Crypto Influencer Marketing: What and How?

6 min read

In the fast-paced crypto market, crypto influencer marketing is a key strategy for projects looking to stand out. Based on our experience with up-and-coming projects, here are 5 steps to build your crypto influencer marketing campaign.

5 Steps To Build Crypto Influencer Marketing


1. Outreach: How To Identify your Crypto Influencers?

Crypto influencer marketing is about creating hype and grabbing attention from the community. Depending on what you offer, your target audience could be blockchain builders, tech developers, regular users, hunters, farmers, or traders. To succeed, find influencers and KOLs (Key-Opinion Leaders) who reach your audience and fit your budget.

Here’s a simple “3-phase pack” strategy to get your message out there:

Phase 1: Kick-off with a bang. Start strong with seed influencers to create initial hype. This is your chance to stand out among many new crypto projects and set the stage for your big-picture goals.

Phase 2: Now, it’s time to educate. Keep the momentum going with mid-tier influencers. They’ll take the buzz from Phase 1 and turn it into knowledge, helping your audience understand why your project matters and what they can gain.

Phase 3: Go Big. Collaborate with top-tier influencers who are experts in areas like DeFi, Web3 games influencers, or NFT influencers. These thought leaders provide deep insights that not only inform but also inspire action. Make sure to include clear calls to action so the audience knows what to do next.

Below are some top DeFi influencers to consider for your campaigns.

2. Onboarding Crypto Influencers: The Best Practices


When reaching out to potential influencers, success depends on strategic and thoughtful engagement. Here’s how to make it count:

  1. Understand Your Influencers: Study their content to know their style, expertise, and audience. This ensures a natural fit between their brand and your project, setting the stage for authentic collaboration.
  2. Craft Compelling Proposals: Make your proposal stand out by clearly outlining the benefits for the influencer. Include what you’re offering in terms of deliverables, compensation, and campaign duration. A clear, appealing proposal paves the way for a positive response.
  3. Provide Detailed Content Briefs: Give influencers content briefs that guide but don’t constrain. Include product info, the crypto narratives that your project resonates with, content ideas, and CTAs. This helps influencers create content that resonates with their audience and aligns with your goals.
  4. Set Clear Objectives: Be upfront about what you want to achieve, whether it’s boosting brand visibility, driving traffic, or increasing conversions. Clear goals ensure influencers understand their role and can focus their efforts effectively.
  5. Maintain Open Communication: Keep influencers updated on your project’s progress and any significant changes. Regular communication ensures their content stays relevant and fosters a deeper commitment to your project’s success.

By following these practices, you can create meaningful, effective partnerships with influencers that amplify your message and drive your crypto project forward.

3. Crypto Influencer Content Management: A Strategic Approach


Adopting a versatile content strategy is key to making your influencer marketing campaign more engaging, natural, and authentic.

  1. Diversify Content Formats: Use different types of content to maximize engagement on platforms like X. Encourage influencers to create YouTube videos, long tweets, short tweets, threads, blogs, newsletters, and podcasts about your project. This variety reaches different audience segments.
  2. Emphasize Research and Narratives: Create content that is well-researched and story-driven. Make sure it feels authentic and practical, avoiding obvious sales pitches.
  3. Find the Right Balance: Maintain a consistent presence without overwhelming your audience. Ensure your brand appears naturally, not like it’s pushed by bots. Focus on quality over quantity so your content is anticipated, not ignored.
  4. Monitor Key Metrics: Measuring success is crucial. Track the following to assess each influencer’s content and adjust your approach:
    • Follower Growth: Shows expanding reach.
    • Impressions: Indicates how often your content is viewed.
    • Engagement Rates: Reflects audience interaction with the content.
    • Click-Through Rates: Measures the effectiveness of CTAs.
    • Conversions and ROI: Demonstrates the financial success of the campaign.

By following these guidelines, you can refine your strategy to engage your audience and achieve measurable results.

