The evolution of Blockchain technology towards new market niches seems unstoppable. It is no longer just about improvements to the typical decentralized or mainstream finance system through gaming as the biggest use cases.
Now Blockchain through immortality, transparency and immutability has allowed artists, musicians and creators in general to join the feast of non-fungible tokens, popularly known as NFTs, in order to help democratize income, and eliminate unfair distribution for their work.
And what better way to do it than through the popular “influencers”, those figures in social networks that amid the rise of Blockchain technology and the crypto ecosystem have managed to mold the behavior of their own and strangers to this disruptive technology. ¿But at what cost?
It is known that the consecrated stars of the show bussines They have found a similar space on social media, regardless of their orientation. Recently, with the public adoption of Bitcoin and other cryptocurrencies by these artists, their influence on the vast network of users inside and outside the ecosystem has not been relegated.
On the contrary, they have been able to take advantage of this trend to maximize their profits and increase their popularity, as is the case with Paris Hilton and her most recent forays into the crypto world.
— Paris Hilton (@ParisHilton) March 2, 2021
But very different from high-caliber influencers, those of ‘low profile‘, with less than 100k followers, defined as Micro-Influencers, they barely manage to keep less than 60% of the profits from merchandise sales, Not to mention, they typically earn a few hundred dollars from sponsored posts, according to study. “5 Micro-Influencers Share How Much They Get Paid For #SponCon”By Austen Tosone and published by HuffPost in December 2019.
What’s more, the Micro Influencers are presented to another problem, and it is the saturation of sponsored posts that marketers can choose from the garbage and micro influencers have to pursue one-time deals that rarely generate sustainable income. A fact that Barret Wissman makes very clear in his article in Entrepreneur magazine in February 2019.
Blockchain para el Mainstream
But unlike the big influencers, those personalities with less than one hundred thousand followers have had to resort to the use of associations with Blockchain technology in order to maximize their profits while exposing themselves to a greater number of followers who value the work they promote. .
This is how we have witnessed on social networks such as Twitter, an avalanche of NFTs from our own and from outside Micro Influencers trying to capture a share of this emerging market, as well as gaining exposure among the masses.
An example of the above can be found in Rachel Siegel, popularly known as CryptoFinally, which thanks to an extraordinary work around cryptocurrencies and the use of NFTs, has allowed him to leave the technical threshold of Micro Influencing by exceeding 100,000 followers.
Morning magic money friends! 🖤
— CryptoFinally 💫 (@CryptoFinally) March 25, 2021
Despite the eminent success that some personalities have had through alliances and minting of NFTs, the absence of platforms aimed at this segment of the market that take advantage of pooling this highly profitable human capital seems to be a problem that could soon come to an end.
A great example of this use case was recently announced in the ecosystem with the foray of Showcase, a social platform that uses NFT Badges as the core of its proposal for the interaction between Micro Influencers and fans, all under the umbrella of Blockchain technology.
Showcase, which uses Polygon’s Blockchain technology (antes Matic Network) to scale transactions and be able to deploy non-fungible tokens (NFT) under the ERC-1155 standard at low cost, promises to be one of the solutions available in the blockchain market and in this new DeFi economy around the NFTs that allows an additional source of income to the Micro Influencers creative.
The use case proposed by Showcase can open the doors for other similar options that take advantage of this market segment still without penetration by lovers of Blockchain technology, but with a large human capital and a network of fans who could bet on the hand in hand with the NFTs boom to capitalize on the opportunities offered by the combination of these sectors.
Another similar example is Raiinmaker, Colin LLC’s Los Angeles-based influencer marketing platform that works with Blockchain to incentivize fans to share campaigns and be rewarded for their endorsement. Although it does not use NFT Badges as part of its proposal, its direction to the segment of influencers makes it worthy of being mentioned in this post.
Raiinmaker uses the DragonChain Blockchain to protect data transactions on its backend using the native DGRN token. For now they have launched a beta phase that tries to convert Raininmaker in one of the first influencer marketing applications created on the Blockchain.
Of the success of platforms like Showcase O Raiinmaker It will depend on whether the investment also reaches the Micro Influencers and that centralized platforms such as Patreon or Collide are things of the past for this segment of personalities who have had to resort to crowfunding to reduce their dependence on income from brand associations.