The Bitcoin Messages That Resonate With Everyday Americans

A national study found that Bitcoin-curious Americans respond most strongly to messages centered on control, safety, security and ease of use rather than broad claims about Bitcoin’s benefits. After respondents were exposed to 19 different messages, nearly two-thirds wanted to learn more about owning Bitcoin, while the share who were very or extremely interested rose from 19% to 24%. Trusted sources matter, too: financial advisors, financial planning experts and friends or family who own Bitcoin carried more credibility than media figures or public officials.

The findings suggest education and trust can be important when marketing complex financial products. Sellers can consider financial advisors, financial planners, banks, credit unions, investment firms and financial education services, helping these businesses develop messaging that makes unfamiliar products easier to understand and positions trusted local experts as resources.