Leveraging Social Media and Influencer Marketing for Tokenization Success


29 Jun 2023
Leveraging Social Media and Influencer Marketing for Tokenization Success

Tokenization, a compelling tool in this digital age, has radically transformed the way businesses view and trade their assets. The triumph of any venture into tokenization relies on robust marketing techniques. Among the multitude of strategies, capitalizing on social media and influencer marketing has proved to be a significant game changer. In this article, we will be delving into how marketing plays a pivotal role in the success of tokenization and how exploiting social media and influencer collaborations can maximize the output. Gear up to unravel how these two potent strategies can boost your tokenization endeavor to unprecedented heights within the digital scenario.

Before reading this article, be sure to read out this post.

Marketing's Significant Influence on Tokenization

Benefits of tokenization, which involves transmuting real-world assets into blockchain-based digital tokens, can only be completely harnessed with a comprehensive marketing strategy. Let's delve into the monumental impact of marketing on the triumph of tokenization.

Raising Awareness and Fostering Curiosity

Identifying target audience : For effective promotional campaigns, it is fundamental to establish the distinct demographic, interests and challenges of your intended audience.

Comprehensive market research: A rigorous assessment of the market renders an understanding of the competitive climate, recognition of trends, and the discovery of valuable insights shaping marketing approaches.

Developing a persuasive value proposition: Communicate lucidly to potential investors, users and stakeholders about the distinct value and merits of your tokenization initiative. Emphasize its problem-solving capacity and its superiority over conventional mechanisms.

Constructing Reliability and Assurance

Value of transparency in tokenization ventures: Open disclosure concerning project specifications, team composition, alliance, and action plan breed trust within the community and prospective investors.

Employing marketing outlets to reinforce trust: Harness different promotional mediums like your website, social media forums, and industry publications to exhibit the authenticity and trustworthiness of your initiative.

Highlighting success narratives and endorsements: Demonstrating practical applications, success chronicles and commendations from contented users or investors aids in building dependability whilst boosting confidence in your tokenization venture.

Through execution of a well-founded marketing strategy, corporations can effectively heighten awareness, stimulate curiosity, and foster trust for their tokenization projects. We will further ascertain how social media alongside influencer marketing could augment these endeavors for successful tokenization in subsequent sections.

Utilizing Social Media for Successful Tokenization

In the current era of global connectivity, social media has become a significant aspect of our everyday lives. Given its extensive reach and engagement capacity, it serves as an efficacious instrument for propagating and securing success in tokenization initiatives. Let's dive into how companies can employ social media to heighten the influence of their tokenization attempts.

Basic Understanding of Social Media Platforms

1. Facebook: Offering an array of active users in billions, Facebook provides a varied user base and sophisticated advertising features to tap into a large audience.

2. Twitter: Renowned for instantaneous updates and succinct communication, Twitter permits companies to interact with specialists in the industry, influential persons, and participate in discussions pertinent to tokenization.

3. LinkedIn: Positioned as a professional networking site, LinkedIn empowers companies to develop thought authority, associate with probable investors, and interact with a targeted audience.

4. Instagram: Characterized by its visual appeal, Instagram is excellent for illustrating tokenization projects via enticing images and films, alluring chiefly to a younger and visually-inclined demographic.

5. Youtube: For longer videos, tutorials, vlogs.

Establishing a Prominent Social Media Standing

1. Formulating a Uniform Brand Tone and Messaging: Build an integrated brand persona and tone across social media platforms to assure consistency in your communication and explicitly express your project's distinctive value.

2. Creating Engaging Material for the Defined Audience: Design informative and aesthetically pleasing material like articles, infographics, films, and live feeds to instruct and captivate your intended audience about tokenization along with its benefits.

3. Promoting User-Sourced Content and Interaction: Actively motivate your community members and followers to contribute their experiences, views, and endorsements concerning your tokenization scheme. This incites interaction and generates a community feel around your label.

