How to Conduct KOL Marketing in the Chinese Crypto Market

The Chinese-speaking crypto market is a pivotal force in the global Web3 ecosystem, with significant user scale and influence. Approximately one-quarter of global Web3 users hail from Chinese-speaking regions. Despite strict regulations in mainland China, the vast Chinese-speaking community actively participates through communities and overseas channels, contributing 20%–40% of many projects’ community activity. In this landscape, Key Opinion Leaders (KOLs) serve as critical information bridges: surveys show over 80% of users trust projects more due to KOL endorsements. Compared to traditional advertising’s <3% conversion rate, KOL marketing in the Chinese market averages 8.3%. Thus, for Western Web3 projects aiming to penetrate the Chinese market, leveraging Chinese KOLs is a proven strategy. (Unlock KOL strategies)

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How to Select the Right Chinese KOLs?

Navigating the Chinese-speaking market (covering mainland China, Hong Kong, Taiwan, Singapore, and overseas Chinese communities) starts with choosing the right KOLs. User-preferred platforms vary: mainland China favors WeChat and Weibo; Hong Kong and Taiwan use YouTube and Instagram; Southeast Asia leans toward X and LinkedIn. Projects should target KOLs influential on platforms aligned with their audience’s region. KOL effectiveness is crucial, but how do you identify it? Get the guide now!

Consider these factors when selecting KOLs:

Audience Fit: Ensure the KOL’s followers align with your target users. For example, DeFi projects should partner with finance-focused KOLs, while GameFi projects benefit from gaming KOLs.

Content Style: Assess if the KOL’s style matches your brand tone. Some excel at technical breakdowns, others at humorous, accessible explanations of complex concepts. Choose KOLs who can tell your project’s story in a way that resonates with the audience.

Follower Quality: Evaluate follower engagement and authenticity to avoid bots or inflated metrics. Check average interaction data and use tools like HypeAuditor or SocialBlade to detect fake followers. Only high-quality, engaged KOLs drive meaningful conversions.

Scale and Budget: Match KOL scale to your budget. Top-tier KOLs (hundreds of thousands to millions of followers) charge thousands to tens of thousands of RMB per post; mid-tier KOLs (10,000–100,000 followers) cost hundreds to thousands of RMB; micro KOLs (a few thousand followers) are cost-effective at tens to hundreds of USD.

One-Off Exposure or Long-Term Partnership?

Once target KOLs are identified, the collaboration model impacts effectiveness and cost-efficiency. Key approaches include: (Learn more about one-off vs. long-term models)

One-Off Exposure: Single content posts or event collaborations, like an X post or YouTube review video. This approach delivers quick buzz and high visibility, ideal for product launches or major announcements. However, the fleeting nature limits sustained user trust and awareness.

Long-Term Partnership / Brand Ambassador: Building ongoing relationships with KOLs for consistent content or regular event participation. Long-term partnerships create a “trust flywheel,” as repeated exposure from a credible KOL fosters natural brand acceptance. Many agencies curate core KOL rosters for stable, high-conversion campaigns. If resources allow, consider making top KOLs advisors or community ambassadors for long-term endorsements, boosting user awareness and loyalty.

Content Co-Creation vs. Traffic Driving: Collaborations can focus on deep content creation or traffic generation. Co-creation involves KOLs testing the project and producing original content (e.g., detailed X threads or video reviews), which feels authentic and builds trust. Traffic-driven campaigns leverage KOLs’ reach for giveaways, airdrop links, or interactive prompts to drive registrations or community joins.

Content Type Recommendations

After choosing a collaboration model, plan specific content formats. For X (formerly Twitter) and YouTube—platforms familiar to Western projects and widely used by Chinese audiences—consider these formats:

X Platform Content: Use concise, engaging Chinese posts or threads on X. Despite character limits, long threads or visuals can highlight project strengths, paired with trending hashtags (#Web3, #NFT) for reach. For example, a Chinese KOL’s thread series for an NFT project drove millions in on-chain transactions via a single campaign. Short posts suit news updates, event teasers, and interactive giveaways.

