Build a Crypto Twitter Marketing Strategy That Drives Results

Twitter has become a more welcoming platform for web3 and crypto communities compared to other social media giants like Facebook and Instagram. It offers a variety of crypto-friendly features like Bitcoin tipping, NFT profile pictures, and the ability for businesses to accept cryptocurrency payments.

The platform’s internal data also underscores Twitter’s growing importance as a key social media platform for the web3 community. The number of crypto-related tweets on Twitter crossed 1 billion in 2020 and grew by six times in 2021. 

Given these updates and stats, Twitter has become an indispensable platform for web3 projects seeking to engage potential users and enhance brand visibility and conversions. This is why cryptocurrency projects of all sizes often regard Twitter as their go-to social media platform for digital marketing. 

However, success on Twitter doesn’t depend on the frequency of posting and retweeting. You must create a robust strategy to expand your follower base such that it propels project growth. 

So, in this article, we’ll explore what Twitter marketing is and how you should go about creating an effective strategy that moves the needle for your project.

What is Crypto Twitter Marketing?

Crypto Twitter marketing is the process of promoting your web3 products or services on Twitter. It involves creating an effective strategy and publishing content that attracts the right audience and leads to higher engagement and improved conversions

Ethereum serves as an exemplary model of a web3 entity whose crypto Twitter marketing strategy has driven impressive results. It accommodates a diverse audience spectrum, encompassing crypto enthusiasts, developers, designers, marketers, and users.

To cater to this varied audience, Ethereum has strategically established separate pages that each focus on a specific part of the community. For instance, one of Ethereum’s affiliated pages,, is dedicated to engaging the broader community. The majority of its tweets are designed to provide value to this community, often featuring links to relevant events or insightful articles.

An image of a tweet teasing Ethereum’s Q3 roadmap.
Ethereum’s Q3 roadmap teaser (Source)

Compare that to the Ethereum Ecosystem Support Program, which caters to developers specifically, so it posts tweets promoting events that help onboard developers. 

An image of a tweet promoting ETHGlobal Paris
A tweet promoting ETHGlobal Paris (Source)

How to Build a Twitter Strategy That Works

Creating a successful strategy to grow your audience for your web3 project isn’t limited to creating and posting tweets on the platform. Here are a few other things to keep in mind if you want to create a solid strategy that helps you connect and convert people on Twitter. 

Understand Your Audience

Understanding your audience is a fundamental aspect of creating a successful brand on Twitter. It’s the key to creating personalized and relevant content that meets the requirements of your target audience. 

This personal touch is important as it makes your content stand out in the crowded Twitter feed and makes it more appealing and engaging, leading to higher interaction rates. 

Decentraland posts content related to the Metaverse; it tweets about events, new updates, announcements, and tools that will help its followers build new lands in their platform because they’re  interested in all things Metaverse

An image of a collage of Decentraland’s tweets
A collage of tweets showing Decentraland’s content (Source)

Zerion, a non-custodial web3 wallet, merges DeFi and crypto-related discussions, collaborates with other web3 projects their users engage with, creates memes, and posts tweets on why their wallet is the best solution to storing crypto assets. This type of content resonates well with their audience as they appreciate humor and are interested in the DeFi space and technologies associated with it. 

A collage that shows the type of content Zerion posts
A collage of tweets showing the type of content Zerion posts (Source)

In essence, growing your Twitter page depends on how well you understand your target audience. But this is easier said than done due to data privacy in the web3 world. 

This is where Raleon comes in. Its analytics feature gives you project-specific details like the last activity on-chain, average transaction size, etc. which helps you get a detailed view of a user and create user personas that you can target with specific, personalized Twitter content.. 

Determine Your Brand Voice

Brand voice refers to the consistent and distinct personality, tone, and style of communication that a brand uses to convey its values, connect with its target audience, and differentiate itself from competitors.

When a brand communicates consistently with a distinct voice, it creates a sense of familiarity and helps build brand recognition. This helps you effectively communicate with your audience, establish credibility, and build trust over time. 

To understand the importance of brand voice, here are two examples to consider:

$DOGE is a memecoin, so its brand voice is light-hearted and the content mostly consists of memes and other types of content designed to elicit engagement. 

However, Alchemy mostly caters to developers who want to learn to build web3 applications. So, the platform maintains an educational brand voice and mostly tweets links to helpful resources. 

If Alchemy posted memes or adopted a light-hearted brand voice like $DOGE, the developer community will not obtain value from the content, and the overall engagement will reduce. 

So, it’s important to determine your brand voice and create content aligned with it to strengthen the connection with your audience and boost brand recognition. 

Set SMART Goals

Measuring success on any social media platform starts with setting clear and measurable goals. Even before you create your content you want to create SMART goals— Specific, Measurable, Attainable, Relevant, and Time-bound. 

