Influencing in the Web3.0 era

Web 2.0 – the Participatory Web – will always be seminal in that it’s enabled an economy of attention that made being an online influencer viable. But it’s Web 3.0 that will inevitably empower creators.

Influencer marketing is one of the most powerful tools for getting a product or a message out there. However – arguably – it’s currently designed to disproportionately serve the platforms that creators and influencers ply their trade on.

So how will Web 3.0 tip the scales in favour of the influencers and their audience?

In a word, through decentralisation. Removing the need for an intermediary is at the heart of being an influencer in Web 3.0. It means you’re no longer curating content for a platform to host – they can’t take any cut of profits; dictate the shape your content takes, or how you incentivise and engage your audience. It’s a digital ecosystem with no one but the influencer dictating play.

The Influencer 3.0 Toolkit

This naturally raises a few questions – what does this framework look like, in an actionable sense? What kind of content will we see and how can audiences be rewarded for supporting their favourite influencers?

Content

There’s going to be an inevitable shift to the Metaverse, creating a more dynamic environment for participatory activities between Metafluencers and their audience. Of course, you’ll still see the types of content you know and love – the difference being there won’t be any creative control from hosting platforms as everything will be done on the blockchain without archaic, cover-all content guidelines.

Tokenisation, Monetisation and Rewarding Audiences

Currently, audiences are somewhat left in the dark when it comes to reward cycles within the creator economy. Other than with superficial incentivisation such as unique emotes or just general recognition, there’s no way for influencers to bring their fans into the conversation. 

The blockchain offers a framework for tokenisation. This means creators can establish self-sustaining economies where audience participation – whatever that metric is can be decided by the creator, whether it’s engagement with content or spreading the word about a sponsor – can be quantified and turned into a value that in turn becomes cryptocurrency – an actual, tangible reward for audiences with a monetary value.

Incent is already well aware of the inevitability of this disruptive model  – influencers will need the tools to make the promise of content creation in Web 3.0 a reality. Right now, Incent can track any rewardable digital metric you want – it generates codes based on these that can be handed to audiences and redeemed for cryptocurrency. Through Web3.0, there won’t even be a need for codes with specific marketing events, campaigns, and objectives all contained within a smart contract and tracked through a metamask wallet. 

 It’s a ground-breaking insight into the future of monetisation, community building, and audience engagement, built on the back of a decentralised framework that empowers influencers to properly reward and incentivise their audiences – the most powerful marketing force of the 21st century.  

Read more about our 2022 Roadmap or download our whitepaper here.