KOL-Led AMAs vs Brand-Led AMAs: What Converts Better?
In the fast-paced web3 world, where skepticism is rife, trust is a currency that's hard won. Ask-me-anything (AMA) sessions have gone from being straightforward Q&A sessions to being strategic in building communities and handling investor relations.
But as projects get more established, a key question starts to nag marketing teams: should project leaders take the reins, or should an outside voice with the community's trust take the driver's seat?
Two Sets of Pathways
A brand-led AMA usually happens on a project's official channels, say their Telegram or Discord, with key developers or the CEO. That's in stark contrast to a KOL-led AMA, which takes place on an influencer's platform - often on X spaces or a YouTube livestream - using that influencer's existing audience and reputation to lift the project up a notch.
Getting the logistics right for these high stakes events takes more than just nailing down a date. Many teams actually end up bringing in a KOL marketing agency to sort out host vetting, getting their narrative straight and sorting out the technical side of things - that way, whether the AMA goes down internally or externally, it's going to be designed to move people towards doing something on the blockchain, not just sitting passively listening.
Trust, Credibility and People's Perceptions
The primary driver for getting people to act on a web3 project is social proof. AMAs done by the project itself are the best way to get in-depth with the people who've already got skin in the game - deep-dives into the nitty gritty of updates, audits or governance, for example. However, for people who are just starting to look at the project, they often lack the outside validation 'outsiders' need.
On the other hand, AMAs led by an influencer usually convert much better at the top of the funnel. When their own audience hears an established voice asking those "tough questions", they start to open up to the idea of getting involved. The influencer acts like a filter; if they're willing to host the project, that means they must have thought it was worth their while - and that gives their audience something to go on.
Reaching People vs. Building Depth
A lot of web3 projects get caught in the "vanity trap": a brand's got a major influencer hosting an AMA on an X Space, and suddenly they're seeing 3,000 listeners - yet nothing has changed in their Discord or token holder counts. That usually happens when the AMA is all about hype and not at all about making things easier for a new user.
Conversely, brand-led AMAs tend to have more in-depth conversations with existing fans - but you just aren't reaching anyone outside the usual suspects. The best teams actually end up adopting a hybrid model: they use influencer types to break the ice and get new people in, but they use project-led sessions to build long-term loyalty.
Deciding What to Do
It's down to the project's life stage and goals at the end of the day:
- Awareness Phase & Launch: KOL-led AMAs are the way to go - use their existing trust and high-intent audience to start getting people in.
- Post-Launch & Technical Updates: Use project-led AMAs to keep things transparent, address community concerns and actually get the narrative straight.
The Last Word
Conversion happens because of trust and alignment. While brand-led AMAs are great for keeping the core community happy, KOL-led sessions give that outside validation that's needed to drive real growth.
To get the most bang for your buck, make sure every single AMA (regardless of who's hosting) has a clear path from the discussion to something you can actually measure on the blockchain.
#CryptoAMA #Web3Events
