Memecoin 正在改变数字营销 |观点

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声明：本文表达的观点和意见仅属于作者，并不代表 crypto.news 社论的观点和意见。

The past decade saw the rise of video as the internet’s dominant medium, as social networks and publishers prioritized mass reach and viewership. Today, 93% of marketers include video in their content strategy. Peak video has transformed advertising. It’s also reoriented our experience of the web towards passive consumption: a world where we’re only watching.

过去十年，随着社交网络和出版商优先考虑大众覆盖率和收视率，视频崛起为互联网的主导媒体。如今，93% 的营销人员将视频纳入其内容策略中。 Peak video 改变了广告业。它还将我们的网络体验重新定位为被动消费：一个我们只是观看的世界。

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Video is a profound and powerful medium for storytelling. It’s undeniable that film and visual content will continue to play a vital role in reaching and engaging digital audiences. But increasingly, participatory media formats will capture mindshare in social spaces. The proliferation of memecoins reveals new codes for digital content creation—codes that will have a profound impact on traditional marketers.

视频是一种深刻而强大的讲故事媒介。不可否认，电影和视觉内容将继续在吸引和吸引数字观众方面发挥重要作用。但参与式媒体格式将越来越多地占据社交空间的思想份额。模因币的激增揭示了数字内容创建的新代码，这些代码将对传统营销人员产生深远的影响。

Capturing mindshare via networked communities

通过网络社区获取思想共享

Over the past year, memecoins have exploded in popularity. Unlike conventional digital currencies, memecoins tend to function primarily as social experiments with limited utility. They’re based on internet culture. They unite people around a common idea (no matter how dumb, niche, or bonk). And their sustained, niche traction offers new insights for marketers.

在过去的一年里，模因币的受欢迎程度呈爆炸式增长。与传统的数字货币不同，模因币主要用作社会实验，效用有限。它们基于互联网文化。他们将人们团结在一个共同的想法上（无论多么愚蠢、利基或愚蠢）。它们持续的利基吸引力为营销人员提供了新的见解。

Recently, Variant Fund co-founder Li Jin described the memecoin explosion as an example of cold media’s resurgence. To thrive, they require communities to interpret and create content actively—which they’re doing in droves. Dogecoin alone has an X following of close to 4 million followers. It sounds like a joke. However, memecoin projects like Dogecoin use decentralized marketing infrastructure to drive virality and mass engagement, giving fans an active role in brand-building, creating community economies, and incentivizing user-generated content through tokens and airdrops. Here’s how memecoins are transforming digital marketing.

最近，Variant Fund联合创始人李进将memecoin的爆发描述为冷媒体复兴的一个例子。为了蓬勃发展，他们需要社区积极地解释和创造内容——他们正在大量这样做。仅狗狗币就有近 400 万粉丝。听起来像个笑话。然而，像狗狗币这样的模因币项目使用去中心化的营销基础设施来推动病毒式传播和大众参与，让粉丝在品牌建设、创建社区经济以及通过代币和空投激励用户生成内容方面发挥积极作用。以下是模因币如何改变数字营销。

奖励和扩大社会活动

Organic marketing is a powerful lever for reach and conversion. According to the eMarketer, formerly Insider Intelligence, report, 79% of consumers say user-generated content highly impacts purchasing decisions. But while billions of people use social media every month, fewer and fewer are actually posting. There may need to be more than just compelling content to create virality for brands. Memecoins use tokens to incentivize communities to post.

有机营销是影响范围和转化的强大杠杆。根据 eMarketer（前身为 Insider Intelligence）的报告，79% 的消费者表示用户生成的内容极大地影响了购买决策。但是，尽管每个月有数十亿人使用社交媒体，但真正发帖的人却越来越少。为品牌创造病毒式传播可能需要的不仅仅是引人注目的内容。 Memecoins 使用代币来激励社区发帖。

Projects like Tip Coin allow users to earn points by posting to X. When you reply, quote, or tweet mentioning $TIP or #TIP, you’re awarded points corresponding to a percentage token allotment. Effectively, fans are paid to organize and advocate for their community. This approach allows projects to quickly trend on the platform as individuals spread the word about the new product. Organic content creation plays an invaluable role in driving awareness and trust. Points and token incentive systems can provide marketers with a new lever for user-generated content and community engagement.

Tip Coin 等项目允许用户通过在 X 上发帖来赚取积分。当您回复、引用或推文提及 $TIP 或 #TIP 时，您将获得与百分比代币分配相对应的积分。实际上，粉丝们是通过组织和宣传他们的社区来获得报酬的。这种方法使得项目能够随着个人传播新产品而在平台上快速流行。有机内容创作在提高意识和信任方面发挥着不可估量的作用。积分和代币激励系统可以为营销人员提供用户生成内容和社区参与的新杠杆。

Community-driven content strategies

社区驱动的内容策略

Memecoins are a participatory media format. As users co-create lore, they also create impact. A project’s social media mentions aren’t just a proxy for awareness; they become a predictor of value. As a result, fans are motivated to play a role in shaping a memecoin’s brand and marketing strategy.

