Several spot Bitcoin (CRYPTO: BTC) ETF issuers, such as BlackRock Inc (NASDAQ: BLK), Ark Invest, VanEck and Grayscale, are launching TV commercials advertising their Bitcoin exchange-traded funds, which attracted over $4 billion in trading volume on the first trading day.
Bitcoin ETF Marketing Battle Begins
The hard work for investment funds has only just begun. The evidence of that is in the flurry of TV commercial releases advertising the new Bitcoin ETFs that have been making the rounds on social media. They welcome Bitcoin on the big stage of asset classes as the funds start their marketing push toward a new demographic of potential investors.
The difference between these commercials and those of crypto-native firms – FTX comes to mind – is notable. Here is the ad for BlackRock’s iShares Bitcoin Trust (NASDAQ: IBIT):
� BlackRock releases new spot #Bitcoin ETF advertisement 👀 pic.twitter.com/bNs6yfyfRq
— Bitcoin Magazine (@BitcoinMagazine) January 14, 2024
Other ETF issuers went for a more “digital touch,” highlighting how different age groups perceive Bitcoin differently. Ark Invest’s ARK 21Shares Bitcoin ETF (NASDAQ: ARKB) played on this theme in its commercial:
� ARK 21Shares releases new spot #Bitcoin ETF commercial 👀 pic.twitter.com/mWjFHv1xph
— Bitcoin Magazine (@BitcoinMagazine) January 13, 2024
Notably, VanEck, a fund that has received much praise from the crypto industry for its grassroots marketing, went for the “explain Bitcoin to your parents” angle in its VanEck Bitcoin Trust (NASDAQ: HODL) commercial:
JUST IN: � VanEck releases new spot #Bitcoin ETF commercial 👀 pic.twitter.com/ew4ErLKNhj
— Bitcoin Magazine (@BitcoinMagazine) January 12, 2024
Why Bitcoin ETFs Won’t Sell Themselves
Experienced crypto investors know: if your coins have good marketing, you are onto a winner. In that sense, Bitcoin is no different than your favorite dog-themed meme coin.
CryptoKaduna, a well-regarded influencer in the space, tweeted a picture of BlackRock CEO Larry Fink, dubbing it: “Dev paid for marketing. Steady lads.”
The rationale for this push is clear: investment funds find themselves in a cut-throat race to the bottom on fees, with several funds slashing fees to sub-0.5% or waiving them altogether in the early stages.
“Shark Tank” star Kevin O’Leary’s…
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