[{"data":1,"prerenderedAt":2942},["ShallowReactive",2],{"blog-web3-marketing-guide-token-projects":3,"related-web3-marketing-guide-token-projects":491},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"author":11,"category":12,"tags":13,"keywords":18,"image":22,"readTime":23,"body":24,"_type":485,"_id":486,"_source":487,"_file":488,"_stem":489,"_extension":490},"/blog/web3-marketing-guide-token-projects","blog",false,"","Web3 Marketing for Token Projects: A Practical Guide","A practical web3 marketing guide for token teams: channel strategy, KOL programmes, community building, real measurement, and budget phasing around launch.","2026-07-22","Fibonacci Capital","Marketing",[14,15,16,17],"web3 marketing","crypto marketing agency","KOL marketing","community building",[14,19,15,20,21,17],"web3 marketing strategy","token marketing","KOL marketing crypto","/assets/images/blog/web3-marketing-guide-token-projects.jpg","9 min read",{"type":25,"children":26,"toc":462},"root",[27,36,42,56,62,67,74,79,85,90,96,101,107,112,118,123,129,134,139,175,180,186,191,196,209,214,220,225,268,273,279,284,335,340,346,351,357,362,368,373,379,384,389,395,400,438,444,449],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"what-web3-marketing-actually-involves",[33],{"type":34,"value":35},"text","What Web3 Marketing Actually Involves",{"type":28,"tag":37,"props":38,"children":39},"p",{},[40],{"type":34,"value":41},"Web3 marketing is the ongoing work of building an informed, engaged holder and user base for a token project across the channels crypto audiences actually use — X, Telegram, Discord, regional communities, research platforms, and long-form media — rather than a single campaign that ends at listing. Most founders treat marketing as a launch-week sprint, spend a large share of budget on a burst of visibility, and then wonder why engagement collapses once the announcements stop. A working web3 marketing strategy is closer to an operating function than a campaign, running before the Token Generation Event, through the launch window, and for as long as the project intends to have holders.",{"type":28,"tag":37,"props":43,"children":44},{},[45,47,54],{"type":34,"value":46},"This guide is not about launch week itself — we cover that in our guide to ",{"type":28,"tag":48,"props":49,"children":51},"a",{"href":50},"/blog/best-practices-token-launch-marketing",[52],{"type":34,"value":53},"token launch marketing best practices",{"type":34,"value":55},". This is the operating layer underneath it: which channels are worth the effort, how to work with KOLs without getting burned, what separates a real community from a farmed one, what to actually measure, and how to size a budget across phases.",{"type":28,"tag":29,"props":57,"children":59},{"id":58},"the-web3-marketing-channel-map",[60],{"type":34,"value":61},"The Web3 Marketing Channel Map",{"type":28,"tag":37,"props":63,"children":64},{},[65],{"type":34,"value":66},"Not every channel deserves equal investment. The right mix depends on your audience — retail, developer, institutional, or regional — more than on what's currently trending.",{"type":28,"tag":68,"props":69,"children":71},"h3",{"id":70},"x-twitter",[72],{"type":34,"value":73},"X (Twitter)",{"type":28,"tag":37,"props":75,"children":76},{},[77],{"type":34,"value":78},"The default public square for crypto discourse and where most first impressions form. It rewards consistency and a recognisable voice more than volume of posts. Threads that explain product mechanics or share genuine progress tend to outperform announcement-only content.",{"type":28,"tag":68,"props":80,"children":82},{"id":81},"telegram-and-discord",[83],{"type":34,"value":84},"Telegram and Discord",{"type":28,"tag":37,"props":86,"children":87},{},[88],{"type":34,"value":89},"Owned community infrastructure, not broadcast channels. Telegram tends to skew toward faster, transactional trading communities; Discord suits projects with a product or developer surface that benefits from structured channels. Both require active, visible moderation — an unmoderated group with team members who never show up reads as abandoned within days.",{"type":28,"tag":68,"props":91,"children":93},{"id":92},"regional-communities",[94],{"type":34,"value":95},"Regional Communities",{"type":28,"tag":37,"props":97,"children":98},{},[99],{"type":34,"value":100},"A meaningful share of crypto trading activity is concentrated outside English-speaking markets. Localised communities — with native-speaking moderators, not machine-translated copies of your English content — often produce more durable engagement per dollar spent than a broader, shallower global push.",{"type":28,"tag":68,"props":102,"children":104},{"id":103},"research-and-analyst-accounts",[105],{"type":34,"value":106},"Research and Analyst Accounts",{"type":28,"tag":37,"props":108,"children":109},{},[110],{"type":34,"value":111},"Independent research accounts, on-chain analysts, and tokenomics reviewers carry credibility precisely because their audience knows they aren't paid to be positive. Briefing them accurately and early, without pressure to publish on a specific date, is worth more than most sponsored placements.",{"type":28,"tag":68,"props":113,"children":115},{"id":114},"podcasts-and-newsletters",[116],{"type":34,"value":117},"Podcasts and Newsletters",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Longer-form formats let founders explain the actual problem the project solves, which is difficult to do in a thread. These channels build durable understanding rather than short-term attention spikes, and they compound — a good interview keeps generating listens and referrals long after it airs.",{"type":28,"tag":29,"props":124,"children":126},{"id":125},"kol-marketing-in-crypto-doing-it-properly",[127],{"type":34,"value":128},"KOL Marketing in Crypto: Doing It Properly",{"type":28,"tag":37,"props":130,"children":131},{},[132],{"type":34,"value":133},"KOL marketing crypto programmes have a reputation problem, largely earned. The default failure mode is picking creators by follower count, paying a flat fee for a post, and hoping reach translates into holders. It rarely does, and it exposes the project to accounts whose audience is partly or wholly fake.",{"type":28,"tag":37,"props":135,"children":136},{},[137],{"type":34,"value":138},"A programme done properly differs on three points:",{"type":28,"tag":140,"props":141,"children":142},"ul",{},[143,155,165],{"type":28,"tag":144,"props":145,"children":146},"li",{},[147,153],{"type":28,"tag":148,"props":149,"children":150},"strong",{},[151],{"type":34,"value":152},"Diligence before spend.",{"type":34,"value":154}," Review a creator's actual audience, not their follower total — engagement patterns, comment quality, audience overlap with your target demographic, and history with other token launches. A creator who promoted a dozen projects last month that