So, I was chatting with Jennifer the other day, a seriously sharp cookie when it comes to marketing, and we got onto the topic that always gets me fired up: crypto token launches and influencer marketing. More specifically, why so many of them flop. We weren’t just talking surface-level stuff, we dove deep into the content strategies, or lack thereof, that seem to plague this space. Let me share the gems we unearthed, tailored specifically for you token founders.
Beyond the Shilling: The Problem with Traditional Influencer Outreach
Jennifer nailed it when she said, “Most tokens just throw money at influencers and expect magic. They’re essentially paying for a shout-out, not genuine engagement.” And she’s right! How many times have we seen influencers awkwardly reading a script about some token they clearly know nothing about? It’s transparent, it’s cringeworthy, and it actively damages credibility. What’s needed is a strategy that allows the content to organically promote the success.
Crafting a Narrative: Building a Story That Sticks
This is where the real work begins. Forget the hard sell. Think about why your token exists. What problem does it solve? What’s the vision behind it? These are the seeds of your narrative. We talked about using frameworks like “The Hero’s Journey.” Position your token as the solution to a specific challenge faced by your target audience (the hero). Create content that shows how the token empowers them. Think about Cardano and the mission to provide banking to the unbanked or to solve a real world problem. They sold the dream, not just the token.
Actionable Tip: Start by defining your ideal user persona. What are their pain points, aspirations, and motivations? Tailor your narrative to resonate with these specific characteristics.
Authentic Storytelling: Let the Influencer’s Voice Shine
Here’s a crucial point: don’t force a narrative. Work with influencers to adapt your core message to their unique style and audience. Jennifer rightly emphasised that “Authenticity is paramount. People can smell a fake promotion a mile away”. This means giving influencers the freedom to interpret your narrative in their own way. Provide them with the key information, but encourage them to share their personal thoughts and experiences. Did they use the token for any purpose? Did they make use of a feature?
Actionable Tip: Instead of dictating content, offer influencers a content brief outlining the key themes and talking points. Encourage them to research your project and develop their own unique angle.
Content Format Variety: Reaching Different Audiences
Not everyone consumes content in the same way. Some prefer videos, others prefer podcasts, and some are avid readers. Diversifying your content formats is essential to reach different segments of your target audience. Jennifer suggested, “Think beyond the standard YouTube review. Consider podcasts, articles, infographics, even short-form video content like TikToks or Reels.” A podcast discussion might allow a deeper dive into the technology.
Actionable Tip: Identify the content formats most popular among your target audience. Research what content they are already consuming and then tailor your format to fit alongside the trend.
Measuring Success: Beyond Vanity Metrics
Finally, don’t get caught up in vanity metrics like likes and shares. Focus on metrics that truly matter, such as website traffic, token adoption rates, and community engagement. Did the influencer campaigns lead to more users? Are people actively participating in your community forums? The goal is to track performance to understand which content strategies are most effective.
Actionable Tip: Implement tracking links and UTM parameters to monitor the performance of influencer campaigns. Analyse the data to identify patterns and optimise your content strategy.
Ultimately, Jennifer and I agreed that successful influencer marketing in crypto is about building genuine relationships with influencers, empowering them to create engaging content, and focusing on meaningful metrics. It’s not about a quick pump and dump; it’s about long-term community growth and sustainable token adoption. By providing a strategy to the influencer the token founder can promote a token to genuine success.