I've managed more than 1,000 Web3 influencers and spent over $5M this year alone on them. Here are the main takeaways.
At our company Arcadia Marketing Web3, we run hundreds of Web3 campaigns per year for our clients, generating billions in impressions and helping them get listed on exchanges.
Let's be real: in Web3, you have to hate the game, not the player. Projects need T1's listing and combined with true retail narrative and hype. Influencers help achieve this, yet so many get it wrong.
Top brands think that they can simply "buy" their way to the top with paying top dollar for influencers, but that "spray and pray" mentality is just as good as lighting money on fire.
Here is the best practices in working with Web3 influencers.
👉🏻 Always ensure that the experience is intimate and bespoke to that specific influencer. Simply sending them a template of what to post, and telling them to post it, absolutely crushes your brands respect in the industry and comes off very in-organic.
👉🏻 Select influencers who have a target audience that would resonate with your companies product. Sounds simple but in reality I see examples every single day of influencers promoting products that they have no audience overlap with.
👉🏻 Narrative, narrative, narrative. Use influencers to push the narrative of your product. Influencers are a way of getting people to believe what you want them to believe, to buy into a common vision.
👉🏻 Be unique. The same buzz words of "airdrop" "buy this now" simply dont work. They come across as scammy, and you will burn through your influencer budget quickly with little to no outcome.