Build 2 Earn: How to achieve user co-creation through marketing growth platforms?
Achieving user co-creation through marketing growth platforms: Build 2 Earn.
Web3 is developing rapidly. However, meeting the demands of building Web3 is not an easy task. There are challenges in multiple areas such as technology, design, and operations, but even more importantly, how to get broad user participation and support in this decentralized network environment. We need to find an effective way to awaken users’ sense of “being the master” and participate in the construction of Web3, creating a network that is valuable to everyone.
This brings up the concept of “co-builder.” Currently, most Web3 projects motivate users to participate in network construction or community governance by decentralizing power and giving users voting rights through tokens. In contrast, user participation in co-building not only helps projects achieve decentralized construction, but more importantly, it gives each user greater power and influence, making them truly the master of the network.
However, due to the birth of blockchain being more financial in nature, the current attention of Web3 users is too focused on various currency price fluctuations and ways to make money, rather than co-building. In addition, in the background of being accustomed to the traditional internet’s “providing products, using functions” model, project parties find it difficult to guide users to co-build.
Currently, even in the DAO track, which has a more mature co-building model, user activity and willingness to participate in governance are low. Taking the most well-known MakerDAO as an example,
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According to Dune’s data tracking, the project’s activity has gradually decreased since May 2021. At the same time, the number of active individual users has gradually shrunk, especially after May 2022, the number of active individual users will gradually reach an all-time low.
In addition to DAO, other tracks that require active users, such as GameFi, are the same. Taking the well-known project Axie as an example,
Although we can see that Aixe’s user base is constantly growing, the trading volume has remained at historic lows for the past two years. Obviously, this data better illustrates the overall user activity of the product.
Including the NFT track,
According to NFTGo’s data, the number of holders in the NFT market is constantly increasing, but the number of traders is rapidly decreasing as the popularity of NFTs declines.
All signs indicate that the early “love-generated” co-building model in Web3 has reached a bottleneck. Project parties need to find new ways to incentivize users to actively participate, and I believe that Web3 marketing and growth platforms will be one of the important tools to guide users to become Web3 co-builders.
Web3 marketing and growth platforms can not only meet the needs of Web3 construction, but also carry out user education, brand exposure, and community building through a set of “combination punches”.
Step 1, brand exposure
For a startup Web3 project, brand exposure is the first and most important step – establishing a brand image while maximizing the attraction of potential users.
Experience shows that using marketing and growth platforms to create brand exposure activities is far more effective and cost-effective than using PR for publicity.
Just find a brand activity that focuses on Twitter exposure on Galxe and TaskOn,
Number of Participants
Galxe × Polygon
TaskOn × Optimism
These activities provide a series of tasks to increase brand exposure, such as following the project’s Twitter account, interacting with the project’s Twitter account, and sharing the project’s social media posts – not only can improve the popularity of the project, but also attract more potential users through implicit fission. In the process of completing these tasks, the project’s brand information and value proposition are widely disseminated, thereby improving the project’s brand influence.
Step 2, User Education
When users first encounter a project, user education will be the most important link – on the one hand, it can quickly undertake users’ attempts to understand the project’s needs, and on the other hand, it can reduce users’ rapid churn. In addition, through education, early loyal users can be screened out. These users will be the key to the project’s sustained co-construction.
For example, TaskOn has set up a novice guide mode for itself and set up two of the simplest and still rewarding activities to enhance user interest.
Through the Web3 marketing growth platform, the project can design a series of educational tasks, such as learning the project background, understanding the technical principles of the project, value proposition, and collecting suggestions. By completing these tasks, users can better understand the project, enhance their interest in participation, and better participate in subsequent project co-construction.
Step 3, Community Building
When the project has the first batch of early users, it can continue to explore community building, which not only facilitates users’ understanding of project dynamics but also guides users to participate in more governance and construction through the community.
The Web3 marketing growth platform can design a series of participation and construction tasks based on the community, such as participating in community discussions, providing project feedback, and participating in project decisions. These tasks encourage users to actively participate in community activities, enhance the activity and cohesion of the community. At the same time, users’ feedback and suggestions can also help the project team improve the project better.
Combining the above three steps, through the Web3 marketing growth platform, the project can more effectively formulate “Buidl2Earn” strategy, comprehensively and effectively guide users to participate in co-construction.
In the world of Web3, marketing growth platforms such as Galxe and TaskOn are showing their enormous value. They meet the needs of Web3 construction in an innovative way, encourage users to participate in Web3 construction through incentive mechanisms, promote the rapid development and growth of Web3 projects, and make users’ contributions fully recognized and rewarded, making them willing to continue to participate in Web3 construction actively and continuously.
With the emergence of more Web3 projects, the role of marketing growth platforms will become increasingly important: on the one hand, marketing growth platforms need to further innovate and provide more diverse and personalized tasks to meet the diverse needs of Web3 construction. On the other hand, marketing growth platforms need to further improve their incentive mechanisms to attract more users to participate in the co-construction of Web3.
Overall, marketing growth platforms play an important role in the development of Web3. With the further development of Web3, we look forward to seeing more projects using marketing growth platforms in unique ways to achieve user co-construction and meet the needs of Web3 construction.