“NFT brings goods” MCN has appeared, and “marketing ecology” matures before the industry.
NFT became popular last year, spanning the fields of art, games, avatars, and finance. According to a report released by data firm Nonfungible, the transaction value of NFTs in 2021 will be close to $17.7 billion, an increase of about 210 times from the $82 million in 2020.
The high popularity of NFT has attracted global attention, but the excitement belongs to a few people after all. Except for a very small number of project parties and investors who made early bets on blue-chip projects, most of them just bought a “JPG” and changed their avatars.
But there are also a group of people who have made a lot of money because of NFTs, but they are not as big as well-known project parties or crypto artists, and they are typical muffled fortunes. They are the group of NFT encrypted internet celebrities.
A list of price lists has recently circulated online. Some crypto influencers charge over $20,000 for a tweet promoting an NFT project.
Net red with goods NFT has become an economic industry. So, how did these Internet celebrities get rich through “carrying NFTs”?
Originals are more expensive than forwarding, and packages are more favorable
Ashley Duncan’s name is on this price list. She turned out to be a business analyst for a software company, worked as a real estate agent, and worked in a bank, but she never liked her new job as much as she does now — tweeting and paying to promote NFTs.
The job paid more than she had ever before, and she made more money in two months than in a year. “I can make a living by tweeting and connecting with people, who else can do that?” she said. “It’s crazy.”
Ashley started active in the cryptocurrency community on Twitter earlier last year, initially amassing a following for himself by posting memes and jokes. She quickly discovered that she could make money by promoting NFTs to her growing following. By October last year, she had earned enough money to quit her regular job and work full-time on paid promotion and consulting for NFT encryption projects.
According to the circulating price list, the price of an original tweet by a KOL like Ashley ranges from a few hundred to tens of thousands of dollars : a small blogger charges more than a hundred dollars for a tweet, and the price of a tweet from female star Lindsay Lohan It’s $25,000. A one-time payment of $80,000 can buy original tweets from all the accounts on the list. The forwarded quotation is lower, about half the original price.
The price list of encrypted Internet celebrities with goods circulating on the Internet. | Source: Twitter account @zachxbt
It will be more cost-effective to buy a “package”. A “package” contains two originals and one forwarding. The price is basically the amount of two originals, and forwarding is equivalent to a gift.
The sponsor is the project party of NFT or cryptocurrency, and they are willing to pay for this promotion model.
Dank Bank, a startup that Ashley has worked with, recently raised $4 million to build an NFT project focused on memes and great short videos. Founder and CEO Harry Jones is willing to spend money on NFT online celebrities, because traditional advertising does not work in the field of encryption, and people in the encryption community will not be motivated to buy by traditional advertising.
Instead, potential consumers of these crypto projects are more willing to seek advice from KOLs they trust.
Influencers are “influencers” in the crypto world , and most of their influence comes from real-world extensions, promoting crypto projects to hundreds of thousands or millions of people on social media. And the consumption concept in the web 3 world has not gotten rid of the buying habits of web 2 – in the decentralized ecology, people are more willing to buy products under the centralized recommendation mechanism.
That’s why the Ashleys are so fanatical. All crypto projects need their endorsement, and the revenue will continue to flow.
In addition to Ashley, there are hundreds of people on the offer list, including Instagram models, professional hockey players, esports players, rappers… Influencers around the world are promoting NFTs or other crypto projects on Twitter, YouTube and TikTok.
Canadian recording artist Kyle Fortch has turned to touting NFT projects for payment. Udeme William, a former NGO worker from Nigeria, now spends all day coordinating deals on crypto projects, providing companies with marketing scripts, images and information.
In the imagination of the outside world, Internet celebrity bloggers rely on tweeting content to make money, which is a creative job. In fact, part of the work of NFT delivery is mechanical or even automated.
Leave a message to these bloggers and usually get a bot-like response within seconds: Enter “promotion” or “price” to see my price list.
