嘿！Coinvise 是一个 web3 平台，可帮助创作者和社区建立和管理他们的社交代币。你可以在这里加入社区。如果你觉得这篇文章很有趣，请务必在 Twitter 上关注 Coinvise。享受！🔥

变现一直是创作者的重中之重。

在他们发现从 00 年代到 10 年代他们可以通过 Web2 平台从他们的观众中获利并且可以从他们的激情中谋生之后，Creators 然后意识到从 10 年代到 20 年代他们实际上可以成为品牌，成为产品，并且可以为他们做他们为别人做的事。

事实上，新技术的出现伴随着 GenZ 看待作品的范式转变，将我们带入了创作者的新时代。

Crypto, and tokens specifically, seem to be the path to help these creators achieve financial freedom and live from their passion, creating content online. Even major Creator-focused Web2 companies already understood. Tokens can revolutionize how creators make money online. Patreon is already looking into crypto tokens as another way for creators to monetize communities.

So how and why tokens, through Ownership and direct value creation, will replace the old ads/brand sponsorship monetization framework? And how will creators leverage this technology and monetize their audience compared to the traditional way? That's what we're going to find out in this essay. Let's get into it. 🔥

1- The current Monetization model in Web2 The Creator Economy results from a complete paradigm shift in the way more people, and GenZs specifically, are seeing the Work. It's indeed more and more common to post on the internet, share photos, join forums, curate articles and make money out of it. The internet levels the playing field, and anyone can use their hustle and savvy to amass a following and monetize that following.

However, there are still two major problems for creators today: Ownership and Monetization.

Creators don't have Ownership because of the ads-driven business model most Web2 social platforms, where creators build their audience, are using. Indeed, in Web2, the process of monetization for platform usually goes something like this:

Company launches an app It onboards as many users as possible Then it monetizes its user base But this outdated business model forces current social networks to keep a walled garden around their content. Indeed, opening their data would mean killing their business model. Their main way to monetize is to sell those data to for-profit companies to target specific audiences. This business model gives users and creators no choice but to continue using these apps as they have already created an audience on these platforms. On top of that, this business model creates a situation where creators who actually produce the content are underpaid, under-monetized, and don't fully capture the value they are making.

With this broken ads-driven Business Model, creators don't have much choice but to rent the audience they don't really own to brands keen to pay a lot of money to access it. As you can imagine, this model is unsustainable for creators, and we need to give them back Ownership over their content and ways to monetize it more efficiently.

2 - The first era of monetization in Web3. There's a famous essay written by Kevin Kelly called "1,000 True Fans," predicting that the internet would allow more people to make a living off their creations. Rather than pursuing widespread celebrity, he argued, creators only needed to engage a modest base of "true fans"—those who will "buy anything you produce"—to the tune of $100 per fan per year (for a total annual income of $100,000). Li Jin later argued creators would eventually need only 100 true fans to make a living off their passion.

I believe Li Jin is right. New crypto technologies allow creators to monetize their content more efficiently. In recent months, and with creators becoming increasingly aware of Web3's capabilities, we saw more of them experimenting with new monetization models and earning life-changing money.

While there are many ways for creators to leverage the crypto technology , it seems there are two main ways for them to monetize more efficiently their content:

创建可访问优质内容的代币 - 粉丝（或社区成员）可以购买代币并提前获得对内容的访问权，访问代币门控内容，例如 Discord 中的私人频道或 Instagram 上的“密友”。令牌允许大规模限制访问，并为社区内最大的粉丝提供认可和地位。让粉丝通过代币投资创作者——随着创作者的知名度越来越高，越来越多的人想要购买代币来获得独家内容，代币的价值也随之增加。粉丝可以赎回硬币，将其视为投资，创作者最终可以利用流动性购买新材料，创造更优质的内容并扩大其发行量。在这种情况下，代币作为众筹创作者的一种方式。今天，主流创作者大多使用不可替代的代币（又名 NFT）来通过他们的内容获利，因为它们允许许多新的用例（上文已解释）。NFT 还具有社区内的地位、稀缺性和归属感。

