[{"data":1,"prerenderedAt":3139},["ShallowReactive",2],{"blog-how-to-choose-a-crypto-kol-agency":3,"related-how-to-choose-a-crypto-kol-agency":790},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"author":11,"category":12,"tags":13,"keywords":19,"image":25,"readTime":26,"body":27,"_type":784,"_id":785,"_source":786,"_file":787,"_stem":788,"_extension":789},"/blog/how-to-choose-a-crypto-kol-agency","blog",false,"","Crypto KOL Marketing Agency: How to Choose One (and When to Go Direct)","How to choose a crypto KOL marketing agency: agency vs direct vs platform, pricing models, rate transparency, reporting, and red flags to check before signing.","2026-09-15","Fibonacci Capital","Marketing",[14,15,16,17,18],"KOL marketing","influencer marketing","vendor selection","web3 marketing","token launch",[20,21,22,23,24],"crypto kol marketing agency","kol marketing services for crypto projects","crypto influencer marketing agency","web3 kol agency","performance based kol marketing","/assets/images/blog/how-to-choose-a-crypto-kol-agency.jpg","9 min read",{"type":28,"children":29,"toc":763},"root",[30,38,52,59,64,171,176,183,208,214,237,243,248,365,370,381,391,397,403,408,441,446,452,457,463,468,474,479,485,490,495,501,514,520,593,599,604,712,717,723,735,740,746,751],{"type":31,"tag":32,"props":33,"children":34},"element","p",{},[35],{"type":36,"value":37},"text","Choosing a crypto KOL marketing agency comes down to one question the pitch deck rarely answers: what exactly sits between your budget and the influencer? A good agency adds sourcing, vetting, scheduling, contracting and measurement you could not do as well in-house. A weak one adds a markup on a roster of accounts you could have reached yourself on Telegram. Before signing, you should know how the agency sources its KOLs, whether you can see what each KOL is paid, how deliverables are verified, and what the reporting will measure. If an agency cannot answer those four questions in writing, it is a broker, not a partner.",{"type":31,"tag":32,"props":39,"children":40},{},[41,43,50],{"type":36,"value":42},"This guide is about selecting the agency. For the mistakes projects make with individual KOLs once a campaign is running — vetting engagement, disclosure, payment structure — see our companion piece on ",{"type":31,"tag":44,"props":45,"children":47},"a",{"href":46},"/blog/crypto-kol-marketing-mistakes",[48],{"type":36,"value":49},"crypto KOL marketing mistakes",{"type":36,"value":51},".",{"type":31,"tag":53,"props":54,"children":56},"h2",{"id":55},"agency-direct-or-platform-which-model-fits-you",[57],{"type":36,"value":58},"Agency, Direct or Platform: Which Model Fits You",{"type":31,"tag":32,"props":60,"children":61},{},[62],{"type":36,"value":63},"There are three ways to buy KOL coverage, and the right one depends more on your team than on your budget.",{"type":31,"tag":65,"props":66,"children":67},"table",{},[68,97],{"type":31,"tag":69,"props":70,"children":71},"thead",{},[72],{"type":31,"tag":73,"props":74,"children":75},"tr",{},[76,82,87,92],{"type":31,"tag":77,"props":78,"children":79},"th",{},[80],{"type":36,"value":81},"Model",{"type":31,"tag":77,"props":83,"children":84},{},[85],{"type":36,"value":86},"How it works",{"type":31,"tag":77,"props":88,"children":89},{},[90],{"type":36,"value":91},"Best for",{"type":31,"tag":77,"props":93,"children":94},{},[95],{"type":36,"value":96},"Main weakness",{"type":31,"tag":98,"props":99,"children":100},"tbody",{},[101,125,148],{"type":31,"tag":73,"props":102,"children":103},{},[104,110,115,120],{"type":31,"tag":105,"props":106,"children":107},"td",{},[108],{"type":36,"value":109},"Full-service agency",{"type":31,"tag":105,"props":111,"children":112},{},[113],{"type":36,"value":114},"Agency plans the campaign, sources and contracts KOLs, manages delivery and reports",{"type":31,"tag":105,"props":116,"children":117},{},[118],{"type":36,"value":119},"Teams without marketing headcount, multi-region campaigns, launch windows with many moving parts",{"type":31,"tag":105,"props":121,"children":122},{},[123],{"type":36,"value":124},"Least transparency on what each KOL is actually paid; quality depends heavily on the account team",{"type":31,"tag":73,"props":126,"children":127},{},[128,133,138,143],{"type":31,"tag":105,"props":129,"children":130},{},[131],{"type":36,"value":132},"Direct outreach",{"type":31,"tag":105,"props":134,"children":135},{},[136],{"type":36,"value":137},"Your team negotiates with each KOL, contracts them and tracks delivery",{"type":31,"tag":105,"props":139,"children":140},{},[141],{"type":36,"value":142},"Teams with an experienced growth lead and a focused target audience",{"type":31,"tag":105,"props":144,"children":145},{},[146],{"type":36,"value":147},"Slow, time-consuming, and harder to vet at scale without an existing network",{"type":31,"tag":73,"props":149,"children":150},{},[151,156,161,166],{"type":31,"tag":105,"props":152,"children":153},{},[154],{"type":36,"value":155},"Marketplace or platform",{"type":31,"tag":105,"props":157,"children":158},{},[159],{"type":36,"value":160},"Self-serve listing of KOLs with posted rates, sometimes with escrow or performance pricing",{"type":31,"tag":105,"props":162,"children":163},{},[164],{"type":36,"value":165},"Small tests, long-tail KOLs, teams that want to benchmark rates",{"type":31,"tag":105,"props":167,"children":168},{},[169],{"type":36,"value":170},"Roster quality varies widely; vetting is still largely your job",{"type":31,"tag":32,"props":172,"children":173},{},[174],{"type":36,"value":175},"A hybrid is common and often sensible: an agency for the launch window, where coordination across dozens of accounts and several languages matters, and direct relationships with a handful of high-fit KOLs for the long tail after launch.",{"type":31,"tag":177,"props":178,"children":180},"h3",{"id":179},"when-an-agency-is-worth-it",[181],{"type":36,"value":182},"When an agency is worth it",{"type":31,"tag":184,"props":185,"children":186},"ul",{},[187,193,198,203],{"type":31,"tag":188,"props":189,"children":190},"li",{},[191],{"type":36,"value":192},"You are launching in several regions at once and need native-language KOLs in markets where your team has no network.",{"type":31,"tag":188,"props":194,"children":195},{},[196],{"type":36,"value":197},"You have no one in-house who has run a KOL programme before.",{"type":31,"tag":188,"props":199,"children":200},{},[201],{"type":36,"value":202},"The campaign has to be tightly sequenced against a TGE, a listing or a product release, and a missed post matters.",{"type":31,"tag":188,"props":204,"children":205},{},[206],{"type":36,"value":207},"You want one counterparty accountable for delivery, rather than thirty.",{"type":31,"tag":177,"props":209,"children":211},{"id":210},"when-to-go-direct",[212],{"type":36,"value":213},"When to go direct",{"type":31,"tag":184,"props":215,"children":216},{},[217,222,227,232],{"type":31,"tag":188,"props":218,"children":219},{},[220],{"type":36,"value":221},"Your target audience is narrow — developers, DeFi power users, a specific ecosystem — and the relevant KOLs number in the dozens, not hundreds.",{"type":31,"tag":188,"props":223,"children":224},{},[225],{"type":36,"value":226},"You already have an experienced growth lead with relationships in your sector.",{"type":31,"tag":188,"props":228,"children":229},{},[230],{"type":36,"value":231},"You want long-running relationships rather than a campaign burst.",{"type":31,"tag":188,"props":233,"children":234},{},[235],{"type":36,"value":236},"Your budget is small enough that an agency fee would consume a meaningful share of it.",{"type":31,"tag":53,"props":238,"children":240},{"id":239},"how-crypto-kol-agencies-make-money",[241],{"type":36,"value":242},"How Crypto KOL Agencies Make Money",{"type":31,"tag":32,"props":244,"children":245},{},[246],{"type":36,"value":247},"Understanding the business model tells you where the agency's incentives sit. Most agencies use one or a mix of the following.",{"type":31,"tag":65,"props":249,"children":250},{},[251,272],{"type":31,"tag":69,"props":252,"children":253},{},[254],{"type":31,"tag":73,"props":255,"children":256},{},[257,262,267],{"type":31,"tag":77,"props":258,"children":259},{},[260],{"type":36,"value":261},"Pricing model",{"type":31,"tag":77,"props":263,"children":264},{},[265],{"type":36,"value":266},"What it looks like",{"type":31,"tag":77,"props":268,"children":269},{},[270],{"type":36,"value":271},"What to check",{"type":31,"tag":98,"props":273,"children":274},{},[275,293,311,329,347],{"type":31,"tag":73,"props":276,"children":277},{},[278,283,288],{"type":31,"tag":105,"props":279,"children":280},{},[281],{"type":36,"value":282},"Markup on KOL rates",{"type":31,"tag":105,"props":284,"children":285},{},[286],{"type":36,"value":287},"You pay a campaign total; the agency pays KOLs a lower amount and keeps the difference",{"type":31,"tag":105,"props":289,"children":290},{},[291],{"type":36,"value":292},"Whether the markup is disclosed, and whether you can see per-KOL costs",{"type":31,"tag":73,"props":294,"children":295},{},[296,301,306],{"type":31,"tag":105,"props":297,"children":298},{},[299],{"type":36,"value":300},"Management fee plus pass-through",{"type":31,"tag":105,"props":302,"children":303},{},[304],{"type":36,"value":305},"KOL fees passed through at cost, plus a separate fee for the agency's work",{"type":31,"tag":105,"props":307,"children":308},{},[309],{"type":36,"value":310},"The most transparent structure. Ask for invoices or payment confirmations from KOLs",{"type":31,"tag":73,"props":312,"children":313},{},[314,319,324],{"type":31,"tag":105,"props":315,"children":316},{},[317],{"type":36,"value":318},"Monthly retainer",{"type":31,"tag":105,"props":320,"children":321},{},[322],{"type":36,"value":323},"Fixed monthly fee covering strategy, sourcing and management, KOL costs on top",{"type":31,"tag":105,"props":325,"children":326},{},[327],{"type":36,"value":328},"What the retainer includes, the minimum term, and what happens in quiet months",{"type":31,"tag":73,"props":330,"children":331},{},[332,337,342],{"type":31,"tag":105,"props":333,"children":334},{},[335],{"type":36,"value":336},"Performance-based",{"type":31,"tag":105,"props":338,"children":339},{},[340],{"type":36,"value":341},"Payment tied to tracked outcomes — clicks, sign-ups, on-chain actions",{"type":31,"tag":105,"props":343,"children":344},{},[345],{"type":36,"value":346},"How the metric is defined and verified, and whether it can be gamed with low-quality traffic",{"type":31,"tag":73,"props":348,"children":349},{},[350,355,360],{"type":31,"tag":105,"props":351,"children":352},{},[353],{"type":36,"value":354},"Token-denominated fees",{"type":31,"tag":105,"props":356,"children":357},{},[358],{"type":36,"value":359},"Part of the fee paid in your token",{"type":31,"tag":105,"props":361,"children":362},{},[363],{"type":36,"value":364},"Vesting