The crypto space is innovative by design: everything from the blockchain technology that powers digital currencies to the very concept of decentralized finance they propose comes to challenge the norms and creates new ways for addressing old issues, reflecting the ecosystem’s disruptive nature. So, it’s only natural that the marketing strategies that blockchain and crypto companies employ are just as creative and progressive as every other aspect of the industry. Case in point: crypto airdrops.
If you’ve been paying attention to what’s been happening in the crypto market, you may have noticed that airdrop news is everywhere. One may wonder why crypto needs any marketing at all since it’s been dominating the headlines for years now. Digital assets have been so widely discussed that they often feel inescapable – you couldn’t ignore them if you wanted to. Given all the buzz around crypto, you may think there’s no need for airdrops to add to the pile.
However, one should not ignore the fact that as the market has expanded, competition has also increased substantially. There are so many different cryptocurrency projects available right now and plenty of others waiting in the pipeline that, without a solid marketing strategy, even the most interesting and original projects can go unnoticed. That’s where crypto airdrops come into play, so let’s see what they entail and how they can help.
The basics
Crypto airdrops refer to the free distribution of digital tokens or coins by a blockchain or crypto company to users when they launch a new project. The purpose is to boost awareness and circulation of the coin in question ahead of its public listing. The assets are sent directly to select accounts, making it seem like they fell straight from the sky and right into users’ wallets.
This has become a very popular marketing strategy commonly used in the crypto space, as it creates value for both sides. The process is pretty straightforward as it implies a few simple steps. The developing company uses various channels to spread the word about their airdrop, including their official website and social media channels, as well as dedicated forums and news sites. These are the places people should check if they want to be the first to know about an upcoming airdrop.
After checking the eligibility criteria, the interested parties can join the airdrop by submitting their wallet addresses on the project’s official registration page. Some projects may have certain requirements or ask applicants to conduct specific tasks in order to qualify, such as holding a certain amount of a specific coin or using a protocol, swapping tokens, joining groups, or signing up for newsletters. The project then verifies if the applicants meet the eligibility conditions, and if everything is in order, it sends the tokens to their wallets.
Many popular crypto projects have employed airdrops as part of their promotional strategy. For example, Uniswap (UNI), Stellar (XLM), and Arbitrum have all taken their first steps in the market, aided by airdrops.
Benefits all around
In true crypto spirit, airdrops are a direct marketing strategy that eliminates intermediaries and brings projects and participants closer together. The resources that one would normally allocate to promote the project through traditional marketing methods go straight to users via blockchain-powered transfers. In doing so, crypto companies bring their projects in front of their target audience, increasing their visibility and encouraging users to join in, while users gain exposure to the assets they’re interested in and get to build their portfolios with minimal effort.
This approach also creates a much more authentic and synergetic relationship between crypto initiatives and audiences, encouraging communities to develop organically. By putting tokens directly into the hands of people, companies provide a simple and clear path for them to jump on board a project and support it from the very beginning.
It’s, therefore, obvious why so many companies resort to airdrops as a primary marketing technique. It’s a fast and straightforward way to spread awareness of new projects and help them gain traction in an increasingly competitive industry. People love receiving things for free. So, when a crypto enthusiast gets their hands on a brand-new token, it motivates them to explore the project in greater detail, which enhances engagement.
Different types of crypto airdrops
It’s important to mention that not all crypto airdrops are the same. Based on their scope, criteria, and the distribution methods they employ, they can be divided into the following categories:
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Standard airdrops – the simplest type of airdrop, where everyone can receive free tokens only by expressing their interest in the project and providing a valid wallet address or, in some cases, by performing simple tasks like subscribing to social media accounts.
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Exclusive airdrops – with exclusive airdrops, eligibility criteria are more restrictive. These are available only to certain individuals, usually based on their previous activity in the market, such as the time spent on a project or the number of social media interactions.
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Holder airdrops – as the name implies, this airdrop category automatically rewards users who own a specific token with new tokens. The number of assets they hold also impacts the size of the reward.
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Bounty airdrops – the main requirement in bounty airdrops is completing different promotional tasks, like creating content or social media posts about a project to spread awareness.
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Raffle airdrops – a raffle airdrop is exactly what it says on the tin: an airdrop that includes a raffle element, creating opportunities for users to gain tokens based on both task completion and luck.
Safety concerns
Airdrops have become extremely popular among crypto companies and users alike, but their growing popularity also poses safety concerns. Market participants have to be careful when engaging with crypto projects and learn how to protect themselves against fraudulent schemes disguised as legitimate airdrops. Through research of the companies offering the airdrop and the project they’ve developed, creating a separate wallet for airdrops and keeping private keys private are the main strategies one should employ to stay safe and avoid negative experiences.
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