Author: BroLeon

Recently, discussions on how to become a KOL and how to secure large business deals have heated up again. Along with this comes the question, "Do nobles and generals have any special qualities?" Many people gain tens of thousands of followers, ride on trending topics, and start to consider themselves KOLs, seeking business deals.

Upon observation, I found that many people do not understand some key points. Today, I will share some valuable insights. If you aspire to become a true KOL in the crypto space and secure large business deals, I suggest you read carefully.

Recently, many people have asked me how to make money as a KOL.

What I want to say is: The KOLs who can truly make big money are never those who initially aim to earn money from this.

They simply have something to say and express, and then accidentally, they make money.

On the other hand, those who focus on money from the start often end up with nothing.

KOL stands for Key Opinion Leader, which is usually translated into Chinese as 关键意见领袖.

So, although some people jokingly say that KOLs in the crypto space are as numerous as dogs and that there are many opportunistic individuals, in my view, strictly speaking, many of them are more suitable to be called "internet celebrities" rather than KOLs.

A KOL is not a joke re-sharer, not a drama script creator, not a scantily clad influencer, but someone who can continuously provide independent insights and resonate within a certain circle.

For example, @myhongkongdoll, the Doll Sister, is a KOL in my classification. Although she is famous for distributing benefits to outsiders, many of her viewpoints shared on Twitter resonate with me and influence my thoughts.

A KOL who can truly make money first has "people who listen to you and can absorb what you say," and then "people who are willing to pay you."

Internet Celebrity or KOL

Many people have a misconception that as long as they become popular, they are a big KOL and should be able to secure large business deals. Therefore, in the past period, there have been countless scripts on social media, with drama, scandals, and low-quality content, leading to the belief that as long as a post has traffic, it is a win.

In fact, I think they have confused the "internet celebrity economy" of Web2 with the KOL economy of Web3. Does high post engagement necessarily mean you can secure large business deals? Not necessarily.

There will definitely be business deals, but serious projects that can make money may not seek you out.

The foundation of the Web2 internet celebrity economy is that even if an ordinary person becomes popular due to chance, they can freely do live streaming and sell products. After all, fans will buy something, and the price difference in channels is not significant; it doesn't matter where they buy from.

The worst-case scenario for internet celebrities selling products is that they sell low-quality, overpriced items, but in reality, products are protected by national laws and regulations, so how far can you go?

However, Web3 is different. More than 95% of business deals are aimed at extracting money, including many rug pulls and malicious links. If you dare to promote such products, your trusting fans could lose money, or even everything.

I previously exposed a so-called "KOL" promoting a rug pull, and within a day, the project collapsed, costing my community fans tens of thousands of U. When I asked him to compensate, he cried, saying he only had a few thousand U in his wallet and even showed me a screenshot, which was laughable.

In summary, if you are only creating content to secure business deals, your output is likely to lose its soul. You will write increasingly bland, increasingly pandering, and increasingly vague content. In the end, you will become an account without a stance, without characteristics, and without pricing power.

So how should one do it? Deepen your expertise.

You need to first ask yourself: In which field do I understand more than others? As long as you are deeper than 95% of people, that is enough. Then, continuously express your own voice in that field.

When you influence others' decisions, drive a narrative, or spark a mini-trend, you have already become a KOL.

This is also why I have always appreciated @KaitoAI, because some small bloggers are truly filtered out by Emerging Yapper and gain more exposure and recognition.

Filtering out the messy information helps many people find valuable KOLs. For example, in the image below, those with almost no scores suddenly see a surge in yap one day, which definitely indicates that valuable articles have been published and are worth checking out.

Moving forward, it’s about the value of your collaboration with projects.

A truly valuable KOL is someone who can help a project achieve strategic goals at a certain stage.

For example, in the past period, project teams needed to create buzz, gather data, and expand their visibility to secure quality CEX positions or further financing. You need to be able to help them ignite attention and attract interest from yield farming studios.

If the project team wants to stabilize the secondary market price after launch, you need to have the ability to stabilize confidence, guide the narrative, and stimulate market buying.

The essence of the relationship between KOLs and project teams is a "symbiotic relationship at a certain stage."

You need to know what the project needs most at that moment and ask yourself if you can truly provide that. If you cannot, then don’t take it. If you can, then you deserve that payment. Otherwise, it is likely to be a burden that ultimately damages your personal credibility.

Personal IP Development

There is a more critical aspect: Is your personal IP clear? Is it trustworthy?

When others think of you, what comes to mind? Are you a deep researcher? An independent thinker? A humorous joke teller? A biographer of crypto figures? An Alpha Hunter? Or just a screen full of copy-paste advertising copy?

Your worth depends on how trustworthy you are in the eyes of others and how many people trust you.

Actively Select Projects for Mutual Benefit

I have seen too many people whose profiles are filled with business deal posts that do not filter projects or modify copy, and in the end, they don’t even know who they are anymore. You are not an advertising platform; you are an information filter. You need to select projects, not let projects select you.

I also receive many collaboration invitations every day. But I reject most of them. Because if a project cannot convince me to invest my money, time, or confidence, I dare not speak for it.

I cannot guarantee that every recommendation will make money, but I can guarantee that I have invested myself. If it loses, I lose with my fans; if it makes money, we make money together. This is my minimum commitment to mutual benefit.

I firmly believe that a good collaboration can allow me to:

• Obtain reasonable income
• Help the project gain market exposure
• Provide my readers with real information and participation opportunities

This is a win-win-win situation, and it is the entire meaning of what I do. If a win-win-win cannot be achieved, then it is better not to do it. Don’t sacrifice your trust for a small profit and damage your reputation. A true personal IP is built through repeated choices, not through exposure.

Finally, to summarize:

Influence is compound interest; trust is a moat.

How much money you can ultimately make does not depend on how many ads you post, but on how likely those ads are to help others make money and how many people are willing to trust you. The compound interest of trust is what a KOL should embody.

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