terms, and where that allocation sits in your supply plan",{"type":31,"tag":32,"props":366,"children":367},{},[368],{"type":36,"value":369},"None of these is inherently wrong. An undisclosed markup is not fraud — it is how many media buying businesses work. The problem is when you cannot tell what you are paying for. If the agency keeps an undisclosed share, you have no way to judge whether a given KOL was worth the money, and no way to benchmark the next campaign.",{"type":31,"tag":32,"props":371,"children":372},{},[373,379],{"type":31,"tag":374,"props":375,"children":376},"strong",{},[377],{"type":36,"value":378},"Performance-based pricing deserves extra scrutiny.",{"type":36,"value":380}," It sounds like it removes risk, but it moves the risk into the definition of the metric. A \"click\" or a \"wallet connection\" is cheap to fake. If you pay on performance, define the metric precisely, measure it with your own tracking rather than the agency's, and include a retention component — for example, only counting holders or users who are still active after a set period.",{"type":31,"tag":32,"props":382,"children":383},{},[384,389],{"type":31,"tag":374,"props":385,"children":386},{},[387],{"type":36,"value":388},"Token payments are a supply event.",{"type":36,"value":390}," If the agency or its KOLs are paid partly in your token, apply vesting on the same logic you would use for advisors and record the allocation in your emissions schedule. A cohort of unvested KOL allocations unlocking together is sell pressure you created yourself.",{"type":31,"tag":53,"props":392,"children":394},{"id":393},"six-questions-to-ask-before-signing",[395],{"type":36,"value":396},"Six Questions to Ask Before Signing",{"type":31,"tag":177,"props":398,"children":400},{"id":399},"_1-where-does-the-roster-come-from",[401],{"type":36,"value":402},"1. Where does the roster come from?",{"type":31,"tag":32,"props":404,"children":405},{},[406],{"type":36,"value":407},"Agencies describe their networks as \"hundreds of top KOLs\". In practice there are three types:",{"type":31,"tag":184,"props":409,"children":410},{},[411,421,431],{"type":31,"tag":188,"props":412,"children":413},{},[414,419],{"type":31,"tag":374,"props":415,"children":416},{},[417],{"type":36,"value":418},"Owned or exclusive rosters",{"type":36,"value":420}," — KOLs the agency represents or works with repeatedly. More consistent, but you are limited to that roster, and the agency has an incentive to place its own accounts whether or not they fit.",{"type":31,"tag":188,"props":422,"children":423},{},[424,429],{"type":31,"tag":374,"props":425,"children":426},{},[427],{"type":36,"value":428},"Relationship networks",{"type":36,"value":430}," — KOLs the agency knows and contacts per campaign. Flexible, but quality depends on the agency's own vetting.",{"type":31,"tag":188,"props":432,"children":433},{},[434,439],{"type":31,"tag":374,"props":435,"children":436},{},[437],{"type":36,"value":438},"Brokered access",{"type":36,"value":440}," — the agency resells access through other agencies or intermediaries. Each layer adds cost and removes accountability.",{"type":31,"tag":32,"props":442,"children":443},{},[444],{"type":36,"value":445},"Ask directly which of these applies, and ask for a proposed shortlist for your project specifically, not a generic media kit.",{"type":31,"tag":177,"props":447,"children":449},{"id":448},"_2-can-you-see-per-kol-costs-and-choose-who-is-included",[450],{"type":36,"value":451},"2. Can you see per-KOL costs and choose who is included?",{"type":31,"tag":32,"props":453,"children":454},{},[455],{"type":36,"value":456},"You should approve every KOL before they are contracted, and you should be able to see what each costs. If the agency only offers a bundle price for \"a tier-1 package\", you cannot evaluate the bundle. Ask for a line-item proposal with handle, platform, audience region, deliverable format and cost for each account.",{"type":31,"tag":177,"props":458,"children":460},{"id":459},"_3-how-do-they-vet-for-fake-engagement-and-past-promotions",[461],{"type":36,"value":462},"3. How do they vet for fake engagement and past promotions?",{"type":31,"tag":32,"props":464,"children":465},{},[466],{"type":36,"value":467},"A competent agency should be able to show you its vetting process, not just assert it has one. Ask what it checks — engagement distribution, comment quality, follower composition, audience geography — and ask to see the vetting notes for two or three of the proposed KOLs. Also ask how it screens for accounts that have recently promoted projects that failed or were accused of misconduct. Your project inherits the reputation of every account that promotes it.",{"type":31,"tag":177,"props":469,"children":471},{"id":470},"_4-who-writes-the-content-and-who-approves-it",[472],{"type":36,"value":473},"4. Who writes the content, and who approves it?",{"type":31,"tag":32,"props":475,"children":476},{},[477],{"type":36,"value":478},"Some agencies script everything, which produces uniform posts that read as coordinated. Others hand KOLs a brief and let them write in their own voice, which usually performs better but needs an approval step. Agree the process up front: a brief from you, a draft from the KOL, approval from your team and your counsel, then publication. Build in disclosure requirements as a non-negotiable term — how paid promotion must be labelled is a legal question in most jurisdictions, and it is the issuer who carries the exposure.",{"type":31,"tag":177,"props":480,"children":482},{"id":481},"_5-how-are-deliverables-verified-and-reported",[483],{"type":36,"value":484},"5. How are deliverables verified and reported?",{"type":31,"tag":32,"props":486,"children":487},{},[488],{"type":36,"value":489},"Ask to see a sample report from a previous campaign, with the client name removed. A useful report includes, per KOL: the live post link, publication time, confirmation it stayed up for the contracted period, and results from tracked links you issued. A report built around impressions and \"estimated reach\" tells you posts were displayed and nothing more.",{"type":31,"tag":32,"props":491,"children":492},{},[493],{"type":36,"value":494},"The attribution should run on your infrastructure: unique tracked links and referral paths per KOL, measured in your analytics. The agency can report on top of that, but it should not be the only source of truth for the numbers it is paid against.",{"type":31,"tag":177,"props":496,"children":498},{"id":497},"_6-who-runs-your-account-day-to-day",[499],{"type":36,"value":500},"6. Who runs your account day to day?",{"type":31,"tag":32,"props":502,"children":503},{},[504,506,512],{"type":36,"value":505},"As with PR agencies, the person who pitches is often not the person who delivers. Ask for the account lead by name, how many other campaigns they are running, and whether they have run campaigns in your sector. Our guide on ",{"type":31,"tag":44,"props":507,"children":509},{"href":508},"/blog/how-to-choose-a-crypto-pr-agency",[510],{"type":36,"value":511},"how to choose a crypto PR agency",{"type":36,"value":513}," covers the same account-team problem in more depth, and most of that advice transfers directly.",{"type":31,"tag":53,"props":515,"children":517},{"id":516},"red-flags-in-a-kol-agency-pitch",[518],{"type":36,"value":519},"Red Flags in a KOL Agency Pitch",{"type":31,"tag":184,"props":521,"children":522},{},[523,533,543,553,563,573,583],{"type":31,"tag":188,"props":524,"children":525},{},[526,531],{"type":31,"tag":374,"props":527,"children":528},{},[529],{"type":36,"value":530},"Guaranteed price or volume outcomes.",{"type":36,"value":532}," No marketing vendor controls your chart. An agency that promises one is either misleading you or proposing something you should not be doing.",{"type":31,"tag":188,"props":534,"children":535},{},[536,541],{"type":31,"tag":374,"props":537,"children":538},{},[539],{"type":36,"value":540},"Bundles you cannot unpack.",{"type":36,"value":542}," \"Tier-1 package, 20 KOLs, fixed price\" with no named accounts or per-KOL costs.",{"type":31,"tag":188,"props":544,"children":545},{},[546,551],{"type":31,"tag":374,"props":547,"children":548},{},[549],{"type":36,"value":550},"Refusal to let you approve the KOL list.",{"type":36,"value":552}," You are paying to be associated with these accounts.",{"type":31,"tag":188,"props":554,"children":555},{},[556,561],{"type":31,"tag":374,"props":557,"children":558},{},[559],{"type":36,"value":560},"Follower count as the headline metric.",{"type":36,"value":562}," Audience fit matters more than size, and follower numbers are the easiest thing in crypto to inflate.",{"type":31,"tag":188,"props":564,"children":565},{},[566,571],{"type":31,"tag":374,"props":567,"children":568},{},[569],{"type":36,"value":570},"Engagement or community \"growth\" add-ons.",{"type":36,"value":572}," Ask exactly how follower, member or engagement targets are achieved. Purchased activity damages your credibility with exchanges and investors when it is noticed.",{"type":31,"tag":188,"props":574,"children":575},{},[576,581],{"type":31,"tag":374,"props":577,"children":578},{},[579],{"type":36,"value":580},"No written contract, or payment 100% up front.",{"type":36,"value":582}," Deliverables, live duration, disclosure, remedies and payment milestones should all be written down.",{"type":31,"tag":188,"props":584,"children":585},{},[586,591],{"type":31,"tag":374,"props":587,"children":588},{},[589],{"type":36,"value":590},"No post-launch plan.",{"type":36,"value":592}," An agency that only sells launch-week bursts is selling the part of the campaign that is easiest to deliver and least durable.",{"type":31,"tag":53,"props":594,"children":596},{"id":595},"structuring-the-engagement",[597],{"type":36,"value":598},"Structuring the Engagement",{"type":31,"tag":32,"props":600,"children":601},{},[602],{"type":36,"value":603},"Once you have picked an agency, the contract should protect you in the same way you would protect yourself with a KOL directly:",{"type":31,"tag":184,"props":605,"children":608},{"className":606},[607],"contains-task-list",[609,622,631,640,649,658,667,676,685,694,703],{"type":31,"tag":188,"props":610,"children":613},{"className":611},[612],"task-list-item",[614,620],{"type":31,"tag":615,"props":616,"children":619},"input",{"disabled":617,"type":618},true,"checkbox",[],{"type":36,"value":621}," Line-item KOL list with handles, deliverables and per-account cost, approved by your team",{"type":31,"tag":188,"props":623,"children":625},{"className":624},[612],[626,629],{"type":31,"tag":615,"props":627,"children":628},{"disabled":617,"type":618},[],{"type":36,"value":630}," Pricing model stated explicitly, including any markup or management fee",{"type":31,"tag":188,"props":632,"children":634},{"className":633},[612],[635,638],{"type":31,"tag":615,"props":636,"children":637},{"disabled":617,"type":618},[],{"type":36,"value":639}," Right