The Token Takeover

#20 Working with Web3 Content Creators w/ ReadyPlayerJay

• NoAutopilot

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Summary: Working with Web3 Content Creators w/ReadyPlayerJay

Major Themes:

  • Strategic Creator Engagement: Ready Player Jay emphasizes the importance of engaging with content creators organically, especially for early-stage Web3 gaming projects. Instead of pushing for large marketing spends, he suggests leveraging what you have—like offering NFTs or access to demos—to generate genuine interest and engagement.
  • Content Creator Mix: A mix of traditional and micro-influencers is recommended for marketing campaigns. While large influencers can provide broad reach, micro-influencers often offer higher engagement rates within niche communities.
  • Budget Allocation: For Web3 projects, allocating $5,000 to $10,000 for content creator campaigns can effectively spread awareness, with a focus on achieving a good cost per thousand impressions (CPM) and maintaining engagement over time.
  • Content Type: Tailor the content type to the creator's strengths, whether it's video, threads, or streams, to ensure quality and engagement.
  • Long-term Engagement: Instead of one-off videos or posts, Jay recommends structuring month-long activations with content creators to ensure sustained visibility and multiple touchpoints for potential users.
  • Conversion and KPIs: While direct conversion from influencer campaigns can be challenging to track, aiming for a healthy CPM and a solid click-through rate to the landing page can indicate success.


Memorable Quotes:

  • "You're probably gonna get a lot of no's... It's okay to take some time and build with the developers." - Ready Player Jay, on engaging content creators during the early stages.
  • "We don't always need to be pushing out, you know, big marketing spends and campaigns. It's okay to take some time and build." - Jay, highlighting the value of building organically and strategically.
  • "It might take one, two, three, or maybe even four touch points for some of the audience to dive in and just click on the link." - Jay, on the importance of sustained engagement through content creators.


Actionable Takeaways:

  • For Early-Stage Projects: Focus on organic growth and building in public. Engage content creators in your niche by offering value beyond just monetary compensation, like access to exclusive demos or NFTs.
  • Campaign Structuring: Consider a mix of micro and mid-tier influencers for your marketing campaigns, with potential engagement from a top-tier influencer to boost visibility.
  • Content Strategy: Match the content format to the creator's strengths and audience preferences, whether it's short-form videos, streams, or social media posts.
  • Long-Term Engagement: Plan for sustained engagement with content creators over a month or longer, allowing for multiple touchpoints with potential users.

This podcast provided a deep dive into best practices for engaging with content creators in the Web3 space, offering valuable insights into budget allocation, campaign structuring, and strategic planning for early-stage gaming projects.

https://twitter.com/ReadyPlayerJay
https://twitter.com/NGplusmarketing

Follow us on Twitter - https://twitter.com/GamingStartUp_

NoAutopilot:

Hey, this is Noah Autopilot, founder of the Gaming Startup Collective and host of the Token Takeover podcast. In today's community question and answer session, we did a deep dive on the best practices when onboarding Web3 content creators or influencers. Our special guest was Ready Player Jay from the TreasureDAO ecosystem, and I can't wait for you to listen to this content and leave having a better understanding on how to activate these content creators for your project. Enough of me talking, let's jump into the content. Why hello, hello, hello. I see Jay already. What's up, Jay? What's up, Philip? Hey,

Phillip:

I've got you covered for recording and for, um, like I'll actually stream if that's okay. Yeah, man, that's totally fine. I'll keep people in the crowd anonymous. And, um, yeah, how much time do we have? Four minutes? Uh, yes. Format. Yeah. Just, just give me a heads up. I'm changing like all the text on Puzzled right now for the, uh, like arbitrary, because everything's talking about MADEC. We had 300 places with MADEC written in them. Yeah. And you, you may want to update that my friend. Yes. That's a, that's a lot of places. So I'm going through 35 pages of text and then we can move on to the second milestone. Like that's, that's the end of the first milestone. So I want to get it done. Very cool.

