Web3 Influencer Marketing 101

Summary

In this video, Leona Bu from UNF.EDU shares a comprehensive guide to launching a successful influencer marketing campaign for Web3 brands and NFT projects. She outlines three critical stages: the kickoff phase for initial traction, the influencer campaign for market penetration and FOMO, and the incentive campaign for organic growth. Leona emphasizes the importance of quality marketing materials, the 'V' framework (vision, execution, team), and strategic influencer engagement to ensure a project's scalability and longevity without burning through the marketing budget.

Takeaways

• 🚀 Influencer marketing is crucial for web3 and NFT projects, but it must be part of a broader marketing strategy.
• 💸 Many projects fail in influencer marketing due to high costs and lack of results, often spending too much of their budget too early.
• 🔍 Successful influencer campaigns require a strategic approach with clear objectives and a well-thought-out plan.
• 📈 The script outlines three main stages for a successful campaign: Kickoff, Influencer Campaign, and Incentive Campaign.
• 🏁 The Kickoff stage is about building social proof and gaining followers, which is essential before approaching influencers.
• 💰 The Influencer Campaign phase is where most of the marketing budget is spent, focusing on market penetration, FOMO trigger, and top-of-mind awareness.
• 📊 The cost per thousand impressions (CPM) in web3 is significantly higher than traditional web2 marketing, making influencer campaigns expensive.
• 🤝 Building relationships and social proof through a 'founder funnel' can be a cost-effective way to gain traction before launching an influencer campaign.
• 📝 The script emphasizes the importance of high-quality marketing materials and a strong team to convey the project's vision and execution.
• 🎯 The Incentive Campaign phase uses engagement and rewards to maintain interest and demand for the project without continuous high marketing spend.
• 🌟 Successful projects often have a strong personal brand or a well-established team behind them, which can be leveraged for influencer marketing.

Q & A

What is the primary challenge faced by most projects during the influencer marketing stage?

The primary challenge is spending the majority of their marketing budget on influencer campaigns without achieving desired results, leading to a lack of resources for further project development or recovery.

What are the three main stages of a project's marketing launch according to the script?

The three main stages are the Kickoff stage, the Influencer Campaign stage, and the Incentive Campaign stage.

Why is it crucial for influencer marketing to be part of a broader marketing strategy?

Influencer marketing alone does not stand on its own feet; it needs to be integrated into a comprehensive marketing strategy to ensure a successful kickoff and to effectively transition to the next phase of project growth.

What are the objectives of the Kickoff stage in a project's influencer marketing campaign?

The objectives of the Kickoff stage are to achieve social proof and to gain followers in common, which are essential for attracting the attention and cooperation of influential figures in the subsequent stages.

How does the cost per thousand impressions (CPM) in web3 compare to traditional web2 marketing channels?

The CPM in web3 is significantly higher, often 5 to 10 times more than in web2 channels like Facebook, YouTube, or TikTok, due to the limited number of high-quality creators and intense competition from brands willing to spend large amounts for attention.

What is the 'founder funnel' mentioned in the script, and how does it contribute to a project's growth?

The 'founder funnel' is a strategy that focuses on building a presence around the founder's profile and leveraging their network of connections, friends, supporters, and followers to promote the web3 project and gain initial traction.

What are the potential drawbacks of using questing platforms for growing a project's follower base?

While questing platforms can rapidly increase follower counts, the followers gained are often less valuable, as they are typically just reward farmers and not genuine, quality followers who are likely to invest in the project.

What are the key objectives of the Influencer Campaign (K Campaign) phase?

The key objectives of the Influencer Campaign phase are market penetration, triggering FOMO (fear of missing out), and creating top-of-mind awareness among potential followers and customers.

How can a project ensure that its influencer marketing campaign stands out and is effective?

A project can ensure its campaign's effectiveness by focusing on high-quality marketing materials, a strong V framework (Vision, Execution, and Team), and by leveraging organic engagement through a well-structured incentive campaign.

What strategies can be employed during the Incentive Campaign phase to maintain momentum and attract real buyers?

During the Incentive Campaign phase, projects can use reward-based systems, questing on platforms like Discord, or built-in questing systems to engage the community and convert interest into actual engagement and purchases.

Why is it important for a project to have a strong team and vision when launching an influencer marketing campaign?

A strong team and a clear vision are crucial for building credibility and trust with influencers and potential followers. They demonstrate the project's legitimacy and capacity to deliver on its promises, making it more attractive for others to support and invest in.