Crypto Influencer Marketing: 5 Powerful Tactics and Examples

8 min read

There are hundreds of crypto projects launching every day, thus finding innovative ways to shine can be quite the challenge for startups. Crypto influencer marketing is the most direct strategy that’s changing the game by leveraging the voices of those who lead conversations in the crypto community. It’s more than just marketing; it’s about creating connections and building trust with an audience eager to discover what’s next in crypto.

By partnering with top influencers, crypto projects can produce content that truly resonates with their target audience. This goes beyond advertisements; it’s about capturing trending crypto narratives, crypto alphas, and insights that engage and inspire. Such content doesn’t just get noticed—it gets shared, talked about, and hyped by the community.

Navigating the influencer marketing landscape does come with its challenges, from a highly competitive influencer market to building genuine trust in a space that’s always scrutinizing the new. 

Yet it can be a hugely profitable channel for crypto brands with the right strategy. Here, we’ll dive into the Top 5 powerful tactics for successful crypto influencer marketing with examples.

Top 5 Powerful Crypto Influencer Marketing Tactics

  1. Build a Cohort of Trusted and Research-driven Crypto Influencers
  2. Encourage High-quality Crypto Influencer Content
  3. Leverage Crypto Influencer Marketing By Referral Programs
  4. Focus on Authentic Relationships with Crypto Influencers
  5. Stay Flexible

#1 Tactic: Build a Cohort of Trusted and Research-driven Crypto Influencers

In the crypto world, trust is everything. To make your crypto influencer campaigns successful, start by identifying influencers who are not just popular but also knowledgeable and passionate about the crypto industry. These influencers should have a track record of providing their audience with insightful, accurate, and up-to-date information about the crypto market.

How to do it:

  • Research thoroughly: Look for influencers who are doing research and consistently share educational, and informative content about cryptocurrencies, blockchain technology, and the crypto market trends. It’s important to steer clear of influencers who engage in overly promotional, superficial, or shilling posts.
  • Check their organic engagement: Don’t be dazzled by large follower counts and high engagement. An influencer with a highly organic, engaged audience is more valuable than one with a large but passive following. Organic engagement is indicated via meaningful comments from real followers and reposts from other authentic people. This shows trust and interest from the audience.
  • Verify authenticity: Ensure the influencers you choose are genuine crypto natives. They should be able to understand and explain the technical aspects of your product clearly to their audience. Additionally, the anonymous nature of the crypto space can sometimes make it more susceptible to scams and fraud. For instance, bad actors may create fake influencer profiles to deceive brands and users. To counteract this, thorough research and verification of influencers before partnering with them are essential. 
  • Diversify your cohort: In the fast-paced world of cryptocurrency, it’s risky to put all your eggs in one basket by relying solely on a few influencers. To stay ahead, it’s crucial to continuously grow your network of influencers, incorporating a diverse mix to align with various business objectives at different times.

Expand your influencer network by including a mix of influencers to meet your business goals at some stage. From educators and writers producing technical content to niche influencers who can reach specific segments, such as airdrops, or price analysis, this varied mix ensures you have the strategic flexibility to adapt and thrive, whatever your business goals.

Below is the top list of top-notch DeFi influencers who are leveraging educational and insightful content to their audience that you should follow on X (Twitter).

#2 Tactic: Encourage High-quality Crypto Influencer Content

Work with influencers to create interesting and insightful content angles that stand out. Instead of just asking them to promote your product, collaborate on things like video tutorials, creating product-based or narrative-based content, genuine product reviews, or sponsored blog posts. This not only grabs people’s attention but also makes your brand more trustworthy. 

How to achieve this:

  1. Foster creativity: Encourage influencers to infuse their personality and creative ideas into the content. Whether it’s through infographics, storytelling, or on-chain data analysis, unique content resonates more with audiences. This approach not only advertises your product but also builds a real connection with the influencer’s audience, fostering trust and loyalty.
  2. Focus on quality: High-quality visuals, well-researched information, deep dives into products, and polished hooks make content more professional and trustworthy to followers.
  3. Collaborate on diverse formats: From YouTube video tutorials to in-depth reviews, podcasts and newsletters, diversifying content formats can keep the audience engaged and interested.
  4. Promote interaction: Encourage content that provokes curiosity, seeks opinions, or includes calls-to-action. Interaction boosts engagement and helps build a community and conversations around your brand.
  5. Leverage user-generated content: With influencer marketing campaigns, brands can encourage user-generated content and become a trending hashtag on social platforms. Whether they post about how to earn high-yield farming, show increasing stats of protocols, or share their opinion of potential crypto narratives. As a result, your brand gains exposure and validation from a diverse audience, establishing a connection that goes beyond traditional advertising.

Take a look at the below long tweet by Ignas | DeFi Research, a top-tiered DeFi influencer with over 85k followers, for example. He took an in-depth exploration of the new crypto narratives called Restaking and highlighted relevant projects. This comprehensive and user-focused content resonated with the community, garnering over 100k impressions.

#3 Tactic: Leverage Crypto Influencer Marketing By Referral Program

Referral programs are a powerful way to incentivize both influencers and their followers to spread the word about your product. By offering rewards for referrals, and incentives for referrers, you can significantly increase the reach and effectiveness of your influencer marketing campaigns.

