Intervista con il “Vice President of Growth” di Httpool

The Cryptonomist had the chance to interview Anton Krasun, Vice President of Growth, Httpool.

Anton, the news in the past few weeks have been full of crypto and big changes in the market. How do you see these developments?

Crypto is always in motion. The recent events are proof that the market is still growing and has lots of potential. For investors, the volatility enables them to invest in favorable conditions.

What advertising strategy would you suggest to best promote wallets, apps and exchanges?

It all starts with proper awareness building. Breaking through the clutter of noise is the most difficult objective. I suggest using the full power of the Twitter suite solutions like spaces, promoted followers, custom emoji, promoted video – you have to think of your organic outreach strategy. This should be a prerequisite for heavy direct-response and app acquisition campaigns. Unfortunately, not all brands understand that and start with lower funnel campaigns that suffer from low engagement rate and poor Return on Investment (ROI) in the end.

Why use Twitter for advertising for crypto?

Twitter on par with Reddit, regarding where crypto conversation is happening. You cannot ignore what’s happening on Twitter otherwise you are losing out the incremental audience that you can convert into product subscribers. 

To put this into perspective: Crypto conversation, according to Twitter, is growing at phenomenal 242% Year-over-Year, more than 300 million unique tweets have been made on crypto last quarter. We see that Twitter users are 3x more likely to invest into crypto than non-Twitter users. Twitter is driving the crypto market in general. Simplicity and getting real time updates on what’s relevant when it comes to Crypto vertical – and of course the high quality of the audience, as they are leaned in, possess high purchasing power.

What amounts do you suggest for crypto startups to invest in advertising on Twitter? 

It all depends on initial objectives, target markets and acquisition model, as well as ability to measure performance, so it’s hard to generalize. Some products have a very clear framework and can evaluate channel performance in a matter of 1-2 weeks. From my experience, a $50K test budget is the universal benchmark, but again, it depends on so many parameters.

What advantages has working with Httpool in Twitter advertising?

As crypto is evolving, regulations are changing too. Staying compliant while getting the optimal performance from a creative point of view is a challenge. Httpool is happy to provide both consultative as well as managed support and optimize campaigns in real time based on set Return On Advertising Spend (ROAS) objectives. As we know, this industry is purely Return on Investment (ROI) driven, therefore lots of knowledge is required to lift the campaigns to desired performance levels. Our patented Wise.Blue Solution is an official Ads API Twitter partner and we are able to automate set up, optimisation and reporting of a campaign. With this knowledge we are able to provide guidance on best creative and targeting set up.

What are the do’s and don’ts for investors? Obviously don’t invest what you cannot lose.

Overall, we see that crypto helps investors beat inflation, provides the ability to trade around the clock and provides more transparency and security compared to non-crypto traditional investing. On the other hand, understanding the risk and ability to tolerate it, is an important argument. Extreme volatility is a big disadvantage and in my opinion cryptocurrency yet to prove itself as a long term investment alternative. Communicating all of this to your consumers is quite an important media outreach objective.