Do We Need KOLs in the Web3 Era?

In the consumer goods market, user evaluations are always popular, and many evaluators have become KOLs due to their personal charm and unique expression style. The marketing model composed of brands, products, KOLs, and consumers is indeed a consumer trend.

As for me personally, apart from innovators having certain breakthroughs and new ideas in their methods and approaches, which would attract me to watch and browse, I wouldn’t continuously follow these evaluations and wouldn’t make my consumption decisions based on these information. I always believe that consuming is a personal matter, and I need to research and think about why I’m paying money.

Therefore, I think that enough consumer product evaluations are boring and meaningless, and they are far from professional. They are just a personal experience show, and are entertainment. Sorry, I shouldn’t use “just” because entertainment also has value and can pass time and bring pleasure.

In the Web3 field, although the overall audience is still in its initial stage, this market is very similar to the consumer goods market, and many users spend a lot of time writing reports, who are called Crypto KOLs. Based on my personal nature, I’m obviously not likely to read this kind of content. To be frank, research is nonsense, and reporting is nonsense. If there’s nothing to say, then keep quiet, there’s no need to look for topics to talk about. Of course, this attitude also applies to ordinary consumer product evaluations, to all.

My friend Acan has been aiming to be a Web3 opinion leader, and judging from his social media following, he has achieved it. He always talks about his “fans” as if he had no idea what the term “followers” means. During a Twitter space discussion about DigiDaigaku, everyone asked him for his opinion on the project, and he responded, “It’s great, I’ve been keeping an eye on it. It’s interesting how users can fish in the game…” We were amazed, he confused DigiDaigaku with Castaways (a blockchain game where players build islands and fish). How can he speak his mind without any shame?

This kind of embarrassing situation can happen to anyone. When a person loses himself, he can become extremely absurd and become someone else’s joke. This primitive individual cognition is difficult to improve and cannot evolve with the times. They are too indulged in the vanity brought by the digital age.

The Web3 concept we see seems to be based on the blockchain and cryptocurrency market, which is only a necessary technical development of the appearance, while the core driving force is the awakeness of personal consciousness. Following or being part of the crowd are both unqualified behaviors, and you don’t necessarily need to pretend to be unique, but you do need to establish yourself to truly enter Web3.

So, does this era need KOLs? To solve boredom? To create entertainment? Of course they can exist, but I don’t need them.