Original title: "How did the XEN project explode?" Full dismantling from the perspective of data and marketing"
Original Author: WhoKnows DAO
Introduction
Introduction
XEN Crypto was probably the most discussed project last week. When the entire network was discussing "XEN's casting caused Ethereum's gas to skyrocket", as marketers, we are more concerned about how XEN became popular. On a whim, from the perspective of traffic and data, dig into the XEN project to see if it can provide some inspiration for Web 3 marketers who are exploring together, and decode the traffic path behind the project's explosion. Therefore, this article will start from the XEN project website to further present the project:
Traffic overview and trend
Visiting Audience and Geographical Distribution Characteristics
Dismantling of traffic structure and traffic sources
Likelihood Factors for Some Detonating Projects
Traffic overview
XEN Crypto Information Station
As of October 14, 2022,https://www.xencrypto.io/178,000 visits have been generated. From the perspective of traffic trends, the first peak before the official release of the project appeared around September 27, and the second peak appeared around October 5, and in October when the project was officially released. It ushered in the first peak after the release on the 8th, and ushered in the second peak on the 12th (affected by the rumors of Attack).
From the perspective of traffic sources, before the official launch of the project, the mobile traffic was the main traffic. After the project was released, the proportion of PC traffic continued to increase, and the mobile and PC traffic were roughly distributed according to the ratio of 2:1.
Distribution site of XEN Cryto
As of October 14, 2022,https://xen.network/984,000 visits have been generated. Judging from the trend of traffic changes, since it was released on the Twitter account on October 2, it has been continuously accumulating in the preheating stage. On the official release date of October 8, the volume increased sharply. The traffic peak reached on the 9th, and continued to maintain a high level with the fermentation of public opinion for the next 1-2 days.
through withhttps://www.xencrypto.io/Comparing the traffic trends of the two sites, it can be found that the peak positions of the two sites are continuous and conductive in time. The pre-information main site carried most of the traffic during the warm-up and new pull phases, and through the form of internal link jumps Forward traffic to Mint station.
From a traffic source perspective, andhttps://www.xencrypto.io/Different websites, mobile traffic accounts for 27%, and PC traffic accounts for 72%, which also reflects the current operation of most token contracts. The continuous increase in social media communication has formed a monopoly of mobile traffic on the main information site.
Geographical distribution of visiting audience
Since similarweb can only capture the user access addresses on the PC side, in order to better display the geographical distribution of the visiting audience, we further disassemble the https://xen.network/ site, which accounts for the majority of PC-side traffic, to see the user's demographic. There are three points worth noting:
Poland is the most visited country in Europe, which does not seem to be completely consistent with our traditional perception, and it also makes people see the potential of Web 3 in emerging countries.
The momentum of Southeast Asian countries including Indonesia and Vietnam is also obvious. Singapore may not be in the top 10 because of its small population base.
The overall page visit time is more than 8 minutes, and the stickiness is really high, but on the other hand, it also shows the learning cost of pages in this field.
Seeing this version of the demographic, my most intuitive feeling is that the borderless nature of Web3 and the strong vitality of the emerging market, including the rise of Poland, Indonesia, Vietnam and other countries, let us see that in the next 5 to 10 years, we can expect In the Web3 competition, traditional European and American countries may not necessarily take the lead, and emerging markets may bring more surprises. These regional markets may bring more possibilities for the subsequent expansion of Web3 business.
traffic structure
The popularity of the project is inseparable from the pull of traffic, let's take a closer lookhttps://www.xencrypto.io/(The reason why we choose to start from this site to see the source of traffic is because from the perspective of traffic traceability, this site carries most of the traffic before and after warm-up and official release, and dismantling the traffic source can further help We restore how the traffic skyrocketed).
Through the above figure, it is found that in the traffic of the whole site
34.48% come from Direct, that is, users directly enter URLs or click to access from web page favorites;
6.85% comes from Referral, that is, the traffic recommended by other visited websites and site jumps;
23.13% come from Social, that is, traffic redirected through social media sites;
35.54% came from Organic search, that is, after searching for relevant keywords through search engines such as google, yahoo, bing, etc., click the search term to jump to the site;
The following will disassemble each traffic source one by one.
Referral traffic
The picture below is righthttps://www.xencrypto.io/The referral traffic is further extracted according to the time dimension, and it is found that the sites with referring traffic have continued to increase since October 9th. Up to now, the site has accumulated more than 300 external links, many of which are Crypto information sites.
The figure below further identifies the sites that played a role in promoting the XEN Cryto project in the early stage of release. We found that there are some large sites with a weight of more than 70 sites. Undoubtedly, these sites play an important role in the process of amplifying the volume of the entire project. Another On the one hand, in addition to publishing news on the website, the news of the website will also be released on the social media of the website simultaneously, which will further stimulate the spread of social media. Preliminary judgment, this is the primary traffic booster that led to the popularity of the entire network after the release of the XEN Crypto project.
