Crypto (Web3) Marketing Trends for 2022 & Beyond

All right. So today we are going to talk about Web3 marketing trends for this year and beyond. But before we do, my name is Eric Siu and we're here to help level up the world. So let's get into it. So with Web3, I think we need to redefine what it is exactly, but it is kind of the world that we're building on top of the new evolution of the internet. We're looking at crypto, right? And within crypto, we're looking at DeFi, we're looking at NFTs, and we're just looking at a lot of different blockchain technologies. This is very much the kind of new foundation that's being built on top of the internet. So it's probably wise for us as marketers to take a look at this, right? When we think about marketing in the world of, well, Web3, keep in mind, as of this recording right now, we still very much live in a Web2 world, right? So I want to get kind of some of the Web2 things out of the way first before we talk about some of the Web3 things, right? And these are things that are going to work. And the way I'm looking at this is, you know, on the ad agency side that we have, Single Grain, we actually have a lot of Web3 companies reaching out to us, some that are willing to spend, you know, millions of dollars a month in advertising spend. And so Web2 still very much works in today's day and age, whether you want to look at Meta or Facebook or Alphabet or Google, however you want to call them. You know, at the end of the day, a lot of the attention is still there. So marketing 101, you're looking for where the attention is, is, and you want to spend accordingly, right? And so that is what tends to work and the costs seem to make sense. And the other thing too is even looking at where these— this is Even kind of pre-web at all. But when you look at Formula One or when you look at NBA, you have FTX Arena here in Miami, right? You have Crypto.com sponsoring Formula One, right? And I believe Crypto.com has the Staples Center as well. So you can see they're spending where the attention is, right? That hasn't really changed. And it's you know the world of Web Three is very it's very broad. It's very general. The total addressable market is basically almost the whole world, right? So. Ads will work, right? Traditional banner stuff, wherever the attention is hanging out there, that stuff will work too. But it's also very expensive. But the numbers work out for these guys because they're basically printing money right now in the context of, let's say you're looking to promote an NFT project as an example. Well, crypto is very native to Twitter. And so Twitter management, if you want to call it Twitter community management, that's very much a thing. And not a lot of people are good at Twitter, right? They might just do a keep the lights on type of posting strategy, but that doesn't tend to work in terms of trying to drive engagement or trying to drive followers. So that is one. Another one would be Discord management. So Discord is kind of the competitor to Slack, but it's a lot of kind of gaming and crypto people that end up using Discord. And so Discord community management, that's tough to do, right? And ideally you're looking for someone that's been there, done that in terms of what you're trying to accomplish. So if you're trying to promote an NFT project, then you would be looking at someone that's done NFT projects in the past, right? You don't want to just hire a community manager that has done, let's say, I don't know, Facebook group management, right? That's not exactly what you're looking for. So it's really important, whatever role you're hiring for, you have to kind of define what the outcomes are first before you start to look for these people. Because a lot of people, they just start to say, oh, I need to hire this person. I don't even need to— they didn't even think about what am I trying to get out of this person and are they the right fit for this person? Because that, if you're able to define what you're looking for, then you can define the questions that you're asking, and then you can ask good questions, which will help you find the right candidate. Okay. Now, in relation to Twitter, Twitter has Spaces, which they copied from Clubhouse a year ago. That's their drop-in audio feature. Spaces is great. And if you're going to do Spaces, you might as well take a look at how you might be able to do Clubhouse as well. Even though I believe that Clubhouse is kind of stagnant right now, there still are users hanging out there and there still are, you know, people doing drops there. And this is kind of related to the NFT side of things. Right. And You know, let's not forget about kind of what's gone well in the world of traditional internet. SEO still works and SEO is very uncompetitive right now when it comes to the world of Web3. And Google's looking for that content to index. So you actually have a very good opportunity right now if you're into this stuff to create content and rank for it and try to drive the results that you're looking for because it's very much a blue ocean. Whenever a new industry comes out, Google's looking for that content to index. If you can create best-in-class content there, if you can create 10x content, then you're going to be in a good spot to, to win the SERPs. Okay, now events would be another trend in the area of crypto marketing in general. So, you know, recently I went to Art Basel. There are a ton of crypto events tied to that. I went to nft.nyc. I'm going to continue to go to these events. And what better way to connect with people than to meet with them in person, to break bread with them, to build real relationships that will last a lifetime? I'm a big fan of events. I'll Always have been. And you know, you can even do your own events as well. So it's you could throw an event or you can you can attend events. And if you're going to attend event, maybe you throw a dinner as well. I like throwing dinners when I when I go to events just to connect people. And I know that's going to come back to me in spades, right? It's not like I'm looking to drive you know revenue. I'm looking to drive more customers out of these, right? You know, for me, it's a very long-term approach on these things. So influencer marketing, it still you know works in Web Two, works in Web Three. Influencer marketing, I believe, will work forever. And so, you know, can you get those influencers to join when you're doing a Twitter Spaces or a Clubhouse? Can you get these influencers to talk about the project that you're working on? That tends to work well. And you know what I'll say too, in terms of crypto trends, I noticed I'm in a lot of different groups. I'm in Signal groups, Telegram group, I'm in WhatsApp groups as well where all these people are hanging out and we're organizing things, right? So it's all about getting people together and organizing things. So that tends to work. And if we pull up my screen over here, I do want to show you This is much more of a much more of a tactic than anything. But when you take a look at what Alex Becker is doing with his Twitter, so he's got a good amount of Twitter followers, and so for him, he has these contests, right? So win a four thousand dollar NFTs, not a Neo Tokyo, but a good one. Comment your wallet, like and share. And so you can see twelve thousand people liked it, ten thousand people retweeted it, right? And then eleven thousand people commented, right? So comment. Commenting your wallet is smart, right? It's not saying just to comment for the hell of it. Liking is obviously helpful for engagement, and then sharing, which means retweeting basically, is helpful as well. And so, you know, you can see what's worked out for him. And then what else is going on over here? So I just want to take a look at another one. Okay, here's another one. Win a $2,000 NFT. Like plus comment me 3 plus your ETH address. New vid. Okay, look at this. 12,000, 6,000, 12,000 comments, right? This is great for not only generating buzz, but it's great for generating awareness, and it's also great for generating followers as well on the Twitter side of things, right? So if you could— you're able to do that, if you're fortunate enough to be able to give away stuff, then, you know, by all means do it. Kind of similar to what Alex Becker is doing on YouTube. You can see here, Forex crypto trades, right? So share plus friends increase odds. Okay, sure. And he links over here to YouTube, which Twitter doesn't really like, right? But still, he's got good engagement here because they don't want to— they don't want you to take them off their platform. But he does really well with his YouTube. His YouTube used to talk about business and what he's trying to do, but now it's just completely focused on NFTs and crypto. So YouTube works as well if you're looking to build an audience there. That's not going to go away. And then finally, what are the owned audiences that you have? Do you have an email list? Do you have SMS lists, right? A lot of the Web2 technologies, at least as of this recording, are still going to work. And I believe they're going to work for the next 5, 10, 15 years or so, maybe forever for some of these. Even though we're kind of going into this world of Web3 or crypto marketing in general, you have to think about, you know, what's actually going to work, where are the people actually hanging out. It's not just saying, hey, like, I believe that Web3 is the future, I'm going to go, I'm just going to focus on that. The technologies just aren't quite there at the moment. And I do agree that it's the future, but you gotta be practical and you gotta think about, well, what actually is going to work and where are people hanging out right now. So leave a comment below if you think I missed anything, and don't forget to leave a like and a subscribe if you enjoyed this, and we'll catch you in the next one.