Right, let’s talk about something crucial for a successful token launch: turning influencer collaborations into a content engine that keeps on giving. We’re not just talking about a single shout-out; we’re aiming for sustainable engagement and amplified reach. I’ve spent countless hours knee-deep in this, working with founders to squeeze every last drop of value from their influencer partnerships. Let me walk you through what I’ve learned, because trust me, done right, this can be a game changer.
Content Strategy for Influencers: Crafting Narratives That Stick
First things first: ditch the hard sell. Nobody wants to feel like they’re being bombarded with marketing fluff. The key is building engaging narratives that resonate with your target audience. Think about why someone should care about your token, not just what it is. What problem does it solve? What community does it foster? These are the stories you need to tell.
When you’re briefing your influencers, don’t just hand them a list of bullet points. Work with them to develop a compelling narrative arc. Let’s say your token powers a decentralised music platform. Instead of just saying, “Buy our token!”, consider these angles:
- The Artist’s Struggle: An influencer interviews a musician struggling with traditional streaming services, highlighting the platform’s potential to empower artists. Replicable Process: Provide the influencer with data and talking points around the pain points of artists in the traditional music industry. Encourage them to find and interview a relevant artist or use themselves.
- The Fan’s Perspective: An influencer explores how the platform allows fans to directly support their favourite artists and access exclusive content. Replicable Process: Facilitate connections between the influencer and active community members within the project. This could include beta testers or token holders that have expressed excitement about the project
- The Community Builder: An influencer showcases the thriving community around the platform, highlighting opportunities for collaboration and connection. Replicable Process: Direct the influencer towards the forums or platforms that your community currently use, request they engage with current members and highlight the value of the community.
Essentially, you’re giving them the building blocks to create authentic, engaging content that genuinely connects with their audience.
Turning Long-Form Gold into Short-Form Gems
Okay, you’ve got a fantastic long-form video interview with an influencer. Now what? Don’t let it sit there! Repurpose that content like your token’s success depends on it (because, in some ways, it does!). Here’s how:
- Short-Form Video Clips (TikTok, Instagram Reels, YouTube Shorts): Identify the most impactful 15-60 second snippets from the interview. Add captions, visuals, and trending music to maximise engagement. Focus on punchy soundbites and compelling visuals. Replicable Process: Identify key moments in the long-form video using transcripts or video editing tools. Extract these segments and re-edit them with attention-grabbing text overlays and relevant visuals. Use TikTok’s trending sounds to increase visibility.
- Social Media Posts (Twitter, Facebook, LinkedIn): Pull quotes and key takeaways from the interview to create engaging social media posts. Use eye-catching images or short video clips to grab attention. Replicable Process: Review the interview transcript and select impactful quotes. Craft social media posts around these quotes, adding context and relevant hashtags. A/B test different visuals and captions to optimise engagement.
- Blog Articles: Transcribe the interview and turn it into a blog post. Add your own insights and analysis to provide further value to your audience. Break up the text with headings, subheadings, and images to improve readability. Replicable Process: Use a transcription service to convert the interview into text. Edit the transcript for clarity and flow, adding introductory and concluding paragraphs. Incorporate relevant images, charts, and links to other resources.
Platform Optimisation: Speaking the Language of Each Audience
Remember, each platform has its own unique audience and format requirements. Don’t just copy and paste the same content across all channels. Tailor your messaging to resonate with each specific community.
- TikTok: Short, attention-grabbing videos with trending sounds. Focus on entertainment and humour.
- Instagram: High-quality visuals and engaging captions. Focus on aesthetics and storytelling.
- Twitter: Concise and informative posts with relevant hashtags. Focus on news, updates, and community engagement.
- LinkedIn: Professional and insightful content. Focus on thought leadership and industry expertise.
Replicable Process: Conduct audience research on each platform to understand their demographics, interests, and preferred content formats. Develop platform-specific content strategies that align with these insights.
The Bottom Line
Hopefully this guide has helped you to see how collaborations with social influencers can be turned into an amazing and lasting content stream, if you follow some of these simple steps. Take your time in creating relevant content, be sure to make it engaging, work with the influencers to create a story around your launch and once you have the content, plan on how to repurpose that for the best possible and longest lasting return. Focus on creating different snippets for different platforms, to make the most of how each platform works.