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.
I was not around back then, but I wouldn't be shocked if that was the case.
Just an ad market. It's a long story...*