The idea of creating a company with clear conditions for clients and transparent marketing budget allocation came to me after working in several Web3 agencies. I saw how client funds were misused and realized that the market needed a different approach. This is how Lucid was born. Our name reflects our philosophy: we create transparent estimates, work with clients on a long-term basis, and handle every invested dollar with care. This approach allows us to achieve profitability as early as the 2nd or 3rd campaign launch, says Oleg Bratochkin, founder and CEO of LucidMedia.pro.
Problems of Ineffective KOL Marketing in Web3
- Large-Scale Launches Across Multiple GEOsOne of the key mistakes is that projects attempt to launch one large campaign across multiple regions at once. This approach reduces audience engagement and weakens brand awareness. A much more effective strategy is to conduct test launches, analyze the results, and gradually scale up.
- Bad Influencer SelectionIt is crucial to clearly understand which bloggers your marketing team will be working with. Popular influencers may be well-known, but they do not always deliver strong performance results. The best choice is micro- and mid-tier influencers, who have more loyal and engaged audiences. Additionally, it is extremely important to avoid working with packaged deals (packages), as they rarely lead to high ROI.
- Fake Views and CommentsMany Web3 influencers are skilled at artificially inflating their statistics, making it difficult to distinguish bots from real users. At Lucid, we use special tools to assess traffic quality, allowing us to analyze the number of bots in comments and posts/videos.
- Creativity and HypothesesThe importance of well-designed creatives and CTA (call to action) tailored for each influencer is often underestimated. A well-crafted call to action can significantly boost audience engagement and improve effectiveness even with limited budgets.
Our Approach to Effective KOL Marketing
Our strategy is simple yet effective:
Launching a test campaign with a small budget, selecting proven influencers who have delivered good performance results in previous campaigns.
Analyzing and relaunching with the influencers who showed the best performance in the first stage.
Testing 10-20% of the budget on new influencers and markets. This approach allows for campaign scaling with minimal costs.
With 2-3 such iterations, KOL marketing achieves a positive ROI in 99% of cases. After that, the campaign can be scaled to new markets, maximizing audience engagement and gaining organic traffic through conversion tail effects.
Conclusion
KOL marketing in Web3 is indeed expensive, but it can be made much more cost-effective. A focus on engagement, a well-thought-out payment model, collaboration with niche leaders, and smart analytics enable high ROI even in this competitive niche. At first, you work for marketing – then marketing works for you!
KOL marketing in Web3 is indeed expensive, but it can be made much more cost-effective. A focus on engagement, a well-thought-out payment model, collaboration with niche leaders, and smart analytics enable high ROI even in this competitive niche. At first, you work for marketing – then marketing works for you!KOL marketing in Web3 is indeed expensive to the
