Social media marketing is a relatively new thing in advertising, but claiming that it has no influence (as well as relying on traditional media channels solely) would be completely wrong.
The digital industry is getting stronger and stronger every year – and the popularity of sectors based online only encourages the process. Crypto projects are a perfect example of such businesses, and seeing coverage of them while scrolling daily is not a surprise anymore. The thing is, that quantity does not indicate quality – in other words, there is no need to join every single application seen online just to promote the project. When it comes to social media, the essential task for every team of marketing and communication in the world of ICOs is to set priorities.
We selected the most popular social media networks worldwide to evaluate their suitability for crypto advertising. Universally to all business needs and focuses, this review should serve as a handbook of pros and cons of each social media channel.
It is surely the largest social media platform worldwide considering the number of people registered here. Naturally, this fact suggests that the advertising of crypto projects will be probably the most fruitful there. In addition, the digital possibilities of Facebook allow to fully trust this social network as a ‘catch-all’ platform: starting from written content accompanied with high quality visuals and finishing with programmatic opportunities for ads, nearly all businesses nowadays have their accounts there.
However, while talking about crypto advertising in particular, Facebook has certain limitations. Previously mentioned function of ads was suspended due to the number of frauds which, unfortunately, are still common in the industry of crypto. Regarding the communication on the official pages of crypto projects, posting is a good idea, but some additional struggles may arise when the desirable reach is planned to achieve – and it can be attached to the direct consequences of Facebook ICO ads ban.
For a particularly long time, Twitter was considered to be one of the essential social media platforms for crypto projects and the activists of this field. Being a platform based on short messages (one post, or ‘tweet’, fits only a bit more than 100 characters), Twitter is perfectly suitable for statements and quick reactions. Another notable feature of this social network is the chance to share and endorse posts of others – despite that Facebook has identical function, the algorithms of Twitter allow to increase the reach and thus gain new followers faster.
Since Twitter followed the policy of Facebook and also forbade crypto ads, this platform is not suitable for programmatic advertising as far as crypto projects are concerned. In addition, the limitations regarding the posting on this platform reduce the opportunities of broadcasting or more immense digital experience while comparing with the closest rivals.
This platform, based on visual experience of customers, is a good option to familiarize with potential customers.
Along with the direct advertising based on the presentation and analysis of the product, the brand itself can be communicated with the help of visual experiences.
For example, such indirect advertising would include sharing photos or videos from the life in the office – seeing communication with partners or daily routine of team members may be quite appealing given the fact that young people prefer creative expression through photos rather than written communication.
Regarding the cons of Instagram, as a platform owned by Facebook, this one is not suitable for ads either. Apart from it, the audience of Instagram is somehow limited in terms of age, what means that it is effective only in case when the desirable reach is the generation of millennials. Finally, even though Instagram offers exceptional visual experience, its design may cause additional difficulties if the team decides to present the content verbally.
First and foremost, the project’s account on LinkedIn can be considered as a primary sign of reliability, quality and professional attitude. Since this social media network is essentially based on business relations on virtual space, it is an invaluable opportunity not only to conduct an online ICO marketing campaign, but also to look for new partnerships, networking opportunities or even employees. Regarding crypto advertising, LinkedIn could serve as the word of mouth platform, where team members directly communicate with potential investors or partners.
However, the very idea and approach of LinkedIn limits the opportunities of more creative crypto advertising. Differently from social media platforms designed for leisure and daily communication, LinkedIn is stricter and more formal when it comes to the forms of communication.
Based on the analysis above, there is no need or sense to choose a single social crypto media channel for the broader reach – ideally, it should be combined with a wider PR strategy, as, for example, the participation in various business conferences and related events where potential investors could be contacted directly.
All in all, despite the selected channels and strategies, the most important thing is to build the advertising and communication strategy naturally, precisely and logically – the information provided online may differ in presentation and style, but keeping up with the culture and values of the company is definitely necessary.