to remove any KOL before contracting, and to replace underperformers mid-campaign",{"type":31,"tag":188,"props":641,"children":643},{"className":642},[612],[644,647],{"type":31,"tag":615,"props":645,"children":646},{"disabled":617,"type":618},[],{"type":36,"value":648}," Content approval workflow including your legal review",{"type":31,"tag":188,"props":650,"children":652},{"className":651},[612],[653,656],{"type":31,"tag":615,"props":654,"children":655},{"disabled":617,"type":618},[],{"type":36,"value":657}," Disclosure requirements written into every KOL agreement the agency signs",{"type":31,"tag":188,"props":659,"children":661},{"className":660},[612],[662,665],{"type":31,"tag":615,"props":663,"children":664},{"disabled":617,"type":618},[],{"type":36,"value":666}," Minimum live duration for each post, with remedies if content is deleted early",{"type":31,"tag":188,"props":668,"children":670},{"className":669},[612],[671,674],{"type":31,"tag":615,"props":672,"children":673},{"disabled":617,"type":618},[],{"type":36,"value":675}," Payments split across milestones rather than paid in full up front",{"type":31,"tag":188,"props":677,"children":679},{"className":678},[612],[680,683],{"type":31,"tag":615,"props":681,"children":682},{"disabled":617,"type":618},[],{"type":36,"value":684}," Vesting on any token-denominated fees, for the agency and its KOLs",{"type":31,"tag":188,"props":686,"children":688},{"className":687},[612],[689,692],{"type":31,"tag":615,"props":690,"children":691},{"disabled":617,"type":618},[],{"type":36,"value":693}," Tracked links issued by you, with reporting against your data",{"type":31,"tag":188,"props":695,"children":697},{"className":696},[612],[698,701],{"type":31,"tag":615,"props":699,"children":700},{"disabled":617,"type":618},[],{"type":36,"value":702}," Exclusivity terms covering direct competitors during the campaign window",{"type":31,"tag":188,"props":704,"children":706},{"className":705},[612],[707,710],{"type":31,"tag":615,"props":708,"children":709},{"disabled":617,"type":618},[],{"type":36,"value":711}," Minimum term and notice period you can live with",{"type":31,"tag":32,"props":713,"children":714},{},[715],{"type":36,"value":716},"Start with a paid pilot where you can. A short campaign with a small number of KOLs, measured properly, tells you more about an agency than any case study deck. If the pilot report is vague, the full campaign report will be too.",{"type":31,"tag":53,"props":718,"children":720},{"id":719},"sequence-the-campaign-against-your-market",[721],{"type":36,"value":722},"Sequence the Campaign Against Your Market",{"type":31,"tag":32,"props":724,"children":725},{},[726,728,734],{"type":36,"value":727},"The part of KOL marketing that agencies rarely discuss is what happens to your order book when the campaign works. A coordinated push sends new buyers to your token in a short window. If the book is thin, those buyers get filled at poor prices, the chart spikes and retraces, and the new audience's first experience of your token is slippage and volatility. The effect can look like demand on a volume chart while being nothing of the sort — the difference is explained in ",{"type":31,"tag":44,"props":729,"children":731},{"href":730},"/blog/trading-volume-vs-liquidity",[732],{"type":36,"value":733},"trading volume vs liquidity",{"type":36,"value":51},{"type":31,"tag":32,"props":736,"children":737},{},[738],{"type":36,"value":739},"The practical fix is timing. Line up the KOL calendar with your listing schedule and your market making coverage so that depth is in place before attention arrives. At Fibonacci Capital we regularly see well-run marketing campaigns undermined by a book that could not absorb the flow they generated, and it is one of the easiest launch problems to avoid if the two workstreams are planned together.",{"type":31,"tag":53,"props":741,"children":743},{"id":742},"the-short-version",[744],{"type":36,"value":745},"The Short Version",{"type":31,"tag":32,"props":747,"children":748},{},[749],{"type":36,"value":750},"A crypto KOL marketing agency is worth its fee when it gives you access, vetting and coordination you cannot build yourself, and when it is transparent about who it is placing and what each placement costs. Choose on the roster's fit to your audience, the transparency of the pricing, the quality of the vetting and the honesty of the reporting — not on the size of the network in the deck. Run a pilot, measure on your own data, and pay across delivery.",{"type":31,"tag":32,"props":752,"children":753},{},[754,756,762],{"type":36,"value":755},"If you are planning a launch and want your marketing calendar matched to real depth and listing readiness, ",{"type":31,"tag":44,"props":757,"children":759},{"href":758},"/pretge",[760],{"type":36,"value":761},"talk to Fibonacci Capital about launch support",{"type":36,"value":51},{"title":7,"searchDepth":764,"depth":764,"links":765},2,[766,771,772,780,781,782,783],{"id":55,"depth":764,"text":58,"children":767},[768,770],{"id":179,"depth":769,"text":182},3,{"id":210,"depth":769,"text":213},{"id":239,"depth":764,"text":242},{"id":393,"depth":764,"text":396,"children":773},[774,775,776,777,778,779],{"id":399,"depth":769,"text":402},{"id":448,"depth":769,"text":451},{"id":459,"depth":769,"text":462},{"id":470,"depth":769,"text":473},{"id":481,"depth":769,"text":484},{"id":497,"depth":769,"text":500},{"id":516,"depth":764,"text":519},{"id":595,"depth":764,"text":598},{"id":719,"depth":764,"text":722},{"id":742,"depth":764,"text":745},"markdown","content:blog:how-to-choose-a-crypto-kol-agency.md","content","blog/how-to-choose-a-crypto-kol-agency.md","blog/how-to-choose-a-crypto-kol-agency","md",[791,1733,2482],{"_path":792,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":793,"description":794,"date":795,"category":12,"readTime":26,"author":11,"tags":796,"keywords":800,"image":801,"body":802,"_type":784,"_id":1730,"_source":786,"_file":1731,"_stem":1732,"_extension":789},"/blog/crypto-ambassador-program-guide","How to Run a Crypto Ambassador Program That Actually Works","A practical guide to running a crypto ambassador program: who to recruit, how to structure tasks and rewards, how to stop farming, and a launch checklist.","2026-10-01",[797,17,798,799,18],"ambassador program","community building","growth","crypto ambassador program, web3 ambassador program, how to run a crypto ambassador program, blockchain ambassador program rewards, community ambassador program token project, Fibonacci Capital","/assets/images/blog/crypto-ambassador-program-guide.jpg",{"type":28,"children":803,"toc":1710},[804,810,815,820,833,839,844,849,902,907,913,924,930,935,940,1057,1062,1068,1073,1079,1084,1090,1207,1220,1226,1231,1260,1265,1271,1276,1339,1352,1358,1363,1368,1396,1401,1407,1412,1418,1423,1497,1502,1508,1516,1556,1564,1595,1603,1652,1660,1682,1688,1693,1698],{"type":31,"tag":53,"props":805,"children":807},{"id":806},"what-a-crypto-ambassador-program-is-for",[808],{"type":36,"value":809},"What a Crypto Ambassador Program Is For",{"type":31,"tag":32,"props":811,"children":812},{},[813],{"type":36,"value":814},"A crypto ambassador program is a structured way to turn your most useful community members into a small, accountable team that creates content, runs regional groups, onboards newcomers and reports back what users are saying — in exchange for recognition, access and rewards. Run well, it extends your team into languages, time zones and niches you could never hire for. Run badly, it becomes a points farm where hundreds of accounts post low-effort threads, collect tokens and sell them on day one.",{"type":31,"tag":32,"props":816,"children":817},{},[818],{"type":36,"value":819},"The difference is almost entirely in design: who you let in, what you ask them to do, how you measure it and how you pay for it. This guide walks through each decision, with a checklist at the end.",{"type":31,"tag":32,"props":821,"children":822},{},[823,825,831],{"type":36,"value":824},"An ambassador program is a layer on top of a community, not a substitute for one. If you do not yet have a core of people who use and understand the product, start with ",{"type":31,"tag":44,"props":826,"children":828},{"href":827},"/blog/how-to-build-a-crypto-community",[829],{"type":36,"value":830},"how to build a crypto community",{"type":36,"value":832}," and come back once you do.",{"type":31,"tag":53,"props":834,"children":836},{"id":835},"step-1-decide-what-you-need-ambassadors-to-do",[837],{"type":36,"value":838},"Step 1: Decide What You Need Ambassadors to Do",{"type":31,"tag":32,"props":840,"children":841},{},[842],{"type":36,"value":843},"Most failed programs start with \"we need ambassadors\" and only later ask what for. Reverse that. Write down the specific gaps your team cannot cover, then design roles around them.",{"type":31,"tag":32,"props":845,"children":846},{},[847],{"type":36,"value":848},"Common, legitimate jobs for ambassadors:",{"type":31,"tag":184,"props":850,"children":851},{},[852,862,872,882,892],{"type":31,"tag":188,"props":853,"children":854},{},[855,860],{"type":31,"tag":374,"props":856,"children":857},{},[858],{"type":36,"value":859},"Regional community leads",{"type":36,"value":861}," — run and moderate a local-language Telegram or Discord channel, translate announcements, host occasional AMAs",{"type":31,"tag":188,"props":863,"children":864},{},[865,870],{"type":31,"tag":374,"props":866,"children":867},{},[868],{"type":36,"value":869},"Content creators",{"type":36,"value":871}," — tutorials, explainer threads, videos and walkthroughs of real product features",{"type":31,"tag":188,"props":873,"children":874},{},[875,880],{"type":31,"tag":374,"props":876,"children":877},{},[878],{"type":36,"value":879},"Developer advocates",{"type":36,"value":881}," — answer technical questions, write integration guides, flag bugs from builders",{"type":31,"tag":188,"props":883,"children":884},{},[885,890],{"type":31,"tag":374,"props":886,"children":887},{},[888],{"type":36,"value":889},"Event representatives",{"type":36,"value":891}," — show up at local meetups and conferences, run small workshops",{"type":31,"tag":188,"props":893,"children":894},{},[895,900],{"type":31,"tag":374,"props":896,"children":897},{},[898],{"type":36,"value":899},"Feedback scouts",{"type":36,"value":901}," — collect recurring user complaints and confusion and pass them to the product team",{"type":31,"tag":32,"props":903,"children":904},{},[905],{"type":36,"value":906},"Each role should have a one-paragraph description, a short list of expected outputs per month and a named person on your team who owns it. If you cannot name an owner, do not open the role.",{"type":31,"tag":177,"props":908,"children":910},{"id":909},"roles-to-avoid",[911],{"type":36,"value":912},"Roles to avoid",{"type":31,"tag":32,"props":914,"children":915},{},[916,918,922],{"type":36,"value":917},"Do