Crypto brand strategy that tripled engagement on X/Twitter and Reddit
Milo Credit offers crypto-backed mortgages and loans, so people can buy U.S. property without selling their Bitcoin. I ran its content and engagement on X/Twitter and Reddit, publishing 10 to 14 posts a week and replying in crypto and real estate conversations every day.
- Content strategy
- Threads
- Podcast clips
- Community engagement
- Reporting
average post engagement
organic community replies on X/Twitter, up 175%
of profile visits came from replies, not posts
impressions on the top thread, with 100+ profile clicks
Make complex crypto lending feel clear and safe for long-time Bitcoin holders, without hype.
Content strategy
Four pillars, one weekly calendar
Every post had a pillar and a goal: engage, educate, convert or advocate. Post times came from the account's own active-hours data. 10 to 14 original posts went out every week.
The calendar
One real week
March 10 to 15, 2025
Every slot had a format and a goal.
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Weekly content calendarWeek 4
| Day | Post | Format | Goal |
|---|---|---|---|
| Monday | Milo Dictionary: Rehypothecation | Visual | Educate |
| Monday | Key takeaways from the White House Crypto Summit | Thread | Engage |
| Tuesday | Success story: refinancing short-term rentals | Visual | Convert |
| Tuesday | Interview clip | Video | Engage |
| Wednesday | FAQ: how are loan payments structured? | Visual | Educate |
| Wednesday | Bitcoin as a strategic asset | Thread | Engage |
| Thursday | Did you know? | Visual | Educate |
| Friday | Clip from the last X Space | Video | Engage |
| Saturday | Crypto mortgage vs traditional mortgage | Visual | Educate |
X/Twitter threads
Complex finance, one tweet at a time
Hook, insight, explanation, then a call to discuss. Each tweet stayed short and leaned on facts, opportunity cost and trust over hype. Here's a six-tweet market thread on the Bitcoin weekend bounce.
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Published
Topics the threads covered
Threads opened with a clear claim, then walked through the numbers. This one explained why wrapped Bitcoin costs DeFi borrowers more than they think.
Topics
- What is a margin call?How crypto lending protects borrowers.
- Do not sell to buy propertyWhy Bitcoiners can keep their coins.
- BTC as a down paymentReal assets without liquidating.
- DeFi vs Bitcoin-native loansThe hidden costs of wrapping.
- Long-term holdersWhy 63% of Bitcoin has not moved in a year.
- The $500B wipeoutReading a volatile week.
From the drafts
A 20-tweet explainer on shorting crypto
Written in a shared doc, then scheduled.
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Visuals and video
One image per idea, one interview into ten clips
Each thread had its own concept image, made with AI image tools in Milo's navy and yellow. When Milo's CEO went on The Charlie Shrem Show, I turned the episode into 10+ short clips for X/Twitter.
How the clips were made
- Find the moments30 to 60 second bites on Bitcoin-backed mortgages and holding sats.
- Clean and cutAdobe Audition for audio, CapCut for edits and captions.
- Brand itCanva layouts in Milo blue and yellow with a waveform.
- Time itPosted around Bitcoin price moves and news.
X/Twitter engagement
Replies did most of the work
A mascot voice for an ad-averse community
The brand account kept getting flagged, so engagement moved to a mascot account, Deco, with 4 to 6 useful comments a day on financing, down payments and tax questions.
Reporting
Every reply logged
Separate tabs for Reddit and X/Twitter: date, community, topic, link and engagement. The data showed which subreddits and topics to double down on.
Research
What the competitors were doing
Three crypto lenders on X/Twitter
What worked for each, and what Milo took from it.
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Competitor scanStart of the contract
| Competitor | What worked | What Milo took from it |
|---|---|---|
| SALT Lending | Bitcoin-first conversation on X/Twitter | Join $BTC talk daily |
| Ledn | Short video explainers and executive-led market takes | Podcast clips and founder voice |
| Arch Lending | Podcasts and weekly recaps | Daily recaps and market threads |
The brand earned attention in other people's conversations, not just on its own feed.
What I delivered
- Content strategy and pillars
- Weekly content calendar
- X/Twitter threads and explainers
- Concept visuals
- Podcast clips
- Daily X/Twitter and Reddit engagement
- Engagement tracker and reporting
Couldn't recommend Agboola more! He's extremely insightful, especially with regards to best practices on X to engage the relevant audiences and other platforms. He is very strategic and guided the marketing team as we collaborated on our X approach. Works very quickly, and quite adaptable to change. Overall, a pleasure to work with.
