From: thepipeline_xyz
Building a personal brand on crypto Twitter is a unique journey that prioritizes authenticity, engagement, and long-term relationships over short-term gains. It offers a path to success for individuals, even those without traditional credentials, by emphasizing genuine connection and an understanding of the crypto culture [02:24:00].
The Journey of Pancakes_BR
Pancakes_BR initially started his crypto Twitter account with an “aggro” and less wholesome persona, intending to be the “worst trader possible” and playfully annoy big influencers [01:27:00], [04:06:00]. Over time, he “accidentally tripped into” a role of cultivating “good vibes” and “wholesome vibes” on the platform [00:59:00], [01:36:00]. This shift to being his genuine self, dropping any “Pancakes” persona, made it easier to maintain [01:40:00].
His approach evolved into being as genuine and honest as possible, which proved to be a “growth hack” for networking in the space [01:53:00]. He consciously avoided being confrontational, a common trait in the “cutthroat” crypto space [02:29:00].
A significant turning point came when prominent figure Kobe randomly retweeted him early on, leading to consistent growth [04:33:00], [04:39:00]. This exposure, combined with his unique, goofy, and sometimes “obnoxiously stupid” but always funny reply style, helped him gain followers [04:42:00], [12:34:00]. People eventually became endeared to his persistent, un-pissable-off attitude [12:57:00].
Despite initial financial struggles (buying the top and selling the bottom in 2017 [03:21:00], losing money on PancakeSwap [13:24:00], and even driving Amazon Flex [07:01:00]), a lucky NFT sale provided funds for a year-long conference circuit [07:07:00]. This allowed him to meet anonymous accounts in person, building trust and respect [14:10:00]. He strategically avoided paid “shills” to protect his reputation for the long game [06:27:00], [17:56:00].
Eventually, he leveraged his built-up network by tweeting a serious request for a job, which led to a role at idex [07:47:00], [15:10:00]. This opportunity, secured during a bear market, solidified his place in the industry [16:47:00].
The Importance of Community and Trust
For Pancakes_BR, the community aspect of crypto Twitter is “wonderful” [01:09:00], fostering genuine friendships, unlike the competitive nature of the music industry [19:13:00]. He believes it’s one of the best opportunities for “outliers” without traditional backgrounds to prove themselves by simply “being yourself” [20:05:00].
A key element is being a “good person” and building trust, as companies in crypto prioritize what you can deliver, your adaptability, and trustworthiness over credentials [20:50:00], [21:02:00]. He actively avoids arguments on the timeline, opting for silly replies to diffuse tension [21:12:00].
Twitter spaces have been particularly impactful during the bear market, allowing for relationship building with both “deep CT native” and “web3/NFT crowd” individuals [21:43:00].
Pancakes_BR views the crypto Twitter community as a “real community” where people care about each other, despite the presence of bad actors and “PVP” (player vs. player) dynamics [23:42:00]. He emphasizes the importance of empathy, not getting “tilted,” and taking personal responsibility for outcomes in crypto [24:13:13].
Companies and Community Engagement
Protocols and companies that understand the culture of crypto and engage authentically tend to succeed more [26:45:00]. Companies should allow a human, relatable personality to run their Twitter, engaging in meme culture and even edgy humor as long as it’s not hateful [26:07:00]. This contrasts with overly professional or “corporate” approaches that feel like “tourists” [26:52:00].
Authenticity is key; users can easily detect when a company is trying too hard or being inauthentic [28:19:00]. Companies that are “part of the community” and whose leaders or marketing teams are genuinely engaged are seen as “one of the homies” and gain trust [28:43:00], [29:09:00]. Hiring ambassadors or marketers from within the community who “get it” is crucial [30:09:00].
Understanding the “sentiment on the timeline” and “reading the room” is vital [32:01:00]. This means showing empathy when the community is suffering (e.g., during FTX collapse) or using self-deprecating humor when appropriate [32:32:00]. When a team is genuinely part of the community, this “reading the room” becomes second nature [33:19:00].
Tips for Newcomers to Crypto
For those new to crypto, particularly seeking a job or deeper engagement, Pancakes_BR offers several tips [34:22:00]:
- Stick Around: OG members of the space recognize and respect small accounts that remain engaged and positive during bear markets [35:25:25].
- Be Genuine and Kind: Be yourself, but avoid being an “asshole.” Genuineness, kindness, empathy, and a light-hearted approach are crucial [36:17:00].
- Emotional Control: This is the biggest advantage in crypto, whether for trading, networking, or business development. It helps to look past short-term emotions and personal slights [36:50:00].
- Consistency: Show up every day and tweet regularly [37:26:00].
- Content Strategy:
- Focus on your own tweets for your timeline, limiting retweets so people see your content [38:02:00].
- Engage heavily through replies (“reply-guying”), even if it sounds “stupid.” This built Pancakes_BR’s career [38:27:00].
- Willingness to Learn: If you lack skills, teach yourself. This doesn’t necessarily mean coding; it could be community management, Discord moderation, or running a Twitter account [39:01:00].
- Engage with Everyone: Reply to every comment and DM, especially early on, for as long as it’s scalable [40:10:00]. This builds engagement and community loyalty [40:51:00]. Also, engage with larger accounts and influential people [41:39:00].
- Give Value for Free: Be willing to contribute without immediately asking for anything in return. Long-term thinking often leads to greater opportunities [41:50:00].
- Don’t Burn Bridges: Be cautious about making enemies, as it’s generally unnecessary unless dealing with clear scammers [45:11:00].
Future of Crypto and Social Media Marketing
For crypto to achieve mass adoption, it needs to appeal to the everyday person beyond just financial use cases [55:57:00]. This could involve social media platforms or apps that are fun and engaging for their own sake, rather than solely because they are “crypto” [55:35:00].
While gaming is often discussed, Pancakes_BR is somewhat bearish on crypto-native games, citing the difficulty of making genuinely fun games and the historical struggles of even large traditional studios [57:56:00]. He believes mass adoption in gaming might require established gaming companies to adopt blockchain technology themselves [58:40:00].
He is, however, highly bullish on crypto disrupting the music industry, not through NFTs (which he views as mostly hype and potentially harmful to crypto’s reputation due to “grifting” [01:02:27]), but through protocols that ensure artists are paid quickly and efficiently, addressing the issue of 70% of music money never reaching the artists [01:01:11].
Ultimately, the crypto space needs to foster collaboration and avoid tribalism [51:04:00]. Everyone is on the same team, trying to figure things out, and positive developments for one protocol can benefit the entire ecosystem by improving crypto’s overall reputation [52:15:00]. It’s about continuous improvement, admitting unknowns, and doing better over time [01:04:44].