Crypto

Cryptocurrency Influencers: These Celebrities Who Knew How to Play the Game – BeinCrypto

Crypto Influencers: Crypto is a young industry that is only gaining popularity. Here’s how to get media attention, says Viroslava Novosilna agencies WORDS TECH PR.

Do you know how to promote your crypto project in the media? You can attract new investors, partners, and clients by bringing in crypto influencers from the worlds of sports, show business, politics, and more. However, keep in mind that things are not always so simple.

Crypto Influencers: A Powerful Ally for Crypto Marketing Campaigns

Celebrity partnerships are one of the most effective ways to reach your target audience. Indeed, celebrities have millions of social media followers, making them authorities in their fields (for example, football players are followed by fans who want to be like them). These people have a large network and can quickly spread the word about your ICO/blockchain project.

However, the choice of crypto-influencers is not accidental. Try to find someone who matches your target audience, has a strong social media presence, and knows how to market. For example, influencers can be very good at promoting your project if it is about art. Tech-focused YouTubers can be of great help if you want to reach a tech-savvy audience and post the technical details of your project.

Of course, you should also pay attention to the reputation and track record of the crypto influencers you choose. If they have been involved in dubious ICOs or NFT scams, it’s best to move on.

Crypto Influencers: A Few Examples

Last year, Logan Paul, one of the most popular YouTubers in the world, promoted the CryptoZoo NFT project. At the time, he claimed to have invested over $1 million in the collection. But in May 2022, the price dropped from over $1,000 per NFT to under $100. Therefore, Paul decided not to support the project anymore.

To make matters worse, renowned rapper Daniel Hernandez, also known as Tekashi 6ix9ine, has been caught up in a complete scam. In December 2021, he participated in the promotion of Trollz 9669, a collection of NFT virtual avatars. A few weeks later, one of Trollz’s Discord channel moderators reversed course. He even started spamming the owners with malicious links to steal money from them.

The total loss was not disclosed, but some customers have lost up to $40,000. All the grand projects promised by Trollz, such as the launch of a blockchain game, management rights, and donations, never came to fruition. Therefore, Tekashi deleted all of his posts on Trollz.

On the other hand, some celebrities have been able to play the game, like Bella Hadid launched her CY-B3LLA NFT collection last May in partnership with reBASE. The collection includes 11,111 NFTs associated with 10 real-life regions and described as works of art with “unique geographic attributes”. Thanks to the image quality and geotagging elements, the collection is a huge hit with collectors and digital art enthusiasts.

What happened ?

Many people do not understand how cryptocurrency works or what it can do for them. For a crypto business to grow and develop, it needs good communication with its audience. But how can she win his trust?

If you have been following the crypto universe for a while, you have probably noticed the incredible frequency of crypto scams. Question: how does it happen?

The answer is simple: distrust of the cryptosphere. When Terra Luna collapsed, $60 billion worth of crypto assets evaporated in the blink of an eye. And when the popular game Axie Infinity was attacked, its users lost $615 million. Of course, these are just examples among many others.

Therefore, it is easy to understand why there may be some hesitation on the part of users wishing to use these platforms or services. These people were not warned. No one really talked to them, which exposed them to massive advertising campaigns.

Does journalism retain its role in cryptography?

Journalism revolves around facts and truth, which means that the crypto industry needs it more than ever. Indeed, you must have a good relationship with the media in order to gain the trust of your customers.

Journalists will always ask difficult questions, which can sometimes be too difficult, but this is exactly what we need. Most want to help and protect their readers from fraud and theft. If you get unfair criticism from a journalist, just ignore it, because there will surely be others who will give an honest assessment and may even advertise your project.

Why don’t promotional news and paid press releases work?

Promotional news and paid press releases are not compelling. You pay for advertising, so you want a lot of people to see it. Except that paid ads can only be shown to people who have already shown an interest in your product or service by visiting your website or social media pages. If they didn’t already know you, they wouldn’t be on your site. Isn’t it?

So if you post a paid ad on Facebook that says “JOIN OUR ICO NOW!”, 99% of your audience will ignore it because they’ve never heard of you. The remaining 1% will only click because their curiosity was triggered by the term “ICO”. This is probably not the result you wanted to achieve.

That’s why you need a compelling story and brand. To be successful in the long run, you must be easily accessible and verifiable. Paid advertising will never get you there.

Press releases are even worse. Nobody cares. The wording is usually overly complicated and the plot is missing. So don’t be fooled when magazines publish them. This is bad, because journalists are simply not interested in asking you what it is about.

How to create news that is interesting to the reader?

One of the biggest challenges in crypto is creating interesting news for readers, the media, and your community. It can be difficult, but not always. The secret is to know what story you are trying to tell and who you should be talking about when presenting it.

This is because your community is made up of people with different interests and levels of knowledge. Someone will be more interested in the technical aspects, someone in the business side. Some will be interested in reading the history of your project, while others will want to know how it works from the inside.

Therefore, you need to adapt your pitch to each new media. Think about their previous articles and the angles they took. Read the previous articles of the journalist you are talking to. The more personalized, the better. Most importantly, explain your goals. If you manage to captivate a journalist with the potential of your project, then the story he writes will be much better.

Why crypto business should not be afraid of transparency?

If you are running a blockchain project, you should not be afraid to be open to the public. Indeed, people want to know all the details before investing. So if you want people to trust and invest in your project, let them know what’s going on behind the scenes.

Here are some examples of information you could share with your audience:

  • Explain both the technical and marketing aspects of your business;
  • Share market research;
  • Publish forecasts and trend analysis.

Here is a very good example: In December 2018, the crypto exchange rating service CER (part of the Hacken ecosystem) published a report on major players who falsified their trading volumes. According to the document, the Korean company Bithumb, which at the time was the second largest crypto exchange by volume, increased its volumes by up to 50% since the end of summer 2018.

The news was shared by Forbes, CNBC and dozens of other publications. What was his influence? In January 2019, about 10% of Bithumb’s employees were fired, and in March, Bithumb was hacked. He was robbed of $20 million in EOS and Ripple. The Korean platform is reportedly in talks with FTX today about a possible acquisition.

Crypto bloggers: conclusion

To create this type of content, you need a combination of technical and communication skills within your company. Use a trusted partner or hire influencers or communications professionals as content and PR managers. Sure, crypto jargon is important, but your clients should be reading words that make sense for your project.

So be specific, be direct and try to remember that there is always a person behind tokens, NFT avatars and blockchain addresses. And regardless of technology, always have clear and sincere communication.

about the author

Since 2013, Viroslava Novosilna has been the head of SLOVA Tech PR, an agency that helps Ukrainian companies enter international markets, and international companies launch in Ukraine. In 2021, she joined TA Ventures as head of investment and public relations. She is also a co-founder of Wtech, an international community founded in 2018 in Kyiv dedicated to women in technology (over 4,000 members in Switzerland, Poland, Holland, Cyprus, France). With the outbreak of war in Ukraine, Viroslava joined the Ukrainian Army in public relations to coordinate communications with international media. She recently joined the UK board of PRCA, the largest and most influential professional public relations organization in the world.

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