Will KOL Agents Become Obsolete? A New Model of Attention Economy: How Yap.market Utilizes Kaito to Bridge Information Gaps.
Recently, a product named Yap.market has emerged.
Users (Twitter creators) can connect their Twitter accounts, and the platform evaluates the account’s task acceptance price based on data. Manufacturers with exposure needs can stake $KAITO tokens and publish tasks. Users can receive the tokens staked by manufacturers upon completing the designated task (posting). It is important to note that the platform is still in its early stages and is created by a third-party team, not officially established by Kaito. The team members are not clearly identified, so please assess the risks of connecting your Twitter account carefully.
Yap.market settles in $KAITO to ensure mutual benefits
Yap.market is an emerging Web3 attention market platform aimed at transforming traditional marketing models and achieving a decentralized and transparent content distribution ecosystem. Its operation is quite straightforward: manufacturers can publicly publish promotional needs on the platform and use $KAITO tokens as the budget settlement unit.
Twitter creators, after connecting their personal accounts, will have a reference price automatically generated based on their data (such as follower count, influence, etc.). As long as they post before the budget is exhausted, Yappers can directly receive rewards without the need for review or negotiation. The platform locks in the manufacturer’s funds in advance, ensuring that Yappers do not face the risk of not receiving payment.
Can Yap.market mitigate information asymmetry issues?
The emergence of Yap.market is believed to potentially cause significant disruption to traditional KOL (Key Opinion Leader) agencies. Proponents of this viewpoint argue that the platform has almost completely eliminated the profit margins based on “matching, negotiation, and information asymmetry” that agencies rely on for survival. For project parties, Yap.market eliminates the hassle of individually searching for KOLs, assessing traffic ROI, and dealing with high quotes, allowing for direct access to genuine influencers in a transparent manner.
This model not only reduces marketing costs but also improves efficiency, posing a threat particularly to the mid-to-low-end agency market. As the platform’s daily activity and $KAITO token transactions increase, Yap.market is expected to further erode the market share of agencies and may even redefine the rules of the Web3 marketing game.
KOL agencies still possess irreplaceable data value
However, some believe that Yap.market will not have a substantive impact on agencies. Opponents argue that agencies play a role beyond simple KOL matching; they serve as market consultants, with core value in their deep understanding of specific markets, control over content quality, planning of communication pace, and strategic execution. Yap.market currently relies on hard metrics (such as follower count and influence scores) to assess content creators, which makes it difficult to reflect soft values. For example, the influence of a KOL in communities like WeChat and Telegram, which are deep-seated influences, is challenging to quantify through platform mechanisms.
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