MCN in the NFT world
Before he became a crypto influencer, William could only earn two or three hundred dollars a month. Due to the increasing inflation, his salary sometimes could not cover basic living needs such as food, transportation, housing, etc., and he had to rely on high-interest loans. to survive. With a bleak life, he fell in love with the crypto circle, opened a Twitter account to share his experience, and gained a wave of followers. Even the founder and CEO of Binance, Changpeng Zhao, also followed his account.
William took advantage of his influence and started to promote NFT projects. He worked for an African NFT company and signed up with another company, Nabox, to help them connect with other crypto influencers, let influencers tweet about a project every day, and promote it on other social media to bring exposure to the project degrees and potential investors. Part of the company’s promotion costs go to those influencers, and William owns the rest.
Nabox operates like an intermediary or MCN in the crypto world. Instead of looking for Internet celebrities who are willing to pick up the live NFT project party, it is better to go directly to a brokerage company with talent resources and let them coordinate the transaction.
Dapp Centre is a marketing company that specializes in this type of business. The team claims to have a collaborating list of more than 200 crypto influencers who can host large-scale events. After the price list was leaked, the official Dapp Centre account tweeted: “All you have to do is send me a private message and get my quotation.”
They’re not cheap, with a package called “LFG!” (Let’s fucking go!) ranging from $3,000 to $150,000. These promotions are posted on Instagram, YouTube and TikTok. There is also a more expensive package that costs $300,000 and includes more than 200 Twitter accounts, each with two originals and one retweet. Each of these influencers has an account rating and a personal income of up to $35,000.
Dapp Centre offers some marketing package options to potential clients. | Source: VICE
Some of the Internet celebrities on this list said that the company’s offer was inflated, some did not know who Dapp Centre was, and some even said that they did not do paid encryption promotion at all.
At present, the official Twitter account of Dapp Centre has been suspended for unknown reasons. The company’s official website has closed the “Internet Celebrity” column, and the above-mentioned package prices were displayed here.
Influencers have different attitudes towards marketing companies. Some prefer to cooperate directly with crypto project parties, while others are willing to bind with intermediary marketing agencies.
Crypto Bri is an American crypto influencer on the list, but she forgot that she ever worked with Dapp Centre. The price she charges is much lower than the price listed by the company, but she can understand the thinking and operation of the marketing agency to make the difference. “Marketing companies usually pay me the price of one tweet, and then charge the project client two to three times the price.”
If the NFT project party wants to do a two-week marketing campaign, they will most likely choose an intermediary company, which can save themselves the trouble of finding and contacting Internet celebrities, and the signing process will be more worry-free.
Now well-known NFT projects in the global market, such as Bored Ape Yacht Club (BAYC) and CryptoPunks, also have their own marketing and promotion company NFT Community. After the company understands the project idea, it will formulate a suitable marketing strategy and budget, and promote it on major social platforms. KOLs publish it at least three times a day, and they can also board the giant billboards on the bustling urban streets.
The cooperation between influencers and marketing companies can be regarded as a means of small profits but quick turnover. Dapp Centre will also review the reliability of the project party for Internet celebrities and provide content templates for original tweets. After Canadian recording artist Kyle Fortch became a crypto influencer, he admired Dapp Centre very much, considering them “one of the more important partners than the project side.”
“Internet celebrities” are also afraid of supervision
Fortch is a relatively cautious crypto influencer who values his reputation in the circle. When he accepts the project, he only charges in the form of a fixed price, and does not accept the token of the project.
The token of the project is a common reward in the currency circle when looking for people to promote or platform. If the price of the token is raised, the endorser can reap extra high profits , just like Li Xiaolai, the “richest man on the platform” who was popular in the currency circle back then.
The reason Fortch did this was because it was worried that the project party would pack up and run away after the project became popular. If there are fans who come to ask for guilt , he can frankly say that he is not boosting the hype: “I’m not even a token holder.” Will not use him to hype and disappear with money.