all failed shortly after is a signal, not a coincidence.",{"type":28,"tag":144,"props":156,"children":157},{},[158,163],{"type":28,"tag":148,"props":159,"children":160},{},[161],{"type":34,"value":162},"Disclosed paid relationships.",{"type":34,"value":164}," Every paid post should be clearly labelled as sponsored, in line with platform disclosure requirements and the advertising standards of the creator's jurisdiction. Undisclosed shilling is a compliance risk for both sides and, when discovered, damages trust more than the post was worth.",{"type":28,"tag":144,"props":166,"children":167},{},[168,173],{"type":28,"tag":148,"props":169,"children":170},{},[171],{"type":34,"value":172},"Outcome-based terms where possible.",{"type":34,"value":174}," Structure agreements around verifiable actions — content delivered, posting cadence, honest engagement — rather than promises about price or returns. No creator can honestly guarantee token performance, and any agreement implying otherwise should be a hard no.",{"type":28,"tag":37,"props":176,"children":177},{},[178],{"type":34,"value":179},"Treat KOL spend as one channel among several, sized against what regional communities, research accounts, and your own content are already producing — not as the default first line item in the budget.",{"type":28,"tag":29,"props":181,"children":183},{"id":182},"community-building-vs-farmed-engagement",[184],{"type":34,"value":185},"Community Building vs. Farmed Engagement",{"type":28,"tag":37,"props":187,"children":188},{},[189],{"type":34,"value":190},"A community and an audience of incentive-chasers can look similar in a member count on day one, but they require opposite strategies to build, and they diverge sharply within weeks.",{"type":28,"tag":37,"props":192,"children":193},{},[194],{"type":34,"value":195},"A genuine community forms around something to discuss beyond price: product updates, governance decisions, technical questions, regional meetups. Members stick around when incentives pause. A farmed community forms around a specific reward — points, an anticipated airdrop, a quest campaign — and largely disappears once that reward is claimed or a better opportunity appears elsewhere.",{"type":28,"tag":37,"props":197,"children":198},{},[199,201,207],{"type":34,"value":200},"This matters most around token distribution events, where the design of an airdrop or quest campaign directly determines who shows up and whether they stay. If you're planning one, our guide to ",{"type":28,"tag":48,"props":202,"children":204},{"href":203},"/blog/crypto-airdrop-campaign-guide",[205],{"type":34,"value":206},"running a crypto airdrop campaign",{"type":34,"value":208}," covers how to structure distribution so it seeds real holders rather than a wave of wallets that sell on claim day.",{"type":28,"tag":37,"props":210,"children":211},{},[212],{"type":34,"value":213},"Practical signs you're building the wrong kind of community: engagement that only spikes around announced rewards, a member count growing faster than any conversation depth, and a Discord or Telegram where moderators outnumber organic participants in any given thread.",{"type":28,"tag":29,"props":215,"children":217},{"id":216},"how-to-spot-fake-engagement-before-you-pay-for-it",[218],{"type":34,"value":219},"How to Spot Fake Engagement Before You Pay for It",{"type":28,"tag":37,"props":221,"children":222},{},[223],{"type":34,"value":224},"Before committing budget to any channel, creator, or community partner, look for the same handful of tells that separate real reach from manufactured reach.",{"type":28,"tag":140,"props":226,"children":227},{},[228,238,248,258],{"type":28,"tag":144,"props":229,"children":230},{},[231,236],{"type":28,"tag":148,"props":232,"children":233},{},[234],{"type":34,"value":235},"Bought or inflated audiences.",{"type":34,"value":237}," Sudden, unexplained follower jumps; follower counts far out of proportion to likes and replies; a high share of accounts with no profile picture, history, or unique username.",{"type":28,"tag":144,"props":239,"children":240},{},[241,246],{"type":28,"tag":148,"props":242,"children":243},{},[244],{"type":34,"value":245},"Engagement pods and reciprocal networks.",{"type":34,"value":247}," Comment sections filled with generic praise from the same recurring accounts, posted within minutes of each other, with no substantive reference to the content.",{"type":28,"tag":144,"props":249,"children":250},{},[251,256],{"type":28,"tag":148,"props":252,"children":253},{},[254],{"type":34,"value":255},"Recycled captions and content.",{"type":34,"value":257}," The same caption or talking points appearing near-verbatim across accounts that supposedly cover different projects independently — a sign of a pay-to-post network, not genuine coverage.",{"type":28,"tag":144,"props":259,"children":260},{},[261,266],{"type":28,"tag":148,"props":262,"children":263},{},[264],{"type":34,"value":265},"Engagement that doesn't survive a click-through.",{"type":34,"value":267}," High like counts paired with negligible traffic, wallet connections, or community joins from that specific post.",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"None of this requires specialised tooling — a manual look at a sample of an account's recent posts and follower list will surface most of it. Treat this review as a standard step before any paid placement, not an occasional audit.",{"type":28,"tag":29,"props":274,"children":276},{"id":275},"measurement-that-matters",[277],{"type":34,"value":278},"Measurement That Matters",{"type":28,"tag":37,"props":280,"children":281},{},[282],{"type":34,"value":283},"Impressions and follower counts are easy to report and easy to inflate, which is exactly why they're poor proxies for whether marketing is working. The metrics worth tracking are harder to fake and closer to what determines whether a token has a sustainable holder base.",{"type":28,"tag":140,"props":285,"children":286},{},[287,305,315,325],{"type":28,"tag":144,"props":288,"children":289},{},[290,295,297,303],{"type":28,"tag":148,"props":291,"children":292},{},[293],{"type":34,"value":294},"Holder quality and distribution.",{"type":34,"value":296}," How concentrated is supply, and is the number of meaningfully sized holders growing over time, independent of any active incentive? Our guide to ",{"type":28,"tag":48,"props":298,"children":300},{"href":299},"/blog/on-chain-analytics-token-projects",[301],{"type":34,"value":302},"on-chain analytics for token projects",{"type":34,"value":304}," covers the metrics worth tracking, including the difference between organic and farmed wallet growth.",{"type":28,"tag":144,"props":306,"children":307},{},[308,313],{"type":28,"tag":148,"props":309,"children":310},{},[311],{"type":34,"value":312},"Retention, not acquisition.",{"type":34,"value":314}," What share of community members or holders are still active a