YouTube In-Depth Videos: Invite KOLs to create Chinese-language review, demo, or interview videos. Videos excel at explaining complex concepts or showcasing workflows, with skilled KOLs using culturally relevant metaphors (e.g., likening NFTs to “digital collectibles”) to engage newcomers. Videos (5–15 minutes) cover project background, demos, and KOL insights. Since YouTube is restricted in mainland China, KOLs often upload to local platforms like Bilibili for broader reach.

Educational Tutorials: To boost conversions, encourage KOLs to create tutorial content guiding Chinese users through product usage or ecosystem participation. Examples include step-by-step wallet setup guides or video series like “Mastering a Protocol from Scratch.” Such content lowers adoption barriers and builds stickiness, with KOLs’ credibility easing newbie concerns and encouraging trials.

Budget Structure and Typical Rates

When budgeting, balance ROI by allocating funds strategically. A “pyramid” approach is recommended: 20% of the budget for top-tier KOLs to create buzz, 30% for mid-tier KOLs to target core users, and 50% for micro KOLs to activate grassroots communities. This 2:3:5 split balances reach and conversion, with dynamic adjustments based on data feedback—e.g., increasing mid-tier investment if conversions are higher.

Typical KOL rates for reference:

Top-Tier KOLs (hundreds of thousands+ followers): X posts or video promotions start at thousands of RMB, with top influencers charging tens of thousands.
Mid-Tier KOLs (tens to hundreds of thousands of followers): Single collaborations cost hundreds to thousands of RMB. A crypto YouTuber with 100,000 subscribers may charge ~$2,000–$3,000 per video.
Micro KOLs (a few thousand followers): Cost-effective at tens to hundreds of USD.

Rates vary based on market trends and KOL popularity. Compare quotes or use agencies for discounts—industry feedback suggests agency-negotiated KOL rates are 30%+ lower than direct deals. For multiple KOL collaborations, professional channels optimize budget efficiency.

Conclusion

Chinese-market KOL marketing offers immense opportunities and challenges. Success hinges on localized content and trust-building—understanding Chinese users’ concerns and delivering contextually relevant narratives to break trust barriers. By turning complex tech into relatable stories via KOLs, projects can educate and spark interest. Strategies should evolve with project stages: early phases focus on micro/mid-tier KOLs for community seeding, while mature stages leverage top-tier KOLs for brand amplification and tutorials for retention. The ultimate goal is building awareness and trust in the Chinese crypto community, fostering a loyal user base.

For Western projects, approaching the vast Chinese crypto community requires a long-term mindset, prioritizing authentic communication and value delivery over fleeting hype. By integrating into the Chinese ecosystem with high-quality content and KOL marketing, projects can stand out and achieve sustained growth momentum.

Frequently Asked Questions

Q: X and YouTube are restricted in mainland China. Can KOL marketing on these platforms reach Chinese users?

A: Yes. Of the 130,000+ crypto-related X accounts, ~7% are Chinese-speaking, with many KOLs boasting hundreds of thousands of followers, influencing global Chinese audiences. X/YouTube campaigns effectively reach these users indirectly.

Q: How much budget is needed for Chinese KOL marketing? Can small projects afford it?

A: Budgets are flexible. Top-tier KOLs may charge thousands of USD per post, while micro KOLs cost as little as tens of USD. Small projects can start with mid/micro KOLs, scaling up as growth allows, balancing cost and impact.

Q: Our team lacks Chinese-language skills. Can KOLs handle content translation and creation?

A: Most KOLs create Chinese content based on provided materials, but projects should supply localized resources (e.g., Chinese whitepapers or FAQs). With ChainPeak, this is no concern.

Q: What are the advantages of partnering with ChainPeak?

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

Additional Resources You May Need:

Website: 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

Schedule an Online Meeting: https://calendly.com/chainpeak/30min

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How to Conduct KOL Marketing in the Chinese Crypto Market