Right, let’s talk influencer marketing, but ditch the usual spiel about follower counts and engagement rates. We’re diving deep into something far more potent: altruism. I recently had a cracking chat with Jake, a token founder who’s been navigating the influencer landscape with, let’s just say, interesting results. He’s learned the hard way that simply throwing money at influencers isn’t a sustainable or even effective strategy.
“The first launch,” Jake confessed over (virtual) coffee, “was a disaster. We focused purely on paid promotions. Got a temporary pump, sure, but the community felt… artificial. There was no genuine belief in the project.” That’s because they were dealing with purely mercenary influences, not those who could be the advocates the token truly needed.
So, what did Jake change? He shifted his focus to finding influencers whose values aligned with his token’s mission. His token, for context, aims to democratise access to AI tools for education. Instead of scouring for influencers with the biggest reach, he hunted for those already passionate about education and technology. This meant going beyond the usual crypto channels and exploring educational tech blogs, podcasts, and even connecting with educators on social media.
Finding Your Tribe: Identifying Values-Aligned Influencers
The first step is defining your token’s core values and mission. What problem are you solving? What positive impact are you hoping to achieve? Once you have a clear picture, start researching influencers who are vocal about these issues. Look for individuals who consistently advocate for your values, even when there’s no financial incentive.
Jake’s team used a combination of social listening tools and manual research. They tracked keywords related to education, AI, and democratisation, identifying potential influencers who were already engaging in relevant conversations. They then delved into their content, looking for evidence of genuine passion and a history of ethical behaviour.
More Than Just Money: Crafting Compelling Non-Financial Incentives
Once you’ve identified potential influencers, it’s time to reach out. But hold on! Don’t start with a price tag. Instead, focus on building a relationship and explaining how they can contribute to the project’s vision.
Jake offered influencers early access to their AI tools, allowing them to test them with their students and provide feedback. This wasn’t just a token gesture; it was a genuine opportunity for influencers to shape the product’s development. He also invited them to contribute to the project’s documentation and tutorials, giving them a platform to share their expertise and build their reputation within the community. By including the influencer community as integral to the ongoing development it became an attractive proposition to those who had a passion for the subject of the token.
“The key,” Jake emphasised, “is to make them feel like they’re part of something bigger than just a marketing campaign.” He even created a dedicated channel in their Discord server for influencers to connect, share ideas, and collaborate. This fostered a sense of community and ownership.
Governance and Co-Creation: Giving Influencers a Voice
Taking it a step further, Jake integrated influencers into their governance structure. He allocated a small percentage of tokens to a pool specifically for rewarding influencer contributions. Influencers could then propose projects, such as creating educational content or organising community events, and the community could vote on whether to fund them. This not only incentivised influencers to actively participate but also gave them a direct say in the project’s direction.
He created a lightweight DAO where Influencers could propose specific changes to the development or marketing. This DAO had a representative from the project, and the influencer community, if a measure was approved then it would be automatically approved by the token owners. Jake thought that this way, the influencers and the project could work together on promoting the token.
Jake’s journey highlights that the most effective influencer marketing is about building genuine partnerships based on shared values and a shared vision. Instead of treating influencers as mere advertising channels, he empowered them to become active participants in the project’s development and governance. By appealing to their altruism and providing them with meaningful opportunities to contribute, he built a community of passionate advocates who were genuinely invested in the token’s success. This approach fostered a more authentic and sustainable community around the token, ultimately leading to a more successful and impactful project.