Much of the discussion around press releases is about getting the most attention possible. It makes sense, given how competitive the Web3 space is and the myriad of benefits from a well-circulated press release. But what happens when you have too much of a good thing?
Web3 press release oversaturation is very much a possibility and can lead to more downsides than benefits for companies. As a Web3 business, you should know how to balance a good level of publicity without entering the realm of oversaturation.
What is Web3 Press Release Oversaturation?
Oversaturation, including in the Web3 space, refers to a situation where a product, service, person, etc receives so much publicity that the public becomes inundated and even tired of them. While you want your press release to be seen by many people, having it published on too many platforms and being seen too many times can cause some of the following issues:
Pushback from Customers
We’re only human, and when we keep seeing the same thing everywhere, we tend to have a negative reaction to it. Think of a song that plays on every radio station all of the time, or the same commercial you can’t seem to escape. There is a level of exposure to a Web3 business’s PR efforts that makes us curious.
There is also a level of oversaturation that makes us instinctively annoyed and even have a negative perception of the product/service before we give it a chance. For a Web3 campaign trying to convert, this is disastrous and counterproductive.
Perceived Inauthenticity
While consumers are well aware that the press releases and other such materials they come across are part of corporate efforts, too much of it can be taken as proof of inauthenticity. This is especially true in Web3, which thrives on creating authentic connections with customers and having organic community support. In simple terms, you could be seen as trying too hard and thus, not having a product/service that could secure industry support on its own merit.
Overblown Expectations
When customers are constantly exposed to promotional efforts that tout the benefits of your product/service, they might develop high expectations. After all, if all of this effort is being put towards pushing the Web3 project, then it must be very good, right? But these expectations might be so overblown that customers expect more than is reasonable. Then, when they do engage with your project, they will call it overblown or overhyped.
How to Avoid Oversaturation
Web3 press release oversaturation can ruin a PR effort and lead to wasted resources. As such, you need to know how to avoid it and make the most of your spending. Luckily, this can be done in the following ways:
Gauge the Appropriate Level of Exposure
In many cases, Web3 press release oversaturation results from miscalculating how much exposure the project actually needs. To avoid this, you’ll want to consider the right amount of exposure. Ask yourself how big an audience there is for this project and what platforms they use.
If you’re putting out a very niche NFT-powered game that has a potential audience of a few thousand people, you don’t need to publish your press release on dozens of platforms and run aggressive social media ads at the same time.
Chances are that the people who see the press release on these news websites will also come across the social media ad. If this happens too frequently, you might be perceived as overexposed, which is the opposite of what you want.
Choose the Right Platforms
You can also avoid overexposure by choosing the right platforms that target the niche of people you’re looking for. A mistake that Web3 businesses often make is targeting the platforms with the biggest reach instead of the ones with the most audience synergy. As you’ll see from our packages, some sites might have less of a readership, but will work very well for certain projects better than the more popular ones. By concentrating on these platforms, you will likely secure better results.
Choose the Right Frequency
Perhaps the biggest way that web3 businesses cause oversaturation is by pumping out their press releases at too high a frequency. Having the same press release published multiple times, running the same ad for months on end, and overall being in the public’s face for too long is the quickest way to avoid them. As a rule, we recommend publishing a press release only once or twice on a single platform.
Anything more can come off as spammy, which is the last thing you want. You also want to time how often your business will find itself in the news cycle. Oftentimes, the public needs a bit of time to miss your project and not feel overwhelmed. If you did a big product rollout that saw you plastered everywhere in the Web3 space for a month, you may want to take a few months of being relatively quiet before you start another PR cycle.
Not only does it give the public a mental break, but it also gives you time to gauge the response to your last PR effort and see where possible improvements can be made.
Closing Thoughts
Web3 PR is especially tricky when it comes to balancing customer attention. While you want as many people as possible to see your press release, you don’t want to push it so hard that the public gets overwhelmed by you. Luckily, there are several steps that can help to strike this balance. First, you want to choose the right platforms that target the niche you want to reach. You also want to monitor how often you issue press releases and other PR-related content. Too infrequently might prove to be ineffective, and too often might overwhelm your audience.
If you want to make the most of your Web3 press releases, reach out to us here at BTCWire, and we’ll get started.