not create roles whose only output is volume of social posts, replies or retweets. Those are the easiest tasks to automate and fake, and the engagement they generate is exactly the kind sophisticated users and exchanges have learned to discount. The same trap is covered in more depth in ",{"type":31,"tag":44,"props":919,"children":920},{"href":46},[921],{"type":36,"value":49},{"type":36,"value":923}," — paying for impressions instead of outcomes.",{"type":31,"tag":53,"props":925,"children":927},{"id":926},"step-2-recruit-from-inside-not-from-applications-alone",[928],{"type":36,"value":929},"Step 2: Recruit From Inside, Not From Applications Alone",{"type":31,"tag":32,"props":931,"children":932},{},[933],{"type":36,"value":934},"The best ambassadors are usually already doing the job unpaid. They answer questions in your group before your moderators do, they write threads nobody asked for, and they file sensible bug reports. Start by inviting those people directly.",{"type":31,"tag":32,"props":936,"children":937},{},[938],{"type":36,"value":939},"Open applications are useful for reaching new regions and skill sets, but expect most submissions to come from people who apply to every ambassador program in the market. Filter for evidence, not enthusiasm.",{"type":31,"tag":65,"props":941,"children":942},{},[943,964],{"type":31,"tag":69,"props":944,"children":945},{},[946],{"type":31,"tag":73,"props":947,"children":948},{},[949,954,959],{"type":31,"tag":77,"props":950,"children":951},{},[952],{"type":36,"value":953},"Signal",{"type":31,"tag":77,"props":955,"children":956},{},[957],{"type":36,"value":958},"Weight it heavily",{"type":31,"tag":77,"props":960,"children":961},{},[962],{"type":36,"value":963},"Treat with caution",{"type":31,"tag":98,"props":965,"children":966},{},[967,985,1003,1021,1039],{"type":31,"tag":73,"props":968,"children":969},{},[970,975,980],{"type":31,"tag":105,"props":971,"children":972},{},[973],{"type":36,"value":974},"Prior activity in your community",{"type":31,"tag":105,"props":976,"children":977},{},[978],{"type":36,"value":979},"Months of genuine, helpful messages",{"type":31,"tag":105,"props":981,"children":982},{},[983],{"type":36,"value":984},"Joined the week the program was announced",{"type":31,"tag":73,"props":986,"children":987},{},[988,993,998],{"type":31,"tag":105,"props":989,"children":990},{},[991],{"type":36,"value":992},"Content samples",{"type":31,"tag":105,"props":994,"children":995},{},[996],{"type":36,"value":997},"Accurate, original work about your product or sector",{"type":31,"tag":105,"props":999,"children":1000},{},[1001],{"type":36,"value":1002},"Generic templates, AI-padded threads, copied content",{"type":31,"tag":73,"props":1004,"children":1005},{},[1006,1011,1016],{"type":31,"tag":105,"props":1007,"children":1008},{},[1009],{"type":36,"value":1010},"Language and region",{"type":31,"tag":105,"props":1012,"children":1013},{},[1014],{"type":36,"value":1015},"Native speaker in a region you actually want to reach",{"type":31,"tag":105,"props":1017,"children":1018},{},[1019],{"type":36,"value":1020},"Claims to cover many regions at once",{"type":31,"tag":73,"props":1022,"children":1023},{},[1024,1029,1034],{"type":31,"tag":105,"props":1025,"children":1026},{},[1027],{"type":36,"value":1028},"Social accounts",{"type":31,"tag":105,"props":1030,"children":1031},{},[1032],{"type":36,"value":1033},"Real conversations, audience that replies",{"type":31,"tag":105,"props":1035,"children":1036},{},[1037],{"type":36,"value":1038},"Large follower count with no meaningful engagement",{"type":31,"tag":73,"props":1040,"children":1041},{},[1042,1047,1052],{"type":31,"tag":105,"props":1043,"children":1044},{},[1045],{"type":36,"value":1046},"Other programs",{"type":31,"tag":105,"props":1048,"children":1049},{},[1050],{"type":36,"value":1051},"Selective, with track record they can show",{"type":31,"tag":105,"props":1053,"children":1054},{},[1055],{"type":36,"value":1056},"Ambassador for dozens of projects simultaneously",{"type":31,"tag":32,"props":1058,"children":1059},{},[1060],{"type":36,"value":1061},"Ask applicants for one small paid or unpaid trial task relevant to their role — a translated announcement, a short tutorial, a summary of community feedback. It filters out most low-effort applicants faster than any interview.",{"type":31,"tag":177,"props":1063,"children":1065},{"id":1064},"start-small",[1066],{"type":36,"value":1067},"Start small",{"type":31,"tag":32,"props":1069,"children":1070},{},[1071],{"type":36,"value":1072},"Launch with a cohort you can actually manage. A dozen strong ambassadors with clear roles will produce more value than a few hundred loosely supervised ones, and the first cohort sets the culture for every cohort after it. Expand only once you have a review process that keeps up.",{"type":31,"tag":53,"props":1074,"children":1076},{"id":1075},"step-3-design-rewards-that-do-not-create-sellers",[1077],{"type":36,"value":1078},"Step 3: Design Rewards That Do Not Create Sellers",{"type":31,"tag":32,"props":1080,"children":1081},{},[1082],{"type":36,"value":1083},"Reward design is where ambassador programs most often hurt the token. If ambassadors are paid in liquid tokens on a regular schedule, and they are not long-term believers, you have built a recurring source of sell pressure that grows with the program.",{"type":31,"tag":177,"props":1085,"children":1087},{"id":1086},"reward-options-compared",[1088],{"type":36,"value":1089},"Reward options compared",{"type":31,"tag":65,"props":1091,"children":1092},{},[1093,1114],{"type":31,"tag":69,"props":1094,"children":1095},{},[1096],{"type":31,"tag":73,"props":1097,"children":1098},{},[1099,1104,1109],{"type":31,"tag":77,"props":1100,"children":1101},{},[1102],{"type":36,"value":1103},"Reward type",{"type":31,"tag":77,"props":1105,"children":1106},{},[1107],{"type":36,"value":1108},"Strengths",{"type":31,"tag":77,"props":1110,"children":1111},{},[1112],{"type":36,"value":1113},"Risks",{"type":31,"tag":98,"props":1115,"children":1116},{},[1117,1135,1153,1171,1189],{"type":31,"tag":73,"props":1118,"children":1119},{},[1120,1125,1130],{"type":31,"tag":105,"props":1121,"children":1122},{},[1123],{"type":36,"value":1124},"Stablecoin or fiat stipend",{"type":31,"tag":105,"props":1126,"children":1127},{},[1128],{"type":36,"value":1129},"Predictable, no direct sell pressure on your token",{"type":31,"tag":105,"props":1131,"children":1132},{},[1133],{"type":36,"value":1134},"Costs treasury cash; attracts mercenaries if unconditioned",{"type":31,"tag":73,"props":1136,"children":1137},{},[1138,1143,1148],{"type":31,"tag":105,"props":1139,"children":1140},{},[1141],{"type":36,"value":1142},"Liquid tokens",{"type":31,"tag":105,"props":1144,"children":1145},{},[1146],{"type":36,"value":1147},"Aligns with token, cheap in treasury terms",{"type":31,"tag":105,"props":1149,"children":1150},{},[1151],{"type":36,"value":1152},"Ambassadors may sell immediately; adds supply to the book",{"type":31,"tag":73,"props":1154,"children":1155},{},[1156,1161,1166],{"type":31,"tag":105,"props":1157,"children":1158},{},[1159],{"type":36,"value":1160},"Vested tokens",{"type":31,"tag":105,"props":1162,"children":1163},{},[1164],{"type":36,"value":1165},"Aligns ambassadors with the long term",{"type":31,"tag":105,"props":1167,"children":1168},{},[1169],{"type":36,"value":1170},"Less attractive to new recruits; needs tracking",{"type":31,"tag":73,"props":1172,"children":1173},{},[1174,1179,1184],{"type":31,"tag":105,"props":1175,"children":1176},{},[1177],{"type":36,"value":1178},"Non-monetary perks",{"type":31,"tag":105,"props":1180,"children":1181},{},[1182],{"type":36,"value":1183},"Early access, team calls, merch, event tickets, governance roles",{"type":31,"tag":105,"props":1185,"children":1186},{},[1187],{"type":36,"value":1188},"Not enough on their own for heavy workloads",{"type":31,"tag":73,"props":1190,"children":1191},{},[1192,1197,1202],{"type":31,"tag":105,"props":1193,"children":1194},{},[1195],{"type":36,"value":1196},"Points or reputation that convert later",{"type":31,"tag":105,"props":1198,"children":1199},{},[1200],{"type":36,"value":1201},"Flexible, rewards consistency",{"type":31,"tag":105,"props":1203,"children":1204},{},[1205],{"type":36,"value":1206},"Becomes a farming target if conversion rules are vague",{"type":31,"tag":32,"props":1208,"children":1209},{},[1210,1212,1218],{"type":36,"value":1211},"Most programs that hold up use a mix: a modest stablecoin stipend for defined, verified work, plus a token component that vests over a meaningful period. Vesting does not have to be complicated — the same principles in ",{"type":31,"tag":44,"props":1213,"children":1215},{"href":1214},"/blog/token-vesting-schedules-explained",[1216],{"type":36,"value":1217},"token vesting schedules explained",{"type":36,"value":1219}," apply at small scale. Account for ambassador allocations in your tokenomics from the start rather than funding them ad hoc from the treasury.",{"type":31,"tag":177,"props":1221,"children":1223},{"id":1222},"pay-for-outcomes-review-for-quality",[1224],{"type":36,"value":1225},"Pay for outcomes, review for quality",{"type":31,"tag":32,"props":1227,"children":1228},{},[1229],{"type":36,"value":1230},"Tie rewards to outputs a person on your team has reviewed, not to raw counts. A practical structure:",{"type":31,"tag":1232,"props":1233,"children":1234},"ol",{},[1235,1240,1245,1250,1255],{"type":31,"tag":188,"props":1236,"children":1237},{},[1238],{"type":36,"value":1239},"Each role has a monthly baseline of expected outputs",{"type":31,"tag":188,"props":1241,"children":1242},{},[1243],{"type":36,"value":1244},"Ambassadors submit work through a single form or tracker",{"type":31,"tag":188,"props":1246,"children":1247},{},[1248],{"type":36,"value":1249},"A named reviewer scores it for accuracy, originality and relevance",{"type":31,"tag":188,"props":1251,"children":1252},{},[1253],{"type":36,"value":1254},"Rewards are paid on accepted work only, on a fixed monthly date",{"type":31,"tag":188,"props":1256,"children":1257},{},[1258],{"type":36,"value":1259},"Exceptional contributions earn discretionary bonuses, announced publicly",{"type":31,"tag":32,"props":1261,"children":1262},{},[1263],{"type":36,"value":1264},"Publish the rules. Opaque scoring breeds resentment and accusations of favouritism, which can spill into the wider community.",{"type":31,"tag":53,"props":1266,"children":1268},{"id":1267},"step-4-stop-farming-before-it-starts",[1269],{"type":36,"value":1270},"Step 4: Stop Farming Before It Starts",{"type":31,"tag":32,"props":1272,"children":1273},{},[1274],{"type":36,"value":1275},"Any program with rewards will attract farmers. Assume it and design for it.",{"type":31,"tag":184,"props":1277,"children":1278},{},[1279,1289,1299,1309,1319,1329],{"type":31,"tag":188,"props":1280,"children":1281},{},[1282,1287],{"type":31,"tag":374,"props":1283,"children":1284},{},[1285],{"type":36,"value":1286},"Cap