NoAutopilot:

Yeah. I need to take a look at ours. I think we have maybe two or three more AMAs, um, that we need to put together and then

Phillip:

With Arbitrum? For our Arbitrum grant. Yeah. So you're going to do AMAs with Arbitrum

NoAutopilot:

or? I'd like to do maybe one or two with folks kind of building games in their ecosystem. Um, that'd be great.

Phillip:

Oh, that'd be cool. Okay. I could jump on on that. Yeah. Cause I'm, I'm new to the ecosystem doing, uh, doing a few things. Cause the other project for fundraising also got a grant from Arbitrum. So that's actually going to be the only chain that we're built on for that. You shouldn't, um, our Arbitrum is, uh, The posture for supporting early stage indie games. It's really good. Like, compared to everybody else, it's so straightforward. It's really easy to talk with them and everything. But yeah, let's save that for the anime. By the way, Treasure are coming out with their own coin, right?

NoAutopilot:

Well, they're coming out with their own chain, sure. Yeah, their own chain. I was going to say, uh, Jay, if you want to hop up on stage, feel free. If you're still getting organized and ready and all that. No, no stress. What's up? I'll be two minutes. How you doing, man? Yeah, it's a man. It's an exciting time. Yeah. So the, I didn't cast a vote on the treasure Dow or treasure chain proposal, but there's a lot of things happening there. I was on one of the Twitter Spaces recordings, I think, from earlier this week. They're talking about a, a huge collaborative push with Psy, and just a great time, man. Like, we made it through the bear, uh, kind of. Ha! And it's just nice to see, uh, a little bit of momentum.

Phillip:

It's, it's really small right now, but it's there, and there was nothing for like two years, so yeah. Even a little bit right now is like a huge relief. At least now I can like contact people and they answer. Is somebody there? Welcome, Xenophant. Welcome in. So our, uh, there's like a minute left. Are they jumping on? Yes.

NoAutopilot:

I

Phillip:

see,

NoAutopilot:

see a hand raised, but I don't see a

Phillip:

message to bring him. Oh, that sounds like a bug. Can I do it? No, I cannot.

NoAutopilot:

I invite to speak. Do you mind just dropping a note in the comment section if you can hear us? You guys hear me? Yep. I'm going to jump down. How you guys doing? Thanks,

Jay:

Philip. Doing good. Doing good. Yeah, we're doing good. How are you, Jay? Doing well. It's been a super busy week. Or if there's some background noise, I'm going to do some dishes while we chat.

Phillip:

Multitask. I'm going to switch when I'm streaming, so just a sec. I just realized I had to pop it out. It's messing up things.

NoAutopilot:

Yeah, Jay. Thank you. Thanks for hopping in. I guess to give a quick refresher because it's been a bit, so this community is, uh, almost exclusively early stage Web3 gaming founders and teams. Uh, we help each other with networking, sharing tips, advice, and a part of that is bringing in kind of experts in their, you know, niche or area to kind of help educate all of us about how we can approach things more strategically or with a better odds of success. And so I think, um, what's super interesting about having you on is one, I know you've been in the space a long time. I know you've been on the content creator side of things too, but now you're also managing a program for Treasure. You have your own, uh, firm that you've found as well that kind of helps with marketing. I'm just, uh, really looking forward to kind of dive it in and, and see what we can learn from you. Yeah, absolutely. Definitely. I'm excited to jump

Jay:

in here.

NoAutopilot:

I'm

Jay:

glad that I was,

NoAutopilot:

I was invited.

Jay:

So thank you.

NoAutopilot:

Yeah. So I guess to kick things off, uh, I know I gave a bit of an introduction, but for the folks who don't know you, can you give a quick, quick introduction to yourself?

