Web3 marketing shifts to authenticity: 42.9% of agencies have k KOLs but focus on Depth collaboration.

[Coin World] Research from Web3 marketing agencies shows that KOL marketing remains a key strategy, but the industry is shifting towards more authentic communication methods. Data indicates that 42.9% of agencies have over 1000 KOL accounts, but nearly half only deeply cooperate with 50-100 core KOLs. A certain data analysis tool is reshaping KOL selection criteria, with content quality (4.7/5) and audience quality (4.1/5) being more valued than follower count (2.93/5). The study found that 85% of paid KOLs perform poorly, while micro KOLs gain new opportunities through decentralized platforms, but also face audience overlap issues. Experts recommend adopting long-term interactions, natural communication, and multi-platform strategies, emphasizing that authentic reviews are superior to hard ads, and noting that the value of platforms such as a certain social platform and a certain subscription platform is underestimated.