rewardable tasks per period",{"type":36,"value":1288}," so volume alone cannot dominate the leaderboard",{"type":31,"tag":188,"props":1290,"children":1291},{},[1292,1297],{"type":31,"tag":374,"props":1293,"children":1294},{},[1295],{"type":36,"value":1296},"Do not reward raw engagement metrics",{"type":36,"value":1298}," such as likes, follows or retweets",{"type":31,"tag":188,"props":1300,"children":1301},{},[1302,1307],{"type":31,"tag":374,"props":1303,"children":1304},{},[1305],{"type":36,"value":1306},"Spot-check content",{"type":36,"value":1308}," for plagiarism and machine-generated filler",{"type":31,"tag":188,"props":1310,"children":1311},{},[1312,1317],{"type":31,"tag":374,"props":1313,"children":1314},{},[1315],{"type":36,"value":1316},"Watch for account clusters",{"type":36,"value":1318}," — near-identical posting patterns, shared wallets, synchronised activity",{"type":31,"tag":188,"props":1320,"children":1321},{},[1322,1327],{"type":31,"tag":374,"props":1323,"children":1324},{},[1325],{"type":36,"value":1326},"Make removal easy and public in principle",{"type":36,"value":1328}," — state that accounts found gaming the program forfeit pending rewards",{"type":31,"tag":188,"props":1330,"children":1331},{},[1332,1337],{"type":31,"tag":374,"props":1333,"children":1334},{},[1335],{"type":36,"value":1336},"Separate ambassadors from airdrop eligibility rules",{"type":36,"value":1338}," so they cannot double-dip on the same activity",{"type":31,"tag":32,"props":1340,"children":1341},{},[1342,1344,1350],{"type":36,"value":1343},"If you are running an airdrop alongside the ambassador program, the anti-sybil thinking overlaps heavily; the ",{"type":31,"tag":44,"props":1345,"children":1347},{"href":1346},"/blog/crypto-airdrop-campaign-guide",[1348],{"type":36,"value":1349},"crypto airdrop campaign guide",{"type":36,"value":1351}," covers those controls in more detail.",{"type":31,"tag":53,"props":1353,"children":1355},{"id":1354},"step-5-set-boundaries-on-what-ambassadors-say",[1356],{"type":36,"value":1357},"Step 5: Set Boundaries on What Ambassadors Say",{"type":31,"tag":32,"props":1359,"children":1360},{},[1361],{"type":36,"value":1362},"Ambassadors speak for your project in public, often in languages your core team does not read. That creates reputational and potentially legal exposure.",{"type":31,"tag":32,"props":1364,"children":1365},{},[1366],{"type":36,"value":1367},"Write a short code of conduct and make agreement a condition of joining. 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Have counsel review the code of conduct and reward structure, particularly if ambassadors receive tokens and promote them to retail audiences.",{"type":31,"tag":177,"props":1402,"children":1404},{"id":1403},"protect-against-impersonation",[1405],{"type":36,"value":1406},"Protect against impersonation",{"type":31,"tag":32,"props":1408,"children":1409},{},[1410],{"type":36,"value":1411},"The moment you publish an ambassador list, scammers will start impersonating ambassadors. 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Two effects are worth planning for. First, token rewards add a steady trickle of supply; if your books are thin, even modest monthly selling can weigh on price and frustrate the community the program was meant to strengthen. Second, a strong regional push can bring a wave of new buyers to a specific exchange in a short window, and if depth is not there, their first experience is slippage.",{"type":31,"tag":32,"props":1694,"children":1695},{},[1696],{"type":36,"value":1697},"Teams that coordinate their ambassador calendar, reward vesting and liquidity coverage avoid both problems. At Fibonacci Capital we see the same pattern across launches: marketing and market structure work best when they are planned together rather than in separate rooms.",{"type":31,"tag":32,"props":1699,"children":1700},{},[1701,1703,1709],{"type":36,"value":1702},"If you are building out growth around a launch and want liquidity that can absorb the attention it brings, ",{"type":31,"tag":44,"props":1704,"children":1706},{"href":1705},"/",[1707],{"type":36,"value":1708},"get in touch with Fibonacci Capital",{"type":36,"value":51},{"title":7,"searchDepth":764,"depth":764,"links":1711},[1712,1713,1716,1719,1723,1724,1727,1728,1729],{"id":806,"depth":764,"text":809},{"id":835,"depth":764,"text":838,"children":1714},[1715],{"id":909,"depth":769,"text":912},{"id":926,"depth":764,"text":929,"children":1717},[1718],{"id":1064,"depth":769,"text":1067},{"id":1075,"depth":764,"text":1078,"children":1720},[1721,1722],{"id":1086,"depth":769,"text":1089},{"id":1222,"depth":769,"text":1225},{"id":1267,"depth":764,"text":1270},{"id":1354,"depth":764,"text":1357,"children":1725},[1726],{"id":1403,"depth":769,"text":1406},{"id":1414,"depth":764,"text":1417},{"id":1504,"depth":764,"text":1507},{"id":1684,"depth":764,"text":1687},"content:blog:crypto-ambassador-program-guide.md","blog/crypto-ambassador-program-guide.md","blog/crypto-ambassador-program-guide",{"_path":827,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":1734,"description":1735,"date":1736,"category":12,"readTime":26,"author":11,"tags":1737,"keywords":1739,"image":1740,"body":1741,"_type":784,"_id":2479,"_source":786,"_file":2480,"_stem":2481,"_extension":789},"How to Build a Crypto Community: A Practical Guide for Token Projects","Crypto community building done properly, phase by phase — how to build a crypto community before, during and after TGE, with a checklist and metrics that matter.","2026-09-17",[798,17,1738,799,18],"TGE","crypto community building, how to build a crypto community, how to build community in crypto, web3 community management, discord telegram community growth, token project community strategy, Fibonacci Capital","/assets/images/blog/how-to-build-a-crypto-community.jpg",{"type":28,"children":1742,"toc":2457},[1743,1749,1754,1759,1772,1778,1784,1789,1794,1800,1826,1844,1849,1855,1953,1958,1964,1969,1975,1981,1986,1991,1997,2002,2035,2048,2054,2059,2064,2070,2076,2081,2086,2109,2114,2120,2125,2136,2142,2155,2161,2166,2266,2271,2277,2282,2340,2345,2385,2390,2430,2436,2441,2446],{"type":31,"tag":53,"props":1744,"children":1746},{"id":1745},"how-to-build-a-crypto-community-briefly",[1747],{"type":36,"value":1748},"How to Build a Crypto Community, Briefly",{"type":31,"tag":32,"props":1750,"children":1751},{},[1752],{"type":36,"value":1753},"To build a crypto community you need three things in sequence: a reason for people to show up that is not the price, a small core of people who are useful to each other before the token exists, and a set of rituals that keep giving them something to do after launch day. Most projects invert this — they buy an audience first, hand it a token, and then discover there was never a community underneath, only a queue.",{"type":31,"tag":32,"props":1755,"children":1756},{},[1757],{"type":36,"value":1758},"This guide covers what actually works, split by phase: pre-TGE, launch window, and post-TGE. It assumes you are building a real product. If you are not, community building is just crowd rental, and this guide will not help you.",{"type":31,"tag":32,"props":1760,"children":1761},{},[1762,1764,1770],{"type":36,"value":1763},"A community is worth the effort because it is the only distribution channel you own. Paid channels stop the day the budget stops. If you have not yet set the broader plan around it, read the ",{"type":31,"tag":44,"props":1765,"children":1767},{"href":1766},"/blog/web3-marketing-guide-token-projects",[1768],{"type":36,"value":1769},"web3 marketing guide for token projects",{"type":36,"value":1771}," first and treat this as the community layer within it.",{"type":31,"tag":53,"props":1773,"children":1775},{"id":1774},"phase-1-before-you-have-a-token",[1776],{"type":36,"value":1777},"Phase 1: Before You Have a Token",{"type":31,"tag":177,"props":1779,"children":1781},{"id":1780},"start-narrower-than-feels-comfortable",[1782],{"type":36,"value":1783},"Start narrower than feels comfortable",{"type":31,"tag":32,"props":1785,"children":1786},{},[1787],{"type":36,"value":1788},"The instinct is to open a Telegram group, invite everyone, and grow the number. The result is a channel with thousands of members, no shared context, and a permanent scroll of \"wen listing\".",{"type":31,"tag":32,"props":1790,"children":1791},{},[1792],{"type":36,"value":1793},"Start with a group small enough that people recognise each other's names. Fifty engaged people who understand what you are building are worth more than fifty thousand who do not, because the fifty will still be there in eighteen months and they will onboard the next cohort for you. Growth from a strong core is slower at the start and far more durable.",{"type":31,"tag":177,"props":1795,"children":1797},{"id":1796},"decide-what-the-community-is-for",[1798],{"type":36,"value":1799},"Decide what the community is for",{"type":31,"tag":32,"props":1801,"children":1802},{},[1803,1805,1824],{"type":36,"value":1804},"Write one sentence: ",{"type":31,"tag":1806,"props":1807,"children":1808},"em",{},[1809,1811,1817,1819],{"type":36,"value":1810},"this community exists so that ",{"type":31,"tag":1812,"props":1813,"children":1814},"span",{},[1815],{"type":36,"value":1816},"who",{"type":36,"value":1818}," can ",{"type":31,"tag":1812,"props":1820,"children":1821},{},[1822],{"type":36,"value":1823},"do what",{"type":36,"value":1825},". 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Running five platforms badly is worse than running two well. Regional groups are worth opening only when you have someone who genuinely speaks the language and can moderate in it — an unmoderated foreign-language group becomes a scam channel bearing your logo.",{"type":31,"tag":177,"props":1959,"children":1961},{"id":1960},"put-your-builders-in-the-room",[1962],{"type":36,"value":1963},"Put your builders in the room",{"type":31,"tag":32,"props":1965,"children":1966},{},[1967],{"type":36,"value":1968},"The single highest-leverage community tactic before launch is direct access to the people building the thing. Not a marketing account relaying answers — the actual engineers and founders, visible, answering questions in public, admitting when something is broken. 