Unveiling the Top KOL Strategies Used by Leading Web3 Projects in 2025

The crypto market in 2025 continues to evolve rapidly. According to the latest data from Messari and CoinGecko, the number of active Web3 wallets globally has surpassed 500 million, a 43% year-over-year increase. Meanwhile, user acquisition costs (CAC) are rising: the average cost to acquire a new wallet user was $12 in 2023 but has climbed to nearly $19 in 2025. This signals a dilution of ROI for traditional advertising models.


More crucially, crypto users increasingly trust community word-of-mouth and KOL recommendations over brand self-promotion. A Chainalysis survey reveals that over 64% of new users discover a Web3 project through community or KOL shares, while pure ad click-through rates are below 0.9%. This is why top Web3 projects in 2025 have made KOL collaborations a cornerstone of their market strategies.


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KOL Strategies of Top Web3 Projects


Shift from Mega-Influencers to Micro-KOLs


In the past, brands chased million-follower influencers, but data shows their conversion rates are declining. In 2025, micro-KOLs with 1,000–50,000 followers have become the go-to choice. These KOLs enjoy high trust in niche communities, with content engagement rates 3–5 times higher than mega-influencers and more cost-effective partnerships.


Top projects allocate budgets across multiple micro-KOLs, penetrating communities to acquire targeted users. This approach reduces per-user acquisition costs and allows flexible testing of market receptivity.


Interested in learning more? Has the Era of Mega-Influencers Ended? What Crypto Brands Are Doing


Multi-Platform Content Marketing


In 2025, user acquisition rarely succeeds on a single platform. Top projects create a traffic loop across Twitter, YouTube, Telegram, Discord, and decentralized platforms like Lens. For example, they spark trending topics on Twitter, release in-depth videos on YouTube, guide users to Telegram for AMAs, and retain core users on Discord.This multi-touchpoint strategy shortens the path from “awareness” to “trust,” as users encounter the brand across various contexts.


Data-Driven and On-Chain Validation


Top projects in 2025 no longer rely on KOLs’ self-reported metrics. Instead, they use on-chain analytics tools like Nansen and Dune to verify real influence—e.g., checking if a KOL’s audience engages in transactions, holds tokens, or joins NFT projects. This prevents fake traffic and bot-driven metrics.

This approach makes campaigns measurable and trackable, enabling brands to optimize budgets toward high-value partnerships.



KOL Collaboration Models of Top Web3 Projects


Long-Term Brand Ambassador Programs


In the crypto industry, brand recognition requires time and consistent trust-building. One-off collaborations often yield only fleeting traffic spikes, quickly drowned out by new information. Long-term brand ambassador programs create deep alignment, with KOLs producing ongoing content, engaging communities, and reinforcing brand values over six months to a year. This allows KOLs to deeply understand the project and fosters stable brand impressions among their audiences.


These programs involve multi-dimensional participation:

  • Content: Ambassadors regularly create high-quality original content, such as tutorials, opinions, or product experience shares.
  • Community: They actively participate in Telegram and Discord, answering questions and reducing onboarding friction for new users.
  • Project Involvement: They join beta testing or governance, influencing product direction and becoming “insiders” in the ecosystem.

This role shift from external endorser to ecosystem member naturally boosts user trust. Long-term programs also allow flexible adjustments across phases—e.g., focusing on feature testing during product development and brand storytelling during market expansion. This keeps content fresh and sustains user engagement.

Why are long-term collaborations ideal for Web3 growth? Download the in-depth analysis report


Co-Hosted Events and Online Hackathons


In Web3, events are not just acquisition tools but drivers of community engagement and brand connection. Co-hosting events with KOLs sparks community enthusiasm, as they serve as both promoters and organizers. Instead of merely asking KOLs to share event details, top projects involve them in planning, leveraging their creativity and resources to align with audience interests.

This unfolds in three phases:

  1. Pre-Event Hype: KOLs build anticipation through social media and community posts.
  2. Event Execution: KOLs act as hosts, guests, or mentors, creating immersive experiences via real-time interactions.
  3. Post-Event Follow-Up: Recap content and highlights extend the event’s impact, sustaining discussions and participation.

The advantage is multi-touchpoint engagement—users see event info in KOL content and interact with them during the event, strengthening brand recall and affinity. Event content also becomes reusable marketing material, creating sustainable assets.