4. Building Relationships with Crypto Influencers: Beyond Transactions


Building strong relationships with influencers is key in the competitive crypto market. It’s about partnership, not just promotion. Here’s a simple approach:

  1. Trust and Professionalism: Start with trust. Be clear, quick to respond, and professional in all communications. This builds a strong foundation and encourages influencers to be honest and dedicated.
  2. Think Long-Term: Look beyond single campaigns. Get to know influencers personally and understand their strengths. Align your projects with their values. This creates a lasting rapport for ongoing collaboration.
  3. Exclusive Perks: Make influencers feel special. Offer them early access to products, exclusive features, or branded merchandise. These perks motivate them and provide unique content for their audience, making your brand stand out.
  4. Appreciation and Engagement: Regularly engage with their content, publicly acknowledge their efforts, and thank them. This mutual appreciation builds a positive, lasting partnership.

In short, by treating influencers as valued partners and building trust, you can turn them into strong advocates for your brand. This not only boosts your campaigns but also strengthens the crypto community.

5. Campaign Management: Keys to A Successful Crypto Influencer Campaign

Chasing influencer marketing in the crypto space can be like running a sprint, especially during a “bull run” when the market is rising. The competition is tough, and costs can go up fast. It’s not just about finding the right voices; you also need to manage the campaign efficiently to get the best results.

There’s a lot to juggle, from choosing the right influencers to keeping everything on track. That’s where Pink Brains comes in. We make things simpler and more effective, taking the stress off your shoulders.

“Why another marketing agency?” Well, we’re not just a marketing agency. We’re a fresh DeFi Content Studio. Our close work with top DeFi influencers helps elevate quality projects through genuine representation.

Our mission is straightforward: to tell your project’s story. We believe every DeFi initiative has a unique narrative that deserves to be heard. Here’s how we help through our DeFi Project Growth Framework.

  • Trusted KOL Connections: We match your project with KOLs who align with your vision, ensuring that your message reaches the right audience with a reasonable package.
  • Strong Collaborations: Our expertise lies in fostering partnerships based on mutual respect and shared goals, moving beyond mere transactions.
  • Genuine Narratives: In a crypto space where authenticity and narratives resonate, we focus on telling your story in a way that’s engaging to the current trend but still true to your values.

Crypto Influencer Influencer Marketing vs. Traditional Advertising

Crypto influencer marketing and traditional advertising are like two different paths to the same destination: getting your brand noticed. But they take very different routes to get there. Let’s break it down in simple terms, especially for those diving into the crypto world.

Crypto Influencer Marketing

Crypto influencer marketing is all about using the power of popular “chads” (people) on crypto-friendly social media, such as X, TikTok, Substack, or Telegram, to tell your story of blockchain innovation. It’s like having a chat with friends who suggest something new and exciting. This approach feels more genuine because it’s about real people sharing stuff they like or believe in. It’s not just about selling; it’s about sharing stories and experiences that resonate with people.

The cool part? Plus, you can get creative by combining the power of influencers with bootstrapping campaigns, like using NFT loyalty cards, crypto airdrops, incentivized programs, and referral campaigns to get more traction from the community of users.

Traditional Advertising

Traditional advertising is what we’ve all grown up with—TV, radio, billboards, and online banners. It’s proven effective, but it can sometimes feel impersonal and in-your-face. You see an ad, but you might not feel a connection to it.

While this method covers a lot of ground and is well-established, it can face challenges and restrictions, especially in the new and less regulated world of crypto. Running ads on popular social media platforms can be tricky in this field.

The Best of Both Worlds?

Crypto influencer marketing requires a fresh, community-driven approach to emotionally connect with potential users. Projects need to build trust and offer a peek behind the scenes, making the connection more personal and interactive. It’s a direct way to turn your audience into real users.

Meanwhile, traditional advertising isn’t going away. It’s still useful for reaching a large audience quickly. Thus, you still can learn and adapt influencer marketing tips from real-life businesses into Web3 projects. Below are some steps for launching an influencer campaign you consider for your start-ups.

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Crypto influencer marketing is like stepping into a niche of social media marketing. It’s fresh, it’s exciting, and it’s full of chances to do things differently. For anyone who is working in Web3/DeFi business development and marketing, finding a good influencer marketing strategy is important to elevate your project and spread it out to a wider user base. Especially in crypto, we’re not just following trends; we’re setting them. This journey into Web3 is about more than just marketing; it is about being part of a community, and a shift in how we connect and share online. Let’s create an on-chain future together!

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