Jay:

Yeah, absolutely. So, um, you know, my, you can find me pretty much everywhere. It's Ready Player Jay. Or if you want, you know, my government name, uh, you can call me Josh Jay. You know, some people call me Patron Jay. It doesn't, doesn't really matter, but no, it's, I, I currently do live ops for Treasure. And, um, I've also found my own company called NG plus or new game plus, uh, for treasure I joined in June and June, I joined there in June. And prior to that, I had worked for ready player Dow, which is a gaming kind of investment firm and Dow in the ecosystem where they hold, they just hold a lot of positions within web three. Now, you know, prior to that, I had been, I'd experienced doing, you know, digital marketing, targeted ads and other, other various companies, just Gaining awareness for them. And when I joined on for, for Ready Player DAO, I actually initially joined on for, uh, you know, a live or just an operations role to help them kind of build out the, the guilds. And if you guys are familiar, you know, guilds and Axie Infinity in those days, that was kind of like the, And that's when I was, you know, onboarded full time to Web3. Was a friend, he was actually a family friend, Rich, Rich Cabrera, who's part of Ready Player DAO. He's, uh, he was a family friend of ours, and that he needed some help, and I thought it looked really cool, so I decided I was like, hey, you know, like, I'll quit my job this week. And so I did, and I jumped in with him, and yeah, I've been in Web3 ever since, and it's, it's been a crazy ride. I joined Treasure, and since then we've been really pushing the envelope for creators, or for marketing, for games in general. And I'm really excited for, you know, the current trajectory for, for, for Treasure. And on the NG up, NG plus side, we're actually an interactive media company. So, and that, that may be a little bit confusing because it expands across multiple sectors, but we're trying to focus on, you know, traditional influencers, you know, people from the traditional gaming world and helping Web3 games kind of expand out beyond that. That's a little

NoAutopilot:

bit about me. Wow. Okay. So you're, you're kind of the, uh, the tip of the offensive there trying to break into Web2.

Jay:

Yeah, exactly. That's, that's the hope, right? And I think that's what everyone's kind of hoping for, especially with tokens going out, NFTs dropping, people are trying to reju, rejuvenate their, their funds so they can really make a huge splash when they get closer to their game launch.

NoAutopilot:

Gotcha. Okay. That's cool, man. I didn't know that you and Rich knew each other in real life. Like, it, it seems, uh, uncommon, right? Like, everyone that I know in, in Web3, I don't actually know. I've never met them. Like, it's, it's interesting that you guys know each other.

Jay:

Yeah. He was a family friend for a long time. Him and my older brother actually went to college together. So, I've known him for a while when he was more known as, uh, Richie instead of Rich. So, uh, definitely known him for, for some time and it was really cool to, to, to get to work with him and explore Web3 together. He was actually one of the only people that I had met from Web3, even till now, there's only one other person, which is Jorge, which I had met other, otherwise I have not met anybody from Web3.

NoAutopilot:

Yeah, man. I've, I've, I've co founded businesses with people I've never met. It's just a, it's a weird industry, beautifully weird, but weird. Yeah. Yeah. Yeah. Hey, what's up, JRP? Thanks for

JRP:

joining me. Yo, what's good? Apologies for being a little late. I was putting the ribs in the oven. Ryan, I thought we knew each other well enough to say that we met, but I guess obviously we haven't. And then, hey, what's up, Jay? How you doing today?

Jay:

Hey, Juan. Yeah, no, it's great to, great to chat again. I'm, are you gonna, are you guys gonna be at GDC this year? Yes,

JRP:

I will. I will be too. I'll be at the treasure booth. Come find me. I do have a ticket, so I'll see you at one of the events.

Jay:

Uh, okay. Yeah. I'll be around for sure.

JRP:

We'll set something up.

NoAutopilot:

Well, cool. So, so now we kind of have like, uh, your history and your credentials and whatnot. So I think where I'd like to try and steer this conversation is, you know, specific to early stage teams. The vast majority of our folks are maybe at their vertical slice, maybe at their pre alpha. And so I guess my first question is, uh, how should these teams think about activating content creators around their project if they are at that early of a stage? And I guess, would you advise them to? Would you advise them to wait? And your reasoning behind that. Hey, are you a builder looking for grants to build your ideal web three gaming startup? If so, you should take a look at the Arbitrum grant program with grants up to 25, 000 and a specific focus on supporting early stage indie game devs. It could be the perfect fit. Link is in the description. Make sure to check it out. Now back. The podcast,