有了这些创作者现在可以轻松创建的新代币 (NFT)，粉丝和创作者的所有权概念就出现了。正如 Jesse Walden 在他的文章《所有权经济：加密货币与消费软件的下一个前沿》中所说：“用户可以从他们的集体贡献中获得大部分价值，而不是平台的创始人和投资者的核心圈子将价值带回家。” 它允许创作者通过他们的内容获利，同时让他们的社区参与进来并调整激励措施。粉丝可以购买代币，允许创作者不完全依赖 Web2 平台产生的收入（例如 Youtube 广告），创作者通过代币与粉丝分享其内容的好处，从而将所有权授予粉丝。这就是所有权的魔力。当创作者将真正的所有权交给他们的社区时，社区成员开始照顾它，并且经常参与。调整激励措施就是一切。

通过创建代币并利用 Web3 工具，创建者可以更轻松地培育可持续的社区（减少垃圾邮件），确保成员在游戏中占有一席之地（不仅是被动成员或评论者），并激励社区成员使整个社区成为可取的加入从长远来看（社区越受欢迎，代币获得的价值就越大）。

将这些新技术交到创作者手中是超越所有权的一大步。事实上，在 Web2 中，创作者需要参与来吸引广告收入，而在 Web3 中，货币化和参与是同时发生的。例如，用户通过购买 NFT 来利用自己的资金参与 Web3。从第一天开始，它就允许创作者获得收入，即使没有大量观众，他们也可以更轻松地通过内容获利，并将他们的观众带出 Web2 平台。

通过购买创作者令牌，粉丝们进一步致力于他们最喜欢的创作者，并建立一个积极的反馈循环，培养围绕共同热情建立的健康粉丝社区。最终，代币为超级粉丝提供了一种表达忠诚度的方式，并为创作者提供了初始流动性。

虽然主流创作者为他们的社区铸造 NFT 非常令人兴奋，但我觉得创作者可以走得更远，彻底重塑他们对货币化的看法。创作者可以尝试 Web3 允许的全新货币化模型，而不是调整旧模型以适应 Web3 空间。

通过利用可替代的代币（又名社交代币或社区代币）并重新定义成为创造者的意义，我认为有一个可能的未来，任何人都可以从他们的激情中生活，拥有 100% 的内容并制作他们喜欢的东西。

3 - The second era of monetization in Web3. While, until now, the term "Creator" (or before that "influencers") was mostly tied to people creating content online, it seems like Web3 allows a whole new class of Creators to emerge. These new creators are people who share their vision through content online rather than creating content as an end goal. A Web3 creator's definition could be:

"Anyone pushing ideas, and a vision, through content on the internet and leveraging the new Web3 tools at their disposal."

This broader definition includes more people under the term "creator" and reflects more on these individuals' actions. These "Creators 2.0" might be the one that benefits the most from the Web3 revolution. A great example of a Creator 2.0 is Jeff Kauffman Jr. Jeff, which might not be considered as a creator in a traditional sense, has created a thriving community around advertising and marketing in Web3. He's pushing his ideas and vision through essays and podcasts, gathering a strong community keen to help him achieve his high ambition goals. Creating content is not its end goal. Its end goal is to share its vision and gather a community around it.

These Creators 2.0 are not trying to move their already existing audience into Web3 to monetize it better. They are creating new communities using Web3 tools and leveraging their previous following. And there's a huge difference between an audience and a community.

In 2021, we've already seen many thriving communities led by Creators 2.0. For example, I can think of Carlos Gomes that has created Forefront, a community that recently raised $2.1M to Build the "Port of Entry" to Web3 Social Clubs & Digital Cities. Another great example is Friends With Benefits, led by the Creator Trevor McFedries, which recently finalized its $10M fundraise at a $100M valuation led by Andreessen Horowitz.

