Right, so I was chatting with Joseph the other day, a founder wrestling with his token’s launch. He was clearly frustrated, throwing around words like ‘shilling’ and ‘engagement’ with a weary sigh. He’d clearly been burned by the usual influencer hustle. That’s when I realised the core problem: everyone’s focusing on the wrong metrics.
“Joseph,” I said, leaning back in my chair, “forget follower count for a minute. Think about authenticity. Think about alignment. We need to deconstruct the influencer persona, not just see the surface level numbers.”
He looked at me quizzically, which, fair enough. It sounds a bit academic, doesn’t it? So, I broke it down for him.
Step 1: Define Your Token’s Ethos (The Core Values)
Before you even think about influencers, you need a crystal-clear understanding of your token’s purpose, values, and target demographic. What problem are you solving? What kind of community do you want to build? What are your long-term goals? This is more than just a whitepaper. It’s the soul of your project. Write it down. Distill it into easily digestible soundbites.
Imagine you’re launching a token for sustainable agriculture. Your ethos might centre around environmental responsibility, community empowerment, and transparent sourcing. This becomes your filter.
Step 2: Building the Influencer Persona Profile
Now, instead of blindly chasing influencers with millions of followers, start crafting an ‘Influencer Persona Profile’. This isn’t a marketing buzzword; it’s a detailed description of the ideal influencer for your token. Think of it like creating a character for a novel.
Consider these elements:
- Values Alignment: Does the influencer genuinely care about your token’s core values? Look at their past content, their stances on relevant issues, and their overall brand messaging. If they promote fast fashion and disposable products, they’re probably not the right fit for your sustainable agriculture token, regardless of how many followers they have.
- Audience Demographics: Who are they talking to? Are their followers genuinely interested in what your token offers? Don’t just look at age and location. Dig deeper. What are their interests, needs, and pain points? Use audience analysis tools (many are surprisingly affordable) to get a clearer picture.
- Engagement Quality: This is crucial. Forget follower count. Look at engagement rate (likes, comments, shares relative to follower count). Are people actually interacting with their content, or are they just passive observers? Read the comments. Are they thoughtful and engaging, or just generic emojis? This tells you a lot about the influencer’s relationship with their audience.
- Past Collaborations (Success and Failure): Do some digging. What brands have they worked with before? Were those campaigns successful? How did their audience respond? Look for evidence of both successes and failures. What lessons can you learn?
- Personal Brand Consistency: Is their brand consistent over time? Do they suddenly jump on every trending bandwagon, or do they stick to their core message? Consistency builds trust, and trust is essential for building a community around your token.
I told Joseph about one influencer I found who was posting about ‘saving the planet’ while simultaneously promoting a crypto casino. Red flag, obviously!
Step 3: Assessing Risk and Reward
Different types of influencers come with different levels of risk and reward.
- Micro-Influencers (1,000 – 10,000 followers): Often more authentic and engaged. Lower reach, but potentially higher conversion rates. Lower cost.
- Mid-Tier Influencers (10,000 – 100,000 followers): A good balance between reach and engagement. Can be more selective about collaborations.
- Macro-Influencers (100,000+ followers): High reach, but can be expensive and less authentic. Engagement rates often lower. Higher risk of attracting the wrong audience.
Consider the potential downsides. Will association with this influencer damage your token’s reputation? Have they been involved in any controversies? Are they transparent about their paid promotions? Are they open and honest about their crypto holdings? Due diligence is key.
“So,” Joseph asked, scribbling furiously in his notebook, “it’s about finding the right fit, not just the biggest megaphone?”
“Exactly!” I replied. “It’s about finding influencers who are genuinely passionate about your project and can authentically connect with their audience on a deeper level.”
In essence, moving beyond surface-level metrics and building comprehensive influencer persona profiles rooted in values alignment is critical. By carefully evaluating engagement quality, audience demographics, past collaborations, and brand consistency, you can strategically identify influencers who genuinely resonate with your token’s purpose, making them valuable partners in fostering a loyal and engaged community.