We talked about the concept of the critical mass in marketing.

The customer needs to hear a marketing message from multiple sources before they can make the decision according to this message.

We think that in crypto, the required number of sources is actually even higher than a traditional marketing because in crypto it's vital to buy before others buy, which means the (future) opinions of others become more important.

Because of that, we think it's better to promote a crypto product through a larger pool of smaller influencers with overlapping audiences. The last point is crucial, because it allows to transfer the same message to the same customer multiple times.