These creators are not monetizing their audience in a Web2 way. They are building tokenized communities to create projects that bring real value and then monetize this project. To do so, they are leveraging Web3 tools such as Coinvise, a platform that allow them to create and manage their Tokens by providing features such as Airdrops, Quests or Vesting Schedule.

Today, to build a startup, someone needs money in order to hire people and support themselves. They usually raise this money from VC firms and give away a percentage of the company. This investment introduces misaligned incentives, and even if the company succeeds, it will take a long time for anyone involved to realize any real return on investment.

A contrario, with Social tokens, these Creators 2.0 can build solid projects and incentivize their audience to participate in investing money or time in it from day one, avoiding raising money from investors. With Social Tokens as equities, fans will put in some work and get rewarded with Tokens, letting them redeem perks in the project's virtual economy or by selling them for USD later if the project succeeds.

Even if the project needs to raise proper money, it can do it through the community. Stakeholders can then use their tokens to vote on future strategic decisions, and the people who helped build the project can sell some of their holdings to make money after the tokens have been released. People who believe in the project can buy and hold Ownership, and people who think the project is headed in the wrong direction can signal this by selling their stakes. Anyway, purchasers have complete transparency over what is happening as everything is on-chain.

In Web3, community members own a part of the Creator's content and success through tokens. As they benefit directly from the growth of the Creator, they are incentivized to provide help.

最终，社交代币允许调整利益，从第一天起就获得劳动力，促进与社区成员的协作，并更有效地获利。

4 - 我们仍然需要克服的问题。但是没有一个解决方案是完美的，通过 Tokens 在 Web3 中的货币化还有很多可以改进的地方。

通过代币获利时，创作者必须让他们的内容吸引粉丝，而不是品牌。他们必须制作质量更高的内容来取悦粉丝，因为他们是花钱的人。Web2 中的创作者正在通过注意力获利，这意味着制作大量低质量的内容，将数量置于质量之上（更多视频 > 更多广告 > 更多收入）。另一方面，从超级粉丝那里获利是开始赚钱的更高门槛，因为创作者总是必须创新并创造出更优质的内容。以金钱而非注意力为目的的营销完全改变了创作者制作内容的方式。

第二个问题是可发现性困境。创作者是否希望被更多的观众发现并免费提供他们的内容，或者他们更喜欢标记他们的内容，增加收入但失去知名度？Web2 平台拥有庞大的用户群和控制可发现性，将永远是临时创作者（大多数人）的地方，他们只是希望通过他们所产生的注意力获利。为了使代币成为一种长期可行的内容货币化方式，我们必须引入一种新的方式来吸引创作者的注意力，而不依赖于中心化平台。建立去中心化的社交网络可能是一个值得探索的解决方案。通过使用 Token 奖励最大的粉丝来激励他们分享内容可能是解决可发现性困境的另一种方法，虽然它没有

最后，创作者如何从他们的代币中获得流动性？目前，他们没有什么可以“拿薪水”而不卖掉他们的硬币，这似乎不符合社区的长期利益。同样，对于那些在为社区做出贡献时必须扔掉硬币来获得薪水的贡献者来说，在这个过程中失去了投票权。为了通过代币提高货币化，我们需要实施新的工具或机制来帮助创作者和社区成员在不出售代币的情况下获得报酬。一种潜在的解决方案可能是创建两种代币，一种用于支付工资和奖励社区成员，另一种用于社区内的治理权和福利。

结论 通过这篇文章，我们看到 Web3 可以帮助 Creators 1.0 和 Creators 2.0 更有效地通过他们的内容获利。虽然还没有完美的解决方案，但越来越多的创作者正在利用加密机制并正在建立繁荣的社区。为了让下一个百万创作者从他们的热情中生活，我们必须共同思考创建有效的货币化模式。构建 Web3 工具似乎是目前更有希望的途径。