Hi NEAR community ,
I’m excited to share this proposal with you to grow NEAR’s Gen Z audience on short-form platforms.
Personal-wise ( Pooria ): Content Creator for more than a year, creating about Web3 x AI x Creator Economy. LinkedIn to begin with and expanded to short-video platforms like TikTok, IG Reels, YouTube shorts, Pinterest Pins, Lenstube, and Snapchat spotlight.
Collaborated with NEAR Canada and held a local meetup for +25 people in Vancouver, presented NEAR in 15 minute presentation, and onboarded them by directing them to create a .near wallet and joining NEAR Hacks.
Community-wise: Pooria and Bahar co-founded BeeHouse DAO to build a community of Web3 creators living digitally: learning, collaborating, and creating meaningful content for the space.
BeeLoud is the podcast where we recorded everything in public.
And Nectar our recent portfolio company is a Web 3 Protocol/Creator-first service that solves the biggest problem of content today: indigestible, long, and often boring long conversations turned into byte-sized, viral clips.
Right now, Nectar is working with Across Protocol and onboarding x3 Web 3 media a month.
Links
Twitter Space Audiogram for Across Protocol
Podcast clip on Instagram for Decrypt
Lens Protocol UGC for TikTok (>450k view in a day)
Metadads collab NFT project promo
What
Growing NEAR’s Gen Z audience on TikTok, IG Reels, and YouTube Shorts
Why:
NEAR protocol’s official account has zero short videos and zero audience on the short video platform of the young generation with over 1.5 billion active users, TikTok.
Despite the good quality of content of NEARCon and Events Long videos on NEAR’s YouTube channel, these videos are not accessible or digestible because of the length of up to 8 hours and lack of professional editing.
This has been a lost opportunity for NEAR Protocol.
But not anymore we want to change that.
How:
1 - By repurposing NEAR’s existing YouTube channel long videos to short, engaging clips optimized for TikTok
2 - Recording and editing new short videos for TikTok. Such as, explanatory videos and short interviews with previous hackathon winners, presenting NEAR projects and dApps, highlighting founders and community members…
Goal:
Our goal is to grow the NEAR audience primarily on TikTok and cross-posting to IG reels and YouTube Shorts by consistently posting a combination of repurposed videos and new content optimized for short-form video platforms
Duration:
Community building and growing audience on TikTok requires consistent posting of optimized content.
For now, we can post for one month, analyze, then apply the feedback for the following month.
KPIs:
Following growth rate: 2% - 7%
Average Comment per post: 2-5
Average engagement rate by views per post:3%-7%
Average watch rate: 10%-17%
Number of views per follower: 10% - 50%
The total number of published videos: 7-10 per week
Number of new NEAR wallets: 5 - 25
Number of new and engaged NEAR community members: 5 - 25
Deliverables
1) Repurposed short clips optimized for TikTok, IG Reels and Shorts
Quantity: 20
Plan: Repurposing up to 5 hours of content from NEARCON 2022 like this into 20 short videos (20s - 3 min), including -
Watching and analyzing 5 hours of content at least once, taking notes and highlighting key shareable moments, combining different segments for a uniform story flow, transcribing, adding subtitles, background music/sfx, graphics, jump cuts, and transitions…
Cost: $50 per short clip
$50 x 20 = $1000
Content → Video → Clips → $1,000
- New content optimized for TikTok, IG Reels and Shorts
Quantity: 10
Plan: Researching, scripting, interviewing, and editing 10 new short videos with a duration of 20s - 3 min including the following
x2 NEAR’s projects/dApps (Pulsar Finance, @Hack-a-Chain, Human guild,NEAR Social widgets…)
x2 NEAR’s projects founders/hackathon winners interview
x2 What problem does NEAR solve (explanatory)?
x2 NEAR’s opportunities to get involved (community, devs, grants…)
x1 NEAR’s journey (how did it start, community stories, NEARCON highlights…)
Cost: $200 per video
$200 x 10= $2000
Content → Video → new clips → $2,000
- TikTok Account Management
Quantity: for 30 short video post
Plan: Caption and hashtag creation, content scheduling, engaging with accounts, responding to DMs and comments.
High quality videos will be provided for foundation and other projects’ social if they want to post it on their channels
*As the channel is not available for community members to work with, we can use the dedicated Web 3 channel on TikTok (@NEARGenZ)
Cost: $500
Social Media → TikTok → $500
Total cost → $3500 USD
pooria.near
@marketingdao-council @Dacha @cryptocredit @Klint @satojandro @so608
Note: We were aiming to grow NEAR’s official TikTok account. However, as that’s not available for community-use, we can use our dedicated account to build NEAR’s Gen Z Audience on TikTok.
All the repurposed videos and short videos that will be made can be posted on NEAR’s Twitter, YouTube Shorts, and IG reels by NEAR Foundation’s Marketing team or we can also help with cross-posting them.