month after joining, without a reward attached to staying?",{"type":28,"tag":144,"props":316,"children":317},{},[318,323],{"type":28,"tag":148,"props":319,"children":320},{},[321],{"type":34,"value":322},"Community depth.",{"type":34,"value":324}," Is there unprompted user-generated content — explainers, translations, memes — rather than only a paid content calendar?",{"type":28,"tag":144,"props":326,"children":327},{},[328,333],{"type":28,"tag":148,"props":329,"children":330},{},[331],{"type":34,"value":332},"Channel-level attribution.",{"type":34,"value":334}," Which channels are actually producing holders, versus clicks and impressions that don't convert into anything measurable downstream?",{"type":28,"tag":37,"props":336,"children":337},{},[338],{"type":34,"value":339},"None of these are as easy to put in a weekly report as impressions, but they're the ones that predict whether a project still has an active community six months after launch.",{"type":28,"tag":29,"props":341,"children":343},{"id":342},"budget-phasing-pre-tge-launch-and-post-tge",[344],{"type":34,"value":345},"Budget Phasing: Pre-TGE, Launch, and Post-TGE",{"type":28,"tag":37,"props":347,"children":348},{},[349],{"type":34,"value":350},"How you allocate spend across the lifecycle matters as much as the total amount. A budget concentrated entirely on launch week produces a visibility spike with nothing underneath it to sustain interest afterward.",{"type":28,"tag":68,"props":352,"children":354},{"id":353},"pre-tge",[355],{"type":34,"value":356},"Pre-TGE",{"type":28,"tag":37,"props":358,"children":359},{},[360],{"type":34,"value":361},"This phase is about building understanding and a real audience before there's a token to trade. Spend here favours content, research relationships, and community infrastructure over paid placements — the goal is credibility that a later paid push can amplify, not manufacture from nothing.",{"type":28,"tag":68,"props":363,"children":365},{"id":364},"launch",[366],{"type":34,"value":367},"Launch",{"type":28,"tag":37,"props":369,"children":370},{},[371],{"type":34,"value":372},"The launch window is where paid visibility, KOL activity, and exchange coordination concentrate, but it should draw on an audience that already exists rather than trying to build one from a standing start. Size this budget against what the pre-TGE phase has already proven works.",{"type":28,"tag":68,"props":374,"children":376},{"id":375},"post-tge",[377],{"type":34,"value":378},"Post-TGE",{"type":28,"tag":37,"props":380,"children":381},{},[382],{"type":34,"value":383},"Many teams treat this as the wind-down phase; projects with durable token performance treat it as the phase where the real work starts. Ongoing content, community management, and transparent updates through strong and difficult periods alike are what determine whether early holders remain holders.",{"type":28,"tag":37,"props":385,"children":386},{},[387],{"type":34,"value":388},"A reasonable rule of thumb: if your post-TGE marketing budget is a fraction of what you spent on launch week, you've likely under-invested in the phase that determines whether the community outlasts the initial attention.",{"type":28,"tag":29,"props":390,"children":392},{"id":391},"choosing-a-web3-marketing-agency-or-vendor",[393],{"type":34,"value":394},"Choosing a Web3 Marketing Agency or Vendor",{"type":28,"tag":37,"props":396,"children":397},{},[398],{"type":34,"value":399},"Vet any crypto marketing agency or vendor the way you'd vet any other project partner — on process and track record, not promises about outcomes.",{"type":28,"tag":140,"props":401,"children":402},{},[403,408,413,418,423,428,433],{"type":28,"tag":144,"props":404,"children":405},{},[406],{"type":34,"value":407},"Ask for case studies with verifiable, specific claims, not just follower-growth screenshots with no context.",{"type":28,"tag":144,"props":409,"children":410},{},[411],{"type":34,"value":412},"Request references from the last six to twelve months, including one that didn't go well, and ask what they'd do differently.",{"type":28,"tag":144,"props":414,"children":415},{},[416],{"type":34,"value":417},"Confirm how they source KOLs — do they run their own audience diligence, or resell placements from a fixed roster?",{"type":28,"tag":144,"props":419,"children":420},{},[421],{"type":34,"value":422},"Ask how they handle disclosure: do they require sponsored labelling on every paid post, and can they show an example?",{"type":28,"tag":144,"props":424,"children":425},{},[426],{"type":34,"value":427},"Walk away from any agency promising specific price outcomes or \"guaranteed volume\" — a clear signal it won't survive scrutiny.",{"type":28,"tag":144,"props":429,"children":430},{},[431],{"type":34,"value":432},"Check whether their reporting includes holder and retention metrics, or only impressions and reach.",{"type":28,"tag":144,"props":434,"children":435},{},[436],{"type":34,"value":437},"Clarify ownership of creative assets and community access before work begins, and get scope and disclosure requirements in writing.",{"type":28,"tag":29,"props":439,"children":441},{"id":440},"sequencing-marketing-with-market-structure",[442],{"type":34,"value":443},"Sequencing Marketing With Market Structure",{"type":28,"tag":37,"props":445,"children":446},{},[447],{"type":34,"value":448},"The piece of this that's easy to overlook: marketing and market structure need to be planned together, not in sequence. A token that arrives at listing with real attention but thin order books produces a bad first impression that no amount of community work fixes afterward — new holders who show up because of a campaign and find a wide spread or a chart that can't absorb their order size don't stick around to see if it improves.",{"type":28,"tag":37,"props":450,"children":451},{},[452,454,460],{"type":34,"value":453},"At Fibonacci Capital, we work with token teams on the market making and liquidity side of a launch, and we see this pattern often enough that we raise it with every project: the marketing plan and the liquidity plan should be built on the same timeline, so the attention a campaign generates has somewhere to land. If you're mapping out a pre-TGE plan and want to think through how liquidity readiness should line up with your marketing calendar, ",{"type":28,"tag":48,"props":455,"children":457},{"href":456},"/pretge",[458],{"type":34,"value":459},"get in touch with our