Jay:

every company would probably be different in that sense. Um, but on a general scope, I would say, you know, a lot of, a lot of companies are trying to retain their funds. They're just making sure that, you know, there are ways so that they can keep operating for the foreseeable future. Especially because games take so and games and projects, whatever, in the space, take a they take a while to build. It's not an overnight thing, so you definitely want to make sure that you're retaining some funds. And obviously, I wouldn't suggest you go and, you know, all the money that you have right now while you're in Alpha. I think it's it's really okay to, you know, look at what you're building and just take some time to Go heads down, you know, we don't always need to be pushing out, you know, big marketing spends and campaigns. It's okay to take some time and build with the developers. I think leveraging some of the ecosystems and the stuff that they have to offer, like marketing support, you know, funds and things like that can definitely go a long way. There's just a lot of organic ways that you can engage content creators, engage influencers to get them hyped up.

NoAutopilot:

One thing I've seen from, um, some teams, Oh, I'm forgetting his name. Anyhow, is that they, uh, especially at the early stage, they do a lot of, like, building in public. Right. So maybe the game isn't quite ready to get content creators in there. It's still rough around the edges, but instead they, you know, share how this week has gone and like the things that went well, the things that broke and like that type of stuff, I guess, would that be a better focus for, for some of these teams at that early stage?

Jay:

Yeah, absolutely. I think any kind of building in public, as long as you're not worried that. You know, somebody who's going to, you know, take your idea and build it faster. Then I think, I think that's totally cool. I, especially if you're building a game, there's actually a lot of, you know, really engaging content on like Tik TOK and other like traditional sites where indie developers are getting a lot of attention around just building their game and taking some suggestions from. People on socials and it's actually it's really fun to watch I watch a lot of them and I like still stay updated with a few of those indie games that are building It's it's really cool to see but anything organic I would highly highly encourage even if it's somebody like you have somebody on your team that's you know Really focused on it. It might be a full time effort, but at least putting some kind of Developer updates out.

NoAutopilot:

I think that's, that'd be huge. So I guess like let's on that focusing on building organic, if I'm a small game and I want to reach out to a J and I want to share my project with you, like, obviously we don't have a budget to pay you. Your hard work deserves to be paid for, but I still want to kind of build some sort of a, you know, relationship with you. If in the future things line up and we can, we can work together, I guess, any best practices or advices on how to approach that? In a non salesy, cringey way.

Jay:

Yeah,

NoAutopilot:

no,

Jay:

it's tough. You know, you're probably gonna get a lot of no's. And that's just kind of how it's going to be, right? You're going to get a lot of notes, especially from a lot of these creators within Web3 because, you know, some people are definitely believe that they should be compensated, you know, monetarily. But if you have NFTs, if you have any kind of assets, anything that could engage the creator, I think that also helps. Now, I'm not saying you should say, you know, do this video for me and I'll give you an NFT because that's never going to go that well. But if you know, just an organic way of saying, Hey, I really like your content. Do you want to jump on a space together? I'm hosting a space. We're doing this event. Do you want to come try it out? Here's a demo. Do you want to take a look at it? Here's an NFT to give away to your community, or here's like some access codes for the demo. I think that that's, that goes a really long way.

JRP:

Go ahead, Jay. I'll quickly add in the world that we also live in, everyone can be considered a content creator, as long as they have like a social media platform and talking about stuff, like I think people usually relate or wanting to get, you know, the content, just a lot of distribution, but even doing. Exactly approaching them and having it could be anybody and having them be like really top supporters of your your project I think will go a long way that if they are community members of these other larger content creators Maybe in the future. It's like wow like 10 of my you know, most loyal fans are actually playing this game already Let me try it out, you know, just because I want to I think we would need to see more of that in the space as well

NoAutopilot:

Yeah, I think you're right on. So, at Last Resort, a project I did some work for, we didn't have any money, really, at all to pay for content creation. And so what we ended up doing is we tried to create really organic reward systems. If a content creator found us, they made a Twitter post or something about us that seemed genuine, we'd give them a special role. And then that role kind of had channels that provided instructions to like download and play our game before it was publicly available. And now they also kind of have like a channel to talk directly to the founders and say, Hey, this is cool, but maybe this little piece here could be tweaked or I have a good idea. And that seemed to actually work really, really good. As long as you can like nail, like the LiveOps part of it, like stay consistent with it, like keep them engaged. That seemed like a really cool way to, to build that early community.

