Right, so I was chatting with Isobel the other day – she’s deep in the weeds of launching her own token. And we got onto the topic of influencers, as you do when discussing web3 projects. But not the usual ‘find someone with a big following and throw money at them’ strategy. No, we were digging into content strategy. That’s where the real magic (or disaster) lies, especially for token founders.
It’s so easy to fall into the trap of thinking influencer marketing is just about shout-outs. But trust me, that’s a surefire way to see your token’s reputation take a nosedive. People are savvy; they can smell inauthenticity a mile away. What you need is to help your influencers create content that actually resonates with their audience – and yours. That means helping them weave compelling narratives.
Defining Your Narrative:
First things first: what’s the story of your token? Why does it exist? What problem does it solve? Is it about decentralised finance, revolutionising gaming, or building a new kind of social network? You need to articulate this clearly, not just in your whitepaper, but in a way that’s easily digestible and engaging for a wider audience. Think about the core values, the mission, and the long-term vision.
This isn’t just about features; it’s about benefits. How does your token improve people’s lives or offer a unique opportunity? Isobel was struggling with this at first, focusing on the technical aspects. We realised she needed to paint a picture of the future her token was helping to build. Once she nailed that, the whole influencer strategy started to click.
Empowering Influencers with Storytelling Tools:
Once you have your core narrative, you need to equip your influencers with the tools to tell it effectively. This isn’t about dictating scripts. It’s about providing them with:
- Key Talking Points: A concise list of the most important aspects of your token and its benefits.
- Example Use Cases: Real-world scenarios of how your token can be used and the value it provides.
- Visual Assets: High-quality images, videos, and infographics that they can use to enhance their content.
- Background Information: Links to relevant articles, blog posts, and whitepapers that provide further context.
It’s crucial to let the influencer use their own style and voice to promote it, this will come across as authentic to their community. I told Isobel to encourage creativity. Suggest different content formats: short videos explaining the token’s value proposition, blog posts detailing its roadmap, or even podcasts discussing its impact on the wider ecosystem. Think about it, someone like a crypto influencer on Youtube may have a totally different approach to someone who is very active on Twitter and you need to factor that in.
Diverse Content, Diverse Audiences:
Not all audiences are created equal. A Gen Z gamer is going to respond differently to a seasoned DeFi investor. That’s why you need to tailor your content strategy to reach different segments of your target audience. This requires understanding their:
- Preferred Content Formats: Do they prefer videos, podcasts, articles, or social media posts?
- Key Concerns: What are their biggest worries or questions about cryptocurrency and your token?
- Level of Knowledge: Are they beginners or experienced crypto enthusiasts?
For example, you might create short, engaging videos for TikTok targeting younger audiences, while more in-depth articles and podcasts could be used to reach experienced investors who are looking for detailed information. Again, this is where influencer selection is key – you need to choose influencers who resonate with the specific audience segments you’re trying to reach.
Monitoring and Feedback:
Finally, it’s crucial to monitor influencer activity and gather feedback on the content they’re creating. Are they accurately representing your token? Is their audience responding positively to the content? Are there any questions or concerns that need to be addressed?
Use social listening tools to track mentions of your token and your influencers. Pay attention to comments and feedback on their content, and be prepared to provide support and guidance as needed. This isn’t about micromanaging them; it’s about ensuring that they have the resources they need to create effective content and that your token’s reputation is being protected.
So, content strategy for influencers is about more than just asking them to promote your token. It’s about empowering them to tell a compelling story that resonates with their audience, creating engaging content that drives awareness, and ultimately, builds a strong and loyal community around your token.