Applying Social Media Advertising Features & Targeting Tools

1. Paid Advertisements & Sponsored Content: Employ specific advertising options provided by social media platforms to cater to distinctive demographics and interests related to your tokenization initiative. Sponsored content can further assist in enhancing visibility and reach.

2. Accurate Audience Targeting Based on Demographics & Interests: Capitalize on the advanced targeting features offered by social media platforms for defining your audience based on factors like age, location, profession, and hobbies ensuring content dissemination amongst the most appropriate individuals.

3. Usage of Analytics for Optimization & Tracing ROI: Leverage analytics tools provided by social media platforms for monitoring your campaign performance, recognizing areas requiring enhancement, & evaluating the return on investment (ROI) of your social media promotional endeavors.

By tactically utilizing social media platforms, companies can augment their impact area; interact with their desired audience; cement robust online visibility for their tokenization schemes. In the subsequent segment, we will examine the potential role of influencer marketing towards accomplishing success in tokenization.

Tokenization and Influencer Marketing

The growing field of influencer marketing is becoming a potent strategy for the promotion of goods and services, and contains a great deal of untapped potential for aiding in the success of tokenization projects. Companies can expand their reach and build reliance by forming alliances with influential personalities in the sphere of blockchain and cryptocurrency. The following will examine essential aspects of how influencer marketing has pertinence to tokenization.

Exploring Influencer Marketing

Understanding the Concept: Influencer marketing is the process of teaming up with people who have garnered a massive and significant following in a specific industry or section. These influencers can persuade the sentiments and actions of their audience, making them an invaluable asset for propagating tokenization ventures.

Pinpointing Pertinent Influencers in Cryptocurrency and Blockchain

Discovering Thought Leaders, Industry Gurus, and Influencers: Undertake exhaustive research to pinpoint influencers who are versed in areas like blockchain technology, tokenization, and cryptocurrencies. Probe for individuals who have significant audience size and engagement on platforms such as Twitter, Youtube, and blogs specific to the industry.

Assessing Engagement Levels and Audience Scope: Evaluate aspects such as the influencer’s demographics of the audience, size, and engagement rates through likes, comments, shares. Verify whether their audience correlates with your target customer base so that they have an active follower base.

Formulating Partnerships with Influencers 

Establishing Genuine Connections with Influencers: Approach influencers authentically expressing interest in their work to develop a partnership that benefits both parties mutually. Engage actively with their content, provide valuable insights, thus fostering trustworthy connections based on shared principles.

Collaborating for Content Creation: Work in alignment with influencers for the production of exciting content that enlightens their audience about the benefits of tokenization. This can be achieved by sponsored posts, opinion pieces as guest bloggers, interviews, or collaborative videos.

Endorsements from Influencers: Trust in a tokenization project gains a significant boost if it is endorsed or recommended by influencers. Spurring on influencers to discuss your project candidly amongst their followers will prove beneficial.

Regulatory Compliance: Make sure that your influencers comply with regulatory guidelines and provide complete disclosure concerning their partnerships. Abiding by legal protocols while maintaining ethical standards is paramount to building credibility.

By pairing up with influencers who can extend their reach into wider networks and audiences effectively validates tokenization projects’ effectiveness. An overview of best practices for successful tokenization campaigns utilizing social media and influencer marketing will be discussed subsequently.

Optimal Strategies for Social Media and Influencer Marketing

Businesses must adopt best practices to optimally utilize social media and influencer marketing in their tokenization projects, ensuring enduring success through enhanced engagement and credibility. Below are some critical pointers.

Regularity and Diversity in Content Publications

Maintain a routine posting schedule: Regular dissemination of engaging and valuable material aids in establishing a robust digital footprint across social media platforms. Consistency cultivates trust while keeping your audience engaged.

Variety in content types: Experimenting with an array of content types such as articles, videos, infographics, live streams could cater to diverse tastes and captivate your followers.

Supervision of and Response to User Interaction

Monitor social media interactions: Stay up-to-date with all comments, messages, and mentions pertaining to your tokenization project. An immediate response to user inquiries or feedback demonstrates dedication to customer satisfaction.