In terms of copy content, Fortch also insists on originality. He really hates people “slug stuff” in his mouth. So many crypto project parties hope that Fortch can use its own style to write tweets or make videos, which will not look too commercial.
Fortch is now focused on taking on a project or two a month, diversifying the product, not just posting a tweet, but promoting it through a podcast, and helping with behind-the-scenes marketing for the project. He hopes to one day combine his interests to make an “encrypted music video.” “I’m trying to expand my worth, not just a tweet.”
“It’s a fantastic wealth-making scene,” said Ashley, who is a full-time crypto influencer. “Not everyone has this opportunity, so don’t take it lightly.”
Ashley will voluntarily disclose her paid promotions. | Source: Twitter
Ashley found an online community of influencers who exchanged ideas, hoping to make the community a more professional and trustworthy space. She doesn’t like the term “Internet celebrity”, although she occasionally says it herself. She thinks the word is easy to associate with “liar”. She is now more cautious in choosing partners, and is trying to find long-term partners and build mutual trust.
William also didn’t like rushing to Twitter for a project to get paid, he was looking for a job that lasted six months to a year.
The encryption project side Jones supports such industry ecological changes. He believes that influencer KOLs are crucial to the development of the crypto industry and market , and it is “weird” and “disrespectful” to price them with just one tweet.
Encrypted Internet celebrities have earned a lot of money from paid promotions, carefully manage their own personalities, and are also testing on the edge of the law. They have entered the regulatory scrutiny of the US Federal Trade Commission (FTC).
At issue is how a tweet involving project-promoted content is considered a paid promotion, and what criteria apply.
Combing through the Twitter accounts on the leaked list, some of them indicated in their profiles that they were promoting crypto projects, listing contact information for business collaborations; some said they were employed by a crypto project; Promoter” or “Crypto Influencer,” but stressed that his tweet “is not financial advice.”
According to the FTC, paid online promotions must make explicit disclosures in promotional tweets, not just on the blogger’s profile page. If you are doing paid promotion on YouTube or TikTok, the blogger must disclose the whole process of the promotion video, and cannot only add a mark at a certain period such as the beginning or end of the credit. Disclosures must be displayed “clearly and prominently” next to paid promotions.
As a general rule, if there is an unanticipated connection between a spokesperson and a marketing agency that consumers don’t expect and that affects how consumers evaluate an ad, then that connection should be made public. An FTC technical affairs spokesperson said that general rules apply to crypto projects, and there are no exceptions.
When Internet celebrities sell encrypted products, if they do not publicly declare that they have a financial relationship with the project company or marketing agency, they may violate the Federal Trade Commission Act, and in theory may face fines or even bans, which may prohibit them from continuing to promote in the future. product.
This is especially the case if crypto companies are based in the United States, noted David Klein, a lawyer who studies Internet marketing and advertising law. The FTC’s regulations apply to companies of any size and industry, even social media platforms. Influencers, marketing companies, and crypto project parties are all FTC regulatory targets. “Everyone in the chain is responsible.”
All parties should sign a written agreement to jointly comply with the FTC’s regulations and disclosure guidelines. After the signing of the agreement, the company is obliged to continuously monitor the project promotion activities. “It’s no use burying your head in the sand and pretending you can’t see it, it’s whether you know or should know,” Klein said.
Fortch opposes such regulation. He believes that the role of encrypted KOLs is to tell followers that the promotion of posts is based on personal opinions, not financial advice, and followers should do their own research. “It’s more important than telling them I’m posting to make money.” Fortch sometimes adds the hashtag “ads” to his tweets, but he doesn’t think it’s necessary.
“I hate the idea that I can influence the market, and no one should have that power,” Ashley said. “But some people say I do.”
According to Cointelegraph, the US market research firm MarketsandMarkets predicts that in the next five years, one of the key factors affecting the global NFT market will still be mainstream influencers. It is estimated that the high probability is still these “famous” KOLs.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/a-tweet-of-200000-these-nfts-are-the-first-to-bring-goods-to-the-net-red/
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