CoinMinutes' Strategy for Growing Its Social Media Presence
Social media is not just a good thing in the cryptocurrency world—it is a must. At CoinMinutes, this is what we have experienced.
We were new in 2021, and our Twitter was like a desert with no signs of life. We used to post extremely technical content that even if someone reads it, he/she wouldn't understand it and we used to ask ourselves why after 4 months we only had 50 followers. The situation now is completely different and social media is the main source of our engagement and traffic.
So what changed? We ceased to ignore social media and we actually had a plan. Without any lies, this is how we did it.
The Importance of Social Media for Crypto Brands
Crypto has a trust problem. When people can't decide if something is the future of finance or a total scam, they look for signals of credibility. Social media provides those signals.
A 2024 DigitalCrypto survey found 64% of crypto website traffic comes directly from social platforms. Even more telling, 71% of users check a brand's social accounts before trusting them with any interaction.
During the market crash in early 2024, our Twitter traffic jumped 218% in 48 hours. People weren't looking for price updates—they needed someone to explain what was happening in normal human language.
"Social media isn't about promotion for us," explains our CEO. "It's about being present and helpful when people are confused or worried. That builds more trust than any marketing campaign."
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Defining Clear Goals and Target Audiences
How we use each platform is like knowing each platform is a different world with its own rules:
Twitter is where we find the most up-to-the-minute news and views from the outspoken and fast-moving community of traders and cryptocurrency lovers. Essentially, we use it to bring readers to our long articles.
Our YouTube channel aims at those beginners and intermediate users justifying their preference for learning by listening and watching. The visuals in our explainer videos make even the hardest concepts to understand.
We communicate on Reddit with developers and tech-savvy users who want detailed discussions about the protocol and how it is technically implemented.
Instagram is a tool used to reach out to industry experts and potential business collaborators who are more interested in deep research than getting trading tips.
It was a revelation to us that each platform housed a different audience with distinct needs. Our content director Sarah saw engagement double when we started tailoring content specifically for each platform and audience segment.
Each platform is its own world—understanding your audience opens the path to real engagement.
Creating Engaging Content That Actually Works
We tried out a lot of different ways to create content. The following is what actually works:
Adding visual elements significantly increases user engagement. Posts with original graphics have 38% more interactions than those with text only. We use visual branding in a consistent manner so that our content stands out without any doubt.
To perform better, complex topics should be explained simply instead of going deep into the technical side. Moreover, even those with a high level of competence appreciate the clarity of the explanations. As a Reddit user put it: "I've been in crypto since 2016 and CoinMinutes crypto is the first place that explained rollups in a way that I actually got it."
On the other hand, interactive elements can increase user engagement by three times. Polls, questions, and calls for community input lead to 3.2x more comments than other types of posts. We had the most successful Twitter thread when we just asked people to tell us their biggest crypto confusion—it got 400+ comments and became the source of new content for a whole month.
Presenting facts adds trustworthiness to the content. We share market statistics, on-chain analytics, and research findings as a rule. Our explanations supported by data during times of market volatility get 78% more shares than opinion pieces.
Community Engagement: Conversation, Not Broadcast
Social media can be unsuccessful if used as a one-way broadcast channel. Our accounts, which perform best, put the focus on conversation.
We answer 87% of the questions we receive within four hours. Such a response rate increases follower retention to a great extent—users who get replies are 5.7x more likely to interact with future posts.
Weekly AMAs (Ask Me Anything) sessions open up planned avenues for engagement. These occasions lead to 5x our average engagement rates and reveal what our audience is interested in or worried about.
In the middle of all the protocol update discussions last quarter, our community manager Lisa observed a very interesting thing: "The forum that started with a few questions soon became a user guide written by the community members themselves. They're exchanging knowledge to understand the changes better. No other official communication can build trust as much as that kind of interaction."
Measuring What Works and Adjusting Quickly
Every decision is data-driven. We monitor key metrics for various platforms and utilize the insights to improve our strategy.
By means of testing, we have identified certain patterns that lead to higher performance:
- Posts about market analysis are most effective if they are published less than 30 minutes after a significant price change
- Educational content attracts more engagement if it is released on a weekend morning when people usually have more time to learn
- The duration of people watching a video is 2.3 times longer than that of reading a text on the same topic
- Adding a question to the title of a post increases the number of interactions with tweets by 27%, whereas the number of clicks on LinkedIn decreases
We hold monthly performance reviews, which result in changes in our strategy. When the data informed us that the audience was moving from desktop to mobile viewing, we changed our video content to vertical viewing, which led to completion rates going up by 34%.
Ensuring Compliance Without Killing Creativity
Cryptocurrency content has to deal with extraordinary legal restrictions. A compliance checklist is applied to every single post before it is published:
- Not giving advice or recommendations on investments
- Not making predictions of prices
- Put clear disclaimers in educational materials
- Fully disclose the relationships with the companies
- Information must be technically accurate and verified by experts
Our compliance officer Jennifer created this system just for crypto social media: "The rules for traditional financial media didn't completely fit, while a lot of the crypto-native methods were missing the safety features. Our method is the combination of the regulator's requirements and the need for compelling content."
Creativity and compliance—when they work together, everyone wins.
Our Method Proven By Actual Results
The approach has yielded figures that can be tracked:
- Growth of audience of 124% across all social media channels in 24
- Increase of 87% in referral traffic from social media to the website
- Improvement of 43% in brand trust metrics in industry surveys
- 5.8x growth in community-generated content and conversations
One user said: "Most crypto Twitter accounts feel like they're either promoting something or using an alien language. CoinMinutes really just explains the things without making me feel dumb for not already knowing."
Conclusion
Social media success in crypto is not just about how often you post or how many followers you have. What really works is giving your audience clear and useful information exactly when and where they need it.
Basically, we rely on each platform-specific strategy, understanding the target audience, content quality, real engagement, and data-driven optimization. Along the way, we have made a lot of mistakes–remember our three-month Instagram campaign that didn't result in one single conversion?–but every failure gave us a lesson.
Since the way platforms and audience preferences change, we will also adapt our strategy. Nevertheless, the core principles of providing value, earning trust, and nurturing community will always be our guiding light no matter which platforms are ahead in the future.
Find More Information: Coinminutes Cryptocurrency: Daily Market Highlights