Promote and acknowledge user-created content: Bolster community engagement by encouraging users' contribution towards your project-related content and appreciating their input publicly. This tactic amplifies engagement and fortifies the relationship between your brand and followers.

Key Metric Evaluation and Performance Analysis

Specify measurable targets: Key performance indicators like engagement rate, reach, website traffic, conversions should be set in place to gauge the success rate of social media campaigns along with the influencer marketing strategy.

Implementation of analytics tools: By utilizing the analytics provisions by social media or third-party interfaces, you gain a deeper understanding of user patterns, content efficacy, audience demographics that further help optimise your marketing techniques.

Comply with relevant norms: Keep yourself updated on legal norms around tokenization within advertisements in the blockchain or cryptocurrency industry. Maintain this compliance to ensure an ethical approach to marketing.

Transparency in influencer collaborations: Choose influencers who abide by disclosure requirements mandating them reveal their relationships when promoting your tokenization project. Honesty enhances credibility aiding in building trust.

The importance of constant innovation, optimization along staying abreast industry developments is critical for an enduring success in marketing these tokens. The next section concludes with an overview on the significance of both social media based and influencers' marketing within this realm coupled with a compelling call for businesses to incorporate such strategies within their marketing initiatives.


Capitalizing on social media and influencer marketing is a vital step forward for businesses aiming to harness the full benefits of tokenization and elevate their projects in the digital realm. Tokenization projects gain momentum and achieve success through these strategies by tapping into a broader audience base, building authenticity and sparking curiosity. It involves adherence to best practices such as posting content regularly, engaging actively, and conforming to regulations. This efficient marketing strategy optimization promises astonishing outcomes.

Nextrope Tokenization Launchpad Platform

Nextrope Launchpad Platform is a White Label solution in a Software-as-a-Service model that helps you launch your project within a month and fundraise with Initial Coin Offering (ICO) or Security Token Offering (STO).

Our platform allows you to participate in the broad financial market of digital assets. Expand your reach and find investors globally. Tokenize your project and start raising capital within a month!

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Applying Game Theory in Token Design

Kajetan Olas

16 Apr 2024
Applying Game Theory in Token Design

Blockchain technology allows for aligning incentives among network participants by rewarding desired behaviors with tokens.
But there is more to it than simply fostering cooperation. Game theory allows for designing incentive-machines that can't be turned-off and resemble artificial life.

Emergent Optimization

Game theory provides a robust framework for analyzing strategic interactions with mathematical models, which is particularly useful in blockchain environments where multiple stakeholders interact within a set of predefined rules. By applying this framework to token systems, developers can design systems that influence the emergent behaviors of network participants. This ensures the stability and effectiveness of the ecosystem.

Bonding Curves

Bonding curves are tool used in token design to manage the relationship between price and token supply predictably. Essentially, a bonding curve is a mathematical curve that defines the price of a token based on its supply. The more tokens that are bought, the higher the price climbs, and vice versa. This model incentivizes early adoption and can help stabilize a token’s economy over time.

For example, a bonding curve could be designed to slow down price increases after certain milestones are reached, thus preventing speculative bubbles and encouraging steadier, more organic growth.

The Case of Bitcoin

Bitcoin’s design incorporates game theory, most notably through its consensus mechanism of proof-of-work (PoW). Its reward function optimizes for security (hashrate) by optimizing for maximum electricity usage. Therefore, optimizing for its legitimate goal of being secure also inadvertently optimizes for corrupting natural environment. Another emergent outcome of PoW is the creation of mining pools, that increase centralization.

The Paperclip Maximizer and the dangers of blockchain economy

What’s the connection between AI from the story and decentralized economies? Blockchain-based incentive systems also can’t be turned off. This means that if we design an incentive system that optimizes towards a wrong objective, we might be unable to change it. Bitcoin critics argue that the PoW consensus mechanism optimizes toward destroying planet Earth.

