Crypto Marketing with Ty Smith
BREAKING!!! The Top Crypto Marketing Trends & Predictions For 2022
About this episode
Ty Smith runs through five crypto marketing trends he expects to define 2022, based on what worked in 2021. He covers the growing supply of crypto and NFT media inventory, the continued rise of Twitter Spaces for community building, content marketing as a way for brands to own their audience, out-of-home advertising becoming mainstream for crypto brands, and the shift toward hiring full-time, experienced community managers instead of relying on volunteers.
The throughline across all five predictions is that crypto marketing is maturing. Brands moved from scrappy, community-sourced tactics to more structured, owned channels and professional hires, and Ty expects that shift toward more inventory, more owned media, and more dedicated staffing to continue through 2022.
Key takeaways
- Expect more crypto and NFT ad inventory in 2022 as new media brands and influencers enter the space, which should bring rates back down from 2021 highs.
- Keep using Twitter Spaces as a low-cost way to build and energize your community.
- Invest in owned content, podcasts, newsletters, and blogs, so you are not fully dependent on ad channels and policies that can change quickly.
- Consider out-of-home advertising like stadium branding and billboards now that major venues and networks are more open to crypto brands.
- Plan to hire experienced full-time community managers or agency partners instead of relying only on volunteers from your community.
- Watch how Crypto.com, FTX, and Coinbase are using out-of-home ads as a signal of where mainstream crypto advertising is headed.
- Treat community management as a core function, not an afterthought, especially for NFT projects.
Questions this episode answers
Will crypto advertising rates go down in 2022?
Ty predicts yes. He says demand for crypto and NFT media outpaced supply in 2021, driving rates up. As more NFT media brands and influencers enter the space, more ad inventory should become available, which should bring rates back down.
Is Twitter Spaces still worth using for crypto marketing in 2022?
Yes. Ty calls it a low-cost way to build and excite a community and grow a following, and expects it to get even more powerful as Twitter adds more features.
Why does content marketing matter so much for crypto brands?
In 2021 most major crypto brands launched their own podcasts, newsletters, and blogs, and it paid off. Since advertising channels and policies can change quickly in crypto, owning your audience through content is increasingly important.
Is out-of-home advertising like billboards and stadium naming rights working for crypto brands?
Ty points to Crypto.com, FTX, and Coinbase buying up sports arenas and out-of-home space as proof it works. He notes that major venues and networks are now more accepting of crypto advertisers than before, a shift he expects to continue through 2022, citing NFT NYC's Times Square billboards as an example.
Should crypto companies hire dedicated community managers?
Ty thinks so. Community management used to be handled by volunteers pulled from a project's own community, but companies are now recognizing its importance enough to hire experienced full-time managers or agency partners, especially given how central community is to NFT projects.
Full transcriptShow
Ty Smith0:00
What is up, guys? Today we are discussing the top five trends and predictions for crypto marketing in 2022. So we're going to go through what we saw work in 2021 and what we think is going to happen in 2022 based on that information.
Ty Smith0:14
So, number one: more media on the side of crypto and NFTs. We've seen a huge demand for advertising on crypto, Web3, NFT media this past year, and I don't think supply is meeting demand. People are rising up to that fact. We're seeing tons of NFT media brands get launched, tons of influencers get into this world of Web3, and as such, I think there's going to be more inventory to choose from as marketers that we can push our message. So I think, as such, rates are going to go down, which is pretty awesome because rates have gotten pretty astronomical this year.
Ty Smith0:51
Number two: Twitter Spaces. Twitter Spaces, I've been shilling since day one. Huge for NFT brands, huge for any crypto brand, honestly. It's such a low-cost way of building a community and exciting a community, as well as building a following. And in 2022, I think that's going to continue, if not get even more powerful as Twitter adds more features.
Ty Smith1:12
Number three: content marketing. So content marketing, in my opinion, was one of the most powerful strategies for crypto marketing in 2021. We saw really every major crypto brand kind of spin off their own media arm, meaning like launching a podcast, newsletter, build powerful blogs. And it's really paid off big for companies that have invested in that. And I think that's going to be another powerful place to invest your time and resources for 2022 because content really is king in the world of crypto, where you don't know what advertising channels are going to be friendly to you and policies do tend to change. Owning your audience is increasingly important.
Ty Smith1:50
Number four: out-of-home marketing. So Crypto.com, FTX, Coinbase, all those guys have been buying up tons of sports arenas and just out-of-home places to advertise and get the brand across. Before this year, it wasn't really acceptable to do that. I think most of the major sports arenas and out-of-home marketing networks were not super friendly to crypto. Now we've kind of pushed to a level of more mainstream adoption where the kind of blue-chip brands advertising out-of-home is more acceptable. I think that trend is going to continue. We're already seeing it on the agency side of things, like in Times Square. I mean, NFT NYC, every single billboard in Times Square was an NFT project. I don't think that's going to be specific to NFT NYC. I think that's going to continue throughout the year in 2022. And I think the number of out-of-home marketing options available to crypto, NFT, Web3 companies will continue to grow.
Ty Smith2:47
Number five, and the final tip today, is teams will hire full-time community managers. So up until this point, community management has been a skill that most companies have kind of just recruited from their own community to find people that are passionate about what they're building to be moderators and community managers. I think we're getting to a point where companies are recognizing the importance of community management, that they are going to hire more experienced, maybe even agency partners, that will help manage and grow their community. So I think that community management is huge, not only in the world of crypto, I think honestly it's going to expand to brands beyond the world of Web3, but in Web3, of course, community is honestly everything in the NFT world as well. I think that's going to be massive in 2022. All right, that is our top five predictions and trends for crypto marketing in 2022. If you found value in this video, please remember to subscribe and check us out on the next one. Bye.
