Don’t spend hundreds of thousands on NFT influencers! A 5-minute read into the world of NFT influencers and promoters
Those times are over when only a handful of NFT collections existed and could easily draw the attention of the NFT investors. There are hundreds of new projects weekly, it is getting harder to stand out from the crowd. Besides having a great and marketable project, you need to sell it as well. Somehow, your marketing strategy includes working with influencers, promoters or any kind of people or organizations that helps you reach your audience. And this is the point where many make huge and very costly mistakes.
We’ll guide you through the basics, so you can’t commit the same mistakes most of the NFT founders did.
Agencies, influencers, promoters: who are who?
First, let’s learn more about the stakeholders and characterize them. We identify five key groups:
- NFT influencers
- Community-based marketers, bottom-up approach
NFT promoters are mainly active on Twitter, so we focus only on this platform. Promoters are self-made Twitter accounts in the sense that they don’t have a reputation in the community, they are not thought leaders, nor they produce quality content about the NFT scene. They just built up (or bought) a usually 50k — 200k follower base during years. It is often the case that they were active in different industries with thousands of followers and then simply turned to another one, in this case, the NFT scene. You can easily characterized them based on a few typical things, such as:
- Twitter bio: “NFT Promoter”, “DM me for inquiries”, “hashtag NFT giveaways”
- Many of them retweet your posts with quotes, like “DM for inquiries, I have a business offer for you”
- If your setup allows it, they will definitely DM you with inquiries.
- Their walls are full of promotions (retweets, giveaways, etc.)
Their prices are quite good though. A retweet is around 50–100usd, a retweet with quote is 100–200usd and they’re doing giveaway campaigns for 100–300usd. You can also work with several at the same time, which can increase the results of your campaign. They are fully open to give you discounts, and some of them work as leaders, so you can have a deal with one that manages your desired content on multiple accounts.
They will ask for the desired content and graphics, the rest is managed by them.
- Easy to manage
- Help drive traffic to your Twitter and Discord that is important at the early phase of your project.
- Poor conversion (it is very rare to get true supporters and real buyers from them)
- Promoters’ follower base is mostly built on bots or people that aren’t interested in NFTs
Our take: Only spend money on Twitter promoters at the launch of your project. They can help you get your first followers on Twitter and Discord and drive engagements. This improves the optics of your project in the beginning when obviously you don’t have thousands of followers.
SellWise Agency has a wide network of the most reliable Twitter promoters with a proven track record. Contact us for more!
Compared to promoters, NFT influencers are esteemed members or leaders of the global NFT community mainly active on Twitter. They regularly share their views on the industry, the future, hot topics or certain collections and have an important opinion leader role. In many cases, they are also project founders and already built up successful crypto/NFT projects. They usually own several top NFTs that are worth thousands of dollars each.
A mention by them can get you many high-quality followers and Discord members as well as real and valuable engagements. To get their attention, it is rather about the value your collection/project provides, than the actual money you may pay for them. Moreover, it is more and more the tendency that NFT influencers do not promote projects, especially for money. They mention NFT collections mostly because they love the work they do. Best tactic is to stand out from the crowd with your art, with your business model, with your message and cause or use case and approach them accordingly.
They often organize in-person meetings and you can also find them at mostly all of the NFT/crypto conferences and events. These are all good opportunities to meet them.
- Great conversion
- Having a really supportive community
- Hard to reach them;
- Not all of them do promotion (actually less and less);
- They promote projects that they are really into (not money is the important)
Our take: you need to focus on them. Follow all of them on Twitter (make a list), check their daily contents and try to reflect on them. Retweet, create opinion, comment. Also a good tactic is to target their followers and take advantage of their posts (by for example referring their opinions to your project). Categorize them, make a list of what topics they are really into, and if you have a project that is close to these topics, feel free to contact them.
For the list of the most renowned NFT influencers, contact us!
NFTs have drawn the attention of actors, musicians, sport clubs and many more, which is obviously great, because they are able to spread the word and drive mass adoption. Paris Hilton, LeBron James, Stephen Curry, Snoop Dogg, Jim Carrey, Paul Logan, Steve Aoki, Jimmy Fallon, Jay-Z, Shaquille O’neal just to name a few who owns and sometimes promotes NFTs.
Only a few projects could so far directly reach them, a good example is BAYC or CryptoPunks. Celebrities are very hard to reach. You need a person who refers to you or have a project with a huge reputation in the ecosystem. But if you partner with one, this will bring you to the mainstream for sure.
- Best conversion you can get from influencers
- They are very hard to reach
Our take: it’s always a good option to produce content that may draw the attention of one. Tag and address them in Twitter posts, target them or their followers and create valuable content. Point is that you do something that may draw their attention.
Community-based marketers, bottom-up approach
This solution is about using your community to spread the word about your project, a specific development or milestone. You can introduce incentives (money, rewards, free art, utilities etc) in return for their services, but obviously it’s best when you have a community that is ready to help you in any way, because it is a mutual interest to drive up the value of the project.
A few ideas:
- Meme contests
- Competitions. You can for example announce a drawing competition where your members can apply with drawings about your art and share it on social media channels.
- Twitter raids: This is a well-coordinated method in which your members post content about your project to specific Twitter posts (for example to an influencer). It is important that it should reflect on the actual post, and that it is done in a way people don’t know that this is a coordinated raid.
You can also pay for these kinds of services. They are the schillers, a group of people that share your messages all across social media channels. They’re much coordinated as this is their job, but effectiveness depends on many different things here as well.
- It can well drive engagements and spread the word about your project when done well.
- Really hard to coordinate and make people spend their time doing it.
- Effectiveness is questionable and hard to measure.
Our take: worth giving it a try. Our agency is in contact with several schillers, and we can give you a detailed guide on how to manage and coordinate.