team",{"type":34,"value":461},".",{"title":7,"searchDepth":463,"depth":463,"links":464},2,[465,466,474,475,476,477,478,483,484],{"id":31,"depth":463,"text":35},{"id":58,"depth":463,"text":61,"children":467},[468,470,471,472,473],{"id":70,"depth":469,"text":73},3,{"id":81,"depth":469,"text":84},{"id":92,"depth":469,"text":95},{"id":103,"depth":469,"text":106},{"id":114,"depth":469,"text":117},{"id":125,"depth":463,"text":128},{"id":182,"depth":463,"text":185},{"id":216,"depth":463,"text":219},{"id":275,"depth":463,"text":278},{"id":342,"depth":463,"text":345,"children":479},[480,481,482],{"id":353,"depth":469,"text":356},{"id":364,"depth":469,"text":367},{"id":375,"depth":469,"text":378},{"id":391,"depth":463,"text":394},{"id":440,"depth":463,"text":443},"markdown","content:blog:web3-marketing-guide-token-projects.md","content","blog/web3-marketing-guide-token-projects.md","blog/web3-marketing-guide-token-projects","md",[492,1446,2195],{"_path":493,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":494,"description":495,"date":496,"category":12,"readTime":23,"author":11,"tags":497,"keywords":501,"image":502,"body":503,"_type":485,"_id":1443,"_source":487,"_file":1444,"_stem":1445,"_extension":490},"/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",[498,14,17,499,500],"ambassador program","growth","token launch","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":25,"children":504,"toc":1423},[505,511,516,521,534,540,545,550,603,608,614,627,633,638,643,766,771,777,782,788,793,799,916,929,935,940,969,974,980,985,1048,1060,1066,1071,1076,1104,1109,1115,1120,1126,1131,1205,1210,1216,1224,1269,1277,1308,1316,1365,1373,1395,1401,1406,1411],{"type":28,"tag":29,"props":506,"children":508},{"id":507},"what-a-crypto-ambassador-program-is-for",[509],{"type":34,"value":510},"What a Crypto Ambassador Program Is For",{"type":28,"tag":37,"props":512,"children":513},{},[514],{"type":34,"value":515},"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":28,"tag":37,"props":517,"children":518},{},[519],{"type":34,"value":520},"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":28,"tag":37,"props":522,"children":523},{},[524,526,532],{"type":34,"value":525},"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":28,"tag":48,"props":527,"children":529},{"href":528},"/blog/how-to-build-a-crypto-community",[530],{"type":34,"value":531},"how to build a crypto community",{"type":34,"value":533}," and come back once you do.",{"type":28,"tag":29,"props":535,"children":537},{"id":536},"step-1-decide-what-you-need-ambassadors-to-do",[538],{"type":34,"value":539},"Step 1: Decide What You Need Ambassadors to Do",{"type":28,"tag":37,"props":541,"children":542},{},[543],{"type":34,"value":544},"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":28,"tag":37,"props":546,"children":547},{},[548],{"type":34,"value":549},"Common, legitimate jobs for ambassadors:",{"type":28,"tag":140,"props":551,"children":552},{},[553,563,573,583,593],{"type":28,"tag":144,"props":554,"children":555},{},[556,561],{"type":28,"tag":148,"props":557,"children":558},{},[559],{"type":34,"value":560},"Regional community leads",{"type":34,"value":562}," — run and moderate a local-language Telegram or Discord channel, translate announcements, host occasional AMAs",{"type":28,"tag":144,"props":564,"children":565},{},[566,571],{"type":28,"tag":148,"props":567,"children":568},{},[569],{"type":34,"value":570},"Content creators",{"type":34,"value":572}," — tutorials, explainer threads, videos and walkthroughs of real product features",{"type":28,"tag":144,"props":574,"children":575},{},[576,581],{"type":28,"tag":148,"props":577,"children":578},{},[579],{"type":34,"value":580},"Developer advocates",{"type":34,"value":582}," — answer technical questions, write integration guides, flag bugs from builders",{"type":28,"tag":144,"props":584,"children":585},{},[586,591],{"type":28,"tag":148,"props":587,"children":588},{},[589],{"type":34,"value":590},"Event representatives",{"type":34,"value":592}," — show up at local meetups and conferences, run small workshops",{"type":28,"tag":144,"props":594,"children":595},{},[596,601],{"type":28,"tag":148,"props":597,"children":598},{},[599],{"type":34,"value":600},"Feedback scouts",{"type":34,"value":602}," — collect recurring user complaints and confusion and pass them to the product team",{"type":28,"tag":37,"props":604,"children":605},{},[606],{"type":34,"value":607},"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":28,"tag":68,"props":609,"children":611},{"id":610},"roles-to-avoid",[612],{"type":34,"value":613},"Roles to avoid",{"type":28,"tag":37,"props":615,"children":616},{},[617,619,625],{"type":34,"value":618},"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":28,"tag":48,"props":620,"children":622},{"href":621},"/blog/crypto-kol-marketing-mistakes",[623],{"type":34,"value":624},"crypto KOL marketing mistakes",{"type":34,"value":626}," — paying for impressions instead of outcomes.",{"type":28,"tag":29,"props":628,"children":630},{"id":629},"step-2-recruit-from-inside-not-from-applications-alone",[631],{"type":34,"value":632},"Step 2: Recruit From Inside, Not From Applications Alone",{"type":28,"tag":37,"props":634,"children":635},{},[636],{"type":34,"value":637},"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":28,"tag":37,"props":639,"children":640},{},[641],{"type":34,"value":642},"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. 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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":28,"tag":37,"props":1407,"children":1408},{},[1409],{"type":34,"value":1410},"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":28,"tag":37,"props":1412,"children":1413},{},[1414,1416,1422],{"type":34,"value":1415},"If you are building out growth around a launch and want liquidity that can absorb the attention it brings, ",{"type":28,"tag":48,"props":1417,"children":1419},{"href":1418},"/",[1420],{"type":34,"value":1421},"get in touch with Fibonacci Capital",{"type":34,"value":461},{"title":7,"searchDepth":463,"depth":463,"links":1424},[1425,1426,1429,1432,1436,1437,1440,1441,1442],{"id":507,"depth":463,"text":510},{"id":536,"depth":463,"text":539,"children":1427},[1428],{"id":610,"depth":469,"text":613},{"id":629,"depth":463,"text":632,"children":1430},[1431],{"id":773,"depth":469,"text":776},{"id":784,"depth":463,"text":787,"children":1433},[1434,1435],{"id":795,"depth":469,"text":798},{"id":931,"depth":469,"text":934},{"id":976,"depth":463,"text":979},{"id":1062,"depth":463,"text":1065,"children":1438},[1439],{"id":1111,"depth":469,"text":1114},{"id":1122,"depth":463,"text":1125},{"id":1212,"depth":463,"text":1215},{"id":1397,"depth":463,"text":1400},"content:blog:crypto-ambassador-program-guide.md","blog/crypto-ambassador-program-guide.md","blog/crypto-ambassador-program-guide",{"_path":528,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":1447,"description":1448,"date":1449,"category":12,"readTime":23,"author":11,"tags":1450,"keywords":1452,"image":1453,"body":1454,"_type":485,"_id":2192,"_source":487,"_file":2193,"_stem":2194,"_extension":490},"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",[17,14,1451,499,500],"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":25,"children":1455,"toc":2170},[1456,1462,1467,1472,1484,1490,1496,1501,1506,1512,1538,1556,1561,1567,1666,1671,1677,1682,1688,1694,1699,1704,1710,1715,1748,1761,1767,1772,1777,1783,1789,1794,1799,1822,1827,1833,1838,1849,1855,1868,1874,1879,1979,1984,1990,1995,2053,2058,2098,2103,2143,2149,2154,2159],{"type":28,"tag":29,"props":1457,"children":1459},{"id":1458},"how-to-build-a-crypto-community-briefly",[1460],{"type":34,"value":1461},"How