What is View to Earn (V2E)
Finding a compelling way to engage with an audience from a commercial point of view has been one of the great business challenges of the modern era.
The entire landscape of how society engages with entertainment and products has shifted so quickly – there have been incredible innovations as we moved through the eras of radio and newspapers, TV, and now, the internet and its mass adoption.
If marketing was the greatest art form of the 20th century, then who or what was our Monet?
While the minutiae and moving parts are certainly different, two models have dominated contemporary marketing – Around-content Advertising (ACA) and In-content Sponsorship (ICS).
Even if you’re not familiar with the rhetoric, you’ll know what they are – they’ve been around since before you were born (likely, anyway). ACA is an advert, pure and simple – a pre-made piece of aspirational messaging to raise awareness, usually with a call to action. ICS is the process of adopting an ambassador – in this day and age, that usually means an influencer, to incorporate the product or messaging within their own content ecosystem – with varying degrees of cynicism.
There’s a good argument to be made that yes, while these methods have proved effective, their existence has been predicated on a lack of better alternatives as well as pressure to maintain these models from the platforms that serve to benefit from them the most.
Democratising of tech isn’t new, Open Source arguably being Its biggest proponent with Linux changing the game over 30 years ago. Egregiously though, those concepts barely made any in-roads into martech – until very recently.
View-2-Earn (V2E) is the marketing engagement model we deserve
A disruptive model built on blockchain technology that – as the name implies – rewards audiences for their time and effort, essentially involving the most important commodity in the Attention Economy in the rewards cycles – the people who generate engagement.
View-2-Earn incentivises audiences with cryptocurrency rewards to simply do what they’ve always done for their favourite creators – engage. While that may seem broad, it is so by design, through Incent, you can set the marketing objectives and the reward structures.
What makes it so disruptive as a model is that, as it stands, creators are completely at the mercy of the platforms that curate their content. They take huge cuts of any income leaving influencers out of pocket and audiences completely in the cold.
Audiences are now the front line of marketing, there’s no reason why there can’t be a symbiotic relationship with the loyalty they have to an influencer and being involved and rewarded in commercialisation and further monetisation of the Attention Economy.