Web3 novelty story, the golden age of CMO/KOL
The floor price reached as high as 4.9 ETH, worth 15,000 US dollars (nearly 100,000 RMB). The three-day trading volume exceeded 5 million US dollars, and attracted many overseas bigwigs to watch or participate.
Mike Novogratz, the founder of Galaxy Gigital, personally tweeted and called;Logan Paul, a well-known INS model with 6 million Twitter followers, bought 20 selfie NFTs for $270,000.
Although when talking about it, besides marveling at WTF, the topic tends to turn in some weird directions, such as white males' obsession with Asian Girls (commonly known as Asian fetish)...
Back to the topic, even if you think this is "LOW",But this is also a form of creator economy in the WEB3 era.
creator economycreator economy。
The logic lies in the fact that the Internet of WEB2 is not established to promote capital flow, but information, so its profit model is based on the attention economy of free products, and the essence of attention and traffic is deposited on the platform rather than creators, so Platforms tend to become very large, and creators are more "squeezed".
WEB3 can turn the attention economy into an ownership economy. Authors can truly own their own content and use it as an asset to directly connect with users. It can also make traditional support for creators (reward & subscription) an investment behavior, making it bigger Be stronger and create greater glories, and share content results.
And NFT is the value carrier in the creator economy, canceling the rent-seeking intermediary, allowing users to become owners directly, and bringing granular price stratification... NFT itself may not have "value", but it can encapsulate stories \culture \attention Force\Emotion becomes the link between users and Influencer, and has the attributes of consumption and investment.
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The golden age of KOL
Some time ago, I was chatting with friends in the circle, and we talked about a topic. We agreed that in the world of WEB3 or Crypto,Super friendly to KOL, this is the golden age of super individuals。
In addition to directly issuing NFT or Social Token, an obvious example is that whether it is English-speaking or Chinese-speaking, some influential KOLs or communities can get the quota for good projects, and even many small and medium-sized VCs and exchanges Can't get it.
This is something unimaginable in the traditional Internet field.
Not to mention a KOL or the community to get the equity quota of a good project, even the first venture capital media 36Kr, in terms of fund investment, has almost no competitive advantage compared with top and first-line VCs. After so many years In terms of development, traditional venture capital has formed a set of strict hierarchy of elites, and top resources are basically monopolized by Sequoia and IDG.
Of course, there is the influence of changes in the historical process.
In the early days of the Internet, individual KOLs still had a bonus period. For example, Liu Ren or Xue Manzi, who are known as "China's No. 1 IT reporter", participated in angel investment in many projects by virtue of their personal influence.
Secondly, the investment in WEB3 is also becoming more and more popular. Although it has been talking about "decentralization", it has never been ambiguous about getting quotas.
However, even so, KOL still has "living space".
There are differences in business models. The business model of the Internet can be summarized as "building a platform, seeking rent/tax collection", and one of the economic logics of the Crypto project lies in the monetization of attention/data...
community is extremely important,The acquisition and connection of sinking traffic is always a rigid need。
Therefore, my friend is very puzzled by those WEB2 KOLs who attack WEB3. WEB3 is actually an opportunity for KOLs and other individuals to rise up. Why do they help to attack WEB3 while being "oppressed by WEB2"?
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KOLization of Entrepreneurs/VCs
In Chinese encrypted Twitter, you may be able to feel a scene, that isEveryone wants to be a KOL, and some people often post selfies and want to be a CMO。
Recently, I saw an interview in which Stanford University’s blockchain organization asked Richard Chen, a partner of the well-known encryption venture capital 1confirmation,“Have you ever worried that a lot of twitter’s encrypted type information will be dominated by VCs, and the views of developers may be buried?”
Richard gave very simple and direct answers.
Yes, of course. Developers are so busy building, they don't have time to tweet. I think the easiest way is to unfollow people who try too hard to be thought leaders. Developers should be proactively contacted to build interesting stuff. There's a lot more cutting edge to learn from talking to developers than chasing whatever thought leaders say is the next big thing on Twitter. Also, behind the scenes of these thought leaders, there is a lot of unethical psychological warfare (inflating the price of your project to sell to your followers).
Then, Richard pointed the finger at a16z:
When you talk to them in person, you understand that what they say is flat because their thought leadership is just amplifying and repeating what others have already said, it's hard to find people who come up with original ideas on their own, Chris and Ali from a16z are The first person I can think of.
Whether it is Crypto or WEB3 VC, a16z is a topic that cannot be avoided. On the one hand, because it has been trying to dominate the narrative of WEB3, on the other hand, it has indeed achieved great success and gained a lot of support. We have defined him before That is, in a media company wearing a venture capital cloak, each partner is a master at writing small essays,It can brainwash entrepreneurs, the media, and other VCs.
I also agree with Richard's point of view, because when everyone is trying to become a KOL, it will actually increase the noise, and the big explosion of information will bring distortion of information; too much focus on macro narratives sometimes miss micro innovation and development; and every point of view There may be some kind of interest binding behind the expression, such as a group of VC collectively for a certain project ecological platform, etc.
However, let me answer the question "Should entrepreneurs and VCs be KOLs?" I will still choose to do it.
Two examples, Trump and Musk.
The former, with one mouth and one tweet, fought against the mainstream media in the United States, won a big position in the world's pessimism, and once became the most powerful understanding king in the world.
The latter, one mouth, one tweet, one MEME expression, helped Tesla save billions of dollars in public relations and marketing expenses.
A tweet from both of them can set off waves in the financial market. Let's see what is top flow, this is top flow.
For VCs, becoming a KOL not only allows you to be noticed by entrepreneurs, but of course it is best to be recognized or even admired (so, you must constantly brainwash entrepreneurs),And influence and traffic itself is a kind of Value Add。
To put it more directly, all need milk (propaganda) projects,Let's see who has a higher level, high level is preaching, low level is poisonous milk。
In WEB3, whether it is an entrepreneur or a VC, the leverage brought by a KOL who becomes a super individual will become more obvious and powerful.
There is an opinion leader on Twitter, MapleLeafCap, who I think is one of the few Chinese who are at the forefront of knowledge in the field of WEB3. He previously worked in a Wall Street investment bank, and at the same time constantly exported his knowledge and views on WEB3 on Twitter. On the one hand It was recognized by public opinion, and on the other hand, it was also recognized by top capital, so I made a WEB3 FUND——Folius Ventures。
For entrepreneurs, becoming a KOL is also an endorsement and PR for their products. The attention and trust in people can often be transformed into trust in products.
What is the way for entrepreneurs to quickly become KOLs?
Become stronger.
"Men are lustful, women (men too) are strong" is a memory engraved in human genes. People pay more attention to and recognize what successful people say.Therefore, Build and Influence should be a complementary and positive spiral thing, which will become stronger while outputting.
Ethereum founder Vitalik, FTX founder SBF, BitMEX founder Arthur Hayes, Binance founder CZ…They are not only successful builders, but also KOLs who are active on Twitter and major media platforms and keep writing。
This is also a kind of decentralization, the decentralization of the right to speak, so who will be deprived of power?
Centralized media, I personally think,The discourse power of the media will be gradually diluted by KOL, and most of them may be reduced to a tool for content distribution.
Therefore, the media itself also needs to evolve, whether it is the production and distribution of content or business models.
This is an irreversible transfer of discourse power, and it is no longer WSJ\NY TIMES\CNN... A person's world can be lifted or brought down by a single report. When "Fake NEWS" becomes a kind of MEME, the credibility collapses, Attention is divided, and everyone will fight for it.
There is no doubt that there will be more Tang Wang and Musk in this world.
Roll up, friends!