to Build a Crypto Community, Briefly",{"type":28,"tag":37,"props":1463,"children":1464},{},[1465],{"type":34,"value":1466},"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":28,"tag":37,"props":1468,"children":1469},{},[1470],{"type":34,"value":1471},"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":28,"tag":37,"props":1473,"children":1474},{},[1475,1477,1482],{"type":34,"value":1476},"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":28,"tag":48,"props":1478,"children":1479},{"href":4},[1480],{"type":34,"value":1481},"web3 marketing guide for token projects",{"type":34,"value":1483}," first and treat this as the community layer within it.",{"type":28,"tag":29,"props":1485,"children":1487},{"id":1486},"phase-1-before-you-have-a-token",[1488],{"type":34,"value":1489},"Phase 1: Before You Have a Token",{"type":28,"tag":68,"props":1491,"children":1493},{"id":1492},"start-narrower-than-feels-comfortable",[1494],{"type":34,"value":1495},"Start narrower than feels comfortable",{"type":28,"tag":37,"props":1497,"children":1498},{},[1499],{"type":34,"value":1500},"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":28,"tag":37,"props":1502,"children":1503},{},[1504],{"type":34,"value":1505},"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":28,"tag":68,"props":1507,"children":1509},{"id":1508},"decide-what-the-community-is-for",[1510],{"type":34,"value":1511},"Decide what the community is for",{"type":28,"tag":37,"props":1513,"children":1514},{},[1515,1517,1536],{"type":34,"value":1516},"Write one sentence: ",{"type":28,"tag":1518,"props":1519,"children":1520},"em",{},[1521,1523,1529,1531],{"type":34,"value":1522},"this community exists so that ",{"type":28,"tag":1524,"props":1525,"children":1526},"span",{},[1527],{"type":34,"value":1528},"who",{"type":34,"value":1530}," can ",{"type":28,"tag":1524,"props":1532,"children":1533},{},[1534],{"type":34,"value":1535},"do what",{"type":34,"value":1537},". Examples that hold up:",{"type":28,"tag":140,"props":1539,"children":1540},{},[1541,1546,1551],{"type":28,"tag":144,"props":1542,"children":1543},{},[1544],{"type":34,"value":1545},"So that node operators can get help running infrastructure and flag issues early",{"type":28,"tag":144,"props":1547,"children":1548},{},[1549],{"type":34,"value":1550},"So that traders using the protocol can share strategies and see fee changes first",{"type":28,"tag":144,"props":1552,"children":1553},{},[1554],{"type":34,"value":1555},"So that developers building on the chain can get unblocked within hours",{"type":28,"tag":37,"props":1557,"children":1558},{},[1559],{"type":34,"value":1560},"Examples that do not hold up: \"so that holders can discuss the project\", \"so that we can build hype for TGE\". Those are not purposes, they are waiting rooms. A community with no function beyond waiting will spend its time on price, because price is the only thing there is to discuss.",{"type":28,"tag":68,"props":1562,"children":1564},{"id":1563},"choose-platforms-deliberately",[1565],{"type":34,"value":1566},"Choose platforms deliberately",{"type":28,"tag":644,"props":1568,"children":1569},{},[1570,1591],{"type":28,"tag":648,"props":1571,"children":1572},{},[1573],{"type":28,"tag":652,"props":1574,"children":1575},{},[1576,1581,1586],{"type":28,"tag":656,"props":1577,"children":1578},{},[1579],{"type":34,"value":1580},"Platform",{"type":28,"tag":656,"props":1582,"children":1583},{},[1584],{"type":34,"value":1585},"Best for",{"type":28,"tag":656,"props":1587,"children":1588},{},[1589],{"type":34,"value":1590},"Weakness",{"type":28,"tag":672,"props":1592,"children":1593},{},[1594,1612,1630,1648],{"type":28,"tag":652,"props":1595,"children":1596},{},[1597,1602,1607],{"type":28,"tag":679,"props":1598,"children":1599},{},[1600],{"type":34,"value":1601},"Telegram",{"type":28,"tag":679,"props":1603,"children":1604},{},[1605],{"type":34,"value":1606},"Fast retail conversation, regional groups, announcements",{"type":28,"tag":679,"props":1608,"children":1609},{},[1610],{"type":34,"value":1611},"Poor structure, hard to moderate at scale, scam-heavy",{"type":28,"tag":652,"props":1613,"children":1614},{},[1615,1620,1625],{"type":28,"tag":679,"props":1616,"children":1617},{},[1618],{"type":34,"value":1619},"Discord",{"type":28,"tag":679,"props":1621,"children":1622},{},[1623],{"type":34,"value":1624},"Structured communities, developers, roles and permissions",{"type":28,"tag":679,"props":1626,"children":1627},{},[1628],{"type":34,"value":1629},"Intimidating for non-crypto-native users, goes quiet fast",{"type":28,"tag":652,"props":1631,"children":1632},{},[1633,1638,1643],{"type":28,"tag":679,"props":1634,"children":1635},{},[1636],{"type":34,"value":1637},"X / Twitter",{"type":28,"tag":679,"props":1639,"children":1640},{},[1641],{"type":34,"value":1642},"Reach, narrative, reaching new people",{"type":28,"tag":679,"props":1644,"children":1645},{},[1646],{"type":34,"value":1647},"Not a community — a broadcast surface",{"type":28,"tag":652,"props":1649,"children":1650},{},[1651,1656,1661],{"type":28,"tag":679,"props":1652,"children":1653},{},[1654],{"type":34,"value":1655},"Forum / governance",{"type":28,"tag":679,"props":1657,"children":1658},{},[1659],{"type":34,"value":1660},"Long-form debate, proposals, durable record",{"type":28,"tag":679,"props":1662,"children":1663},{},[1664],{"type":34,"value":1665},"Low traffic without a real reason to use it",{"type":28,"tag":37,"props":1667,"children":1668},{},[1669],{"type":34,"value":1670},"Most projects need two: one conversational (Telegram or Discord, chosen by who your users actually are) and one broadcast (X). 