Layer 2 Solutions

Layer 2 solutions are built on the understanding that the security provided by this core kernel of certainty can be used as an anchor. This anchor then supports additional economic mechanisms that operate off the blockchain, extending the utility of public blockchains like Ethereum. These mechanisms include state channels, sidechains, or plasma, each offering a way to conduct transactions off-chain while still being able to refer back to the anchored security of the main chain if necessary.

Conceptual Example of State Channels

State channels allow participants to perform numerous transactions off-chain, with the blockchain serving as a backstop in case of disputes or malfeasance.

Consider two players, Alice and Bob, who want to play a game of tic-tac-toe with stakes in Ethereum. The naive approach would be to interact directly with a smart contract for every move, which would be slow and costly. Instead, they can use a state channel for their game.

  1. Opening the Channel: They start by deploying a "Judge" smart contract on Ethereum, which holds the 1 ETH wager. The contract knows the rules of the game and the identities of the players.
  2. Playing the Game: Alice and Bob play the game off-chain by signing each move as transactions, which are exchanged directly between them but not broadcast to the blockchain. Each transaction includes a nonce to ensure moves are kept in order.
  3. Closing the Channel: When the game ends, the final state (i.e., the sequence of moves) is sent to the Judge contract, which pays out the wager to the winner after confirming both parties agree on the outcome.

A threat stronger than the execution

If Bob tries to cheat by submitting an old state where he was winning, Alice can challenge this during a dispute period by submitting a newer signed state. The Judge contract can verify the authenticity and order of these states due to the nonces, ensuring the integrity of the game. Thus, the mere threat of execution (submitting the state to the blockchain and having the fraud exposed) secures the off-chain interactions.

Game Theory in Practice

Understanding the application of game theory within blockchain and token ecosystems requires a structured approach to analyzing how stakeholders interact, defining possible actions they can take, and understanding the causal relationships within the system. This structured analysis helps in creating effective strategies that ensure the system operates as intended.

Stakeholder Analysis

Identifying Stakeholders

The first step in applying game theory effectively is identifying all relevant stakeholders within the ecosystem. This includes direct participants such as users, miners, and developers but also external entities like regulators, potential attackers, and partner organizations. Understanding who the stakeholders are and what their interests and capabilities are is crucial for predicting how they might interact within the system.

Stakeholders in blockchain development for systems engineering

Assessing Incentives and Capabilities

Each stakeholder has different motivations and resources at their disposal. For instance, miners are motivated by block rewards and transaction fees, while users seek fast, secure, and cheap transactions. Clearly defining these incentives helps in predicting how changes to the system’s rules and parameters might influence their behaviors.

Defining Action Space

Possible Actions

The action space encompasses all possible decisions or strategies stakeholders can employ in response to the ecosystem's dynamics. For example, a miner might choose to increase computational power, a user might decide to hold or sell tokens, and a developer might propose changes to the protocol.

Artonomus, Github

Constraints and Opportunities

Understanding the constraints (such as economic costs, technological limitations, and regulatory frameworks) and opportunities (such as new technological advancements or changes in market demand) within which these actions take place is vital. This helps in modeling potential strategies stakeholders might adopt.

Artonomus, Github

Causal Relationships Diagram

Mapping Interactions

Creating a diagram that represents the causal relationships between different actions and outcomes within the ecosystem can illuminate how complex interactions unfold. This diagram helps in identifying which variables influence others and how they do so, making it easier to predict the outcomes of certain actions.

Artonomus, Github

Analyzing Impact

By examining the causal relationships, developers and system designers can identify critical leverage points where small changes could have significant impacts. This analysis is crucial for enhancing system stability and ensuring its efficiency.

Feedback Loops

Understanding feedback loops within a blockchain ecosystem is critical as they can significantly amplify or mitigate the effects of changes within the system. These loops can reinforce or counteract trends, leading to rapid growth or decline.

