KOLs Are Mercenaries, Not Missionaries

I got a question from a project last week:

"How do we generate excitement among KOLs and devs, since the community will follow?"

After digging deeper, I found the founder had less than 100 posts.

Total.

That's the real problem.

The KOL Trap

Most projects follow this playbook:

1. Build product

2. Pay KOLs

3. Hope for community

4. ???

5. Profit

But KOLs are mercenaries, not missionaries.

They post because you pay them.

When the money stops, so do they.

The Real Cost

KOL campaigns aren't cheap:

• $300,000 on the low end

• $500,000+ for comprehensive coverage

For what?

A spike of engagement. Then silence. Then death.

The Better Strategy

Here's what actually works:

1. Founder-Led or Team-Led Marketing

Your founder or team must be visible.

Period.

If they won’t support the project, why the f%ck would anyone else do it?

Look at successful projects:

• Base

• Solana

• Eclipse

• Need I list more?!?!

If your team/founder isn't posting, you're already failing.

2. Find Organic KOLs

Don't pay random influencers.

Find people already talking about your tech. Give them meaningful access.

Build relationships, not transactions.

3. Sequence Correctly

Build the core community first.

Run paid media second.

Not the other way around.

4. Target Real Devs

Developers need:

• DevRel support

• Clear documentation

• A strong feeling that you’ll be around in 10+ years

Devs are betting on your platform. Earn their trust.

And they become some of your best organic KOLs.

The Hard Truth

Most "community engagement" in Web3 is fake.

Is your community just paid posters from the Philippines and Nigeria?

Or real users who actually need what you're building?

Be honest.

And make adjustments.

Your Move

Stop hiding behind paid KOLs.

Start showing up as a team.

Build trust through consistency.

The best marketing isn't bought. It's earned.

Keep building,

Jax

PS - Are you a Web3 founder who’s raised $3M or more? Let’s discuss how we can grow your mindshare with Twitter. 

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