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":28,"tag":68,"props":1672,"children":1674},{"id":1673},"put-your-builders-in-the-room",[1675],{"type":34,"value":1676},"Put your builders in the room",{"type":28,"tag":37,"props":1678,"children":1679},{},[1680],{"type":34,"value":1681},"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. This is cheap, it does not scale, and it is why early communities of serious projects feel different from communities of promoted ones.",{"type":28,"tag":29,"props":1683,"children":1685},{"id":1684},"phase-2-the-launch-window",[1686],{"type":34,"value":1687},"Phase 2: The Launch Window",{"type":28,"tag":68,"props":1689,"children":1691},{"id":1690},"expect-the-composition-to-change-overnight",[1692],{"type":34,"value":1693},"Expect the composition to change overnight",{"type":28,"tag":37,"props":1695,"children":1696},{},[1697],{"type":34,"value":1698},"At TGE, the community you spent a year building gets diluted by an influx with completely different motives. Your fifty become a minority in a room of arrivals who are there for the token. This is normal and you should plan for it rather than be disappointed by it.",{"type":28,"tag":37,"props":1700,"children":1701},{},[1702],{"type":34,"value":1703},"Two practical defences. First, preserve a space for the original core — a role, a separate channel, a call — so that the signal does not drown. Second, decide your moderation posture in advance and publish it, because launch week is the worst possible time to improvise rules.",{"type":28,"tag":68,"props":1705,"children":1707},{"id":1706},"moderation-is-a-security-function-not-a-chore",[1708],{"type":34,"value":1709},"Moderation is a security function, not a chore",{"type":28,"tag":37,"props":1711,"children":1712},{},[1713],{"type":34,"value":1714},"The moment a token has value, your community becomes a target. Standing measures, all of which should be live before launch day:",{"type":28,"tag":140,"props":1716,"children":1717},{},[1718,1723,1728,1733,1738,1743],{"type":28,"tag":144,"props":1719,"children":1720},{},[1721],{"type":34,"value":1722},"Admins never DM first, stated permanently in the channel description and pinned",{"type":28,"tag":144,"props":1724,"children":1725},{},[1726],{"type":34,"value":1727},"No support over DM, ever, with no exceptions made for anyone",{"type":28,"tag":144,"props":1729,"children":1730},{},[1731],{"type":34,"value":1732},"Link posting restricted for new accounts",{"type":28,"tag":144,"props":1734,"children":1735},{},[1736],{"type":34,"value":1737},"A published, single source of truth for the contract address, linked everywhere",{"type":28,"tag":144,"props":1739,"children":1740},{},[1741],{"type":34,"value":1742},"A documented process for reporting impersonation accounts, and someone whose job it is to file the reports",{"type":28,"tag":144,"props":1744,"children":1745},{},[1746],{"type":34,"value":1747},"Anti-bot verification on entry, tuned so it does not exclude legitimate non-technical users",{"type":28,"tag":37,"props":1749,"children":1750},{},[1751,1753,1759],{"type":34,"value":1752},"Scams during launch week cost your earliest supporters real money and cost you the trust you spent a year building. Treat moderation staffing on launch day with the same seriousness as your ",{"type":28,"tag":48,"props":1754,"children":1756},{"href":1755},"/blog/tge-launch-day-runbook",[1757],{"type":34,"value":1758},"TGE launch day runbook",{"type":34,"value":1760}," treats exchange coordination.",{"type":28,"tag":68,"props":1762,"children":1764},{"id":1763},"do-not-promise-what-the-market-decides",[1765],{"type":34,"value":1766},"Do not promise what the market decides",{"type":28,"tag":37,"props":1768,"children":1769},{},[1770],{"type":34,"value":1771},"The most damaging thing a team can say in a community channel during launch week is anything that reads as a price expectation. 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":28,"tag":37,"props":1773,"children":1774},{},[1775],{"type":34,"value":1776},"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":28,"tag":29,"props":1778,"children":1780},{"id":1779},"phase-3-after-tge-when-it-gets-hard",[1781],{"type":34,"value":1782},"Phase 3: After TGE, When It Gets Hard",{"type":28,"tag":68,"props":1784,"children":1786},{"id":1785},"the-quiet-period-is-the-real-test",[1787],{"type":34,"value":1788},"The quiet period is the real test",{"type":28,"tag":37,"props":1790,"children":1791},{},[1792],{"type":34,"value":1793},"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":28,"tag":37,"props":1795,"children":1796},{},[1797],{"type":34,"value":1798},"Give them something recurring. The specific format matters less than the reliability:",{"type":28,"tag":140,"props":1800,"children":1801},{},[1802,1807,1812,1817],{"type":28,"tag":144,"props":1803,"children":1804},{},[1805],{"type":34,"value":1806},"A weekly or fortnightly community call with a fixed time and a published agenda",{"type":28,"tag":144,"props":1808,"children":1809},{},[1810],{"type":34,"value":1811},"A monthly written update covering shipped work, metrics, and what did not go to plan",{"type":28,"tag":144,"props":1813,"children":1814},{},[1815],{"type":34,"value":1816},"An open changelog so progress is visible without anyone asking",{"type":28,"tag":144,"props":1818,"children":1819},{},[1820],{"type":34,"value":1821},"A public roadmap where items move, so the roadmap is evidently alive",{"type":28,"tag":37,"props":1823,"children":1824},{},[1825],{"type":34,"value":1826},"Reliability is the whole point. 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":28,"tag":68,"props":1828,"children":1830},{"id":1829},"give-people-a-role-not-just-a-chat",[1831],{"type":34,"value":1832},"Give people a role, not just a chat",{"type":28,"tag":37,"props":1834,"children":1835},{},[1836],{"type":34,"value":1837},"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":28,"tag":37,"props":1839,"children":1840},{},[1841,1843,1847],{"type":34,"value":1842},"Two cautions. Pay contributors properly, in a mix that includes vested tokens where appropriate — the reasoning in ",{"type":28,"tag":48,"props":1844,"children":1845},{"href":923},[1846],{"type":34,"value":926},{"type":34,"value":1848}," applies to community contributors as much as to your team. And define the role precisely, because an ambassador programme with no deliverables becomes a group of people expecting compensation for enthusiasm.",{"type":28,"tag":68,"props":1850,"children":1852},{"id":1851},"incentives-compound-or-corrode",[1853],{"type":34,"value":1854},"Incentives compound or corrode",{"type":28,"tag":37,"props":1856,"children":1857},{},[1858,1860,1866],{"type":34,"value":1859},"Points, quests and airdrops build a crowd quickly and a community rarely. 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":28,"tag":48,"props":1861,"children":1863},{"href":1862},"/blog/how-to-design-a-token-airdrop",[1864],{"type":34,"value":1865},"how to design a token airdrop",{"type":34,"value":1867}," covers the mechanics.",{"type":28,"tag":29,"props":1869,"children":1871},{"id":1870},"metrics-that-mean-something",[1872],{"type":34,"value":1873},"Metrics That Mean Something",{"type":28,"tag":37,"props":1875,"children":1876},{},[1877],{"type":34,"value":1878},"Member count is the least useful number in community management. 