INSIDE WEB3 MARKETING

Summary from the TLDR Crypto newsletter

Web3 Key opinion leader (KOL) marketing is evolving toward micro-influencer campaigns using tools like Kaito and Cookie3 to score authenticity, but most agencies still rely heavily on a small core of trusted creators. While micro-KOLs offer decentralization, they risk echo chambers and overexposure, whereas classic paid KOLs often fail to convert unless the product is genuinely strong. Long-term relationships, cross-engagement, and authentic content remain the most effective strategies, especially on platforms beyond X like Telegram and Substack.