'Find your niche, make it original, and add value'

“Anyone can do this, not everyone can.” These words from Avery Akkineni, Chief Marketing Officer at VaynerX, set the tone for a conversation on how to thrive in the crowded world of digital content creation.

Speaking at the Crypto Content Creator Campus (CCCC) conference, Akkineni offered The Crypto Radio listeners valuable guidance on blending mainstream and crypto-focused strategies to engage audiences effectively.

Universal principles for success

When asked about the differences between mainstream and crypto content, Akkineni suggested the principles aren’t as different as they may seem. “I think a lot of the same principles apply,” she explained. “Engaging hooks, great thumbnails, variety from a scenery perspective, things like tone of voice, delivery, pacing, and understanding platform algorithms are applicable whether you're creating for a major brand or a niche crypto audience.”

In essence, the key to great content lies in presentation. Whether it's a mainstream advertisement or a deep dive into blockchain technology, making content visually appealing and platform-friendly is crucial.

Protecting brands

Akkineni also stressed the importance of caution for brands operating in the volatile crypto market. “Almost all the web3 initiatives we’ve done with brands haven’t been financial in nature. They’ve focused more on collectibles, loyalty programs, and similar concepts,” she said.

This approach minimizes risks while still leveraging the innovative potential of blockchain technology. Akkineni pointed to the recent integration of MoonPay into Venmo as a noteworthy development, suggesting it could open the door for simpler consumer-to-consumer crypto transactions.

Mastering social media

In today’s unprecedented era of social media, content has the potential to reach millions in ways that were unimaginable just a decade ago. “You could make a video today about your time at CCCC,” Akkineni noted, “and if it has the right tone and hook, millions of people could see it.”

However, success often hinges on understanding the unique preferences of each platform. For example, Instagram favors a 4x5 aspect ratio for visuals, while other platforms prioritize different formats and styles. Tailoring content to fit these nuances can make all the difference in reaching the right audience.

Making sponsorships work

Shifting gears, Akkineni shared her thoughts on integrating sponsorships effectively—a lesson that applies to financial and crypto brands alike. “Anyone can sponsor something, but very few sponsorships are thoughtfully integrated into a broader marketing plan,” she said.

She highlighted well-executed sponsorships like Duracell’s battery-themed car for Williams Racing and Charlotte Tilbury’s pink Formula 1 car. These examples show how creative, targeted sponsorships can enhance brand visibility and resonate with diverse audiences, including women—a demographic often overlooked in sports marketing.

Standing out in the content crowd

For content creators aiming to carve out their place in the crowded digital landscape, Akkineni’s advice is clear: “Find your niche, make it original, and add value.”

She shared examples of creators who succeeded by embracing their uniqueness, whether it was offering insights from Bulgaria or creating engaging content in Italy. Authenticity and a clear purpose, she explained, are what truly set creators apart.

From creating visually striking content to navigating the challenges of crypto marketing, Akkineni’s insights offer valuable lessons for brands and individuals alike. The key is to remain adaptable, understand your audience, and focus on delivering something that stands out—whether you're targeting a crypto-savvy crowd or a general audience.

 

Listen to the whole interview on The Crypto Radio's live player or in the Thought Leaders podcast.