Jay:

Yeah, definitely. I think that's a great way to get started and start pushing, especially if you don't have any kind of money, just showing that you, you value the creators and, you know, engaging with them, supporting them, just making them feel like they're special helps.

NoAutopilot:

Okay. So I guess let's, let's like advance the ball up the field a little bit. Let's say I maybe am nearing my, my public watch and, you know, we need to get a ton of players in, try and generate some activity on the backend. We'll likely try and use that to like fundraise, right? Now it's time to engage some creators. There's a lot of different ways to do it. Like you can reach out to individual creators. You can reach out to firms. You can reach out to like, uh, groups or communities of creators. I guess any best practices on things to think about a think through on finding which strategy is best. Best for, for your game. Yeah, no, I think

Jay:

that's, that's a good question. I definitely, again, I definitely think it differs based on, you know, who's, who's planning this, but I would say, you know, let's, let's, let's pretend we're nearing launch and this is a product that's meant for, you know, traditional creators, creators are not traditional, traditional audiences. People that can easily onboard onto this project game or whatever. And there's not a lot of loopholes. Like this isn't a DeFi project. We're not going to expect them to be, you know, really entrenched into web three to understand what's going on. Then I definitely think it's worth, especially if you're building within web three and you already have a community to get a full scope reach, you know, I would definitely say plan to work with some. Traditional creators. If you don't have a huge budget, that's totally fine because there's some micro creators that do really well. There's agencies that, that works specifically with these micro creators and solutions that put ads right on streams with micro creators. So sound like a ton of money and it could go a really long way. Now, if you do have money, definitely suggest going for larger creators with more pull, but I would advise against going against like the largest creators, you know, speed ice and add those kinds of creators. They're, they're so big that they play, you know, hundreds of different games and their community probably doesn't, isn't going to engage with every single one as well as you think they would. And on the, on the aspect of, what was I going to say? What was that second part of the question?

NoAutopilot:

Yeah, I guess just like teams thinking through, should I reach out to individual creators? Should I reach out to community groups of creators? Should I reach out to firms for creators?

Jay:

Right, right. Yeah, no, um, I definitely think it depends on how much time you have. If you have the money and you, if you don't have a lot of time, definitely think, you know, engage with a, with an agency or a solution that will help, you know, what they want in, in, in Austin building over at Rev is a great thing to, to get connected with creators and not an expensive, you know, take on it either as a, at least right now, until they build out something, you know, like really, really cool. But if you're early, you might. Get a little bit of a discount, but no, definitely, I think engaging agencies and people that can negotiate prices, you know, manage the campaigns and, and track everything on the backend can definitely be beneficial unless you can just do it all yourself and you have some experience talking with these agencies and trying to negotiate down. I think it's, it's doable on both sides.

NoAutopilot:

What is, and I know this is going to be a hard question to answer, but like, if these teams are gearing up and they want to allocate some budget to a content creator push, like what is a. And then if you can, like, what are the typical results seen from like views or like click throughs? I know it's like super dependent on the game and the marketing materials and all that, but

Jay:

as

NoAutopilot:

best you can.

