Since the increase in project launches, users have become more sensitive to advertisements, and with the rise of various "mouth-to-mouth" platforms, the logic behind projects investing in KOLs has changed long ago. 🟢 In the second half of 2023, the trend of "great efforts yield 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 invested in 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 a KOL Round, allowing them to PUA KOLs to work with minimal costs. At that time, whether retail investors or listings were willing to pay, 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 distributing their budgets, they found it difficult to differentiate themselves, failing to create a significant impact, and as users began to recognize advertisements, high-density advertising began to evoke aversion. Thus, projects started to focus on "refined advertising"—finding corresponding KOLs based on different narratives and marketing objectives, and designing promotional rhythms for advertising. @JELabs2024 discovered 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. 🟢 Later on, since it was well-known that projects were advertising, they opted for open advertising, leading to a series of "mouth-to-mouth" activities. These "mouth-to-mouth" activities did increase the project's exposure, but ironically, users' trust in the project decreased. When bulk content flooded Twitter like a deluge, it triggered a collective sense of distrust and fatigue. 🟢 Moving forward, when projects do advertising, they must find a solid core support group, supplemented by some atmosphere groups. The so-called core support group genuinely recognizes the project and the team, believing that the project is meaningful or can help people make money. Questions like "Is it better to post short tweets or long tweets?" are merely on the level of "technique" and not essential. The essence is that KOLs need to be heartfelt. Content that is just shouted out for money lacks impact, so projects must first make a portion of the group "emotional." Having influential big KOLs in this group is certainly great, but KOCs or ambassadors are also good, as long as they express genuine feelings. The atmosphere group is there to enhance the atmosphere and amplify the effect. 🟢 Entering this stage, for project teams or agencies, advertising is no longer just about finding KOLs and allocating budgets. Details will be shared later, or interested friends are welcome to schedule a call for discussion.