From: thepipeline_xyz
Pancakes_BR, known for cultivating “Good Vibes” and “wholesome Vibes” on Crypto Twitter, discusses his journey and offers insights into building a personal brand within the crypto space [00:00:59]. His approach emphasizes authenticity, community engagement, and a long-term mindset over short-term gains [00:01:53].
The Power of Authenticity and Wholesome Vibes
Initially, Pancakes_BR’s account started with a more aggressive, joking tone but evolved into a wholesome one by him simply “being myself” [00:01:40]. He found that being genuine and honest acted as a “growth hack” for networking in the space [00:01:57]. While the crypto community can be “Cutthroat,” maintaining a positive attitude is rare and valuable [00:02:29].
Accidental Wholesomeness
Pancakes_BR admits his wholesome persona was accidental; he intended to be a “worst traitor possible” and annoying [00:04:06]. However, he realized people found his goofy, non-confrontational replies endearing [00:04:22]. He also discovered that this approach won people over, even those initially annoyed, leading to strong friendships [00:12:57].
Networking and Community Engagement
A significant part of building his brand involved deep engagement with the crypto community:
- Early Connections: He learned about crypto in 2017 but didn’t engage with the community until 2021 when he created his Pancakes_BR account [00:03:07].
- Leveraging Connections: An early retweet from Kobe helped kickstart his growth [00:04:39]. His friendship with Grug led him into “Grug Hub,” a high-alpha group chat that introduced him to many influential people [00:05:33].
- Conference Circuit: After a lucky NFT sale provided funds, he attended conferences like NFT NYC and Breakpoint, meeting many key figures and strengthening relationships [00:10:00]. Meeting “anonymous accounts” in person helped build trust [00:14:10].
- The “Reply Guy” Strategy: He actively engaged by “reply guying really hard” – being funny, nice, or “obnoxiously stupid” on purpose [00:13:34]. This gained him approximately 100 followers per day [00:14:41].
- Being Approachable: He advises engaging with every person who comments on posts and replying to every DM, especially early on [00:40:05]. People remember and respect this level of engagement [00:40:47]. His own account, with 24K followers, gets engagement comparable to 50-60K accounts due to his engagement [00:41:05].
Content Strategy and Online Presence
Pancakes_BR’s approach to content creation is spontaneous and genuine:
- Authenticity over Planning: He doesn’t schedule tweets in advance, preferring to “pick up my phone and say whatever just kind of comes out” [00:12:22].
- Original Content: To grow an account, he recommends making most of your timeline consist of your own tweets rather than retweeting too much [00:38:02]. People want to see your content, not others’ [00:38:07].
- Reading the Room: Understanding the sentiment of the timeline is crucial, especially during significant events like the FTX collapse [00:32:01]. Protocols showing empathy or using appropriate humor (e.g., self-deprecating) demonstrates understanding of the culture [00:32:32].
- Humanizing Brands: He advises companies to “have someone on your Twitter who’s a human being” and can “just really just be a person behind your logo” [00:27:26]. This authenticity helps companies connect with the crypto audience, which is “put off by tourists or like corporate is” [00:26:52].
Long-Term Vision and Reputation Management
A critical element of his strategy was prioritizing long-term growth and reputation over quick money [00:22:51].
- Rejecting Paid Shills: He consistently turned down paid shilling opportunities, even when “super broke,” intuitively feeling it wouldn’t be a good idea for the “long game” [00:02:27]. He believes this decision led to better opportunities [00:42:42].
- Trust as Currency: Earning trust is paramount in crypto [00:21:02]. If people trust you, opportunities are “unlimited” [00:22:58].
- Avoiding Conflict: He actively avoids arguments and “beef” on the timeline, opting to reply in a “silly way” if confronted [00:21:12].
- Self-Responsibility: He believes “whatever ever happens in crypto is 100% your fault,” promoting a mindset of personal accountability and avoiding blaming others [00:24:27]. This mindset helps maintain high spirits and engagement [00:24:55].
- Collective Success: He advocates for a “we’re all on the same team” mindset, emphasizing that tribalism and infighting hinder the broader adoption of crypto [00:50:46]. Success for one protocol or individual ultimately benefits the entire space [00:52:18].
The Long Game
“The difference between short-term and long-term thinking in crypto is huge and extremely underrated and and and maybe you’re like the best way to win if if winning to you means you know being a part of the community and getting a job” [00:22:28].
Key Takeaways for Newcomers
For those entering crypto today and seeking a job or deeper involvement, Pancakes_BR offers several tips:
- Consistency: Show up every day and tweet regularly [00:37:52].
- Emotional Control: This is the “biggest advantage” in crypto, helping navigate short-term emotions and maintain a positive presence [00:36:50].
- Be Genuine and Kind: Be empathetic, light-hearted, and avoid taking things too seriously [00:36:34]. Avoid being an “asshole” [00:36:27].
- Be a “Reply Guy”: Actively engage with major accounts and especially with your own followers [00:38:27].
- Learn and Adapt: Even without technical skills or a degree, be willing to teach yourself and find ways to be useful [00:39:09]. Starting as a community manager can lead to learning more complex roles [00:39:20].
- Give Value for Free: Be willing to offer value without immediately asking for something in return [00:41:50].
- Don’t Burn Bridges: Be careful about making enemies, as it’s “just not really necessary” [00:45:11].
- Stay Humble: Don’t think of yourself as an “influencer that deserves anything”; your followers are the reason for your relevance [00:43:51].
“People don’t want to follow a brand they want to follow a personality” [00:25:56].