Reinforcing Loops

Reinforcing loops are feedback mechanisms that amplify the effects of a trend or action. For example, increased adoption of a blockchain platform can lead to more developers creating applications on it, which in turn leads to further adoption. This positive feedback loop can drive rapid growth and success.

Death Spiral

Conversely, a death spiral is a type of reinforcing loop that leads to negative outcomes. An example might be the increasing cost of transaction fees leading to decreased usage of the blockchain, which reduces the incentive for miners to secure the network, further decreasing system performance and user adoption. Identifying potential death spirals early is crucial for maintaining the ecosystem's health.

The Death Spiral: How Terra's Algorithmic Stablecoin Came Crashing Down
the-death-spiral-how-terras-algorithmic-stablecoin-came-crashing-down/, Forbes


The fundamental advantage of token-based systems is being able to reward desired behavior. To capitalize on that possibility, token engineers put careful attention into optimization and designing incentives for long-term growth.


  1. What does game theory contribute to blockchain token design?
    • Game theory optimizes blockchain ecosystems by structuring incentives that reward desired behavior.
  2. How do bonding curves apply game theory to improve token economics?
    • Bonding curves set token pricing that adjusts with supply changes, strategically incentivizing early purchases and penalizing speculation.
  3. What benefits do Layer 2 solutions provide in the context of game theory?
    • Layer 2 solutions leverage game theory, by creating systems where the threat of reporting fraudulent behavior ensures honest participation.

Token Engineering Process

Kajetan Olas

13 Apr 2024
Token Engineering Process

Token Engineering is an emerging field that addresses the systematic design and engineering of blockchain-based tokens. It applies rigorous mathematical methods from the Complex Systems Engineering discipline to tokenomics design.

In this article, we will walk through the Token Engineering Process and break it down into three key stages. Discovery Phase, Design Phase, and Deployment Phase.

Discovery Phase of Token Engineering Process

The first stage of the token engineering process is the Discovery Phase. It focuses on constructing high-level business plans, defining objectives, and identifying problems to be solved. That phase is also the time when token engineers first define key stakeholders in the project.

Defining the Problem

This may seem counterintuitive. Why would we start with the problem when designing tokenomics? Shouldn’t we start with more down-to-earth matters like token supply? The answer is No. Tokens are a medium for creating and exchanging value within a project’s ecosystem. Since crypto projects draw their value from solving problems that can’t be solved through TradFi mechanisms, their tokenomics should reflect that. 

The industry standard, developed by McKinsey & Co. and adapted to token engineering purposes by Outlier Ventures, is structuring the problem through a logic tree, following MECE.
MECE stands for Mutually Exclusive, Collectively Exhaustive. Mutually Exclusive means that problems in the tree should not overlap. Collectively Exhaustive means that the tree should cover all issues.

In practice, the “Problem” should be replaced by a whole problem statement worksheet. The same will hold for some of the boxes.
A commonly used tool for designing these kinds of diagrams is the Miro whiteboard.

Identifying Stakeholders and Value Flows in Token Engineering

This part is about identifying all relevant actors in the ecosystem and how value flows between them. To illustrate what we mean let’s consider an example of NFT marketplace. In its case, relevant actors might be sellers, buyers, NFT creators, and a marketplace owner. Possible value flow when conducting a transaction might be: buyer gets rid of his tokens, seller gets some of them, marketplace owner gets some of them as fees, and NFT creators get some of them as royalties.

Incentive Mechanisms Canvas

The last part of what we consider to be in the Discovery Phase is filling the Incentive Mechanisms Canvas. After successfully identifying value flows in the previous stage, token engineers search for frictions to desired behaviors and point out the undesired behaviors. For example, friction to activity on an NFT marketplace might be respecting royalty fees by marketplace owners since it reduces value flowing to the seller.

source: https://www.canva.com/design/DAFDTNKsIJs/8Ky9EoJJI7p98qKLIu2XNw/view#7

Design Phase of Token Engineering Process

The second stage of the Token Engineering Process is the Design Phase in which you make use of high-level descriptions from the previous step to come up with a specific design of the project. This will include everything that can be usually found in crypto whitepapers (e.g. governance mechanisms, incentive mechanisms, token supply, etc). After finishing the design, token engineers should represent the whole value flow and transactional logic on detailed visual diagrams. These diagrams will be a basis for creating mathematical models in the Deployment Phase. 

