Web3 Team stop wasting marketing budgets on X platform

original author /nbsp;Stacy Muur

Compile / Odaily Daily Planet Golem()@web3 golemI'm not sure

Every month, Green Dots studies the KOL launch on X platform to understand the strategies of other Web3 marketing teams and to track which strategies and post styles really work. But as a result of X's introduction of a new fee cooperative policy, the marketing grid on X platform changed. Bureau(Refer to:MASK GOES THROUGH THE ENCRYPTED KOL JOBI'm not sureSo most Web3 projects are no longer a marketing strategy. In this paper, Stacy Muur reveals the widespread problems in many of the recent Web3 advocacy activities, with Starknet as the subject of this case study。

The authors affirm that, not for Starknet, their technological strength remains strong. Despite the many doubts and doubts about them following air drops and TGE, the team still insists on publishing and developing products, which deserves respect. But here I'm focusing on only one aspect: marketing strategy. The recent launch of Starknet's new product is just a typical example。

How did Starknet advertise

Starknet recently launchedstrkBTC [indistinct]AND SOME CREATORS OF THE X PLATFORM WERE INVITED TO PROMOTE THE EVENT. THEY USED A VERY CLASSIC MODE OF PUBLICITY:

1. First, a public announcement with a promotional video
2. WITHIN 12 TO 48 HOURS OF THE ANNOUNCEMENT, KOL WILL ISSUE A COOPERATION PROMOTIONAL POST
3. Subsequent articles explain specifically the advantages of the product。

EVEN THOUGH THE ANNOUNCEMENT TOOK PLACE IN LATE FEBRUARY, IN ORDER TO COMPLY WITH THE PAYMENT COOPERATION POLICY OF PLATFORM X, SOME CREATORS HAD INCLUDED PAYMENT COOPERATION SIGNS WHEN POSTING THE RELEVANT POST. HOWEVER, THE FOCUS OF THIS ARTICLE IS NOT ON FEE DISCLOSURE, BUT RATHER ON THE EFFECT OF THIS ADVOCACY STRATEGY ITSELF。

February 10, another publication around StarknetAnnouncementsAND ITS MARKETING TEAM MADE ANOTHER KOL ANNOUNCEMENT. IT'S THE SAME SET, FIRST VIDEO BULLETIN, THEN PROMOTION THROUGH KOL。

Of course, Starknet has other ways of publishing, such as several long articles and some outreach activities in the Korean-speaking region。

in advance, i don't know who's in charge of the campaign, or whether there's any involvement of the agency, but i'm just giving some thought from the point of view of the marketing staff as an outsider。

Throughout the launch, it became apparent that the screening of creators involved in the announcement was weak。

X IS ESSENTIALLY A SENSORY LAYER, AND IDEALLY THE CREATOR PROMOTION ON X SHOULD BRING:

• More discussion about the brand
• Inducing more independent creators to volunteer
• Promoting more community content
• More powerful ecosystems activated

But is that what we see? That's not true。

If you use simple filter conditions on X to look at February's hot posts referring to Starknet, the result is obvious。

Most of the references are actually Warhol'sPostI don't know. In generalIn February, there were just over 100 separate posts that mentioned Starknet with more than 10 hitsI DON'T KNOW. IT'S NOT MUCH FOR A FAMOUS L2 ECOSYSTEM。

Some of the hot posts that naturally mention Starknet include:

• Mookie, about unlocking the tokenPost(approximately 10k browsing)
• Warhol, about the best jobs in the encryption currency industryPost(approximately 16k browsing)
• Warhol & nbsp;L2 RATING LIST(approximately 30k browsing)
• order ranking L2 according to the developer's activityPost(approximately 50k browsing)
• mztacat on "four large companies"Post  (approximately 82k browsing)

This is roughly what Starknet mentioned in February on X platform. This raises a more important question, not just about Starknet, but..The classic Web3 marketing strategy has gradually failed on X platform。

Why is Web3 classic advertising strategy gone

Over the years, the default model for Web3 marketing has been as follows: bulletins - KOL outreach - community discussions。

THIS CLASSIC MODEL WORKS WHEN X ' S TIME LINE IS NOT SO CROWDED, NARRATIVE, AND MOST OUTREACH ACTIVITIES ARE NOT EASILY IDENTIFIED AS PRO BONO. HOWEVER, THE FOLLOWING CHANGES WOULD RENDER THE MODEL INEFFECTIVE。

