Solomon's tweet is very similar to what some of my friends have summarized, with the most important point being that treating KOLs as one-time consumption tools is detrimental to both parties. An excellent KOL must first have a position in the ecosystem, and secondly, they often grow alongside the project, investing emotions, time, and energy.

I might say this and many friends may not believe it, thinking it's just about writing tweets, maybe with a little correction from ChatGPT, right? Yes, for some project parties, what KOLs write may not be important; what matters is who is delivering the information. Although Solomon refers to this as a form of endorsement, users are not fools.

Most advertisements can be recognized as such at a glance, which eliminates the possibility of endorsement. At most, users know about the project and see that KOLs they follow are also paying attention and speaking about it, which can boost their confidence. Therefore, using KOLs for advertising to enhance retention is indeed not easy, because for most investors, it is sufficient to know whether they can buy spot assets and whether the futures are long or short.

However, for project parties, KOLs who only "post" will mostly be used once or twice. Once the tokens are released, or the price is controlled for a certain period, or after the TGE, their usefulness diminishes significantly, mainly because the "cost-effectiveness" is too low, considering the upfront costs are not insignificant.

Speaking of upfront costs, it is not easy for either the project party or the agency, but how many people are willing to work without upfront costs? Although many KOLs earn their income through "posting," the cost of "posting" is actually the lowest.

The relationship with the project party should be one of long-term companionship and mutual growth. What truly benefits the project is not the KOL's articles, but rather the confirmation of each step by a practitioner, using their professional knowledge to help the project party fill in their understanding of the market, operations, and community, as well as providing the real help they need.

Fortunately, there are indeed some friends moving in this direction, even without any upfront costs. They are not agencies and do not compete with agencies for business; they play more of a "consultant" role. This is the greatest test for KOLs, as they do not rely on their posts to make a living, but rather on their understanding of the market, environment, and community to realize their value.

This article is sponsored by #Bitget ｜ @Bitget_zh

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