I've seen projects spend a huge budget on big influencers and get very little engagement because the audience wasn't relevant. On the other hand, a campaign with smaller crypto creators who actually have an engaged community can perform much better.

If you're not experienced with influencer outreach, it can get pretty time-consuming. We ended up looking at a few Web3 agencies, and Inoru was one of the teams we considered because they already had a process for finding relevant KOLs instead of just chasing follower counts. That approach made more sense to me than simply paying the biggest influencer available.

At the end of the day, I'd say KOLs should be part of a broader marketing strategy, not the entire strategy.