What Makes a Good Crypto Video?

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Last week I asked Crypto Twitter about who they think is doing video “the right way” in our industry.

You guys replied with an interesting mix of content creators, ranging from brands, to influencers, to just dudes goofing around.

A couple hundred replies later and I’m still left wondering: what does it mean to be doing video right?

In marketing, there are really only two kinds of videos. The first is entertainment. The second is educational. In the crypto industry, there are a lot of people making plays on both sides of this. On top of that, there are also only two applications for videos in marketing. The first is content. The second is advertisements.

Today we’ll look at what brands and influencers are best representing these categories.

Entertainment Content

This is probably the most obvious category. Here your key objective is increase brand awareness (produce brand lift) and retention (recognition). Or to put it more simply -- you’re trying to make people associate your brand with something fun and worth coming back for.

One of the best content creators to come out of this crypto bull market is Maren Altman, who is known across Crypto Twitter as the person who uses astrology to predict cryptocurrency performance. This unique approach to crypto content has amassed her a pretty massive following on Twitter, Instagram and TikTok for both tongue-in-cheek and true believers alike.

Remember, sometimes it pays to be the first to try something new.

Educational Content

There is probably too much educational video content on cryptocurrency. YouTube every major search term on YouTube is stuffed with boring, mostly poorly produced, long-form videos about all kinds of topics for our industry.

But where our industry hasn’t quite dove into yet is short-form educational video content. That’s TikTok. That’s Twitter. And it’s soon to be everywhere else, too.

Put yourself in the shoes of someone who is new to crypto. Are you more likely to watch a detailed 20 minute video on how the bitcoin blockchain works or a condensed 2 minute video putting it into layman's terms?

That’s something I’ve been working on with my team to do over the last year, finding the right ways to present potentially complex topics in a simple way.

If you thought I wouldn’t plug my team’s work in this newsletter, well, you were wrong. Danny does a great job adding a comedic flair to what otherwise might be somewhat boring content. Here’s an example of a TikTok video we reproduced for Twitter.

Entertainment Advertising

This is the most fun form of video marketing. What marketer doesn’t love being able to take their most outlandish idea and a slap a brand tagline in at the end?

I’ve already written a crypto video advertising roundup issue of the newsletter, but I’ve always loved the video that Blockchain.com produced to promote the launch of trading on their platform.

Below you’ll see how, as a marketer, you can leverage a celebrity in an outlandish situation to promote your brand’s key value propositions. The point gets across and you’re laughing along the way. Fun.

Educational Advertising

One of the things I’ve found useful in marketing to the average consumer is coming up with solutions to problems that fit within ideas consumers already understand. When it comes to Bitcoin, one of those narratives is inflation. In marketer speak, inflation is the problem, so now it’s up to you to present a solution. That’s where Bitcoin comes in.

Here’s my team’s most recent stab at that idea.

When it comes to video, there are a lot of ways to present an idea to your audience. Earlier in this issue I mentioned short-form video. In the future I’m going to do a run-down of TikTok content and why “FinTok” has proven to be a powerful community, increasingly so in our industry. In the meantime, check out the work my team is doing on the eToro US TikTok account.

Who’s Hiring Marketers in Crypto? Me. I am hiring.

• Brand Marketing Manager @ eToro US [APPLY]

• AUM Marketing Manager @ eToro US [APPLY]

• Email Marketing Lead @ eToro US [APPLY]

• Social Media Lead @ eToro US [APPLY]

• Copywriter @ eToro US [APPLY]

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