Did you catch up with the last opportunity?

Invest 100 US dollars and you can get an income of 10,000 US dollars. It’s a sure win!

A big golden dog got on the bus early yesterday morning. Today it got up 100 times. The small group of them basically eat meat!

......

Are the above texts familiar to you? Yes, the above content is basically the "Daily Contest" of Twitter users, competing to see who can see more relevant content.

As a newcomer who has been in the industry for 3 years, I have been thinking about how to be a KOL since 2022. At that time, I was still in the Internet industry. I always believed that what KOLs do should conform to these three English abbreviations: "Key Opinion Leader", like a leader leading ordinary people to do something valuable in this industry. Like a gentleman, using the keyboard as chalk, writing and imparting positive knowledge on the Internet, making the industry flourish.

However, with the arrival of the bull market, this phenomenon has become increasingly out of control.

A large number of so-called MCNs have big men sitting behind them with half-smoked cigarettes in their mouths, trying hard to copy and create secondary IP accounts of beautiful women.

There are countless accounts of hair removal tutorials, all with the same old content, which is even less nutritious than chicken bone soup that has been boiled three times in a pot.

The unedited version translates foreign project investment and research content into Chinese and publishes it, without any opinions of its own.

All signs indicate that Web3 users do seem to need these accounts. Otherwise, why are they working so hard to create accounts?

But is this really in line with the style of a “Key Opinion Leader”?

As a professional in the Web3 industry, it is really a headache to do publicity and placement. It seems that the advantages of the industry are a disadvantage for us marketers. For example: we cannot do precise information flow placement like Web2; there is no standard for KOL placement fees; the media for placement is limited because of the special nature of users, etc.

But, is there really no one working hard to improve these industries? Yes, I myself am thinking, how to do marketing without KOLs? Through the community! The community is the core dimension that can truly expose the brand and achieve conversion. I won’t elaborate on it here, but I would like to give a small suggestion to all project friends. Take out a small part of the market KOL investment budget and start trying to pay attention to your community and make it your private domain traffic.

In addition to thinking about the terminal changes in marketing methods, I have observed that the discussion of @TweetScout_io has been increasing in the past two days. I also saw a list made by @iamyourchaos. I think this is the unwillingness of industry practitioners and their attempts to optimize the shortcomings of the industry. Without the determination to change the industry, there is no centripetal force to stay in this industry. To be honest, I was still very touched when I saw this tool.

Use more objective data to illustrate the true quality of influencers. Even if you are a big V, but a bad score is not good. Although you can quote 3000U, as a project party, I am not necessarily at a disadvantage. Through effective tools like @TweetScout_io, I can find influencers with reasonable cost performance to cooperate with. I can spend 3000U, but I don’t want to spend it in vain like before. I can use 3000U to cultivate an influencer who is as committed to the industry as I am and works hard. I would rather make progress with him and become a better partner.

The industry's logic of placement needs to be rectified, but this is not something that can be done overnight. Big and influential KOLs also need to re-examine their goals. The industry will not remain unchanged, not to mention that Bitcoin ETF can be approved. As MKTers in the industry, we will also work harder to find the right way to do marketing work. If we still look at this industry according to the logic of cooperation two years ago, then these KOLs will definitely be iterated, it's just a matter of time.

I also believe that tools like @TweetScout_io will become more and more common.