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PUBKEY

Media Performance
Inception to Date

Jan 26 - 2026-03
3.0MImpressions
7.9%Engagement Rate
1091Posts
18,426Audience

Data: Sprout Social | Post data: Jan-Feb 2026 | Profile data: Nov 2025-Feb 2026

The Growth Story

Monthly impressions across all platforms, with key inflection points

0272.6K545.2K817.7K1.1M500.3KNov904.1KDec948.1KJanPeak530.9KFeb-44% MoM80.3K2026-03
NovTracking begins. 500.3K impressions.
Dec-JanBitcoin rally + cadence increase. Peak at 948.1K.
FebShorter month. Audience engagement rate rising despite volume dip.
Four months in: 3.0M total impressions from 1091 posts. The audience is growing and engaging more deeply over time.

Platform Map

Impressions by platform - where the audience lives

X1.4M (90%)TikTok148.1K (10%)
XFranchise platform996 posts, 8.0% ER
TikTokGrowth engine36 posts, 4.1K views/post
YouTubeNeeds fixing50 videos, 0 tracked impressions
X drives 90% of impressions through a reply-first strategy. TikTok delivers 10% from just 3% of posts.

Engagement Benchmarks

PubKey vs. Bitcoin ecosystem and industry averages on X

Bitcoin Comp Set (X followers)

AccountFollowersCategory
PubKey~18KBitcoin venue
Swan Bitcoin~98KBitcoin financial services
Fold~70KBitcoin rewards (NASDAQ: FLD)
Unchained~24KBitcoin custody
River~50KBitcoin brokerage
Bitcoin Magazine~3.8MBitcoin media
BTC Sessions~170KBitcoin education
PlebLab~7.6KBitcoin accelerator

Engagement Rate Benchmarks (X)

PubKey
4.17%
Crypto accounts avg
4.2%
All-industry X avg
0.12%
Restaurant/bar avg
0.15%
X brand median
0.015%
Sources: Buffer State of Social 2026, SocialInsider 2026, RecurPost X Statistics 2026, Dash Social F&B 2025
PubKey's 4.17% engagement rate is 35x the all-industry X average and 28x the restaurant/bar benchmark. On par with the top tier of crypto-native accounts, despite being a physical venue, not a fintech platform. The reply-first strategy punches at the weight class of accounts 5-10x our follower count.

X Deep Dive

The primary platform - 1,386 total outputs (Nov-Feb)

1.4MImpressions
8.0%Engagement Rate
6,484Inbound Mentions
1,018New Followers

Activity Breakdown (Nov-Feb)

Replies1.0K (75%)Posts279 (20%)Quotes70 (5%)
75% of output is replies. The reply strategy IS the media strategy. 6,484 inbound mentions means PubKey is part of Bitcoin Twitter's daily conversation - roughly 54 mentions per day.

Content Format Performance

Engagement rate by format type (min. 3 posts)

Engagement Rate

Photo9.3%Link8.6%Text7.8%Video4.2%

Volume

Photo107 postsLink62 postsText710 postsVideo112 posts
Photo leads at 9.3% ER - nearly 2.2x video (4.2%). Text dominates volume at 710 posts but photos and links punch above their weight per post. The formula: personality-driven photos + interactive prompts.

Top Moments

Highest-reach posts, ranked by impressions

#1
TikTok · 01-13
We're an orange bar. (w/ Amber Harris & Angela McArdle of The Mises Caucus)
135.1K imp 9.6% ER 135.1K views
#2
X · 01-15
'@MurrayHillGuy1 We're usually drinking.
103.5K imp 1.2% ER
#3
X · 01-27
'@MurrayHillGuy1 This is your official invite. Bring her to the pub sometime.
91.2K imp 0.2% ER
#4
X · 02-06
'@MurrayHillGuy1 The Spaniard is overrated. You can drink here. Madison can too.
28.2K imp 7.2% ER
#5
X · 02-22
'@heatdaddy69420 This really is the greatest country on earth. All patriots must start d
22.7K imp 1.8% ER
#6
X · 02-11
'@NEETsongs You could dream about drinking 8 beers.
20.8K imp 0.4% ER
The #1 post is a TikTok video (135.1K) - proof that short-form video has asymmetric upside. The standout X post ("'@MurrayHillGuy1 We're usually drinking....") hit 103.5K impressions. Personality-driven replies can outperform produced content.

Monthly Trajectory

Platform impressions by month (profile daily data)

0258.8K517.7K776.5K1.0M496.6K3.7KNov900.3K3.8KDec830.6K117.5KJan496.7K34.1KFeb71.6K8.7K2026-03XTikTok
500.3KNov
904.1KDec+81%
948.1KJan+5%
530.9KFeb-44%
80.3K2026-03-85%
Dec-Jan spike driven by Bitcoin price rally and increased posting cadence. Feb normalization reflects fewer posting days (28) and market cooling. Engagement rate trended up through the dip - the audience is deepening.

TikTok Opportunity

Impressions per post by platform - efficiency matters

TikTok4.1K imp/post (36 posts)X1.4K imp/post (996 posts)
4.1KTikTok Views/Post
99%From For You Page
36Total Posts
148.1KTotal Views
Volume is the bottleneck, not quality. At 4.1K views/post (3x X's 1.4K), every TikTok is a high-probability discovery moment. 99% discovery comes from the algorithmic For You page. Going from 36 to 60+ posts/month could 3x total TikTok reach.

Gaps and Roadmap

Three platforms with untapped or broken discovery

YouTube Broken Discovery

50 videos, 50,969 views, 21,775 minutes watched.

Zero tracked algorithmic impressions. All views come from direct traffic and embeds.

Fix: SEO-friendly titles, custom thumbnails, keyword descriptions. Expected: 5-10x organic reach.

Instagram Not Connected

No data flowing. Instagram is not connected to Sprout Social tracking.

Fix: Connect IG account, cross-post photo content from X. Photos are the #1 ER format - IG is a natural fit.

Podcast No Feed

PubKey hosts live conversations and events. Content exists but has no podcast feed or distribution.

Fix: Set up RSS feed, publish to Spotify + Apple. Repurpose existing YouTube long-form.

Recommendations

Ranked by expected impact

1

Triple TikTok output to 15+ posts/month

At 4.1K views/post and 99% For You discovery, every TikTok is a lottery ticket with good odds. Repurpose bar moments, event clips, and reply conversations into 30-60 second videos.

High ImpactLow Effort
2

Fix YouTube discovery with SEO optimization

50,969 views with zero algorithmic discovery means the content works but the packaging does not. SEO-friendly titles and custom thumbnails could unlock 5-10x organic reach at zero cost.

High ImpactMed Effort
3

Double down on photo + interactive content on X

Photos (9.3% ER) and interactive prompts (20%+ ER) dramatically outperform text-only. Aim for 3-5 photo/interactive posts per week alongside the reply strategy.

Med ImpactLow Effort
4

Connect Instagram and build cross-platform pipeline

Bar moments to X reply to screenshot for IG to clip for TikTok to long-form for YouTube. One moment, five pieces of content. Currently running single-platform.

High ImpactHigher Effort

Data: Sprout Social | Analysis: PubKey Analytics Pipeline | Generated: 2026-03-11