Right, so, I’m digging deep into the world of token launches and influencer marketing. It’s a minefield, isn’t it? Everyone’s chasing likes and pumping prices, but what about something… deeper? That’s what I’m exploring in this series: how to genuinely connect with influencers and build a real community around your token. Today, I chatted with Jake, someone who’s successfully navigated these waters. It’s all about moving beyond just throwing money at the problem.
“Jake, cheers for chatting,” I started. “Most tokens seem to just blast cash at influencers. What’s your take?”
He chuckled. “Yeah, it’s a race to the bottom. Financial incentives are fine as a starting point, but they don’t build loyalty or long-term commitment. You’re renting, not owning, the relationship.”
Finding Your Tribe: Values Alignment is Key
So, how do we find influencers who genuinely care? Jake’s strategy was fascinating. “It starts with clarity on your own values,” he explained. “What’s the purpose of your token? What problem are you solving? What impact do you want to have? Once you’re crystal clear on that, you can identify individuals whose values align.”
This isn’t just about surface-level stuff like ‘loves crypto’. It’s about finding people who are passionate about, say, democratising access to finance if that is what the token is aimed at or who are passionate about sustainability if your token is aimed at reducing carbon usage. It is a little deeper than a general interest in crypto
“I used to spend hours looking for influencers who were already talking about problems our token aimed to solve,” Jake continued. “People who were genuinely advocating for the same things, even before they knew about us.”
Actionable Step: Create a document outlining your token’s core values, mission, and long-term vision. Then, research influencers who publicly champion similar values. Look beyond their follower count and focus on their authentic voice and engagement.
Contribution Over Cash: Involving Influencers in Development
Next, Jake emphasised the importance of involving influencers in the project’s development. “Don’t just ask them to shill your token,” he urged. “Give them a stake in its success. Invite them to contribute ideas, provide feedback, and even help shape the project’s direction.”
This could involve inviting them to closed beta tests, seeking their opinion on new features, or even including them in community governance structures. Think about giving them early access to some of the project to provide their insight to the team
“One of our most valuable influencers actually helped us refine our tokenomics model,” Jake beamed. “His feedback was invaluable, and he became a true advocate because he felt ownership of the project.”
Actionable Step: Identify areas where influencers’ expertise could be valuable. Offer them opportunities to contribute to the project’s development, providing them with exclusive access and recognition for their contributions.
Building Community: Fostering Social Connections
This is where things get interesting. Jake stressed that it’s not enough to have influencers pushing your token in isolation. You need to create a community of advocates who support each other.
“We created a private Discord server specifically for our key influencers,” he revealed. “It was a space for them to connect, share ideas, collaborate on content, and support each other’s work. We actively fostered these connections, hosting regular AMAs and facilitating collaborative projects.”
This is key. A truly successful influencer programme isn’t just about the token creators speaking at influencers, it’s about enabling influencers to speak with each other.
Actionable Step: Create a dedicated online space (e.g., Discord server, private forum) for your key influencers. Encourage interaction, collaboration, and mutual support. Facilitate regular events and activities to strengthen the bonds within the community.
Long-Term Vision: Mutual Respect and Shared Commitment
“Ultimately, it’s about building long-term partnerships based on mutual respect and a shared commitment to the project’s success,” Jake concluded. “Treat your influencers like partners, not just marketing tools. Listen to their feedback, value their contributions, and celebrate their successes.”
And there you have it: building a tribe of advocates isn’t about throwing money around; it’s about finding individuals whose values align with your token’s mission, involving them in the project’s development, and fostering a community where they can connect, collaborate, and support each other. Building a genuine relationship between a token and a influencer takes time and effort, but the long-term rewards – a loyal and engaged community, sustained growth, and a token with real purpose – are well worth it.