What it is
Key opinion leader
Key Opinion Leader — a creator whose opinion the audience transfers onto the product. In Web3 this is often an account with 20,000 followers, but with direct influence over purchase decisions.
Where it breaks
The usual mistake
An account with 20,000 followers in crypto Twitter: its readers are the ones deciding whether to buy the token. An account with 400,000 in entertainment: its readers come for the jokes. The first one costs more and delivers more — because you are buying trust transfer, not reach.
In practice
Where this shows up
Pages where KOL is not explained but used — in a channel’s mechanics, in a launch breakdown or in a report.
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