Protocols and teams should stop paying KOLs for content. The only time teams should be handing out tokens is to KOLs or community members who are creating high value for their project and returning results. Your product or narrative should be interesting enough that people with influence should automatically want to buy and write about it naturally. These are the ones you should be allocating tokens to, not doing 3 paid threads for ambassadors who bot their following. “What if I can’t get anyone interested in my product to tweet?” Then keep building, you clearly haven’t found the right niche or networked enough if you can’t build a few core supporters. My message to the builders: build something cool enough that people naturally want to buy and write about, give tokens to the biggest supporters who align with your vision. Since: 1. They’re going to be much more likely to work overtime and go above and beyond to help you succeed since you demonstrated strong moral behaviour (a rarity in this space) 2. The ones you pay for a certain amount of posts will flake as soon as their deal is up and dump the tokens I don’t do paid promotions of any sort but I’m obviously not going to turn down free tokens for a project I’m extremely bullish on with no strings attached. The best writers can’t be bought and will be turned away if you try to. Play the long game and don’t take shortcuts, it’ll reflect in your actions across every vertical of the business and smart traders can smell it from a mile away. KOL campaigns are dead, 99.9% of marketing agencies are a waste of money and will be -ev for your business. The only way to penetrate this market is having crypto native team members who are willing to get their hands dirty.