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It is legally exposed in many jurisdictions, it sets you up to be judged on an outcome you do not control, and it converts your community into a group of people with a grievance the first time the chart disagrees.",{"type":31,"tag":32,"props":2060,"children":2061},{},[2062],{"type":36,"value":2063},"Say what you are doing: the product milestones, the listings, the liquidity arrangements, the unlock schedule. Say nothing about where the price should go. Communities forgive a slow roadmap. They do not forgive a broken promise about money.",{"type":31,"tag":53,"props":2065,"children":2067},{"id":2066},"phase-3-after-tge-when-it-gets-hard",[2068],{"type":36,"value":2069},"Phase 3: After TGE, When It Gets Hard",{"type":31,"tag":177,"props":2071,"children":2073},{"id":2072},"the-quiet-period-is-the-real-test",[2074],{"type":36,"value":2075},"The quiet period is the real test",{"type":31,"tag":32,"props":2077,"children":2078},{},[2079],{"type":36,"value":2080},"Attention collapses after launch. Message volume falls, the airdrop hunters leave, and the channel that had a message a second has one an hour. This is not failure — it is the community reverting to its real size. What matters is what you do with the people who stayed.",{"type":31,"tag":32,"props":2082,"children":2083},{},[2084],{"type":36,"value":2085},"Give them something recurring. 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A modest update that arrives every single week outperforms an ambitious one that arrives when there is good news, because the second teaches people that silence means bad news.",{"type":31,"tag":177,"props":2115,"children":2117},{"id":2116},"give-people-a-role-not-just-a-chat",[2118],{"type":36,"value":2119},"Give people a role, not just a chat",{"type":31,"tag":32,"props":2121,"children":2122},{},[2123],{"type":36,"value":2124},"Communities that persist have jobs in them. Ambassador programmes, moderator roles, translators, documentation contributors, testnet participants, governance delegates. People stay where they have status and responsibility, not where they have a message box.",{"type":31,"tag":32,"props":2126,"children":2127},{},[2128,2130,2134],{"type":36,"value":2129},"Two cautions. 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They are useful when they push people toward behaviour you actually want repeated — using the product, providing liquidity, running infrastructure — and corrosive when they reward noise, because you end up paying for exactly the engagement metrics you will later have to explain to an exchange. If you are running one, design it against real usage: ",{"type":31,"tag":44,"props":2148,"children":2150},{"href":2149},"/blog/how-to-design-a-token-airdrop",[2151],{"type":36,"value":2152},"how to design a token airdrop",{"type":36,"value":2154}," covers the mechanics.",{"type":31,"tag":53,"props":2156,"children":2158},{"id":2157},"metrics-that-mean-something",[2159],{"type":36,"value":2160},"Metrics That Mean Something",{"type":31,"tag":32,"props":2162,"children":2163},{},[2164],{"type":36,"value":2165},"Member count is the least useful number in community management. 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A channel of 40,000 members where twelve people speak is a smaller community than one of 3,000 where four hundred do.",{"type":31,"tag":53,"props":2272,"children":2274},{"id":2273},"community-building-checklist",[2275],{"type":36,"value":2276},"Community Building Checklist",{"type":31,"tag":32,"props":2278,"children":2279},{},[2280],{"type":36,"value":2281},"Pre-TGE:",{"type":31,"tag":184,"props":2283,"children":2285},{"className":2284},[607],[2286,2295,2304,2313,2322,2331],{"type":31,"tag":188,"props":2287,"children":2289},{"className":2288},[612],[2290,2293],{"type":31,"tag":615,"props":2291,"children":2292},{"disabled":617,"type":618},[],{"type":36,"value":2294}," One-sentence purpose written down and published",{"type":31,"tag":188,"props":2296,"children":2298},{"className":2297},[612],[2299,2302],{"type":31,"tag":615,"props":2300,"children":2301},{"disabled":617,"type":618},[],{"type":36,"value":2303}," Two platforms chosen, not five",{"type":31,"tag":188,"props":2305,"children":2307},{"className":2306},[612],[2308,2311],{"type":31,"tag":615,"props":2309,"children":2310},{"disabled":617,"type":618},[],{"type":36,"value":2312}," Founders and engineers visible and answering in public",{"type":31,"tag":188,"props":2314,"children":2316},{"className":2315},[612],[2317,2320],{"type":31,"tag":615,"props":2318,"children":2319},{"disabled":617,"type":618},[],{"type":36,"value":2321}," Moderation rules written, published and staffed",{"type":31,"tag":188,"props":2323,"children":2325},{"className":2324},[612],[2326,2329],{"type":31,"tag":615,"props":2327,"children":2328},{"disabled":617,"type":618},[],{"type":36,"value":2330}," Anti-scam measures live before the token has any value",{"type":31,"tag":188,"props":2332,"children":2334},{"className":2333},[612],[2335,2338],{"type":31,"tag":615,"props":2336,"children":2337},{"disabled":617,"type":618},[],{"type":36,"value":2339}," Regional groups only where you have a native-speaking moderator",{"type":31,"tag":32,"props":2341,"children":2342},{},[2343],{"type":36,"value":2344},"Launch window:",{"type":31,"tag":184,"props":2346,"children":2348},{"className":2347},[607],[2349,2358,2367,2376],{"type":31,"tag":188,"props":2350,"children":2352},{"className":2351},[612],[2353,2356],{"type":31,"tag":615,"props":2354,"children":2355},{"disabled":617,"type":618},[],{"type":36,"value":2357}," Core-contributor space preserved separately from the main influx",{"type":31,"tag":188,"props":2359,"children":2361},{"className":2360},[612],[2362,2365],{"type":31,"tag":615,"props":2363,"children":2364},{"disabled":617,"type":618},[],{"type":36,"value":2366}," Contract address published in one canonical place",{"type":31,"tag":188,"props":2368,"children":2370},{"className":2369},[612],[2371,2374],{"type":31,"tag":615,"props":2372,"children":2373},{"disabled":617,"type":618},[],{"type":36,"value":2375}," Moderation coverage rostered across all time zones for launch week",{"type":31,"tag":188,"props":2377,"children":2379},{"className":2378},[612],[2380,2383],{"type":31,"tag":615,"props":2381,"children":2382},{"disabled":617,"type":618},[],{"type":36,"value":2384}," No price commentary from anyone on the team, as a stated internal rule",{"type":31,"tag":32,"props":2386,"children":2387},{},[2388],{"type":36,"value":2389},"Post-TGE:",{"type":31,"tag":184,"props":2391,"children":2393},{"className":2392},[607],[2394,2403,2412,2421],{"type":31,"tag":188,"props":2395,"children":2397},{"className":2396},[612],[2398,2401],{"type":31,"tag":615,"props":2399,"children":2400},{"disabled":617,"type":618},[],{"type":36,"value":2402}," A recurring ritual with a fixed cadence, running regardless of news",{"type":31,"tag":188,"props":2404,"children":2406},{"className":2405},[612],[2407,2410],{"type":31,"tag":615,"props":2408,"children":2409},{"disabled":617,"type":618},[],{"type":36,"value":2411}," Defined contributor roles with real deliverables and real compensation",{"type":31,"tag":188,"props":2413,"children":2415},{"className":2414},[612],[2416,2419],{"type":31,"tag":615,"props":2417,"children":2418},{"disabled":617,"type":618},[],{"type":36,"value":2420}," Monthly metrics review against participation, not headcount",{"type":31,"tag":188,"props":2422,"children":2424},{"className":2423},[612],[2425,2428],{"type":31,"tag":615,"props":2426,"children":2427},{"disabled":617,"type":618},[],{"type":36,"value":2429}," Incentive programmes tied to product usage, not to posting volume",{"type":31,"tag":53,"props":2431,"children":2433},{"id":2432},"the-part-community-cannot-do",[2434],{"type":36,"value":2435},"The Part Community Cannot Do",{"type":31,"tag":32,"props":2437,"children":2438},{},[2439],{"type":36,"value":2440},"A strong community will carry you through a quiet quarter, defend you accurately when someone misrepresents your project, and give you the most honest product feedback you will ever receive. It will not make your token tradeable.",{"type":31,"tag":32,"props":2442,"children":2443},{},[2444],{"type":36,"value":2445},"If a community member decides to buy, and the order book cannot absorb the size without moving the price several percent, the experience they have is nothing to do with how good your Discord is. Thin markets punish exactly the people who believe in you most, because they are the ones who buy first. That is the gap Fibonacci Capital works in — making sure the market underneath a project can actually handle the demand that its community and marketing generate.",{"type":31,"tag":32,"props":2447,"children":2448},{},[2449,2451,2456],{"type":36,"value":2450},"Build the community for the long term, and make sure the liquidity is there when it converts. If you want the market-making side of your launch handled properly, ",{"type":31,"tag":44,"props":2452,"children":2453},{"href":758},[2454],{"type":36,"value":2455},"get in touch",{"type":36,"value":51},{"title":7,"searchDepth":764,"depth":764,"links":2458},[2459,2460,2466,2471,2476,2477,2478],{"id":1745,"depth":764,"text":1748},{"id":1774,"depth":764,"text":1777,"children":2461},[2462,2463,2464,2465],{"id":1780,"depth":769,"text":1783},{"id":1796,"depth":769,"text":1799},{"id":1851,"depth":769,"text":1854},{"id":1960,"depth":769,"text":1963},{"id":1971,"depth":764,"text":1974,"children":2467},[2468,2469,2470],{"id":1977,"depth":769,"text":1980},{"id":1993,"depth":769,"text":1996},{"id":2050,"depth":769,"text":2053},{"id":2066,"depth":764,"text":2069,"children":2472},[2473,2474,2475],{"id":2072,"depth":769,"text":2075},{"id":2116,"depth":769,"text":2119},{"id":2138,"depth":769,"text":2141},{"id":2157,"depth":764,"text":2160},{"id":2273,"depth":764,"text":2276},{"id":2432,"depth":764,"text":2435},"content:blog:how-to-build-a-crypto-community.md","blog/how-to-build-a-crypto-community.md","blog/how-to-build-a-crypto-community",{"_path":508,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":2483,"description":2484,"date":2485,"author":11,"category":12,"tags":2486,"keywords":2488,"image":2494,"readTime":26,"body":2495,"_type":784,"_id":3136,"_source":786,"_file":3137,"_stem":3138,"_extension":789},"How to Choose a Crypto PR Agency: A Selection Framework for Token Teams","How to choose a crypto PR agency: pricing models, what to verify before signing, red flags in the pitch, and the metrics that actually matter for a token launch.","2026-08-29",[2487,17,18,16],"crypto pr",[2489,2490,2491,2492,2493],"crypto pr agency","best crypto pr agency","top crypto pr agencies","how to choose a crypto pr agency","web3 pr agency","/assets/images/blog/how-to-choose-a-crypto-pr-agency.jpg",{"type":28,"children":2496,"toc":3123},[2497,2502,2513,2519,2524,2567,2572,2578,2584,2589,2594,2617,2622,2628,2633,2747,2752,2757,2763,2768,2773,2796,2801,2807,2812,2825,2830,2836,2841,2910,2916,2921,2926,2979,2984,2990,3084,3090,3095,3108,3113],{"type":31,"tag":32,"props":2498,"children":2499},{},[2500],{"type":36,"value":2501},"Choosing a crypto PR agency comes down to four checks you can complete before signing: what they are actually selling (earned coverage, paid placement, or both, and whether they are honest about which), whether their prior placements sit in publications your buyers read, how they price and what happens when the retainer ends, and which named person will run your