20 years of tech marketing. Cofounder @ SesameOpen, powering the next era of decentralized commerce
As a marketer in the crypto/blockchain space, I’m fascinated by how similar and yet different crypto marketing and “traditional” digital marketing are. I’ve been particularly interested in the reaction in Asia to the crypto craze, so when Facebook threw a few bucks in free advertising credits my way, I thought: “How can I use Facebook to test crypto interest in Asia?” With that goal, I promoted a recent article about decentralized exchanges — “The Paradox of Decentralized Exchanges: Many Projects, Few Users” — targeted at 18+ year olds in China, South Korea, Japan, Singapore, Vietnam, Hong Kong, Indonesia, Malaysia, Laos, Cambodia, Thailand, Taiwan, Philippines, and Myanmar, and who show an interest in cryptocurrency as a topic.
Fortunately, Facebook makes the targeting pretty easy, and in fact, simply creating the ad provides a fair amount of information about which countries are most crypto-engaged, using interest in the categories “cryptocurrency”, “bitcoin”, “ethereum”, “litecoin”, or “ripple” as proxies for interest in crypto overall.
Some interesting takeaways:
In my opinion, Facebook can tell us a fair amount about crypto interest and engagement even without running an ad on the platform. While some countries in East Asia have yet to embrace crypto, there are clearly many parts of the region with vibrant crypto interest (Singapore, Malaysia, Hong Kong, South Korea, Vietnam, and Indonesia). With the right content, crypto projects can reach an audience in Asia through Facebook, although the platform still does not accept ads obviously promoting an ICO, token sale, or other things classified as financial instruments.
For next steps, I’m personally interested in:
Please share your results and takeaways if you have run crypto ads on Facebook or other platforms, and what you’re planning on focusing on next. I’d definitely be interested in continuing the conversation in the comments or on our Telegram group: https://t.me/SesameOpen