Since the increase in project launches, users have become more sensitive to advertisements, and with the rise of various "mouth-pulling" platforms, the logic behind projects investing in KOLs has long changed. 💚 In the second half of 2023, the trend of "great effort brings miracles" became popular. Project teams had larger budgets, and users' ability to discern advertisements had not yet been activated. To put it bluntly, most Web3 projects had little experience with advertising, so they simply threw their budget at all the decent KOLs, creating a prosperous scene on Twitter. Additionally, it was just the end of a bear market and the beginning of a bull market, KOLs had more money in hand, and projects took advantage of this to organize KOL rounds, allowing them to get KOLs to work with minimal costs. At that time, both retail investors and listings were willing to pay, and the ROI for projects investing in advertising was extremely high. 💚 By 2024, it became evident that more and more projects were starting to invest in advertising. After spreading their budgets, they found it difficult to differentiate themselves, failing to create a significant impact, and as users began to recognize the ads, high-density advertising actually led to aversion. Thus, projects began to focus on refined advertising—finding corresponding KOLs based on different narratives and marketing objectives, and designing promotional rhythms for their campaigns. @JELabs2024 identified this demand during this phase, achieving differentiation and specialization, quickly accumulating a large number of cases. If the overall advertising strategy is well-designed, it can greatly enhance the project's brand, user growth, and transaction volume. 💚 In the future, since it's common knowledge that projects advertise, they might as well do it openly, leading to a series of "mouth-pulling" activities. These "mouth-pulling" activities did increase the project's exposure, but ironically, users' trust in the project decreased. When bulk content floods Twitter like a deluge, it actually triggers a sense of distrust and fatigue among the community. 💚 Moving forward, when projects do advertising, they must find a solid core support group, supplemented by some atmosphere creators. The so-called core support group consists of those who genuinely recognize the project and the team, believing that the project is meaningful or can help people make money. Whether long tweets or short tweets are better is merely a matter of "technique"; it is not essential. The essence is that KOLs need to be heartfelt. Content that is simply shouted out for money lacks emotion and impact, so projects must first make a portion of the community "emotional." Having influential big KOLs in this group is certainly great, but KOCs or ambassadors are also very good, as long as they express genuine feelings. The atmosphere creators are there to enhance the ambiance and amplify the effects. 🌈 Entering this stage, for project teams or agencies, advertising is no longer just about finding KOLs, allocating budgets, and designing content. Details will be shared later, or interested friends are welcome to schedule a call for discussion. Now, it's time to go eat 🍗.