Memecoins 是一种参与性媒体格式。当用户共同创造传说时，他们也会产生影响。一个项目的社交媒体提及不仅仅是知名度的代表；他们成为价值的预测者。因此，粉丝们有动力在塑造模因币的品牌和营销策略方面发挥作用。

In 2019, the Dogwifhat meme became popular among esports personalities on Twitter (X). In 2023, the meme inspired $WIF, a new token that’s “literally a dog wif a hat.” $WIF’s community of holders directs the project through real-time content creation. They also drive the project’s advertising. In recent weeks, the community raised over $690,000 to brand the Las Vegas Sphere with their memecoin—a media buy that also launched its own news cycle.

2019 年，Dogwifhat 表情包在 Twitter (X) 上的电子竞技名人中流行起来。 2023 年，这个模因激发了 $WIF 的灵感，这是一种新代币，“实际上是一只戴着帽子的狗”。 $WIF 的持有者社区通过实时内容创建来指导该项目。他们还推动该项目的广告宣传。最近几周，该社区筹集了超过 69 万美元，用他们的 memecoin 为拉斯维加斯球体打上品牌——一种媒体购买，也推出了自己的新闻周期。

Today, for many brands, content and media strategy are centralized. Marketers can unlock new efficiencies by allowing fans to drive these decisions. Real-time community content creation allows for rapid messaging iteration and insight generation. Community-executed media buys can help ensure impact: reaching your audiences in the places that matter to them.

如今，对于许多品牌来说，内容和媒体策略都是集中化的。营销人员可以通过让粉丝推动这些决策来释放新的效率。实时社区内容创建可以实现快速消息迭代和洞察生成。社区执行的媒体购买有助于确保影响力：在对受众重要的地方接触到他们。

Creating a borderless storyworld

创造一个无边界的故事世界

The rise of gaming has changed our norms around content consumption. With Gen Z now spending more time engaging with video games than watching TV, audiences expect different experiences from digital storytelling. Gaming storyworlds unfold across multimedia in real-time. They fall outside simple scripts and finite frames.

游戏的兴起改变了我们对内容消费的规范。由于 Z 世代现在玩电子游戏的时间比看电视的时间多，观众期望从数字故事讲述中获得不同的体验。游戏故事世界通过多媒体实时展开。它们不属于简单的脚本和有限的框架。

Memecoins function as open storyworlds that transform through user participation; their value and meaning can change dramatically over time. Memecoin leans into the visual cues of gaming, providing its community with the opportunity to shape the project’s success across a long-term roadmap and a real-time market. Because the project is open-ended and always updating, there’s a reason to return to it. For marketers, this type of game-driven story design can help retain audiences by treating them as players, not just passive viewers.

Memecoins 作为开放的故事世界，通过用户参与而发生转变；它们的价值和意义会随着时间的推移而发生巨大变化。 Memecoin 倾向于游戏的视觉线索，为其社区提供机会，帮助项目在长期路线图和实时市场中取得成功。因为该项目是开放式的并且总是在更新，所以有理由返回它。对于营销人员来说，这种游戏驱动的故事设计可以通过将观众视为玩家而不仅仅是被动的观众来帮助留住观众。

Encoding co-creativity into our internet

将共同创造力编码到我们的互联网中

While memecoins have exploded in popularity, their appeal is niche and absurd. It’s tempting to write them off as an artifact of this stupid, specific moment in internet culture. But their emergence challenges us to think about digital experiences differently: to imagine storytelling as an inherently participatory medium. Beyond traditional media, the formats that will increasingly matter to marketers and fans are the ones that encode and incentivize interaction.

虽然模因币已经大受欢迎，但它们的吸引力却是小众且荒谬的。人们很容易将它们视为互联网文化中这个愚蠢而特定时刻的产物。但它们的出现挑战我们以不同的方式思考数字体验：将讲故事想象为一种本质上的参与性媒介。除了传统媒体之外，对营销人员和粉丝来说越来越重要的格式是编码和激励互动的格式。

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Author: Straith Schreder

作者：斯特雷思·施莱德

Straith Schreder is the chief creative officer at Candy Digital, the go-to next-generation brand engagement platform, where she’s responsible for developing and producing breakthrough NFT experiences in collaboration with artists, institutions, and IP. Previously working at Candy, Straith was the executive creative director of Palm NFT Studio, a technology company that partnered with leading artists, creatives, IP owners, and entertainment companies to redefine fan engagement using NFTs. Straith has previously served as the executive creative director for VICE Media Group and the VP of Creative Initiatives at BitTorrent, Inc., in addition to working with brands including Mozilla, Amazon Studios, Nike, and more.

Straith Schreder 是 Candy Digital 的首席创意官，Candy Digital 是下一代品牌参与平台，她负责与艺术家、机构和 IP 合作开发和制作突破性的 NFT 体验。 Straith 此前在 Candy 工作，曾担任 Palm NFT Studio 的执行创意总监，该公司是一家技术公司，与领先的艺术家、创意人员、IP 所有者和娱乐公司合作，利用 NFT 重新定义粉丝参与度。 Straith 此前曾担任 VICE Media Group 的执行创意总监和 BitTorrent, Inc. 的创意计划副总裁，此外还与 Mozilla、Amazon Studios、Nike 等品牌合作。