Social traffic
According to similarweb data,https://www.xencrypto.io/58.59% of the site's PC-side traffic comes from Twitter, and 39% comes from YouTube. While the importance of Twitter in the spread of Web 3 is unquestionable, here we focus on YouTube. According to the capture of the keyword "XEN Cryto" on social media in the early stage of the project release (before October 8), we can even preliminarily believe that YouTube's pull during the warm-up period is to create the XEN Cryto project. The second traffic booster that is popular on the whole network.
Although Twitter accounts for the majority of social traffic, it is visually estimated that Youtube is the platform for generating original content in the project warm-up phase, and further spread on Twitter, thereby driving the spread. The figure below captures the buzzsumo platform's keyword capture records for "XEN Cryto". You will find that before the October 8th release date, the project party made an intensive content layout on the YouTube platform, or it can be understood as training for potential audiences , the content layout here has the following points worthy of attention and reference:
The founder, Jack Kevin, interacted live with multiple YouTube accounts dedicated to Crypto. Although the fans of these accounts are not large, the users are accurate enough, which can also be seen from the number of video views and interactions.
Different from regular YouTube bloggers who only recommend one issue, many accounts will treat the XEN Crypto project as a special topic. During the period from October 1st to October 7th, a series of videos will be launched, from the principles, gameplay, and founders. Cut into the output content from multiple angles such as LIVE and Performance, which ensures the depth and breadth of the content, and also realizes the repeated contact of the content to potential users.
Organic Search traffic
Regarding the natural search traffic, from the perspective of traffic trends, the search peak is formed around the release date, which can be preliminarily judged to be the search behavior caused by the pre-heated communication.
When we further disassemble the keywords that form the user's search behavior and the top access pages in the site, we will also see some interesting phenomena. Excluding the home page, the well-known gas consumption, and the official content pages responding to Attack, in a lot of blogs Among the content, the most visited content on the site is the explanation of XEN Cryto's game theory and its related how to page, as well as the how to connect with metamask page.
The most intuitive feeling to me is that even if it is an issue in the currency circle, don’t underestimate the learning cost of potential audiences. We need to lower the threshold of all learning and cognition sufficiently low, starting from the most basic link Explain the how to and why clearly, so that it is possible to attract more attention, and the audience's tendency to visit the content on the site just proves this point.
How to Do Founder Marketing
Regarding the dismantling of the marketing side of the XEN explosion, behind the XEN explosion, is it a "premeditated" operation or an accident? "The article has already covered very comprehensively. Here I will focus on the role of the founder Jack Levin in the project promotion process. In the process of Web2 start-up brand operation, founder marketing is a common strategy to create brand value recognition by shaping the founder's story and personality.
The XEN project does provide a great example of founder marketing being used in Web3. In the past, we have seen too many so-called projects initiated in the name of big V in Web 3, but with extremely limited participation, and eventually became the harvesting ground of the project party (for a typical case, please refer to the previous NFT marketing case: Can everything be NFT? Why? Celebrity project with hundreds of millions of followers failed?). In XEN Crypto, at least Jack Levin runs through the project and acts as the spokesperson of the project. Of course, more importantly, he gave the founder a sufficiently clear and communicative label #Google21, even at the beginning of the project Twitter and Blog Two dedicated articles are laid out in the book to tell the story of the founders and their relationship with Google. Usually, in the announcement of Web3, the opening tweet of the official Twitter account can best reflect the market entry strategy of the project. XEN enters the market from the perspective of the founder's story, which can also indirectly confirm the consideration of the project side in the direction of content marketing.
How to Spread the Word with Rumor and Mystery
Rumor and Mystery are always the fastest and most widely spread, and the root of their lethality is that the content contains information points that can stir people's hearts, and form the power of self-propagation. In the process of social monitoring for the XEN project, I found that the following post was circulated on Reddit on October 7 before the project was released.
Judging from the single platform of Reddit, the spread of this post is not great, but when you search through Google, you will find that there are as many as 132,000 entries on Google that contain both "XEN" and "Satoshi Nakamoto". From the early blog content of the XEN project, it can also be seen that the project party is trying to create a correlation association between XEN and Satoshi Nakamoto. Maybe it is not the source of Rumor, but it may not be the fueler of Rumor.
Takeaway for Web 3 Marketers
After reading the XEN Crypto project, there are marketing ideas worth learning from. A brief summary of the following points:
The PR list in the XEN Crypto project dissemination process has reference value;
Select YouTube bloggers, organize a series of special reports on the project, and drive social communication;
The content level is fully laid out and pre-judged, lowering the entry threshold for potential audiences;
Create topics, and implant content tags with "crazy" attributes and emotional mobilization into the project, such as "Google employee No. 21" and "XEN's revival of Satoshi Nakamoto" in the XEN Crypto project to drive discussions;
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