Original author: Evie, founder of JE Labs
《What factors do we consider when placing KOL ads? 》
In the Web2 field, KOL placement is actually a very sophisticated process. When I was working on Xiaohongshu account, I worked with many brands/mkt agencies. From their DM, to inquiry, to brief sharing, the whole process, you can feel whether they are professional.
In Web3, as the number of KOL accounts increases and competition between projects becomes increasingly fierce, the requirements for KOL investment in projects are becoming higher and higher, and the overall process is becoming more and more refined.
The first difficulty that projects often face when doing KOL marketing is how to select KOLs. Is the larger the number of fans, the better? Is the higher the cost-effectiveness, the better? Is the stronger the order fulfillment capability, the better? Evaluating from a single dimension can easily lead to ineffective delivery, so it is necessary to take key factors into consideration before matching KOLs.
So based on past experience, what dimensions do we consider when conducting KOL advertising?
First, we need to classify the purpose of KOL investment, which is mainly divided into brand building, traffic accumulation and user conversion. Different purposes have different weights for each indicator. In addition, the target user group also needs to be analyzed before investment.
Specifically, the dimensions we consider include:
1. KOL tonality and audience matching
KOLs of systematically operated accounts often have more prominent "labels", such as DeFi, NFT, Airdrop, Alpha hunter, etc. KOLs of different tones correspond to followers with different portraits. We will prioritize matching KOLs of specific vertical categories based on the type of project and marketing purpose.
2. Content Quality
For "brand" placements, the importance of content is far greater than the number of fans or traffic of the KOL itself. In Web3, high-quality content is very penetrating. For example, some Twitter accounts currently have only 10,000 or 20,000 fans, but several of their content has traffic of tens of thousands. Therefore, we are also very happy to cooperate with creators who do not have that many fans but have good content quality.
3. Commercial capabilities
It mainly includes the projects that the KOL has cooperated with, the conversion ability, and the degree of cooperation. In the KOL List we give to customers, we often attach the posts that the KOL has posted in the past that are closer to the customer's needs as a reference. Based on this, we can roughly judge the traffic effect of this KOL post. We also look at the projects that the KOL has cooperated with, so as to know what the standards for judging the projects are.
4. Basic data
Including the number of real fans, fan activity, content output stability, etc. This dimension is easy to understand, so I won’t explain it in detail. For "brand" advertising, the quality of fans is very important, because it is definitely more efficient to expand from a relatively core circle. How to judge the quality of KOL fans? We have an account that follows many high-quality accounts. We can find out by entering the KOL page and seeing who has common followers. In addition, we will also refer to the data of Twitter account analysis platforms such as @TweetScout_io.
5. Cost-effectiveness
This is also very important. Sometimes the KOL’s offer is high, not because it is originally so high, or because they want to cut the leeks of the project party, but because they do not have such a strong intention to cooperate. In order to make good use of the budget, we will also have different types of content placed on KOLs. For example, some threads will have the best effect, while some Tweets or RTs will be enough.
Original link