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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":28,"tag":37,"props":2218,"children":2219},{},[2220,2222,2226],{"type":34,"value":2221},"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":28,"tag":48,"props":2223,"children":2224},{"href":621},[2225],{"type":34,"value":624},{"type":34,"value":461},{"type":28,"tag":29,"props":2228,"children":2230},{"id":2229},"agency-direct-or-platform-which-model-fits-you",[2231],{"type":34,"value":2232},"Agency, Direct or Platform: Which Model Fits You",{"type":28,"tag":37,"props":2234,"children":2235},{},[2236],{"type":34,"value":2237},"There are three ways to buy KOL coverage, and the right one depends more on your team than on your budget.",{"type":28,"tag":644,"props":2239,"children":2240},{},[2241,2266],{"type":28,"tag":648,"props":2242,"children":2243},{},[2244],{"type":28,"tag":652,"props":2245,"children":2246},{},[2247,2252,2257,2261],{"type":28,"tag":656,"props":2248,"children":2249},{},[2250],{"type":34,"value":2251},"Model",{"type":28,"tag":656,"props":2253,"children":2254},{},[2255],{"type":34,"value":2256},"How it works",{"type":28,"tag":656,"props":2258,"children":2259},{},[2260],{"type":34,"value":1585},{"type":28,"tag":656,"props":2262,"children":2263},{},[2264],{"type":34,"value":2265},"Main weakness",{"type":28,"tag":672,"props":2267,"children":2268},{},[2269,2292,2315],{"type":28,"tag":652,"props":2270,"children":2271},{},[2272,2277,2282,2287],{"type":28,"tag":679,"props":2273,"children":2274},{},[2275],{"type":34,"value":2276},"Full-service agency",{"type":28,"tag":679,"props":2278,"children":2279},{},[2280],{"type":34,"value":2281},"Agency plans the campaign, sources and contracts KOLs, manages delivery and reports",{"type":28,"tag":679,"props":2283,"children":2284},{},[2285],{"type":34,"value":2286},"Teams without marketing headcount, multi-region campaigns, launch windows with many moving parts",{"type":28,"tag":679,"props":2288,"children":2289},{},[2290],{"type":34,"value":2291},"Least transparency on what each KOL is actually paid; 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A cohort of unvested KOL allocations unlocking together is sell pressure you created yourself.",{"type":28,"tag":29,"props":2555,"children":2557},{"id":2556},"six-questions-to-ask-before-signing",[2558],{"type":34,"value":2559},"Six Questions to Ask Before Signing",{"type":28,"tag":68,"props":2561,"children":2563},{"id":2562},"_1-where-does-the-roster-come-from",[2564],{"type":34,"value":2565},"1. Where does the roster come from?",{"type":28,"tag":37,"props":2567,"children":2568},{},[2569],{"type":34,"value":2570},"Agencies describe their networks as \"hundreds of top KOLs\". In practice there are three types:",{"type":28,"tag":140,"props":2572,"children":2573},{},[2574,2584,2594],{"type":28,"tag":144,"props":2575,"children":2576},{},[2577,2582],{"type":28,"tag":148,"props":2578,"children":2579},{},[2580],{"type":34,"value":2581},"Owned or exclusive rosters",{"type":34,"value":2583}," — 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":28,"tag":144,"props":2585,"children":2586},{},[2587,2592],{"type":28,"tag":148,"props":2588,"children":2589},{},[2590],{"type":34,"value":2591},"Relationship networks",{"type":34,"value":2593}," — KOLs the agency knows and contacts per campaign. Flexible, but quality depends on the agency's own vetting.",{"type":28,"tag":144,"props":2595,"children":2596},{},[2597,2602],{"type":28,"tag":148,"props":2598,"children":2599},{},[2600],{"type":34,"value":2601},"Brokered access",{"type":34,"value":2603}," — the agency resells access through other agencies or intermediaries. Each layer adds cost and removes accountability.",{"type":28,"tag":37,"props":2605,"children":2606},{},[2607],{"type":34,"value":2608},"Ask directly which of these applies, and ask for a proposed shortlist for your project specifically, not a generic media kit.",{"type":28,"tag":68,"props":2610,"children":2612},{"id":2611},"_2-can-you-see-per-kol-costs-and-choose-who-is-included",[2613],{"type":34,"value":2614},"2. Can you see per-KOL costs and choose who is included?",{"type":28,"tag":37,"props":2616,"children":2617},{},[2618],{"type":34,"value":2619},"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":28,"tag":68,"props":2621,"children":2623},{"id":2622},"_3-how-do-they-vet-for-fake-engagement-and-past-promotions",[2624],{"type":34,"value":2625},"3. How do they vet for fake engagement and past promotions?",{"type":28,"tag":37,"props":2627,"children":2628},{},[2629],{"type":34,"value":2630},"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":28,"tag":68,"props":2632,"children":2634},{"id":2633},"_4-who-writes-the-content-and-who-approves-it",[2635],{"type":34,"value":2636},"4. Who writes the content, and who approves it?",{"type":28,"tag":37,"props":2638,"children":2639},{},[2640],{"type":34,"value":2641},"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":28,"tag":68,"props":2643,"children":2645},{"id":2644},"_5-how-are-deliverables-verified-and-reported",[2646],{"type":34,"value":2647},"5. How are deliverables verified and reported?",{"type":28,"tag":37,"props":2649,"children":2650},{},[2651],{"type":34,"value":2652},"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":28,"tag":37,"props":2654,"children":2655},{},[2656],{"type":34,"value":2657},"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":28,"tag":68,"props":2659,"children":2661},{"id":2660},"_6-who-runs-your-account-day-to-day",[2662],{"type":34,"value":2663},"6. Who runs your account day to day?",{"type":28,"tag":37,"props":2665,"children":2666},{},[2667,2669,2675],{"type":34,"value":2668},"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":28,"tag":48,"props":2670,"children":2672},{"href":2671},"/blog/how-to-choose-a-crypto-pr-agency",[2673],{"type":34,"value":2674},"how to choose a crypto PR agency",{"type":34,"value":2676}," covers the same account-team problem in more depth, and most of that advice transfers directly.",{"type":28,"tag":29,"props":2678,"children":2680},{"id":2679},"red-flags-in-a-kol-agency-pitch",[2681],{"type":34,"value":2682},"Red Flags in a KOL Agency Pitch",{"type":28,"tag":140,"props":2684,"children":2685},{},[2686,2696,2706,2716,2726,2736,2746],{"type":28,"tag":144,"props":2687,"children":2688},{},[2689,2694],{"type":28,"tag":148,"props":2690,"children":2691},{},[2692],{"type":34,"value":2693},"Guaranteed price or volume outcomes.",{"type":34,"value":2695}," No marketing vendor controls your chart. An agency that promises one is either misleading you or proposing something you should not be doing.",{"type":28,"tag":144,"props":2697,"children":2698},{},[2699,2704],{"type":28,"tag":148,"props":2700,"children":2701},{},[2702],{"type":34,"value":2703},"Bundles you cannot unpack.",{"type":34,"value":2705}," \"Tier-1 package, 20 KOLs, fixed price\" with no named accounts or per-KOL costs.",{"type":28,"tag":144,"props":2707,"children":2708},{},[2709,2714],{"type":28,"tag":148,"props":2710,"children":2711},{},[2712],{"type":34,"value":2713},"Refusal to let you approve the KOL list.",{"type":34,"value":2715}," You are paying to be associated with these accounts.",{"type":28,"tag":144,"props":2717,"children":2718},{},[2719,2724],{"type":28,"tag":148,"props":2720,"children":2721},{},[2722],{"type":34,"value":2723},"Follower count as the headline metric.",{"type":34,"value":2725}," Audience