The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

Your Guide to Crypto & NFT Influencer Marketing For Your Next Project

5 min read
Nov 8, 2021

What's the Deal? Crypto & NFT Marketing 101

Influencer marketing is not a new concept. Around 2010 is when we saw a surge in influencer marketing. While it first began with celebrities, it has expanded thanks to social media (Instagram, TikTok, Youtube, etc.) into a multi-billion dollar industry. Crypto and NFT influencers have the ability to affect the worth of a cryptocurrency based on their recommendations. According to research, approximately 90% of buyers would prefer to make their purchase based on the recommendation of a trusted influencer rather than a media ad.

It is important to remember that the content posted by influencers is already content their followers are engaged in. This means that their target demographic is readily available. Their followers will not be off-put by the marketing post or "advertisement," as this is the type of content they are looking for. Once an influencer in this arena markets your new project to their followers, you will be exposed to a much larger audience. This has the ability to attract investors and therefore boost your growth, in terms of funds and the number of consumers aware of your brand.

What is The Best Way to Market Crypto & NFT

When it comes to marketing, the best method is typically videos. This is because videos are interactive and help make information easier to understand. It is estimated that approximately 300 videos are uploaded to popular social networking sites such as Youtube every minute, in over 70 languages. Any influencer operating on a large scale will utilize Youtube and all it offers.

There are a few different ways influencers market this type of content. Some of it can be entertainment while some of it is strictly for informative purposes. It is very important to continue discussions on the latest trends and maintain a following that way.

As mentioned above, videos are engaging. They are fun, easy to access thanks to Youtube, and include important information consumers need to purchase a product or service. This is the sweet spot for cryptocurrencies and NFTs. Blockchain content can be found on many platforms including Medium, Instagram, Youtube, and even smaller websites in blockchain niches.

Download full guide to crypto & NFT marketing
Download full guide to crypto & NFT marketing:

Crypto Influencers & NFT Influencers: What They Really Do For Your Brand

The sole purpose of influencers in this space is to generate organic engagement, growth and opportunity. To break this down, influencers in this space, much like any other space (tech, health, wellness, etc.), have loyal followings. This means their followers trust their advice and have already established loyalty to them. This becomes useful when your brand needs real growth from real people. This drives the community interest in your brand and really amps up your existing profile in the space. You become a name worth knowing and more importantly, a trusted one.

The Current Method for Marketing: How Things Have Changed

With NFTs and cryptocurrencies on the rise, it seems that marketing has become all the craze. Trends in marketing have evolved over the years. A prime example of this is Instagram's Explore Page. Let's take a look at another industry, the fashion industry, for comparative purposes. A trend we see on Instagram now is neutral colors for everything from clothing to product packaging. However, certain influencers are sticking to their bright-themed aesthetics, vehemently going against the masses. According to logic, their pages should be failing and unsuccessful. However, quite the opposite has happened. Those pages have gained more recognition over their competition for being colorful, vibrant and "separate from the crowd" so to speak.

As a result of this bold behavior, these influencers have become known for their bright aesthetics and this is what their followers now expect. When influencers go against the trends set for a particular niche, whether it be fashion or blockchains, they are laying the groundwork for their success. They stand out so obviously from everyone else and it allows them the upper hand others may not be able to access.

The True Value of Marketing in the Blockchain Space

According to a new study from Adweek, influencer marketing is over a $10 billion industry. This includes heavyweights such as Snapchat, TikTok and Youtube. Studies conducted on influencer marketing have found that 89% of marketers compared an influencer's ROI on par with paid media marketing. In many cases, influencer marketing out-performed traditional paid media marketing. It is quite clear where the future of marketing is headed after numerous studies and reports like such have been analyzed.

Seeking Influencers: How to Find The Right Ones

Researching influencers and what they bring to the table is a great starting point. You want to make sure your brand is represented in the best light possible. A great tip is to hone in on just one platform to begin, such as YouTube. You'll want to establish yourself well on one platform before branching out into others. Don't worry, branching out can and will be done once the momentum builds.

Using strategies such as social listening will enable you to really understand insights and use them to your advantage. Knowing your industry inside and out will prove tremendously helpful during the planning stages. It can help you short-cut mistakes. Whether you are looking into celebrity influencers or micro-influencers (with followings <2,000), the goal is to know your audience and reach them.

The compensation per influencer can vary as well. This means every influencer has their own price. However, as a general rule, smaller influencers are less expensive than more established ones. It is true some influencers are represented by a small agency, therefore pricing or specifics will vary per situation. When it comes to celebrities, they will typically go through a talent agency or a rep.

It is important to establish a budget for this type of influencer marketing. You will receive an ROI, however, you have to estimate how much you believe that will be based on your brand and what you're trying to accomplish. For many brands in the blockchain space, micro-influencers are all they need to get started and from there it takes off quickly. Regardless of what you choose, remember to stay focused and up to date with the latest trends and patterns in the blockchain industry.

Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
Your Guide to Crypto & NFT Influencer Marketing For Your Next Project
Your Guide to Crypto & NFT Influencer Marketing For Your Next Project
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What is the Best Marketing Budget for an NFT project?
What is the Best Marketing Budget for an NFT project?
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