Summary: Working with Web3 Content Creators w/ReadyPlayerJay

Major Themes:

• Strategic Creator Engagement: Ready Player Jay emphasizes the importance of engaging with content creators organically, especially for early-stage Web3 gaming projects. Instead of pushing for large marketing spends, he suggests leveraging what you have—like offering NFTs or access to demos—to generate genuine interest and engagement.
• Content Creator Mix: A mix of traditional and micro-influencers is recommended for marketing campaigns. While large influencers can provide broad reach, micro-influencers often offer higher engagement rates within niche communities.
• Budget Allocation: For Web3 projects, allocating $5,000 to $10,000 for content creator campaigns can effectively spread awareness, with a focus on achieving a good cost per thousand impressions (CPM) and maintaining engagement over time.
• Content Type: Tailor the content type to the creator's strengths, whether it's video, threads, or streams, to ensure quality and engagement.
• Long-term Engagement: Instead of one-off videos or posts, Jay recommends structuring month-long activations with content creators to ensure sustained visibility and multiple touchpoints for potential users.
• Conversion and KPIs: While direct conversion from influencer campaigns can be challenging to track, aiming for a healthy CPM and a solid click-through rate to the landing page can indicate success.

Memorable Quotes:

• "You're probably gonna get a lot of no's... It's okay to take some time and build with the developers." - Ready Player Jay, on engaging content creators during the early stages.
• "We don't always need to be pushing out, you know, big marketing spends and campaigns. It's okay to take some time and build." - Jay, highlighting the value of building organically and strategically.
• "It might take one, two, three, or maybe even four touch points for some of the audience to dive in and just click on the link." - Jay, on the importance of sustained engagement through content creators.

Actionable Takeaways:

• For Early-Stage Projects: Focus on organic growth and building in public. Engage content creators in your niche by offering value beyond just monetary compensation, like access to exclusive demos or NFTs.
• Campaign Structuring: Consider a mix of micro and mid-tier influencers for your marketing campaigns, with potential engagement from a top-tier influencer to boost visibility.
• Content Strategy: Match the content format to the creator's strengths and audience preferences, whether it's short-form videos, streams, or social media posts.
• Long-Term Engagement: Plan for sustained engagement with content creators over a month or longer, allowing for multiple touchpoints with potential users.

This podcast provided a deep dive into best practices for engaging with content creators in the Web3 space, offering valuable insights into budget allocation, campaign structuring, and strategic planning for early-stage gaming projects.

https://twitter.com/ReadyPlayerJay
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