account rather than pitch it. Most agencies in this category present near-identical capability decks. The differences that matter are in the contract and in the verifiable placement history, not the deck.",{"type":31,"tag":32,"props":2503,"children":2504},{},[2505,2507,2511],{"type":36,"value":2506},"This guide is written for token teams selecting a PR partner ahead of or around a launch. If you are still building the wider plan, start with our ",{"type":31,"tag":44,"props":2508,"children":2509},{"href":1766},[2510],{"type":36,"value":1769},{"type":36,"value":2512},", which covers how PR sits alongside community, KOLs and exchange relationships.",{"type":31,"tag":53,"props":2514,"children":2516},{"id":2515},"what-a-crypto-pr-agency-actually-does",[2517],{"type":36,"value":2518},"What a Crypto PR Agency Actually Does",{"type":31,"tag":32,"props":2520,"children":2521},{},[2522],{"type":36,"value":2523},"The category name covers at least four distinct services, often sold as one bundle. Separating them is the first step in judging any proposal.",{"type":31,"tag":184,"props":2525,"children":2526},{},[2527,2537,2547,2557],{"type":31,"tag":188,"props":2528,"children":2529},{},[2530,2535],{"type":31,"tag":374,"props":2531,"children":2532},{},[2533],{"type":36,"value":2534},"Earned media.",{"type":36,"value":2536}," Pitching journalists at crypto and mainstream outlets in the hope they write something. No payment to the publication, no guarantee of coverage, no control over the angle.",{"type":31,"tag":188,"props":2538,"children":2539},{},[2540,2545],{"type":31,"tag":374,"props":2541,"children":2542},{},[2543],{"type":36,"value":2544},"Paid placement and sponsored content.",{"type":36,"value":2546}," Buying published articles on outlets that sell them. Delivery is guaranteed because it is advertising. Many crypto publications run these programmes openly; some label them less clearly than they should.",{"type":31,"tag":188,"props":2548,"children":2549},{},[2550,2555],{"type":31,"tag":374,"props":2551,"children":2552},{},[2553],{"type":36,"value":2554},"Press release distribution.",{"type":36,"value":2556}," Pushing a release across a wire and its syndication network. Cheap, predictable, and mostly worth backlinks and search presence rather than readership.",{"type":31,"tag":188,"props":2558,"children":2559},{},[2560,2565],{"type":31,"tag":374,"props":2561,"children":2562},{},[2563],{"type":36,"value":2564},"Communications advisory.",{"type":36,"value":2566}," Messaging, positioning, spokesperson prep, crisis handling, and the discipline of not saying the wrong thing during a listing or an incident.",{"type":31,"tag":32,"props":2568,"children":2569},{},[2570],{"type":36,"value":2571},"An agency that blurs these deliberately is the most common problem in the category. A proposal promising \"guaranteed coverage in top-tier media\" is describing paid placement while pricing it like earned media. That is not automatically a bad buy — paid placement has legitimate uses — but you should know which one you are purchasing, because their value to a token project is very different.",{"type":31,"tag":53,"props":2573,"children":2575},{"id":2574},"the-four-checks-that-separate-agencies",[2576],{"type":36,"value":2577},"The Four Checks That Separate Agencies",{"type":31,"tag":177,"props":2579,"children":2581},{"id":2580},"_1-verify-the-placement-history-yourself",[2582],{"type":36,"value":2583},"1. Verify the placement history yourself",{"type":31,"tag":32,"props":2585,"children":2586},{},[2587],{"type":36,"value":2588},"Every agency shows a logo wall. Treat it as a claim to test, not a credential.",{"type":31,"tag":32,"props":2590,"children":2591},{},[2592],{"type":36,"value":2593},"Ask for a list of ten specific placements from the last twelve months, with links, and then check each one:",{"type":31,"tag":184,"props":2595,"children":2596},{},[2597,2602,2607,2612],{"type":31,"tag":188,"props":2598,"children":2599},{},[2600],{"type":36,"value":2601},"Is it an authored article, a quote in a journalist's piece, or a sponsored post? Look for disclosure labels, and check whether the byline belongs to the client or a staff writer.",{"type":31,"tag":188,"props":2603,"children":2604},{},[2605],{"type":36,"value":2606},"Did it appear in an outlet your target audience actually reads? A placement in a low-traffic aggregator is not comparable to a quote in an outlet exchange listing teams and institutional allocators follow.",{"type":31,"tag":188,"props":2608,"children":2609},{},[2610],{"type":36,"value":2611},"Was the client comparable to you? Coverage for a well-funded infrastructure protocol says little about what the agency can do for a pre-launch consumer app.",{"type":31,"tag":188,"props":2613,"children":2614},{},[2615],{"type":36,"value":2616},"Did anything follow from it? Ask the agency what the placement produced. If the only answer is the placement itself, you are buying vanity.",{"type":31,"tag":32,"props":2618,"children":2619},{},[2620],{"type":36,"value":2621},"Then take two references from clients who are no longer with the agency. Current clients are mid-relationship and will be polite. Former clients will tell you why the relationship ended.",{"type":31,"tag":177,"props":2623,"children":2625},{"id":2624},"_2-understand-what-you-are-paying-for",[2626],{"type":36,"value":2627},"2. 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Verify which outlets and whether posts are labelled as sponsored",{"type":31,"tag":73,"props":2695,"children":2696},{},[2697,2702,2707],{"type":31,"tag":105,"props":2698,"children":2699},{},[2700],{"type":36,"value":2701},"Campaign or launch package",{"type":31,"tag":105,"props":2703,"children":2704},{},[2705],{"type":36,"value":2706},"Fixed scope around a TGE or listing, usually 6–12 weeks",{"type":31,"tag":105,"props":2708,"children":2709},{},[2710],{"type":36,"value":2711},"Scope creep in both directions; the relationship ends exactly when post-launch communications matter most",{"type":31,"tag":73,"props":2713,"children":2714},{},[2715,2720,2725],{"type":31,"tag":105,"props":2716,"children":2717},{},[2718],{"type":36,"value":2719},"Performance / hybrid",{"type":31,"tag":105,"props":2721,"children":2722},{},[2723],{"type":36,"value":2724},"Base fee plus bonuses tied to agreed outcomes",{"type":31,"tag":105,"props":2726,"children":2727},{},[2728],{"type":36,"value":2729},"Only works if the metric is defined precisely enough that neither side can argue about it",{"type":31,"tag":73,"props":2731,"children":2732},{},[2733,2737,2742],{"type":31,"tag":105,"props":2734,"children":2735},{},[2736],{"type":36,"value":354},{"type":31,"tag":105,"props":2738,"children":2739},{},[2740],{"type":36,"value":2741},"Agency takes part of the fee in your token",{"type":31,"tag":105,"props":2743,"children":2744},{},[2745],{"type":36,"value":2746},"Creates an agency position in your token with its own exit timing. Vest it if you do it at all",{"type":31,"tag":32,"props":2748,"children":2749},{},[2750],{"type":36,"value":2751},"Two contract terms deserve more attention than the headline number. First, notice period and minimum term: three-month minimums are normal, twelve-month lock-ins with no performance break are not. Second, exclusivity — check whether the agency works with direct competitors, and whether your budget is competing with a larger client's for the same journalist relationships.",{"type":31,"tag":32,"props":2753,"children":2754},{},[2755],{"type":36,"value":2756},"On token-denominated fees specifically: paying vendors in your own token is common and can align interests, but every token-paid vendor is another holder with a schedule you do not control. If you go this route, vest the allocation on the same terms you would apply to an advisor, and record it in your supply plan rather than treating it as an off-balance-sheet marketing expense.",{"type":31,"tag":177,"props":2758,"children":2760},{"id":2759},"_3-meet-the-person-who-will-run-the-account",[2761],{"type":36,"value":2762},"3. Meet the person who will run the account",{"type":31,"tag":32,"props":2764,"children":2765},{},[2766],{"type":36,"value":2767},"Agency pitches are frequently delivered by founders or business development leads who will not touch your account after signing. This is the single most common source of disappointment in the category.",{"type":31,"tag":32,"props":2769,"children":2770},{},[2771],{"type":36,"value":2772},"Before you sign, insist on the following:",{"type":31,"tag":184,"props":2774,"children":2775},{},[2776,2781,2786,2791],{"type":31,"tag":188,"props":2777,"children":2778},{},[2779],{"type":36,"value":2780},"The name and seniority of the account lead, plus the number of other accounts they handle simultaneously.",{"type":31,"tag":188,"props":2782,"children":2783},{},[2784],{"type":36,"value":2785},"A direct conversation with that person, without the salesperson, about your specific positioning.",{"type":31,"tag":188,"props":2787,"children":2788},{},[2789],{"type":36,"value":2790},"Written confirmation of who writes your materials — the account team, a freelancer pool, or a general-purpose language model with light editing. All three exist in this market. Only one of them is worth agency rates.",{"type":31,"tag":188,"props":2792,"children":2793},{},[2794],{"type":36,"value":2795},"A named escalation contact for the days when something goes wrong publicly.",{"type":31,"tag":32,"props":2797,"children":2798},{},[2799],{"type":36,"value":2800},"Ask the account lead one open question: what is the strongest story this project has right now, and who would care? A competent lead will have an answer twenty minutes into a conversation. A weak one will restate your own materials back to you.",{"type":31,"tag":177,"props":2802,"children":2804},{"id":2803},"_4-check-they-can-operate-in-a-regulated-context",[2805],{"type":36,"value":2806},"4. Check they can operate in a regulated context",{"type":31,"tag":32,"props":2808,"children":2809},{},[2810],{"type":36,"value":2811},"Crypto communications carry legal exposure that general consumer PR does not. Anything read as investment solicitation, price prediction, or an unbacked claim about returns creates real risk for the issuer, not the agency.",{"type":31,"tag":32,"props":2813,"children":2814},{},[2815,2817,2823],{"type":36,"value":2816},"Test for this directly. Ask how they handle jurisdictional restrictions on promotional content, whether they have worked with issuers under a legal review process, and who has final sign-off on published copy. An agency that has never had a lawyer reject its copy has probably not worked with a serious issuer. Our note on ",{"type":31,"tag":44,"props":2818,"children":2820},{"href":2819},"/blog/token-launch-legal-considerations",[2821],{"type":36,"value":2822},"token launch legal considerations",{"type":36,"value":2824}," covers the underlying exposure in more