This way, you won’t chase after vanity metrics like the number of likes your post gets. Instead, you’ll set metrics and goals that align with your business objectives. Here’s an example of a SMART goal:

  • Improve click-through rates from 1.5% to 3% in the next three months. 
  • Increase brand mentions on Twitter by 50% in the next quarter.
  • Increase Twitter profile visits by 5% within the next month.

Create a Content Strategy 

A well-defined content strategy effectively conveys your brand’s value and offerings, which ultimately drive meaningful interactions and growth. It involves three steps — ideation, creation, and execution. 

In the ideation stage, you’ll create a repository of frequently asked questions, myths, and popular opinions in your niche so you never run out of content ideas. 

And for inspiration, study your competitor’s tweets, stay updated on what’s happening in the web3 space, and pay attention to the wider conversations in the crypto industry. 

After creating this repository, you need to post three types of content to attract users and push them down the funnel to convert them into customers. 

Let’s dissect the strategies of various web3 projects to understand the topics and themes you should focus on when crafting your tweets. 

Top-of-the-funnel (TOFU) Content

The goal of TOFU tweets is to expose your brand to a wide range of audience, generate awareness about your product or service, and get people to share your content with others. 

To do this, look at Twitter’s trending hashtags (that your audience is likely to be aware of) and post a hot take or meme around the topic to start a conversation. 

Trust Wallet creates light-hearted content around recent cultural moments to spark engagement. 

An image showing a collage of light-hearted tweets from Trust Wallet.
A collage of tweets that highlight Trust Wallet’s light-hearted content (Source)

Curve Finance retweets user-generated content that discusses the benefits of using their exchange and posts their take on a topic to kickstart a conversation and improve brand awareness.

An image showing a collage of brand and user-generated tweets from Curve.
A collage of brand and user-generated tweets from Curve (Source)

Developer tools like thirdweb repurpose educational blogs into tweets and share them with their community. This helps them put out engaging tweets that their community values and reduces the time and effort required to create new content. 

An image of a tweet from thirdweb’s Twitter profile.
Tweets from thirdweb explaining token-bound accounts (Source)

Middle-of-the-funnel (MOFU) Content 

MOFU tweets provide valuable information or insights that help your audience understand your industry, your products, or the problems that your products solve. This could be in the form of how-to guides, tips, and tricks, or in-depth discussions of relevant topics.

These types of tweets create value, help build trust with your audience, and show that you’re not interested in just selling a product. It also positions your brand as an authority and go-to resource in the industry and guides your audience toward the bottom of the funnel. 

Ripple is a great example of a web3 project that excels in MOFU content — the brand participates in podcasts, creates threads and bite-sized videos around crypto-related topics, and publishes valuable reports to educate its community.

An image of a collage of tweets showing Ripple’s MOFU content
A collage of tweets showing Ripple’s MOFU content (Source)

Coinbase follows a similar strategy. They post factual pieces about crypto regulations and create explainer videos on how blockchain impacts different industries to highlight their expertise in the regulatory and finance space.

An image of a collage showing Coinbase’s tweets on blockchain benefits and regulations in the space.
A collage showing Coinbase’s tweets on blockchain regulations and blockchain benefits. (Source)

Bottom-of-the funnel (BOFU) Content

A BOFU tweet directly promotes your product or service on Twitter. This could be anything from an announcement for a new product to a tweet highlighting the features of your existing product. 

The best BOFU tweets clearly highlight your product and offerings and include a CTA to convince potential customers to make a purchase. 

Rarible’s BOFU tweet thread explains how the NFT marketplace war will have a negative impact and adds a convincing CTA prompting creators to check out how their community marketplaces are solving the problem. 

An image of Rarible’s tweet that talks about the importance of community marketplaces.
Rarible’s tweet on why it’s important to follow community marketplaces (Source)

Once you’ve come up with a content strategy, create a content calendar with the types of content you want to share and decide how often you want to post by looking at the best times to post on Twitter. 

Then, create all your tweets in advance and use a scheduling tool to automate the content distribution process. 

Measure the Effectiveness of Your Twitter Posts with Raleon

Once you’ve started posting content on Twitter, you need to measure the performance of your posts to check whether they’re helping you reach your marketing goals. 

While web2 analytics tools help you get off-chain data like click-through rates and conversions, they can’t create an accurate picture of your customer journey. 

Web2 tools can tell you if a user clicked on a link and joined your Discord or Telegram community. But they cannot ascertain if the same user accessed your platform, connected their wallet, and completed an on-chain transaction. 

This is where Raleon comes in. It combines data from off-chain activities like link clicks on Twitter or Discord with on-chain activities like completing a transaction on your platform. 

As a result, you can measure the effectiveness of your Twitter posts and campaigns and understand what post led a potential user to convert. 

To learn how Raleon can help with analytics and attribution for your web3 project, sign up for free here.

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