In 2025, the Chinese crypto market’s influence is surging. Data from Chainalysis and TokenInsight shows users from mainland China, Taiwan, and Hong Kong rank among the top five in daily active users on multiple trading platforms, leading globally in DEX trading, NFT activity, and KOL engagement.
Yet, overseas projects often struggle with “cultural mismatch”: dormant local communities, unresponsive task campaigns, stiff content language, and KOL promotions with no conversions.
The issue isn’t the market — it’s the approach. To break into the Chinese market, understanding the KOL ecosystem, content preferences, and user behavior is critical.
This article breaks down the KOL marketing process from four angles — selection, collaboration, content, and channels — to guide projects in taking their first steps effectively. Read the full article now
The Structure of the Chinese KOL Ecosystem
The Chinese KOL landscape isn’t a monolithic group but a mix of “content segments” and “blockchain ecosystems.”
Niche Segmentation: Crypto KOLs focus on specific themes like trading, research, NFTs, chain games, mining, or airdrops, each targeting distinct audiences. Choosing the wrong type wastes effort.
Platform Differences: X (formerly Twitter) is the primary promotion hub, Telegram is for conversions, YouTube/Douyin lead in video, with some KOLs on Bilibili, WeChat, and Xiaohongshu.
Strong Chain Affiliation: Many KOLs are tied to specific chains (e.g., Solana or TON Chinese communities). For non-aligned projects, choose KOLs cautiously.
Before selecting KOLs, identify your target audience and chain ecosystem to match the right type.
How to Select KOLs?
Focus on Engagement, Not Follower Count: Fake followers are rampant in the Chinese market. Quality KOLs shine through comment quality, community activity, and conversion metrics, not raw numbers.
Prioritize Niche Accounts: Choose GameFi KOLs for gaming projects, trading KOLs for DEX projects. Broad influencers may generate buzz but not conversions.
Review Past Collaboration Performance: Do they drive conversions? Are they cooperative with content reviews? Platforms like ChainPeak Pro provide historical data and analysis.
How to Collaborate with Chinese KOLs?
Define Campaign Goals: Are you driving registrations, task participation, community joins, or brand exposure? Goals shape collaboration models.
Discuss Content Format Upfront: Chinese KOLs favor “first-person” narratives, emphasizing “why I’m bullish,” not hard-sell ads.
Sign Content Guidelines or Compliance Agreements: Prevent regulatory violations to protect both parties.
Retain Review but Respect Style: Provide materials but avoid over-controlling to maintain authenticity.
How to Design Content That Appeals to Chinese Users?
Light Content + Strong Calls-to-Action: Chinese users prefer concise visuals with clear prompts like “register now,” “join tasks,” or “enter the community.”
Authentic Chinese Language: Avoid machine-translated awkwardness; use KOLs or professional translators to polish content and steer clear of “scammy” tones.
Incorporate Visuals: Tables, flowcharts, KOL-made screenshots, and interactive short videos boost click-through rates.
How to Evaluate Campaign Effectiveness?
Set Tracking Mechanisms: Use unique referral links, Zealy/Galxe tasks, or community data (e.g., joins, activity levels).
Focus on Interaction Quality: Likes/comments don’t equal impact — prioritize “participation conversion rates.”
Review and Build Long-Term Partnerships: Identify high-performing, communicative, quality-content KOLs for ongoing collaborations.
Conclusion
Chinese crypto users are not only numerous but also highly active and efficient at spreading influence. With the right approach, they can be a pivotal force for cold starts, TGE buzz, or sustained user acquisition.
KOL marketing isn’t a magic bullet, but in the Chinese market, it’s the most reliable starting point.
For more Chinese KOL recommendations, content planning templates, and tracking tools, visit the ChainPeak Pro platform.
Frequently Asked Questions
Q1: Why is KOL marketing essential for the Chinese Web3 market?
Chinese users have high trust barriers, and traditional ads have low conversion rates (~3%) due to regulations. KOLs build trust through authentic experiences and localized language, achieving 8.3% conversion rates, making them ideal for cold starts and brand-building.
Q2: How to choose the right KOLs?
Audience Fit: GameFi needs gaming KOLs; DeFi needs research KOLs.
Engagement Quality: Check comment activity; use HypeAuditor to spot fake followers.
Past Performance: ChainPeak Pro provides conversion and content quality data.
Chain Ecosystem: Choose KOLs familiar with your project’s chain (e.g., Solana, TON).
Q3: Should we choose macro or micro KOLs?
Macro KOLs (100,000+ followers): Best for TGE or launch buzz, costly (thousands of RMB).
Mid-Tier KOLs (10,000–100,000): Cost-effective, loyal fans, great for tutorials/conversions.
Micro KOLs (thousands): Precise for cold starts, low cost (tens of USD). Suggest a 2:3:5 budget split (20% macro, 30% mid-tier, 50% micro), adjusted dynamically.
Q4: How to design content that attracts Chinese users?
Light Content + Strong CTAs: Simple visuals with prompts for registration/group joins.
Authentic Language: Avoid machine translations; use KOLs or translators for polish.
Visual Aids: Tables, flowcharts, short videos boost clicks.
Q5: What are the advantages of partnering with ChainPeak?
As an agency, we offer bulk negotiation power, securing prices far below direct outreach. Long-term partnerships enjoy customized packages and annual discounts, saving over 30% in costs.
Additional Resources You May Need:
Website: https://chainpeak.pro/
Official Twitter: https://twitter.com/chainpeak
Global KOL Resource Group: https://t.me/globalcryptokol
Global Moderator Resource Group: https://t.me/web3modglobal
Schedule an Online Meeting: https://calendly.com/chainpeak/30min
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