Jay:

Right. No, no, it's a good question. You know, for Web3 creators and traditional creators, it's, it's definitely different. You know, there's, there's not that many people in Web3, but you know, the dollar goes a little bit further within Web3, especially if, you know, you can get them to buy a hundred dollar NFT versus a 3 spend in the app for a traditional creator. You know, I would say a good budget for Web3 creators, a small campaign. Anywhere between, you know, 5, 000, 10, 000. I think that's, that's a great spot to be in because you're going to be able to engage them for a few weeks, you know, getting them aligned up and doing some content and really spreading awareness over a few weeks to get, to drive some engagement and some users over to, to you. It definitely works. I've seen it before work very well and 5, 000, you know, a good amount of money. You can go way less than that and get a few of them, but with 5, 000, you could probably get a few of the larger creators. A ton of the smaller creators and get a full scope reach within Web3. Now on the traditional side, you know, I would definitely go a little bit higher towards 10, 20, if you really want to make an impact. You know, there's, if you do just think about it this way, there's hundreds, thousands of creators. A lot of micro creators at 10, 000. You're probably going to get a good amount of micro creators and maybe one like medium size creator. That's only that can only go so far. So if you're really trying to make a splash and get a retention, get a good retention rate for those 30 days is keeping those mid sized creators locked in for probably like a 30 day campaign around 10, 000 spend to 20, 000. I think that's a pretty sweet spot. If you can

NoAutopilot:

do more, of course. Okay. So I guess two, I have two questions, but I'll start with this one. So for, for balancing the types of creators, I know in the past as a founder, we were always like, yo, we got to get the Brysons. We got to get like the biggest content creators that we can imagine. But then like, to your point, one, they're super busy and because they're busy because they're good, they cost a lot, but then their audiences do kind of. Tune out a bit. Um, cause they just see so much. Whereas like smaller content creators where like their voice is super trusted by like a small group of people who are like in the niche. So I guess what I've, what I've heard is that you really want to have like the majority of your creators, say you're going to have 10, you want to have probably seven of them be. Kind of smaller, maybe two middle ones, like mid tier. And if you can swing it one, like larger tier, and that's like a good structure to follow. I guess, would, would you agree with that? Would you disagree with it?

Jay:

Yeah, I would agree with it in, in most circumstances. Um, but if you have the budget, there's something that I learned from my partner, uh, Miles, who I had founded with, um, at G plus new game plus with. And he's been in the talent representation industry for over 10 years working with, you know, a lot of like reality shows working with, and now he does primarily like gaming and, uh, representing those kinds of creators. What's really helpful is he represents Mystic7, which if you have been following along with Ready Player DAO, uh, he's a number one Pokemon Go creator. in the world. Um, so he's, he's great. He's really, really good at what he does. And, you know, he's got a really large community, um, where, yeah, they might not be as engaged as smaller ones, but if you have the funds to really engage the entire, like the entire genre, like, let's say you have some kind of creature collecting similar to Pokemon Go. It would be really helpful if you had the funds to engage maybe Mystic 7 once, but then really double down on the mid sized Pokemon Go creators, because most of them are probably going to watch Mystic, but they also will probably watch the mid sized creators. So maybe just engaging to get it on their feed once for Mystic 7, like the largest ones. And then doubling down on the medium size, the smaller size creators for a longer term engagement to continue that, that awareness. I think that's, that's a good rule of thumb.

NoAutopilot:

Very cool. Very cool. I like that. I like that a lot. All right. Uh, before I get into my, oh, Jeroby, you got a question?

JRP:

I do have a question and this is actually from kind of something I'm currently going through. When it comes to like, uh, reaching out to influencers in particular regions, like let's say LATAM, would you suggest like going through a traditional advertiser first to understand like what the actual reach and convergence can be and then push towards finding influencers within that niche? Is that something that You know, people usually do, or like, how do you expand to different regions outside of, you know, what we're currently all used to?

Jay:

No, that's a great question. And, you know, I think it's, it all comes down to, you know, what you're trying to get out of, you know, your, your marketing spend. Right? Most of the time when you're, when you're developing a campaign strategy, you'll probably be looking at what is the CPM I want to hit, which is like cost per melee cost per a thousand impressions. You want to keep that around like, you know, 20, 20, maybe 30, um, within the traditional market. So if you're going to be expanding to Latam or South America or your upper wherever, it's still going to translate to how much you're willing to spend on it. So I think it's okay if. You know, maybe they're making a little bit more of this campaign than they would usually do. But as long as you're keeping within your campaign spend and then maybe even exceeding it, I think that's always a good mark to hit. Just making sure you're keeping in line with your goals and your KPIs. But then, of course, you can always take it a step further to kind of look at the conversions of, of currency to, to see what the spend may be in other countries. Cool. Thank you.

