I think the original approach (social that pays, earn crpyto) even if not 100% accurate would work best for normal users, ironically the exact same approach was also used by the recent Hive Instagram Promo.

https://www.instagram.com/p/CQHW_jOHKVR/

But I also like this nuanced approach depending on the target group. I think ultimately the marketing strategy depends on the target group and goal one wants to achieve. With today's fine tuned ad targeting it would be possible to create more than one landing page and tailor each landing page to the specific target group of the ad.

ps. "Building on Blockchain" (targeting devs) could highlight Hive's technical USPs: fast and feeless transactions, scalable blockchain, ideal for DApps, Games and Social app development.