Token and NFT Incentive Collaborations


In Web3, aligning user and project interests through incentives accelerates engagement. Offering tokens, limited NFTs, or whitelist spots boosts KOL motivation and drives community participation. Compared to cash payments, these incentives align with crypto users’ expectations, positioning them as direct beneficiaries of project growth.

Incentive structures are often dual-sided:

  • KOL Rewards: Tied to actions like creating high-quality content or driving on-chain interactions.
  • Community Benefits: Exclusive airdrops, early access, or limited NFTs for followers.

This “dual-binding” model enhances KOL commitment and user enthusiasm. Moreover, tokens and NFTs themselves spark discussion—e.g., limited NFT drops or airdrop rules generate organic buzz, creating a self-spreading effect that strengthens user connections.



KOL Strategy Differences Across Markets (West vs. Asia)


KOL Strategy Features in Western Markets


In the West, KOL collaborations prioritize professionalism and credibility. Users follow thought leaders with years of niche expertise, valuing consistent content and independent perspectives over short-term hype.

  • Content Style: In-depth analyses, industry insights, and data-driven long-form posts or videos (e.g., market trends, technical breakdowns, governance evaluations). Users are persuaded by rational, logical content.
  • Platform Choices: Twitter (now X), LinkedIn, and YouTube dominate, with LinkedIn excelling for B2B and investor outreach.
  • Collaboration Models: Long-term co-creation, such as regular columns, technical interviews, or industry roundtables, outperforms one-off campaigns.
  • User Mindset: Sensitive to transparency and compliance, users seek data and evidence before investing or engaging.

Want to know how Western projects can break into Asia? Unlock the full guide


KOL Strategy Features in Asian Markets


In Asia, KOL collaborations focus on community engagement and interactive experiences. Users prefer immersive, real-time community activities and are eager to participate in tasks, events, or lotteries to connect with projects.

  • Content Style: Emotional, narrative-driven, and interactive content, often using visuals, short videos, or GIFs for accessibility and engagement.
  • Platform Choices: Vary by region—Twitter and LINE in Japan, KakaoTalk and Naver in South Korea, and Facebook, Telegram, and YouTube in Southeast Asia.
  • Collaboration Models: AMAs, time-limited challenges, NFT airdrops, or event hosting. KOLs act as community organizers and vibe creators.
  • User Mindset: Users spend time interacting in familiar communities, respond well to instant feedback and rewards, and trust is built through ongoing engagement rather than one-off technical showcases.


Summary


In 2025’s Web3 market, KOL collaborations are no longer just about buying traffic—they’re a meticulously designed, long-term brand strategy. Whether through long-term ambassador programs to build deep trust, co-hosted events to amplify engagement, or token/NFT incentives to spark participation, the goal is to transform KOLs from external endorsers to integral parts of the brand ecosystem.


Understanding cultural differences between Western and Asian markets is critical. The West values professionalism and data-driven content, while Asia thrives on community vibe and instant interactions. Localized strategies and precise KOL alignment determine campaign success.

Ultimately, top projects succeed across markets not by luck but through a blend of long-term vision and agile execution in their KOL strategies. With the right market insights, refined execution, and sustained trust-building, KOL collaborations unlock maximum value.


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Frequently Asked Questions (FAQ)


Q1: How long should a KOL collaboration last?

A: For quick market testing, start with a 1-month trial. For brand building and long-term retention, aim for at least 6 months to allow KOLs to deeply engage with the project.


Q2: With a limited budget, should I choose a mega-KOL or multiple smaller KOLs?

A: It depends on the goal. Mega-KOLs offer stronger exposure for brand awareness, but multiple smaller KOLs provide higher conversions and community engagement with better ROI.


Q3: How can I verify if a KOL’s followers are authentic?

A: Check engagement quality—authentic discussions in comments, consistent interaction stability, and on-chain activity (e.g., transaction records). These reflect true influence more than follower counts.


Q4: Which platforms are best for KOL collaborations in Asia?

A: Platforms vary by region: Twitter and LINE in Japan, KakaoTalk and Naver in South Korea, and Facebook, Telegram, and YouTube in Southeast Asia. Align with local social habits.


Q5: Do token incentives risk attracting reward-only users?

A: Yes, but tying incentives to valuable actions (e.g., on-chain interactions, governance participation, or quality content creation) makes rewards a driver of long-term retention rather than one-off attraction.


Q6: What are the advantages of collaborating with KOLs through ChainPeak?

ChainPeak’s bulk negotiation power secures rates lower than direct outreach. Long-term partnerships offer customized packages and up to 30% cost savings.


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