Right, so, you’re launching a token. You’ve poured your heart and soul into the tech, the use cases, the whitepaper… everything. You know it’s brilliant. But getting the word out? That’s where influencers come in. But just throwing money at them isn’t always the best strategy. In fact, it can backfire spectacularly. Trust me, I’ve seen it happen. That’s why I wanted to delve into something often overlooked: appealing to an influencer’s altruism and a shared vision.
I’ve been researching and writing about this for a new series of in-depth articles aimed at token founders – articles that go beyond the usual ‘influencer marketing 101’ and actually give actionable advice. This isn’t about quick wins; it’s about building a community.
The Problem with Purely Financial Incentives
Let’s be honest, most influencers are bombarded with offers. A quick shout-out for a few quid? Tempting, right? But what happens when they don’t truly understand your token? They might parrot some lines from a script, but their audience will see right through it. This can actually damage your credibility, making it seem like you’re just another pump-and-dump scheme. The token will be hit in the short term but in the longer term you might find you struggle to get any serious interest.
Finding the Right People: Alignment is Key
So, how do you avoid this? The answer lies in finding influencers whose values align with your project’s mission. This is crucial and, to be honest, takes time. It’s not just about follower count; it’s about finding someone who genuinely cares about the problem you’re trying to solve.
For example, if your token is focused on sustainable energy, look for influencers who are passionate about environmental issues. If it’s about decentralised finance, seek out those who are advocates for financial inclusion. These influencers will be far more receptive to your message and, more importantly, they’ll be able to communicate it authentically to their audience.
Building a Long-Term Partnership
Once you’ve identified potential partners, it’s time to start building a relationship. Don’t just pitch them an offer out of the blue. Engage with their content, show them you understand their values, and explain why you think your project would resonate with them.
Here’s a practical step: create a list of influencers in your niche, ranked by relevance and engagement. Then, actively follow and interact with their content for a few weeks before reaching out. This shows you’re genuinely interested in what they do, not just their audience size. This also allows them to feel like they have a prior relationship to you so you’re not just a random person reaching out to them.
Providing Comprehensive Education: Knowledge is Power
Now for the really important part: education. You need to equip your influencers with the knowledge they need to advocate effectively. This means going beyond the marketing spiel and giving them a deep understanding of your token’s technology, use cases, and impact.
Think about creating a dedicated knowledge base – videos, infographics, articles, even interactive quizzes. Make it accessible and engaging. Don’t just dump a load of technical jargon on them. Explain things in a clear, concise way, and focus on the benefits for their audience. They need to be able to answer questions from their followers confidently and knowledgeably.
Imagine the difference between an influencer saying, “This token is great, buy it!” and one saying, “This token uses blockchain to solve [problem] in a way that benefits [target audience]. I’ve been following the project for a while, and I’m impressed with [specific features].” Which one sounds more trustworthy?
Involving Influencers in the Project’s Development
Consider offering influencers opportunities to contribute to the project’s development. This could involve giving them early access to new features, inviting them to provide feedback on your roadmap, or even involving them in community governance. This not only makes them feel valued but also gives them a deeper understanding of the project, further strengthening their commitment. Many projects even give Influencers dedicated project staff to help answer questions and create content. Its a much more personal way of working and can be very fruitful.
It’s Not Just About the Money
Ultimately, building a successful influencer strategy is about more than just financial incentives. It’s about finding partners who share your vision, providing them with the knowledge they need to advocate effectively, and building a long-term relationship based on mutual respect. By appealing to their altruism and involving them in the project’s development, you can create a powerful force for good – a community of advocates who are genuinely passionate about your token and its mission. This helps develop the trust in your token that will lead to longer term success and better stability when launching your new token.