NoAutopilot:

So we have A quick check on time. So we have six minutes. It's a thing of mine to always get our experts out at the agreed upon time. Don't want to monopolize that at all. So let's, let's cruise through some of these questions coming through from the discord. Uh, Philip, who's actually building on Arbitrum. Shout out to Philip. Philip said, what would you say is a good mix for a new project concerning Uh, influencers versus media PR.

Jay:

Yeah, that's a really good question. Media PR is, is tough because you know, things like, like Forbes or I would definitely say if you're building within web three, keep a focus on things like decrypt web three kind of newsletters. I think that, that, that can go really long way to be honest, Forbes and other things like the traditional really big, uh, media. PR hasn't really moved the needle a lot in past campaigns. It is nice to point to it. So if you have the money and you have a Forbes article, and that's, that's awesome. If there's any organic way of getting that, I don't know many people who have like the connection to do organic Forbes articles or similar, but media PR doesn't move it as much as it seems. I would say influencers and creators do, but smaller ones, if you were going to say like Raiden's, Gaming Chronicles, or some of the other creators newsletters within Web3 and Decrypt Media can

NoAutopilot:

definitely gain some awareness there. Nice name drops too, I'll have to take a look at these. So one of the questions, or my second question was around engagement. So I've seen a lot of teams give funds to a creator, creator makes a single video, and then like, everybody shakes hands and they walk away. It sounds like what you're recommending specifically for like those mid tier, smaller tier creators is more like a month long activation. I guess, can you walk us through how you would typically structure that? Like, are they posting one video a week? Are you paying them a set rate for each video each week, and then it aggregates to like a larger amount than they would have gotten otherwise? Yeah. A little bit more detail there would be great. Yeah, absolutely. You know, especially

Jay:

if you're thinking over a long term, I think it works because especially in web three, you know, Twitter, that's, it's a very small space to where if they're posting, you know, twice a week about something, multiple people are posting twice a week about the same thing. You're going to be like, damn, this is all over my feet. So I think it definitely helps if you have. A campaign where it's longer term and one video is great, you know, it might get some awareness, but keeping them engaged and keeping the audience to be like, it might take one, two, three, or maybe even four touch points for some of the audience to dive in and just click on the link. And it might not be that very first one. It could be four is definitely a better chance. So doing like, let's say over 30 days. Usually break it up into weeks, like Monday through Friday kind of sense, especially if it's web three, um, Monday through Friday is probably the most engaging or Monday through Thursday. Really? I would definitely say one to two deliverables per week per creator, and you can, you can go a long way with, and it'll be all over

NoAutopilot:

Twitter. That's awesome. So my last question to you is on content type. We've seen like a huge shift to like short form videos, your TikTok, YouTube shorts, even Twitter. I guess, would you prioritize the content type that these folks are creating as short form, long form, Twitter posts? Streams, like how would you mix that?

Jay:

That's a good question too. I think it depends on the creator. Like let's say you You notice that this creator is getting a lot of attention, but they only post threads. I mean, that's totally fine I wouldn't ask them to do a video. It's going to be different for every creator So if you want to focus on, you know short form videos And that's fine. I just wouldn't, you know, expect that creator to jump in. I wouldn't ask a creator who's mostly focused on threads, maybe long form videos, or just streams to try and do a short form video, it probably won't come out to the quality that you're expecting, probably the safer bet to do what they do best and what they get the most engagement on. So it's definitely based on how much reach and the engagement that they get on whatever they're, they're best at. And it could be a thread, could be their videos or streams.

NoAutopilot:

All right. So JRP has one last question. And then Jay, I want to give you time to. Direct the community to whatever you're working on, whatever you're excited about that you want them to follow along with. JRP says, what does conversion usually look like for a 10, 000 campaign from your experience?