Pay disclosure kills hidden transmission

This mode of publicity becomes apparent to fans as soon as the creator begins to add a fee-based disclosure。

First, the user sees a bulletin, then within the next 24 hours, there will be 5-10 similar announcements, and all of them will be identical, and the user will immediately recognize the structure. It does not trigger community discussions, but rather signals that “it is an advertising campaign”。

In the context of encrypted Twitter, advertising rarely triggers community discussion, and they are usually slipped directly by users。

KOL'S BEHAVIOR IS NOW VERY VISIBLE

ENCRYPTED TWITTER HAS MATURED AND PEOPLE UNDERSTAND HOW KOL MARKETING WORKS。

WHEN THE SAME GROUP OF CREATORS QUOTED THE SAME BULLETIN IN SLIGHTLY DIFFERENT TERMS, IT WAS EASY TO INTERPRET IT AS A CONCERTED CAMPAIGN. AND ONCE KOL IS CLEARLY IDENTIFIED AS AN ANNOUNCEMENT, THE USER INTERACTION WILL DECLINE, BECAUSE THE AUDIENCE WILL SWITCH FROM CURIOSITY TO ADVERTISING FILTERING。

X IS FOR THE SUBJECT, NOT THE ANNOUNCEMENT

X is not a distribution channel, but a narrative. Unless the announcement of Web3 projects can trigger the following, they rarely become topical:

• Argument
• Meme Dollar
• A popular view
• COMPETITION BETWEEN KOL

Without these dynamic factors, communication can only bring short-lived user reach, without truly winning the mind of the user. Therefore, if the subject matter is to be truly captured, Web3 projects should change the order of marketing activities。

THE OLD ANNOUNCEMENT PROCESS WAS THE ANNOUNCEMENT — KOL OUTREACH — THE COMMUNITY DISCUSSION, THE NEW ADVOCACY STRUCTURE SHOULD START WITH THE TOPIC — THE CREATIVE DEBATE — THE PRODUCTION OF COMMUNITY CONTENT — AND THE FINAL ANNOUNCEMENT, WHICH BECAME THE FINAL CONFIRMATION POINT, NOT THE STARTING POINT。

If the projecter had gone past the narrative phase, there would have been no extension。

How to re-design a launch for Starknet

Let's go back to reality, Starknet carrying a heavy burden. The previous airdrop phase had generated a great deal of panic, uncertainty and suspicion, which could not be solved by explanatory notes and promotional videos alone, and the projecters needed to control the dialogue to resolve the problem. Different objectives also require different marketing strategies。

If the goal is to win the mind of the user

The strategy should be to actively engage in the controversy, not try to silence critics, and design controversial topics。

For example:

• "What L2 better for BTCFi?"
• "Ethershop L2  vs bitcoin L2"
• "BTCFi Developers' Five Ecosystems"

And then you're going to sponsor a list of the relevant posts, a comparison of Starknet with other projects and a debate post. Maybe half the time line will support Starknet, the other half will attack Starknet, but both sides have increased their exposure。Making dramatization is not bad marketing, but bad marketing by no one。

If the target is to dominate public opinion

THEN STOP PUBLISHING LONG PR ARTICLES, WHICH ARE RARELY READ. INSTEAD, VISUALIZED INFORMATION MAPS, ECOSYSTEM MAPS, COMPETITION COMPARISONS AND SHORT FRAMEWORKS THAT KOL CAN REPEAT. TO GIVE THE CREATORS SPACE, REPACKAGING CONTENT IS MUCH MORE POWERFUL THAN WHAT THEY CAN ONLY CITE。

The goal of leading public opinion is not a good one, but dozens of derivatives, which is how narratives are disseminated。

If the goal is to attract developers

REMEMBER THEN THAT THE DEVELOPERS GET IN B2B MODE. ANNOUNCE ON X DOES NOT EFFECTIVELY GUIDE DEVELOPERS. THE PROJECTERS SHOULD:

• Building momentum on the topic
• Building ecosystem prestige
• Demonstrating that the developers have succeeded there

Once this trend emerges, it becomes much easier to direct developers. Because developers also chase hot spots。

Concluding remarks

The traditional launch mode of Web3 (publication →KOL extension) is gradually disappearing on X. And the new model is more like: design topics that stimulate the interest of creators, discussion that allows communities to continue。

The announcement by the projecters remains important, but they should no longer be the beginning but the end。