Alright token founders, gather ’round. We’re diving deep, past the surface-level influencer hype and into something far more potent: altruism. Forget just throwing cash at influencers; let’s talk about building genuine partnerships fuelled by shared vision. I recently sat down with Matthew, a veteran in the crypto space who’s seen influencer marketing campaigns succeed spectacularly and crash and burn just as dramatically, to get his insights on tapping into this often-overlooked strategy.
“Everyone focuses on the money, right?” Matthew began, leaning back in his chair, a knowing smile on his face. “But the campaigns that truly resonated, the ones that saw long-term engagement and tangible results, weren’t built on purely transactional relationships. They were built on shared values.”
So, how do we move beyond the purely financial incentive? The first step, according to Matthew, is identifying influencers who genuinely align with your project’s mission. This isn’t just about finding someone with a large following; it’s about finding someone whose values resonate with your token’s purpose. Is your token aimed at democratising finance? Look for influencers who are passionate about financial inclusion. Is it focused on environmental sustainability? Find influencers who are vocal about climate change. A good way to identify these influencers is by researching their past content. What causes do they advocate for? What kind of projects do they usually promote? Check their social media posts, blog articles, and even interviews to get a sense of their core values. Tools like social listening platforms can also help you identify influencers who are already talking about topics related to your project’s mission.
Offering opportunities for contribution is the next critical piece of the puzzle. “People want to feel like they’re part of something bigger than themselves,” Matthew explained. “Instead of just paying them to promote your token, involve them in the project’s development.”
This could take many forms. Perhaps you could offer them a seat on an advisory board, allowing them to provide input on the project’s roadmap. Maybe you could involve them in the testing of new features or functionalities. Or perhaps you could even collaborate with them on content creation, giving them the opportunity to share their expertise and insights with your community. For example, if your token is building a decentralised application (dApp), you could invite an influencer known for their technical expertise to contribute to its development. Or, if your token is focused on a specific niche market, you could partner with an influencer who has a deep understanding of that market to create educational content for your community.
Furthermore, involving influencers in community governance is a powerful way to foster a sense of ownership and commitment. “Give them a voice in the direction of the project,” Matthew urged. “Let them participate in decision-making processes. This not only empowers them but also ensures that the project is aligned with the needs and desires of the community.”
This could involve giving influencers voting rights in community polls, allowing them to propose new features or initiatives, or even inviting them to participate in governance forums. By involving influencers in community governance, you’re not only building a stronger relationship with them but also creating a more decentralised and democratic project. Ensure that they are not just given the title but given the actual responsibility to hold the token accountable. This ensures that the influencer actually buys into your vision.
Matthew emphasised the importance of building long-term partnerships based on mutual respect and a shared commitment to the project’s success. “Treat influencers as genuine partners, not just disposable marketing tools,” he advised. “Listen to their feedback, respect their opinions, and be transparent about your goals and intentions.”
This means being proactive in communicating with influencers, providing them with regular updates on the project’s progress, and soliciting their feedback on key decisions. It also means being willing to adapt your strategy based on their input and treating them with the same level of respect that you would treat any other member of your team. Remember that these partnerships should be win-win. The influencer should get more than just a monetary reward. For example, offering them early access to new features, giving them exclusive insights into the project’s roadmap, or providing them with opportunities to collaborate with other influential figures in the space.
In short, altruistic influencer marketing is about crafting a narrative that resonates with the influencer on a deeper level, demonstrating how their involvement can contribute to a shared goal. It’s not just about the money; it’s about the mission. It’s about finding individuals who believe in what you’re building and empowering them to become genuine advocates for your project.