Leveraging YouTube and Twitter to Ignite Web3 & Crypto Marketing Success
Think of your marketing strategy like building a bonfire.
Web3 projects often make the mistake of relying too heavily on a single platform for influencer marketing (we’re looking at you, Twitter). However, relying on just one outlet significantly limits potential reach, audience engagement, and overall campaign effectiveness.
The crypto ecosystem thrives on multifaceted forms of communication—think of intra-project communications with your current users: some conversations demand Telegram, some the help-desk on Discord. The same dynamics exist when starting conversations with potential users, just through different media.
In order to effectively convert an audience into users, Web3 projects must capture attention through timely updates (Twitter) and in-depth content (YouTube).
Granted, all kinds of social media target each of these facets, but YouTube and Twitter are by far the leading platforms for Web3 marketing, which is why we'll focus on both platforms in this article.
Great Marketing & Bonfires: Build Bigger for Better Results
Think of your KOL marketing strategy like building a bonfire. And, of course, you want to make your bonfire as big as possible, and to make a really big bonfire you'll need two kinds of fuel to start and sustain a conflagration for the ages.
- YouTube is the logs: long-lasting, substantial, and steadily flammable.
- Twitter is the lighter fluid: instant, attention-grabbing, but short-lived.
You need both. Lighter fluid sparks attention, but without logs, the fire won’t last.
Check Out Our KOL Marketing Checklist
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Why You Should Leverage YouTube KOLs
YouTube is more than a place to host videos—it’s a lasting growth engine for blockchain projects. Generally, YouTube content is more costly to produce but yields significantly higher engagement per user than Twitter.
One view on YouTube might be equivalent to 50 or even 100 views on Twitter when it comes to effectiveness, actionability, and conversion. YouTube views ignite engagement that last and smolder throughout the bonfire night.
YouTube can convert viewers into super fans.
Well-crafted, influencer-backed YouTube clips translate technical ideas into plain language, stay evergreen as on-demand research material for potential users, and they play to Google’s search algorithm to deliver steady organic traffic. Twitter doesn't provide these long-term benefits.
YouTube videos double as a due diligence hub, a credibility boost through trusted creators, and a discovery funnel that pushes your story beyond your core followers to the wider public and future customers.
Suggested Framework | YouTube KOL Engagement
1. AMA with Founder (30 minutes): Showcase latest developments and expose your project to new audiences.
2. Project Overview Video (5–15 minutes): In-depth look at your tech, highlighting why you're different, and overall engagement.
3. Four (4) Organic Placements (30 seconds each): Short mentions or integrations in other videos by the creator, appealing to new audiences organically.
Note that this sample could be limited to one creator, but we recommend engaging 3-5 creators to build a solid framework and test your reach.
In addition, multiple organic placements are recommended to reach as many segments of a creator's audience as possible, similar to running more than one ad on TV to reach your target audience.
+ Evergreen Content: Videos serve as long-term resources that users revisit over time.
+ Research and education: KOLs translate complex tech into plain language and story-driven content.
+ SEO Power: YouTube content ranks on Google, driving organic growth over time.
+ Credibility: A trusted influencer discussing your project increases legitimacy.
+ Global reach: YouTube operates in over 100 countries and 80+ languages.
Why Your Project Needs to Tweet (Xeet?)
Twitter is crypto’s real-time command center. It’s the place where news breaks, conversation happens, and community forms. It’s also how you drive attention to your longer-form content.
You can stack longer form content for days on YouTube, but they won't spark interest and draw as many views as when they are supplemented with Twitter syndication.
Crypto Twitter is the lighter fluid that really gets things going.
Suggested Framework | Crypto Twitter KOLs
- Amplification Threads (3–5 KOLs): Concise, engaging threads summarize your recent updates, effectively highlighting key points and directing attention towards your project.
- Retweet & Quote Tweet Campaign (5–10 KOLs): KOLs strategically retweet or quote-tweet important announcements (like founder AMAs or product updates), adding their own commentary to inform millions of potential users.
- Twitter Spaces Hosting (1–3 KOLs): KOL hosts a Twitter Space featuring your project's founder or team, immediately engaging hundreds or thousands of followers in real-time discussions and creating more evergreen content for future syndication.
This style of campaign can run over 1–2 weeks, concentrating attention and feeding traffic to your long-form content.
You can always cycle new content through these frameworks as well as older content that deserves another look!
+ Direct Crypto Community Engagement: Reach core Web3 users and get real-time responses.
+ Rapid Content Syndication: Break news fast and amplify quickly.
+ Real-time Interaction and Feedback
Start conversations, answer questions, and respond to sentiment.
+ Network effects: Influencer mentions expand your credibility and reach.
+ Thread explainers: Use threads to break down complex concepts with links to deeper content.
How to Use YouTube and Twitter Together
Combining YouTube’s depth with Twitter’s immediacy creates a loop that feeds discovery, drives engagement, and sustains interest over time.
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Suggested Framework | YouTube + Twitter
1. YouTube AMA with Founder (30 minutes)
→ Share link on Twitter via project and KOL accounts
→ 2–3 quote tweets from partner creators
→ Optional: clip and reuse segments for Twitter
2. Project Overview Video (5–15 minutes)
→ 1 tweet announcing the video
→ 1 quote tweet adding context
→ 1 RT from the official account
3. Twitter Thread (6–8 tweets)
→ Posted by the KOL
→ RTs from project and 2 partner creators
→ Optional: paid boost for visibility
4. RT and QT Support (Day-of and Post-Launch)
→ 2–3 retweets from partners
→ 1 quote tweet that frames the content in a new light
→ Optional: follow-up tweet or post-campaign thread
Turn Hype Into Lasting Growth with Lever’s Cross-Platform Bundles
Lever’s YouTube + Twitter bundles sync creators across both platforms to create a compounding impact. We align threads, AMAs, ad rolls, and post-launch recaps so your campaign keeps working even after the initial push.
We handle rate negotiation, escrow, and creator scheduling so you can stay focused on building.
Want to go deeper? Read our KOL Marketing Playbook.
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