As a researcher with over a decade of experience in strategic communications and product marketing, I have witnessed firsthand how effective messaging can be in shaping public perception and driving outcomes. The 2024 US elections have provided us with an unprecedented masterclass in persuasive communication, and the crypto industry could greatly benefit from adopting these tactics to win the “people’s vote” once more.
As an analyst, I’ve found the 2024 US election campaigns to be a fascinating study on mobilizing a vast electorate towards choosing their nation’s leaders. In just a short span, sentiments have ebbed and flowed with each candidate stepping onto their campaign paths, making pledges to voters on topics like immigration, cost of living, and reproductive rights.
From spreading memes about migrants eating cats and dogs and the humorous “coconut tree” remark to the decisive role of lobbying regulators, the similarities between pushing political messaging and crypto narratives are difficult to ignore.
In the world of cryptocurrency, there’s no lack of impactful slogans. One such phrase that stands out in the annals of crypto history is “The Times 03/Jan/2009 Chancellor on the brink of second bailout for banks,” which was embedded in the initial block of Bitcoin (BTC). This message serves as a testament to the potent messaging that has played a significant role in driving the crypto industry. To reclaim popular support, the crypto sector could benefit from examining fundamental communication strategies we observed during this year’s elections.
Tapping into the psyche of the masses with memes
This election season, using memes as a part of political communication strategies has enabled candidates to connect with their constituents more effectively and potentially modify their views.
In July, singer Charli XCX took to her almost 3.7 million followers on X to endorse Kamala Harris with a three-word X-post, “kamala IS brat.” Brat was an album launched by Charli XCX, with notable colors of neon lime green and black. The Harris campaign quickly adopted the theme into their campaign color scheme, resulting in the “Kamala is brat” meme exploding across the web and TikTok, introducing a new cultural reference that positively shaped discourse. This is particularly significant for young and new voters who are increasingly getting their news through social media, according to Pew Research.
In the realm of evolutionary biology, memetics delves into understanding how concepts, actions, and cultural trends propagate. The playful nature of this field enables people to grasp challenging or disconcerting political realities in a more palatable format. This, in turn, influences voter sentiments at an emotional level.
Cryptocurrencies have found success in unique ways, such as through the use of meme-based coins like Dogecoin (DOGE), Shiba Inu (SHIB), and Dogewhathit (WIF). These digital currencies capitalize on internet memes to foster a sense of community and generate excitement. Just as political memes disseminate ideologies, meme-coins propagate economic concepts using humor and increased social media interaction.
To keep the industry fresh and engaging, there should be a resurgence of memes that appeal to a wide range of users. Previously successful memes such as ‘diamond hands,’ ‘WAGMI‘ (we all will make it), and ‘HODL’ (hold on for dear life) have been instrumental in spreading crypto-related beliefs rapidly. To remain significant and connect with diverse audiences once more, the industry should create new memes and capitalize on emerging trends.
The use of emotional and purpose-driven messaging
Political campaigns serve as demonstrations of the impact of passionate, principle-based communication on followers.
Donald J. Trump’s campaign relied heavily on assertive declarations that seem to strike a chord with themes of power and national pride. One of the most well-liked was his “Make America Great Again” (MAGA) motto. His allure is tied to the psychological inclination in American culture for an antihero persona, who embodies someone fearless and unafraid to break free from conventional political norms and challenge established systems. This was encapsulated in Trump’s cry to “fight, fight, fight!” which gained traction following the assassination attempt in July, symbolizing resistance and determination.
In simpler terms, the comparison here is that, when communicating with regular users about web3, it’s more effective to use language that evokes purpose rather than complex technical terms. Mert Mumtaz, who leads Helius Labs and is a well-regarded figure in the crypto world, does this by using straightforward and emotionally compelling language. His insights, focusing on current trends and recent happenings, help establish him as a trusted voice for Solana (SOL) and blockchain technology overall.
Just as political campaigns often capture voters’ attention with catchy phrases that resonate with their beliefs, web3 projects and their leaders should emphasize the use of impactful slogans that forge an emotional bond, thereby increasing support from a broader community.
Lobbying to engage policymakers more seriously
In this year’s elections, lobbying significantly influenced the political landscape, particularly when health advocate Calley Means facilitated meetings between Donald Trump and Robert F. Kennedy Jr., Republican and independent presidential candidates respectively. This encounter led to RFK withdrawing from the race to back Trump’s campaign, sparking the MAHA (Make America Healthy Again) movement, which could potentially impact the final election results.
After the fall of FTX, the U.S. cryptocurrency sector has faced increased regulatory scrutiny towards its companies. It’s now becoming increasingly clear that money plays a crucial role in shaping political decisions. To ensure the industry’s concerns are addressed within the walls of Congress, lobbying efforts have become essential.
Over the past two years, there has been a significant increase in efforts aimed at improving the cryptocurrency regulatory landscape within the United States. As of October’s midpoint, political action committees specializing in crypto have expended more than $134 million to influence voters to support Congress members who favor cryptocurrencies. This week alone, the CEO of Coinbase, Brian Armstrong, declared an additional $25 million investment for the Fairshake PAC ahead of the 2026 midterm elections, with the goal of electing candidates who are pro-crypto.
Proceeding with this approach by American corporations might trigger substantial changes in U.S. policies, making cryptocurrencies more accepted among local users. This acceptance could create a wave of impact that extends beyond the U.S., influencing global attitudes towards crypto as well.
2024’s U.S. elections showcased effective communication strategies that crypto projects could emulate. As the focus in our industry moves from infrastructure building towards expanding consumer applications across diverse sectors, these communication methods will become more crucial for convincing users about why they should opt for your products over numerous other options available to them.
Debra Nita, serves as the associate director and head of growth at YAP Global, a specialized PR agency focusing on cryptocurrency. With more than a decade under her belt in strategic communications and product marketing, Debra assists prominent crypto and web3 projects in garnering public attention and establishing their credibility through high-profile media features, leadership, and storyline creation. Her areas of proficiency encompass layer-1 blockchains, rollups, decentralized finance, zero knowledge and cryptography, as well as stablecoins. Debra has also made appearances as a speaker and judge at notable crypto events such as ETHDenver, Mainnet in NYC, ETHToronto, and ETH Kuala Lumpur.
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2024-11-03 14:08