I've watched several reward pools dry themselves up. When the content is the consumer, yes, you run into problems.

Create a product. Ignore the product. Ask people to buy token because token.

Enacting change here is, not easy. I know writing up a game plan is a fool's errand.

Would you be shocked to learn about 7 or 8 years ago I wrote up an internal advertising method, designed to bring money in the door?

Great idea. Got nowhere.