fit matters more than size, and follower numbers are the easiest thing in crypto to inflate.",{"type":28,"tag":144,"props":2727,"children":2728},{},[2729,2734],{"type":28,"tag":148,"props":2730,"children":2731},{},[2732],{"type":34,"value":2733},"Engagement or community \"growth\" add-ons.",{"type":34,"value":2735}," Ask exactly how follower, member or engagement targets are achieved. Purchased activity damages your credibility with exchanges and investors when it is noticed.",{"type":28,"tag":144,"props":2737,"children":2738},{},[2739,2744],{"type":28,"tag":148,"props":2740,"children":2741},{},[2742],{"type":34,"value":2743},"No written contract, or payment 100% up front.",{"type":34,"value":2745}," Deliverables, live duration, disclosure, remedies and payment milestones should all be written down.",{"type":28,"tag":144,"props":2747,"children":2748},{},[2749,2754],{"type":28,"tag":148,"props":2750,"children":2751},{},[2752],{"type":34,"value":2753},"No post-launch plan.",{"type":34,"value":2755}," An agency that only sells launch-week bursts is selling the part of the campaign that is easiest to deliver and least durable.",{"type":28,"tag":29,"props":2757,"children":2759},{"id":2758},"structuring-the-engagement",[2760],{"type":34,"value":2761},"Structuring the Engagement",{"type":28,"tag":37,"props":2763,"children":2764},{},[2765],{"type":34,"value":2766},"Once you have picked an agency, the contract should protect you in the same way you would protect yourself with a KOL directly:",{"type":28,"tag":140,"props":2768,"children":2770},{"className":2769},[1227],[2771,2780,2789,2798,2807,2816,2825,2834,2843,2852,2861],{"type":28,"tag":144,"props":2772,"children":2774},{"className":2773},[1232],[2775,2778],{"type":28,"tag":1235,"props":2776,"children":2777},{"disabled":1237,"type":1238},[],{"type":34,"value":2779}," Line-item KOL list with handles, deliverables and per-account cost, approved by your team",{"type":28,"tag":144,"props":2781,"children":2783},{"className":2782},[1232],[2784,2787],{"type":28,"tag":1235,"props":2785,"children":2786},{"disabled":1237,"type":1238},[],{"type":34,"value":2788}," Pricing model stated explicitly, including any markup or management fee",{"type":28,"tag":144,"props":2790,"children":2792},{"className":2791},[1232],[2793,2796],{"type":28,"tag":1235,"props":2794,"children":2795},{"disabled":1237,"type":1238},[],{"type":34,"value":2797}," Right to remove any KOL before contracting, and to replace underperformers mid-campaign",{"type":28,"tag":144,"props":2799,"children":2801},{"className":2800},[1232],[2802,2805],{"type":28,"tag":1235,"props":2803,"children":2804},{"disabled":1237,"type":1238},[],{"type":34,"value":2806}," Content approval workflow including your legal review",{"type":28,"tag":144,"props":2808,"children":2810},{"className":2809},[1232],[2811,2814],{"type":28,"tag":1235,"props":2812,"children":2813},{"disabled":1237,"type":1238},[],{"type":34,"value":2815}," Disclosure requirements written into every KOL agreement the agency signs",{"type":28,"tag":144,"props":2817,"children":2819},{"className":2818},[1232],[2820,2823],{"type":28,"tag":1235,"props":2821,"children":2822},{"disabled":1237,"type":1238},[],{"type":34,"value":2824}," Minimum live duration for each post, with remedies if content is deleted early",{"type":28,"tag":144,"props":2826,"children":2828},{"className":2827},[1232],[2829,2832],{"type":28,"tag":1235,"props":2830,"children":2831},{"disabled":1237,"type":1238},[],{"type":34,"value":2833}," Payments split across milestones rather than paid in full up front",{"type":28,"tag":144,"props":2835,"children":2837},{"className":2836},[1232],[2838,2841],{"type":28,"tag":1235,"props":2839,"children":2840},{"disabled":1237,"type":1238},[],{"type":34,"value":2842}," Vesting on any token-denominated fees, for the agency and its KOLs",{"type":28,"tag":144,"props":2844,"children":2846},{"className":2845},[1232],[2847,2850],{"type":28,"tag":1235,"props":2848,"children":2849},{"disabled":1237,"type":1238},[],{"type":34,"value":2851}," Tracked links issued by you, with reporting against your data",{"type":28,"tag":144,"props":2853,"children":2855},{"className":2854},[1232],[2856,2859],{"type":28,"tag":1235,"props":2857,"children":2858},{"disabled":1237,"type":1238},[],{"type":34,"value":2860}," Exclusivity terms covering direct competitors during the campaign window",{"type":28,"tag":144,"props":2862,"children":2864},{"className":2863},[1232],[2865,2868],{"type":28,"tag":1235,"props":2866,"children":2867},{"disabled":1237,"type":1238},[],{"type":34,"value":2869}," Minimum term and notice period you can live with",{"type":28,"tag":37,"props":2871,"children":2872},{},[2873],{"type":34,"value":2874},"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":28,"tag":29,"props":2876,"children":2878},{"id":2877},"sequence-the-campaign-against-your-market",[2879],{"type":34,"value":2880},"Sequence the Campaign Against Your Market",{"type":28,"tag":37,"props":2882,"children":2883},{},[2884,2886,2892],{"type":34,"value":2885},"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":28,"tag":48,"props":2887,"children":2889},{"href":2888},"/blog/trading-volume-vs-liquidity",[2890],{"type":34,"value":2891},"trading volume vs liquidity",{"type":34,"value":461},{"type":28,"tag":37,"props":2894,"children":2895},{},[2896],{"type":34,"value":2897},"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":28,"tag":29,"props":2899,"children":2901},{"id":2900},"the-short-version",[2902],{"type":34,"value":2903},"The Short Version",{"type":28,"tag":37,"props":2905,"children":2906},{},[2907],{"type":34,"value":2908},"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":28,"tag":37,"props":2910,"children":2911},{},[2912,2914,2919],{"type":34,"value":2913},"If you are planning a launch and want your marketing calendar matched to real depth and listing readiness, ",{"type":28,"tag":48,"props":2915,"children":2916},{"href":456},[2917],{"type":34,"value":2918},"talk to Fibonacci Capital about launch support",{"type":34,"value":461},{"title":7,"searchDepth":463,"depth":463,"links":2921},[2922,2926,2927,2935,2936,2937,2938],{"id":2229,"depth":463,"text":2232,"children":2923},[2924,2925],{"id":2345,"depth":469,"text":2348},{"id":2374,"depth":469,"text":2377},{"id":2403,"depth":463,"text":2406},{"id":2556,"depth":463,"text":2559,"children":2928},[2929,2930,2931,2932,2933,2934],{"id":2562,"depth":469,"text":2565},{"id":2611,"depth":469,"text":2614},{"id":2622,"depth":469,"text":2625},{"id":2633,"depth":469,"text":2636},{"id":2644,"depth":469,"text":2647},{"id":2660,"depth":469,"text":2663},{"id":2679,"depth":463,"text":2682},{"id":2758,"depth":463,"text":2761},{"id":2877,"depth":463,"text":2880},{"id":2900,"depth":463,"text":2903},"content:blog:how-to-choose-a-crypto-kol-agency.md","blog/how-to-choose-a-crypto-kol-agency.md","blog/how-to-choose-a-crypto-kol-agency",1790817376553]