Across both campaigns, the project delivered the following combined results:
| Metric | Combined total | average per post |
|---|---|---|
| Videos Published | 37 | - |
| Total Impressions | 569,106 | 15,384 |
| Unique Views | 177,852 | 4,807 |
| Total Engagements | 34,883 | 943 |
| Engagement Rate | 6.13% | - |
| Reposts | 1,602 | 43 |
| Replies | 1,035 | 28 |
| Likes | 12,958 | 350 |
These numbers represent significant reach within the crypto social media ecosystem. To contextualize: an engagement rate above 3% is considered strong for crypto content on X, and we achieved an average of 6.13% across both campaigns.
| Metric | Campaign 1 (Hong Kong) | Campaign 2 (Toronto) | Change |
|---|---|---|---|
| Videos Published | 20 | 17 | -3 |
| Total Impressions | 224,134 | 344,972 | +53.9% |
| Unique Views | 76,117 | 101,735 | +33.7% |
| Total Engagements | 16,690 | 18,193 | +9.0% |
| Engagement Rate | 7.44% | 5.27% | -2.17% |
| Reposts | 709 | 893 | +26% |
| Replies | 525 | 510 | -2.9% |
| Likes | 5,617 | 7,341 | +30.7% |
| Avg views per video | 3,806 | 5,984 | +57.2% |
| Avg engagements per video | 835 | 1,070 | +28.1% |
You can find the detailed content performance metrics from both events here:
Key Performance Insights
1. Reach Growth Campaign 2 achieved a 54% increase in total impressions and 34% increase in unique views compared to Campaign 1. This growth demonstrates improving efficiency in content distribution and suggests that recognition built during Campaign 1 helped amplify Campaign 2's performance.
2. Engagement Rate Trade-off While Campaign 2 achieved higher absolute reach, its engagement rate (5.27%) was lower than Campaign 1 (7.44%). This might reflect a shift toward news-driven content in Toronto, which tends to be widely reshared but generates fewer comments and conversations than entertainment-focused shorts. The trade-off suggests that different content types serve different purposes: news builds reach and authority, while creative content drives deeper interaction.
3. Content Efficiency Despite producing fewer videos in Campaign 2 (17 vs 20), average performance per video improved significantly: +57% views per video and +28% engagements per video. This indicates more strategic content selection and improved quality over quantity.
4. Amplification Success The 26% increase in reposts between campaigns demonstrates improved virality and network effects, particularly when content featured high-profile figures like Charles Hoskinson or was tied to timely announcements like Midnight activations.