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150K+ IMPRESSIONS | 650%+ FOLLOWER GROWTH | $0 AD SPEND
With the conception of every novel sector, marketers adapt and follow. Such is the case for Web3, a particularly innovative and groundbreaking sphere of builders and investors alike. However, it’s due to this very nature of Web3 that they’re facing an unprecedented degree of informational and knowledge gaps within the general population.
Adoption and integration are key challenges that web3 projects have been struggling with since the very beginning. Bridging the gap between the intricate brilliance of web3 technology and the understanding of non-native individuals has proven to be a challenge; at Blockformer, it’s a challenge we’re not afraid to face.
Currently the most favored tools projects use to define their identity, Whitepapers and Litepapers have become a standard within the sector. While they’re great at introducing native members to a new project, allowing them to see their mission, vision, and technological framework, they are not innately marketable.
Our Novel Service - Whitepaper Breakdown
We believe in maximizing the use case potential of all project documents, specifically when it comes to building a brand through social media channels. Burying information in a PDF linked on a website is one of the least efficient methods of spreading the word of your new project, as is simply pasting it on social media profiles.
This is where our solution and novel service comes in: Web3 Litepaper Breakdown. Dissecting an entire document into topic-based posts optimized for bite-sized consumption, and with it graphic designs, tailored CTAs, all infused with a projects’ chosen tone of voice for a stronger brand identity.
Case Study: Apex Fusion
Our new documentation breakdown service was piloted with the Apex Fusion litepaper breakdown which consisted of over 7000 words across 30 pages. It is a technical litepaper that highlights Apex Fusion's technological architecture, as well as the ecosystem's values, ethos, mission, vision. It also included large segments about the Foundation and their role, amongst other key topics.
Our breakdown campaign resulted in 26 multi-part posts concentrated on Twitter/X and LinkedIn posted over a 2 month period during the project’s pre-testnet launch phase. The 26 posts were paired with 25 different graphics, which on Twitter / X were used for threads including over 130+ total posts.
Campaign Outcome
Despite the product being pre-launch, our campaign’s reach overshot platform standards by remarkable margins, especially for Twitter / X. Our Impression Engagement Rate stood at 1.9%, whereas the industry standard ranges between 0.5% - 1.0%. Follower Engagement Rate averaged at 0.06%, fitting in the upper end of the ideal 0.02% - 0.09%. Furthermore, during this period, Apex Fusion’ following grew by 650%.
We ran multiple other campaigns at the same time as this one, as we fully manage our client’s social media, so our combined effort provided this overall growth result. For more on our social media content and management services check our client deck or services page.
To keep transparency simple calculation / data tracking, we created a Google Sheets document filled with every single post from this campaign with the exact number of datapoints. You can view our campaign content repository by clicking here for a detailed overlook at the data itself.
Campaign Goals
Throughout the campaign, we focused on 3 main goals:
Social Media Growth: The primary target of every marketing endeavor is growth, even more so on social media where the numbers are front and center. Building up your social media profiles is closely tied to building your community, which is one of the most important steps to success in the current web3 market.
Testnets make up a key part of not only product development, but also your community growth, and the steps you take towards growing your social media following at this stage are crucial. This is why using your most crucial product document, such as a whitepaper, to familiarize the public with your product in these early stages is massively beneficial.
Litepaper Accessibility: Usually the most important source of information when it comes to web3 projects, whitepapers / litepapers contain the heart and soul of a project. However, this very fact means that they are often pretty long reads, and can be a bit too technical for a certain part of the market. Beyond focusing on fixing this problem, we set on turning it into a promotional tool that would catch a lot more attention than it turned away.
While converting the litepaper content into threads, we made sure to balance the simplification of the wording with keeping a sophisticated tone of voice in line with our clients’ brand identity. By providing potential users with a more simplified version of the most important parts of our document, we directly increased project awareness and helped foster an informed and engaged community early on.
Brand Building: By turning a long informative document into engaging short reads and pairing them with captivating hooks, we increased social media parameters and consequently grew the community itself. Additionally, posting different explanatory content on a regular basis leading up to a launch is extremely beneficial to growing brand awareness.
Our whitepaper breakdown campaign first creates a recurring basis of content for early followers and builds anticipation. After launch it turns into a concise product information repository that allows new users to get familiarized with it, making the content evergreen.
Work with us!
Focusing on these goals in our service had a massively positive impact on our clients’ social media presence. If you’re a web3 founder, you understand the difficulty of breaking into the scene and recognize the importance social media has. For projects in their early stages, or looking to attract a larger community with more than plain product demos (we also do those), then this is the service for you.
We’re Blockformer, a web3 native creative studio and marketing agency helping projects grow organically through social media. The whitepaper breakdown is the latest to be added to our social media content and management services portfolio, and you can check our client deck for more.
Reach out to us to start growing your social media profiles organically.
Email: vukan@blockformer.com
Telegram: @vukan0x
Twitter / X: @vukan0x
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