Right, let’s talk influencers. I know, I know, you’re probably thinking, “Another article on influencers? Great…” But trust me, this isn’t your average, run-of-the-mill advice. We’re diving deep into building sustainable influencer strategies for token launches, moving beyond the fleeting hype and focusing on genuine community engagement. To get a real handle on this, I sat down with Millie, a seasoned community builder who’s seen it all when it comes to influencer marketing (the good, the bad, and the downright ugly!).
“So, Millie,” I started, pouring us both a coffee, “what’s the biggest mistake you see token founders making with influencers?”
Millie didn’t hesitate. “Chasing reach over relevance. It’s all about those vanity metrics – follower count, likes – but what does that actually mean for your project? You could pay an influencer with a million followers, but if none of them care about crypto, let alone your specific niche, it’s money down the drain.”
She’s spot on. That’s where the shift from short-term hype to long-term engagement comes in. Instead of blasting out promotional tweets, we need to cultivate genuine relationships. So, how do we do that?
Step 1: Deep Dive Research
Millie explained her rigorous process. “First, I’m not just looking at follower count. I’m digging into their past content. What are they actually interested in? What topics do they genuinely engage with? Are they consistent with their messaging? Do they have a history of promoting any questionable projects? That’s a huge red flag.”
Tools like social media analytics platforms can be helpful here, but even manual scrolling through an influencer’s feed can reveal a lot. Look for patterns. Look for consistency. Look for authenticity.
Step 2: Engagement Analysis
It’s not just about how many followers, but how they engage. “Are the comments genuine conversations, or are they just bot-generated spam?” Millie asked. “Are they responding to questions? Are they actively participating in the community? If their engagement is low or inauthentic, it doesn’t matter how many followers they have.”
I’ve seen this first-hand. An influencer with ‘high’ engagement actually had mostly generic comments, and lots of obvious bot accounts as followers. It was a complete sham.
Step 3: Due Diligence and Value Alignment
This is where you go beyond the surface level. “Talk to them,” Millie emphasized. “Get to know them. Understand their values and their interests. Do they align with your project’s mission and vision? Are they genuinely excited about what you’re building, or are they just in it for the money?”
She suggests asking them about their experience in the crypto space, their investment strategies, and their thoughts on community building. Their answers will tell you a lot.
More than that, I think you have to consider what value the influencer can bring to the community. They are a conduit, not a salesman and that conduit will soon get blocked if they are just another person shilling.
Step 4: Fostering Genuine Relationships
This isn’t a one-off transaction. It’s about building a lasting partnership. “Encourage them to become active members of the community,” Millie advised. “Invite them to participate in AMAs, ask for their feedback on new features, and empower them to create valuable content for the community.”
That last point is key. Give them the freedom to create content that resonates with their audience, while still aligning with your project’s goals. Don’t just give them a script to read. Let them be creative and authentic.
Millie also recommended a system of staged access. “So a founder may give limited access to project updates to an influencer and if they give honest, helpful feedback based on their experience the level of access increases to a more central role”. This builds loyalty and filters out opportunists.
Step 5: Watch Out for Red Flags
Finally, Millie cautioned against some common red flags. “Inflated follower counts, a history of promoting scam projects, a lack of transparency about sponsored content – these are all signs that something is not right. Trust your gut. If it feels too good to be true, it probably is.”
Building a sustainable influencer strategy is about focusing on genuine connection and long-term value. So rather than using influencers to create a one-time pump, it’s about carefully researching and selecting influencers whose values and interests genuinely align with your project and community, fostering genuine relationships with them, and empowering them to become active, valuable members of your community. It’s about shifting the focus from fleeting hype to lasting engagement.