Token Engineering Artonomous Design Diagram
Artonomous design diagram, source: Artonomous GitHub

Objective Function

Every crypto project has some objective. The objective can consist of many goals, such as decentralization or token price. The objective function is a mathematical function assigning weights to different factors that influence the main objective in the order of their importance. This function will be a reference for machine learning algorithms in the next steps. They will try to find quantitative parameters (e.g. network fees) that maximize the output of this function.
Modified Metcalfe’s Law can serve as an inspiration during that step. It’s a framework for valuing crypto projects, but we believe that after adjustments it can also be used in this context.

Deployment Phase of Token Engineering Process

The Deployment Phase is final, but also the most demanding step in the process. It involves the implementation of machine learning algorithms that test our assumptions and optimize quantitative parameters. Token Engineering draws from Nassim Taleb’s concept of Antifragility and extensively uses feedback loops to make a system that gains from arising shocks.

Agent-based Modelling 

In agent-based modeling, we describe a set of behaviors and goals displayed by each agent participating in the system (this is why previous steps focused so much on describing stakeholders). Each agent is controlled by an autonomous AI and continuously optimizes his strategy. He learns from his experience and can mimic the behavior of other agents if he finds it effective (Reinforced Learning). This approach allows for mimicking real users, who adapt their strategies with time. An example adaptive agent would be a cryptocurrency trader, who changes his trading strategy in response to experiencing a loss of money.

Monte Carlo Simulations

Token Engineers use the Monte Carlo method to simulate the consequences of various possible interactions while taking into account the probability of their occurrence. By running a large number of simulations it’s possible to stress-test the project in multiple scenarios and identify emergent risks.

Testnet Deployment

If possible, it's highly beneficial for projects to extend the testing phase even further by letting real users use the network. Idea is the same as in agent-based testing - continuous optimization based on provided metrics. Furthermore, in case the project considers airdropping its tokens, giving them to early users is a great strategy. Even though part of the activity will be disingenuine and airdrop-oriented, such strategy still works better than most.

Time Duration

Token engineering process may take from as little as 2 weeks to as much as 5 months. It depends on the project category (Layer 1 protocol will require more time, than a simple DApp), and security requirements. For example, a bank issuing its digital token will have a very low risk tolerance.

Required Skills for Token Engineering

Token engineering is a multidisciplinary field and requires a great amount of specialized knowledge. Key knowledge areas are:

  • Systems Engineering
  • Machine Learning
  • Market Research
  • Capital Markets
  • Current trends in Web3
  • Blockchain Engineering
  • Statistics


The token engineering process consists of 3 steps: Discovery Phase, Design Phase, and Deployment Phase. It’s utilized mostly by established blockchain projects, and financial institutions like the International Monetary Fund. Even though it’s a very resource-consuming process, we believe it’s worth it. Projects that went through scrupulous design and testing before launch are much more likely to receive VC funding and be in the 10% of crypto projects that survive the bear market. Going through that process also has a symbolic meaning - it shows that the project is long-term oriented.

If you're looking to create a robust tokenomics model and go through institutional-grade testing please reach out to contact@nextrope.com. Our team is ready to help you with the token engineering process and ensure your project’s resilience in the long term.


What does token engineering process look like?

  • Token engineering process is conducted in a 3-step methodical fashion. This includes Discovery Phase, Design Phase, and Deployment Phase. Each of these stages should be tailored to the specific needs of a project.

Is token engineering meant only for big projects?

  • We recommend that even small projects go through a simplified design and optimization process. This increases community's trust and makes sure that the tokenomics doesn't have any obvious flaws.

How long does the token engineering process take?

  • It depends on the project and may range from 2 weeks to 5 months.