Right, so I was chatting with Rebecca the other day – she’s deep in the trenches of launching her own DeFi project – and we got onto the thorny topic of influencers. Everyone knows they’re vital for token launches, but as Rebecca pointed out, it’s so easy to fall into the trap of chasing fleeting hype. She was telling me about all the offers she was getting and all the promises of huge gains for her token but she was worried that it would all be very short term and she would be left with nothing after a few days.
“I feel like I’m being pushed towards these ‘pump and dump’ schemes,” she confessed, looking genuinely concerned. “It’s all about quick gains and then… silence. What I actually want is people who genuinely believe in the project and stick around for the long haul.”
That’s when we really started digging into building a sustainable influencer strategy. It’s not about renting attention, it’s about cultivating genuine advocacy.
Laying the Groundwork: Defining Your Ideal Influencer
The first thing we talked about was defining her ideal influencer profile. Forget vanity metrics like follower count. We needed to hone in on factors like:
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Audience Alignment: Does their audience overlap with her target demographic? Are they genuinely interested in DeFi and the specific niche her project occupies (e.g., gaming, NFTs, lending)? Rebecca had to really consider her target demographic and what other interests they would have.
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Authenticity & Trust: Are they known for honesty and transparency? Do they have a strong reputation within the crypto community? It’s crucial to look beyond the curated image they present online. Really scrutinise their past work. Check that what they are proposing aligns with what they have delivered in the past.
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Content Quality: Do they create engaging, informative, and well-researched content? Are they capable of explaining complex topics in a clear and accessible way? You don’t want someone who just spouts buzzwords; you need genuine educators.
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Engagement Rates: This is more important than raw follower numbers. High engagement suggests an active and responsive audience.
To do this, Rebecca is going to use a spreadsheet to document all the influencers, their audience numbers, engagement rate and whether they seem like a good long term fit.
Building Genuine Relationships: Beyond the Transaction
Once you’ve identified potential influencers, the real work begins: building relationships. Forget cold emails and generic pitches. The best approach is personal and organic.
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Engage with Their Content: Start by genuinely interacting with their content. Leave thoughtful comments, share their posts, and participate in their discussions. Show them you’re paying attention and value their opinions. If they see you regularly engaging with their content, when you contact them they will recognise your name.
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Offer Value First: Don’t immediately jump to asking for promotions. Offer them early access to your project, invite them to participate in beta testing, or ask for their feedback on your whitepaper. Make them feel like they’re contributing to something meaningful. Perhaps you have another skill you can offer them to help them expand their reach.
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Personalised Outreach: When you finally do reach out, make it personal. Reference specific content they’ve created and explain why you think your project aligns with their values and audience. Clearly outline your expectations and what you’re hoping to achieve through the collaboration. If they are providing videos or tutorials, ensure these are clear, concise and professional.
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Transparency is Key: Be upfront about any compensation you’re offering and ensure they fully understand the legal and regulatory requirements surrounding influencer marketing, particularly disclosure requirements. This is vital to avoid legal issues and maintain trust.
Empowering Influencers: Turning Them into Community Advocates
Once you’ve established a relationship, the goal is to empower influencers to become active members of your community. Treat them as partners, not just hired guns.
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Give Them a Seat at the Table: Invite them to participate in community AMAs, provide them with exclusive insights into your project’s roadmap, and solicit their feedback on new features. Make them feel like they’re part of the team. By really making them feel part of the team, they are likely to stay around for longer and will provide authentic feedback.
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Encourage User-Generated Content: Empower them to create valuable content that educates and informs potential token holders. This could include tutorials, reviews, interviews, or even memes. The more engaging content that is out there that promotes your token, the more likely it will be that it has long term success.
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Provide Ongoing Support: Offer them ongoing support and resources to help them stay informed about your project. This could include regular updates, dedicated communication channels, and access to your team. The more help and support that you can provide, the more value they will provide back.
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Reward Long-Term Engagement: Consider offering incentives for long-term engagement, such as exclusive access to new features, airdrops, or even a role within your community governance. This incentivises them to stay engaged and continue advocating for your project. If they feel valued, they will be more likely to stay around and promote your coin.
Ultimately, building a sustainable influencer strategy is about more than just boosting your token launch. It’s about creating a vibrant and engaged community that will support your project for the long term. It is about building real relationships, and empowering genuine advocates.