How to implement a successful referral program:

  1. Entice with point campaigns: Lately, the crypto world has been buzzing about point-based campaigns, a strategy that’s quickly becoming a favorite for new products looking to draw in users. Essentially, users engage with the product and spread the word to their friends, earning “points” for their efforts. These points can later be exchanged for future rewards, like token airdrops, making it a win-win for both the users and the product.

For instance: you can earn Kelp points, Eigen Layer Restaking Points, and be eligible for potential $KEP token airdrop by staking ETH on KelpDAO.

  1. Offer attractive incentives: Whether it’s a discount, a share of profits, or future retroactive rewards, make sure your incentives are compelling enough to motivate participation from both influencers and their audience. AshPerp – a perpetual futures DEX offers a 10% discount on trading fees for referrals and up to 13% fee rebates for inviters.
  2. Make it easy to share: Provide influencers and their followers with simple tools and sharable links to share your product. The easier it is to share, the more likely they will do it. Another point is building a visualized dashboard and leaderboard for users to track their performance and rewards.
  3. Reward promptly: There’s a saying that is well-known in the crypto world: “No incentives, no community.” When it comes to incentivized campaigns, delivering those incentives promptly is crucial. This approach not only rewards positive actions but also motivates continued involvement.
  4. Highlight success stories: Share the achievements of top referrers on your platforms and through your influencers. Influencers also usually show off how much a person can earn by early engaging with your project. This not only rewards them but also motivates others to participate.

You can take a look at some referral campaigns rolling out on Sui blockchains that have the potential for future token airdrops.

#4 Tactic: Focus on Authenticity Relationship with Crypto Influencers

Building genuine relationships with influencers is crucial for a successful partnership. Authentic connections lead to more sincere and effective endorsements.

Strategies for building authentic relationships:

  1. Engage on social media: Regularly interact with influencers by commenting on their posts, sharing their content, and participating in discussions. This shows you value their work beyond a business transaction.
  2. Interact with purpose: Aim to create meaningful connections. Show genuine interest in their opinions and experiences. Authentic engagement leads to stronger, more productive collaborations.
  3. Move beyond transactions: Treat influencers as partners rather than just marketing channels. Invest in understanding their goals and preferences, and find ways to support them beyond the scope of your campaigns. As influencers representing the voices of users, their feedback and service are necessary to consider to improve your product.
  4. Be transparent and supportive: Clear communication and support for the influencers’ creative process foster trust. Being open about your goals and receptive to their ideas can lead to more authentic and effective promotions.

B² Network is one of the successful case studies in building closed relationships with top DeFi KOLs. By featuring these influencers on the project’s landing page along with their highlight content, it effectively demonstrates support and appreciation for their role in the ecosystem.

A list of official crypto influencers collaborating with B² network, a Bitcoin Layer 2 project.

#5. Stay flexible

The crypto market is known for its volatility and rapid changes. Similarly, the effectiveness of marketing strategies can also fluctuate. Staying flexible and being willing to adapt your influencer marketing tactics is crucial for long-term success.

Tips for maintaining flexibility:

  1. Monitor and adjust: Regularly review the performance of your influencer campaigns. Be ready to make changes based on what’s working and what’s not. A smart move is to look back at your influencer campaign each month, analyzing which content formats and creators really hit the mark. This reflection allows you to gather valuable insights and refine your strategy for even better results moving forward.
  2. Experiment with new approaches: Don’t be afraid to try new ideas or platforms. What works today might not work tomorrow, so keep innovating. Crypto content creators are now leveraging new Decentralized Social and SocialFi platforms like Farcaster to reach out to the native crypto community.
  3. Listen to feedback: Both influencers and their audiences can provide valuable insights. Be open to their suggestions and willing to adjust your strategies accordingly.
  4. Plan for contingencies: It’s crucial to have a plan B (and even a plan C) for those times when things don’t go quite as planned with an influencer partnership. In the fast-paced bull market, influencers often have jam-packed schedules, making it challenging to secure a spot on their content calendar. This is where the importance of our first tactic—building a diverse and flexible influencer network—really shines.

By collaborating with a reliable agency that has established a proven growth framework, you can adapt more easily and keep your campaign moving forward, even when obstacles arise. Being flexible means you’re ready for whatever comes your way, celebrating the wins and smoothly navigating the challenges.

In Conclusion

Crypto influencer marketing is a fresh approach, distinct from traditional marketing strategies we’re used to. In the Web3 space, where the dynamics are unique, it holds the power to elevate your project by generating excitement within the community about what you have to offer, especially when done right.

Employing the five outlined strategies serves as a roadmap to success, propelling your brand toward achieving marketing objectives. Emphasizing authenticity throughout your influencer collaborations is paramount; genuine connections resonate with audiences, fostering trust and loyalty. Establishing meaningful relationships with influencers ensures a more enduring impact on your target market. By integrating these practices, your brand can embark on a transformative journey, leveraging influencer marketing as a potent tool to elevate your Web3 startups and reach new heights.

At Pink Brains, your go-to DeFi Creator Studio, we make crypto influencer campaigns simpler, and more effective for your brands. By providing full-stack influencer marketing services on the most crypto-friendly social media like X (Twitter), Substack, we’re here to connect you with the coolest and smartest DeFi influencers and KOLs, who help elevate quality projects through authentic representation.

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