Crisis Content Engagement

Shaan discusses how crisis events in crypto create a short-term content engagement opportunity, while potentially damaging long-term audience retention. This insight comes from his experience running Milk Road, a crypto newsletter.

Key Points:

• Crisis Engagement Spike:

  • Record open rates during major crypto events/crises
  • People highly engaged with play-by-play coverage
  • Similar to other crisis events (like Ukraine coverage)

• Short-Term vs Long-Term Effects:

  • Short-term: High engagement and attention
  • Long-term: Industry damage leads to audience drop-off
  • Engagement likely to decline after 3 months when crisis coverage ends

• Industry Impact:

  • Breaking customer trust sets industry back years
  • Audience becomes disillusioned after crisis
  • People stop following crypto news as intensely
  • Similar pattern to how Ukraine coverage peaked then declined

• Business Challenge:

  • High current engagement doesn't translate to long-term success
  • Need to plan for post-crisis audience retention
  • Industry damage affects all crypto content creators