Must-Read for Web3 Projects: A Comprehensive Guide to KOL Strategies for Cold Start, Presale, and TGE Phases

In the development of Web3 projects, the Cold Start, Presale, and Token Generation Event (TGE) phases are the most strategically critical stages. Each phase carries distinct goals and challenges: the Cold Start determines whether a project can gain initial traction and attract seed users, the Presale phase directly impacts funding inflow and market trust, and the TGE is the pinnacle of network-wide buzz and trading momentum.

However, many teams make recurring mistakes during execution: blindly chasing big-name influencers during the Cold Start, resulting in high costs with minimal returns; relying on simplistic content during the Presale, failing to convince potential investors; or mismanaging the promotional rhythm during TGE, missing the golden window for building hype. These missteps not only waste valuable resources but can also marginalize a project in the fiercely competitive crypto market.


In this context, designing and executing a phased KOL combination strategy is crucial. KOLs are not just amplifiers of information but also catalysts for market trust. Each phase has unique goals, audiences, communication formats, and budget allocations. By precisely matching KOL types and content strategies to each phase, projects can create a complete marketing loop from Cold Start to TGE, enabling a leap from zero to a successful launch.

Below, we break down the KOL strategies for each phase, sharing practical insights to help you avoid pitfalls and boost conversion rates.


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Cold Start Phase


Prioritize Mid-Tier Vertical KOLs


In the Cold Start phase, avoid chasing million-follower influencers right away. Mid-tier KOLs in niche verticals (e.g., DeFi, GameFi, NFT) may have smaller audiences but offer more precise targeting and higher conversion rates. These KOLs hold deep influence in specific sectors, making them cost-effective for building early credibility and community trust. Why focus on mid-tier KOLs? Download the in-depth analysis report.

Create a list of vertical KOLs and collaborate through AMAs or content co-promotions, prioritizing engagement rates over raw follower counts.


Leverage Community-Driven KOLs


Administrators and active contributors in Discord channels or Telegram groups often wield more influence than traditional media. During the Cold Start, invite them to participate in beta tests or secure whitelist spots, encouraging them to share their experiences within their communities. These opinion leaders have strong trust with their members, significantly boosting user participation.

Offer exclusive invite codes or reward mechanisms to track conversion performance.


Content-Driven Value Sharing


The goal in the Cold Start phase isn’t immediate sales but establishing authority. Partner with content creators to produce educational content like “What is [Project Name]?” or “Why We’re Building in This Sector.”

Publish this content on platforms like Twitter and Medium to build early knowledge deposits, attracting potential users and improving SEO rankings.



Presale Phase


Targeted Collaboration with Top-Tier KOLs


The Presale phase demands rapid market awareness. Partner with top-tier KOLs who have a proven track record of endorsing similar projects. These influencers bring strong exposure and access to investor networks, helping you reach a broader audience quickly.

Execute through in-depth Twitter threads, YouTube review videos, or invitations to offline/online launch events.


Build a Content Matrix


Instead of simple retweets or shoutouts, create multifaceted, in-depth content. For example, have KOLs produce an “Investor’s Guide” video series covering project background, tokenomics, team strengths, and future roadmaps in chapters.

This approach builds investor trust and aggregates keywords for better search engine visibility.


Media and KOL Synergy


Combining media coverage with KOL endorsements enhances credibility. Start with PR articles on platforms like CoinTelegraph or CoinDesk, then have KOLs share and comment on these articles in their channels. This “news + opinion” combo quickly establishes dual trust among investors.



TGE Phase Learn More: How to Build Buzz Before TGE Without a Token


Cross-Platform Explosive Marketing


TGE is the prime window for network-wide exposure. Collaborate with cross-platform top-tier KOLs to post synchronized launch countdowns and exchange announcements on Twitter, TikTok, YouTube, and Instagram. High-density exposure in a short period creates a strong “fear of missing out” (FOMO), driving trading volume.


Live Price and Market Sentiment Broadcasts


Invite KOLs to host live streams or Twitter Spaces on TGE day, sharing real-time token price updates, trading volume trends, and market feedback to generate excitement. Incorporate “early supporter success stories” to motivate hesitant users to act.


Multilingual Coverage


For global projects, engage multilingual KOLs in crypto-active regions like Southeast Asia, North America, Europe, and Japan/Korea. Short videos and localized news updates spread faster than long-form content, breaking language barriers and attracting diverse trading audiences.



Common Mistakes and How to Avoid Them


Mistake 1: Blindly Chasing Big Influencers in Cold Start


Many teams assume bigger KOLs are better and spend heavily on million-follower influencers during the Cold Start. However, these KOLs often have broad but less targeted audiences, leading to high costs and low conversions. Instead, focus on mid-tier vertical KOLs whose followers align with your target users, offering cost-effective and reputation-building results.


Mistake 2: Simplistic Content in Presale


Some projects rely solely on announcement retweets or basic shoutouts during Presale, which fail to build investor trust or create valuable search engine content. Use a mix of in-depth content, authoritative media coverage, and community engagement to boost investor confidence and participation.


Mistake 3: Delayed Information During TGE


TGE is the golden window for market buzz, but disorganized scheduling or unprepared materials can lead to missed opportunities. Plan the full promotional schedule two weeks before TGE, including KOL posts, exchange announcements, and media releases, to ensure synchronized impact on launch day.



Summary


From Cold Start to TGE, a KOL strategy is the backbone of Web3 project promotion. The Cold Start builds a core seed community with cost-effective, targeted outreach; the Presale establishes investor trust through top-tier KOLs, deep content, and media synergy; and TGE maximizes network-wide buzz and trading momentum. Each phase is interconnected and indispensable.


In execution, teams must select the right KOL types, plan content formats, allocate budgets wisely, and maintain a consistent promotional rhythm. Avoiding common pitfalls like overspending, simplistic content, or delayed messaging is critical to success. Planning a full-cycle KOL strategy 3–6 months in advance, paired with data-driven optimization, unlocks maximum market potential at key moments.


The ultimate goal isn’t just TGE trading volume but sustained brand building and user retention, fostering a healthy community and long-term value. With the right strategy, your project can shine at launch and establish a lasting foothold in the competitive crypto landscape.



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Frequently Asked Questions


Q1: What’s the main difference between Cold Start and Presale phases?

The Cold Start focuses on building a seed community and reputation through precise outreach, while the Presale aims to expand market awareness and drive investment conversions with diverse content and channels.


Q2: How to measure KOL ROI during TGE?

Evaluate through TGE-day trading volume, changes in token holder addresses, and positive social media sentiment. Significant short-term improvements indicate effective strategies.


Q3: Can the same KOLs be used across phases?

Yes, but vary the collaboration format and content per phase (e.g., AMAs in Cold Start, in-depth reviews in Presale, live streams for TGE) to maintain user engagement.


Q4: How to prioritize budget allocation with limited funds?

Prioritize precise outreach in the Cold Start and trust-building in the Presale, as these lay the foundation for TGE success. Leverage organic media and community buzz to amplify TGE impact.


Q5: What are the advantages of collaborating with KOLs through ChainPeak?

ChainPeak offers bulk negotiation power, securing lower rates than direct KOL outreach. Long-term partnerships provide customized packages and up to 30% cost savings.



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