: defining goals, selecting KOLs, crafting content, choosing platforms, designing campaigns, and optimizing with data. The success of The Sandbox and Axie Infinity demonstrates that precise KOL collaborations, multi-platform synergy, and creative interactive campaigns significantly enhance user conversion and community activity. The localized expression and fan influence of Chinese-speaking KOLs effectively lower Web3’s technical barriers, sparking user enthusiasm through storytelling and immersive experiences, delivering sustained buzz and growth for brands.

In 2025, the Chinese-speaking Web3 market is expected to see further growth, with KOL marketing as a strategic engine for brand breakthroughs. Facing challenges like content homogenization and fake traffic, brands must prioritize compliance, innovation, and data-driven operations. Through scientific planning and continuous optimization, projects can leverage KOLs’ cultural resonance and community influence to build a compelling brand image, seize market opportunities, and lay a solid foundation for long-term Web3 success.

Frequently Asked Questions

1.How can I quickly find suitable Chinese-speaking KOLs?

Focus on follower authenticity (ideally over 80%), engagement rate (above 5%), and Web3-related content. Test 3-5 mid-tier KOLs to confirm effectiveness before scaling up, prioritizing blockchain experts like Chainpeak.

2.How can low-budget projects choose KOLs?

Opt for mid-tier KOLs ($100-$500 per post) with high engagement and cost-effectiveness. Allocate budget as 60% mid-tier, 30% micro, and 10% top-tier, testing micro KOLs initially to reduce costs.

3.How to design engaging KOL content?

Simplify Web3 concepts into localized stories (e.g., NFT = digital collectibles), include CTAs, and use visuals or livestreams. Tailor content to regional cultures, like metaverse focus for mainland users or DeFi returns for Southeast Asia.

4.What are the advantages of collaborating with KOLs through ChainPeak?

As an agency, we offer bulk negotiation power, providing prices far below direct project deals. Long-term partnerships enjoy customized packages and annual discounts, saving over 30% in costs.

5.How to evaluate KOL marketing effectiveness?

Monitor exposure (views), engagement (likes/comments), and conversion (on-chain registrations/transactions). Analyze data weekly, optimizing underperforming KOLs by adjusting content or switching partners.

Additional resources you may need:

View influencer list: https://chainpeak.pro/

Official Twitter: https://twitter.com/chainpeak

Global KOL resource group: https://t.me/globalcryptokol

Global moderator resource group: https://t.me/web3modglobal