detail.",{"type":31,"tag":32,"props":2826,"children":2827},{},[2828],{"type":36,"value":2829},"Establish before the first campaign that all external copy passes your counsel, and put that in the scope so it is not billed as a change later.",{"type":31,"tag":53,"props":2831,"children":2833},{"id":2832},"red-flags-in-the-pitch",[2834],{"type":36,"value":2835},"Red Flags in the Pitch",{"type":31,"tag":32,"props":2837,"children":2838},{},[2839],{"type":36,"value":2840},"Patterns that reliably predict a poor engagement:",{"type":31,"tag":184,"props":2842,"children":2843},{},[2844,2854,2864,2880,2890,2900],{"type":31,"tag":188,"props":2845,"children":2846},{},[2847,2852],{"type":31,"tag":374,"props":2848,"children":2849},{},[2850],{"type":36,"value":2851},"Guaranteed tier-one coverage.",{"type":36,"value":2853}," No agency controls an independent newsroom's editorial decisions. This promise means paid placement or it means nothing.",{"type":31,"tag":188,"props":2855,"children":2856},{},[2857,2862],{"type":31,"tag":374,"props":2858,"children":2859},{},[2860],{"type":36,"value":2861},"Vanity metrics as the primary report.",{"type":36,"value":2863}," Impressions, \"potential reach\" and ad-value equivalency are not outcomes. They are the numbers reported when nothing happened.",{"type":31,"tag":188,"props":2865,"children":2866},{},[2867,2872,2874,2878],{"type":31,"tag":374,"props":2868,"children":2869},{},[2870],{"type":36,"value":2871},"Bundled bot-driven engagement.",{"type":36,"value":2873}," If the proposal includes follower growth or engagement targets on social, ask precisely how they are achieved. The same problems we describe in our piece on ",{"type":31,"tag":44,"props":2875,"children":2876},{"href":46},[2877],{"type":36,"value":49},{"type":36,"value":2879}," apply to PR-adjacent social packages.",{"type":31,"tag":188,"props":2881,"children":2882},{},[2883,2888],{"type":31,"tag":374,"props":2884,"children":2885},{},[2886],{"type":36,"value":2887},"Price-focused messaging.",{"type":36,"value":2889}," An agency that leads with pumping the price or \"creating hype around the token\" is proposing something that will read badly to exchanges and regulators alike.",{"type":31,"tag":188,"props":2891,"children":2892},{},[2893,2898],{"type":31,"tag":374,"props":2894,"children":2895},{},[2896],{"type":36,"value":2897},"No process for bad news.",{"type":36,"value":2899}," Ask what they did the last time a client had an exploit, a delisting, or a failed launch. An agency without that experience is untested where it matters most.",{"type":31,"tag":188,"props":2901,"children":2902},{},[2903,2908],{"type":31,"tag":374,"props":2904,"children":2905},{},[2906],{"type":36,"value":2907},"Refusal to name the account team or share unfiltered references.",{"type":36,"value":2909}," Both are reasonable requests. Resistance is information.",{"type":31,"tag":53,"props":2911,"children":2913},{"id":2912},"measuring-whether-it-worked",[2914],{"type":36,"value":2915},"Measuring Whether It Worked",{"type":31,"tag":32,"props":2917,"children":2918},{},[2919],{"type":36,"value":2920},"Set the measurement framework before the engagement starts, because agencies that pick their own metrics after the fact will pick flattering ones.",{"type":31,"tag":32,"props":2922,"children":2923},{},[2924],{"type":36,"value":2925},"Reasonable things to hold an agency to:",{"type":31,"tag":184,"props":2927,"children":2928},{},[2929,2939,2949,2959,2969],{"type":31,"tag":188,"props":2930,"children":2931},{},[2932,2937],{"type":31,"tag":374,"props":2933,"children":2934},{},[2935],{"type":36,"value":2936},"Share of voice in defined outlets.",{"type":36,"value":2938}," Pick the ten to fifteen publications your buyers, partners and listing counterparties actually read. Track your presence in those, not the entire internet.",{"type":31,"tag":188,"props":2940,"children":2941},{},[2942,2947],{"type":31,"tag":374,"props":2943,"children":2944},{},[2945],{"type":36,"value":2946},"Quality of mention.",{"type":36,"value":2948}," A quoted comment in an analytical piece is worth more than a syndicated release. Grade placements rather than counting them.",{"type":31,"tag":188,"props":2950,"children":2951},{},[2952,2957],{"type":31,"tag":374,"props":2953,"children":2954},{},[2955],{"type":36,"value":2956},"Inbound quality.",{"type":36,"value":2958}," Partner enquiries, exchange interest, investor conversations sourced from coverage. This is the metric that connects PR to the business.",{"type":31,"tag":188,"props":2960,"children":2961},{},[2962,2967],{"type":31,"tag":374,"props":2963,"children":2964},{},[2965],{"type":36,"value":2966},"Branded search and direct traffic.",{"type":36,"value":2968}," Slow-moving, but the clearest evidence that awareness is being built rather than rented.",{"type":31,"tag":188,"props":2970,"children":2971},{},[2972,2977],{"type":31,"tag":374,"props":2973,"children":2974},{},[2975],{"type":36,"value":2976},"Narrative durability.",{"type":36,"value":2978}," Are third parties describing you the way you describe yourself? Six months in, that alignment is the real deliverable.",{"type":31,"tag":32,"props":2980,"children":2981},{},[2982],{"type":36,"value":2983},"What not to hold them to: token price. No PR agency controls it, and an engagement structured around it will produce exactly the behaviour you do not want.",{"type":31,"tag":53,"props":2985,"children":2987},{"id":2986},"selection-checklist",[2988],{"type":36,"value":2989},"Selection Checklist",{"type":31,"tag":184,"props":2991,"children":2993},{"className":2992},[607],[2994,3003,3012,3021,3030,3039,3048,3057,3066,3075],{"type":31,"tag":188,"props":2995,"children":2997},{"className":2996},[612],[2998,3001],{"type":31,"tag":615,"props":2999,"children":3000},{"disabled":617,"type":618},[],{"type":36,"value":3002}," Service type separated — earned, paid, wire distribution and advisory identified line by line",{"type":31,"tag":188,"props":3004,"children":3006},{"className":3005},[612],[3007,3010],{"type":31,"tag":615,"props":3008,"children":3009},{"disabled":617,"type":618},[],{"type":36,"value":3011}," Ten recent placements verified individually, including disclosure labels",{"type":31,"tag":188,"props":3013,"children":3015},{"className":3014},[612],[3016,3019],{"type":31,"tag":615,"props":3017,"children":3018},{"disabled":617,"type":618},[],{"type":36,"value":3020}," Two references taken from former clients, not only current ones",{"type":31,"tag":188,"props":3022,"children":3024},{"className":3023},[612],[3025,3028],{"type":31,"tag":615,"props":3026,"children":3027},{"disabled":617,"type":618},[],{"type":36,"value":3029}," Pricing model, minimum term, notice period and exclusivity understood",{"type":31,"tag":188,"props":3031,"children":3033},{"className":3032},[612],[3034,3037],{"type":31,"tag":615,"props":3035,"children":3036},{"disabled":617,"type":618},[],{"type":36,"value":3038}," Any token-denominated fee vested and recorded in the supply plan",{"type":31,"tag":188,"props":3040,"children":3042},{"className":3041},[612],[3043,3046],{"type":31,"tag":615,"props":3044,"children":3045},{"disabled":617,"type":618},[],{"type":36,"value":3047}," Named account lead met directly, with their concurrent account load disclosed",{"type":31,"tag":188,"props":3049,"children":3051},{"className":3050},[612],[3052,3055],{"type":31,"tag":615,"props":3053,"children":3054},{"disabled":617,"type":618},[],{"type":36,"value":3056}," Copy production process confirmed in writing",{"type":31,"tag":188,"props":3058,"children":3060},{"className":3059},[612],[3061,3064],{"type":31,"tag":615,"props":3062,"children":3063},{"disabled":617,"type":618},[],{"type":36,"value":3065}," Legal sign-off workflow agreed and included in scope",{"type":31,"tag":188,"props":3067,"children":3069},{"className":3068},[612],[3070,3073],{"type":31,"tag":615,"props":3071,"children":3072},{"disabled":617,"type":618},[],{"type":36,"value":3074}," Crisis handling experience tested with a specific past example",{"type":31,"tag":188,"props":3076,"children":3078},{"className":3077},[612],[3079,3082],{"type":31,"tag":615,"props":3080,"children":3081},{"disabled":617,"type":618},[],{"type":36,"value":3083}," Reporting metrics agreed in advance, with price excluded",{"type":31,"tag":53,"props":3085,"children":3087},{"id":3086},"where-pr-meets-market-structure",[3088],{"type":36,"value":3089},"Where PR Meets Market Structure",{"type":31,"tag":32,"props":3091,"children":3092},{},[3093],{"type":36,"value":3094},"PR is a demand-side tool. It brings attention to a token at specific moments — a listing, a mainnet launch, a major partnership — and those moments are exactly when order books are most likely to be tested. Attention arriving into a thin book produces the volatility and slippage that make first impressions bad, and a well-run campaign can make that worse rather than better if the liquidity side is not ready for it.",{"type":31,"tag":32,"props":3096,"children":3097},{},[3098,3100,3106],{"type":36,"value":3099},"The sequencing that works is straightforward: liquidity provision and listing readiness first, amplification second. At Fibonacci Capital we work with teams through launch on the market structure side, and the pattern is consistent — projects that coordinate their communications calendar with their market making and listing timeline convert attention into durable holders far more often than projects that run the two independently. Our ",{"type":31,"tag":44,"props":3101,"children":3103},{"href":3102},"/blog/preparing-for-tge-timeline",[3104],{"type":36,"value":3105},"TGE preparation timeline",{"type":36,"value":3107}," sets out how those workstreams line up.",{"type":31,"tag":32,"props":3109,"children":3110},{},[3111],{"type":36,"value":3112},"Choose an agency the way you would choose any vendor whose work is hard to reverse: verify the history, read the contract, meet the operator, and agree the scoreboard before the first month is billed.",{"type":31,"tag":32,"props":3114,"children":3115},{},[3116,3118,3122],{"type":36,"value":3117},"If you are planning a launch and want your communications calendar aligned with real market depth and listing readiness, ",{"type":31,"tag":44,"props":3119,"children":3120},{"href":758},[3121],{"type":36,"value":1708},{"type":36,"value":51},{"title":7,"searchDepth":764,"depth":764,"links":3124},[3125,3126,3132,3133,3134,3135],{"id":2515,"depth":764,"text":2518},{"id":2574,"depth":764,"text":2577,"children":3127},[3128,3129,3130,3131],{"id":2580,"depth":769,"text":2583},{"id":2624,"depth":769,"text":2627},{"id":2759,"depth":769,"text":2762},{"id":2803,"depth":769,"text":2806},{"id":2832,"depth":764,"text":2835},{"id":2912,"depth":764,"text":2915},{"id":2986,"depth":764,"text":2989},{"id":3086,"depth":764,"text":3089},"content:blog:how-to-choose-a-crypto-pr-agency.md","blog/how-to-choose-a-crypto-pr-agency.md","blog/how-to-choose-a-crypto-pr-agency",1790817376548]