Jay:

Yeah, that's a good question. I would say conversions are tough because especially if you're working with influencers, it is, it is really hard to link that directly with the conversions because you can lead them. I think what's, what's the quote? Like you can lead them to the water, but you can't make them drink. You can bring them to the landing page, bring them to the game. But if the game or the landing page or the onboarding isn't simple enough, then all of the people that you've brought to that point are not going to convert. And it's definitely on a case by case 10, 000. If we're looking for like traditional creators and, or maybe just a full scope reach, I definitely would stay within looking at the, the cost, the CPM, you know, staying around that 20 to 30. So if we're doing that and the easy way to calculate it is bend. So let's say 10, 000 and you want to say around 20 to 30, you're going to divide it by, that's probably around 200, 000, 200, 000 impressions. That's 50. So that's 500, 10, 000, 500, 000 impressions. And then you multiply it. So that would be, so this is how you calculate it. Your spend divided by impressions, multiply that by a thousand and that's your cost CPM. If you spend 10, 000 and you get. 500, 000 impressions. That's a 20 CPM. And that's, that's pretty solid. If you can stick around there, kind of stay around like a 2. 5 percent to 5 percent click through rate, then I think it'd be worth it. And then it's kind of just up to the, you know, up to you to, to close them from that point, get them there, at least get them to that percentage rate for the clickthroughs, get them to the landing page. And then.

NoAutopilot:

Close them. Alright, Jay, this has been tremendous. Thank you for hopping on with us and walking us through this. I'm sure there's other questions. How can folks follow along with you? What are you working on that you're excited about that you want to share with them? Well, yeah, first, I appreciate

Jay:

you for having me on here. This is, this is great. I appreciate the questions. You know, as I like walk through it, I learned some things myself as like, you know, we're building some campaigns out, some things that I need to keep in mind, just the basics to keep in mind. And it's great to be reminded of that. But for, for what I'm working on, definitely follow treasure at treasure underscore Dow and at play on treasure, you know, where there's a lot of really cool things coming up. We just launched the a list, which is kind of like a safe space for traditional large creators to jump into the treasure ecosystem, play some of the games and just explore web three without any risk or judgment from, you know, a larger community. It's just an easy way to jump into web three and explore it. There's a lot more coming, especially with treasure chain. But then of course, new game plus ng plus now we're parted with, with Juan over there and Austin at RevGG. We're doing some really cool stuff. We're going to be working with a few of the Arbitrum games. We're submitting an Arbitrum foundation proposal to build out a platform, a campaign management platform. So, you know, founders like people who may be listening to this can jump in and build their own creator campaigns alongside Rev, kind of just, just work together and. It's going to be really cool. So over the next six months, we're going to see a lot of stuff that I'm hopefully going to be working on. And yeah, just, you can follow on I'm ready player Jay on

NoAutopilot:

Twitter as

Jay:

well.

NoAutopilot:

There you go, folks. I see a couple of additional questions coming through may want to DM on Twitter or discord. But, uh, but again, Jay, thank you so much. Juan, thank you for being my co host as always. Everyone in the community, appreciate you showing up. Any last, uh, comments, questions, concerns, JRP? Yeah, anyone, feel free to, to shoot me a message. There you go. JRP, anything else on your side?

JRP:

Jay's a fucking legend, uh, all I gotta say, definitely connect, uh, if you, if you haven't already.

NoAutopilot:

Boom. There you go. Alright.

JRP:

IPowerHandler. com. So, you know, we'll, we'll see all each other at GDC, looking forward to it.

Jay:

Yeah,

JRP:

absolutely.

Jay:

Yeah. And if you guys haven't seen Rev, go, go follow Juan, um, go follow Austin. They're building something really cool there. They're, they're a killer team and a killer duo. So excited to see what they're building and we're partnered with them. So definitely have a lot of faith in them. All right, folks, that's it. Have a great rest of your day building

NoAutopilot:

and we'll see you in the next one. Peace.

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