Welcome to the first edition of Audience Insights. The goal of precision is to help find ways to enhance on-chain marketing. The Audience Insights series will be about identifying groups of users on-chain and analyzing them from a marketing lens. Let’s dive in.

The audience of focus today is built around power users of the /higher Farcaster channel. The /higher channel is built around a community brand focused on pushing the limit. Reaching higher, aiming higher and doing more. It’s a brand left open to the users, it’s a token, and it just may end up becoming a movement. If you haven’t taken a look at the channel, you can do so here and check out the website here https://www.aimhigher.net/ .

The /higher channel has seen crazy impressive growth over the past month or two with over 25k followers at the time of writing. Throughout the channel you’ll find shirts, run challenges, strava groups, biking challenges, NFTs, manifestos, memes, art and more.

The quality of content found within this community is insane and the energy is infectious. What sets this group apart from the rest of Farcaster & the rest of crypto?

The general audience parameters used here are defined below:

• Farcaster User

• #1 channel sorted by cast volume had to be /higher

• Wallet linked with Farcaster account

Very simple breakout here, the goal being to find the people who interact with /higher more than they interact with any other channel. This helped flag the people who truly allocate the majority of their FC attention / brain space to /higher.

There is room to grow in how the audiences are defined moving forward, but this felt like a good starting point.

Keeping up with the trend of on-chain summer, this analysis focused on what users were doing on Base over a 10-day period. On one side the /higher power user segment was linked with their Base transaction activity over the time period and on the other side, a subset of total Base transaction activity was examined for comparison.

Wallet activity from both groupings were aggregated by protocol to compare where users were executing transactions over the 10-day period. The results were as follows (sorted by transaction volumes):

/higher Power Users

• Zora

• Uniswap

• OpenSea

• Base-USDC

• 1inch

Base Activity

• Base-USDC

• Uniswap

• 1inch

• Zora

• OpenSea

Unsurprisingly the top 5 is the same on both sides, but the order is different. It’s also worth noting that there is a drop-off on both sides.

The /higher segment saw a noticeable drop-off after the top slot. Regarding defined transactions, Zora saw over 2x the volume of Uniswap in this slice of time. Uniswap & OpenSea were neck & neck, but following that was another significant drop-off.

Regarding the Base Activity segment, the drop-off occurs after Uniswap. Zora & OpenSea remain in the top 5, but are truly not within striking distance of the top 3.

So what?

The trend on Base is clearly financial / token focused. Users are most likely swapping assets, trading, and purchasing different tokens. The trend within the /higher segment is different. Zora & Opensea in the top 3 indicate a higher level of emphasis on NFTs & art. Zora taking the top spot by a margin aligns with the heavy usage of it within the /higher channel and how these users are spending more time executing transactions within their community than they are swapping assets like a standard crypto consumer.

Not only is the energy in the /higher channel limitless, the users are acting on it as daily.

Truly a purpose driven brand that inspires action within its community.

Another fun note here is the presence of Fabric on both lists. Fabric is the company behind Hypersub which allows creators to bring their content on-chain. This opens a door to revenue sharing, subscription benefits, and token-gated content. It’s one of the newest and most innovative ways to become a creator on-chain.

Fabric placed 46th in the larger Base grouping, but placed 12th within the /higher group.

Again this just emphasizes how the power users of /higher are spreading the love within their community & the larger on-chain community as well. Their actions on-chain have moved past the standard financially incentivized transactions of surface level crypto. /higher users are helping build something different online, a new way to create, engage, and find community.

Everybody eats, family style mentality

The differences in rankings here for Fabric indicate a fundamental difference in mindset between the two groups. The /higher power users represent a totally different market within crypto, a new market with entirely different goals and priorities.

This analysis was done using just a 10-day subset of Base transaction data. Analyzing trends and information like this ongoing or through different time frames will likely yield even more insights moving forward. That said, even with the current dataset, this write-up barely scratched the surface, lots to dig into here. More to come.

Again, going back to the marketing lens information like this can help inform decision making when it comes to messaging, growth strategies, and even lead generation at a surface level. Instead of just marketing to the broad crypto user market it’s time to start finding niches and looking at how they behave. Channels on Farcaster provide a fantastic starting point, but there is so much room to grow. Also all the data is on-chain. Once more, more to come.

That’s a wrap on v1 of Audience Insights from precision, hope you enjoyed the read.

If you did, feel free to subscribe or give a shout on FC.

Welcome to the first edition of Audience Insights. The goal of precision is to help find ways to enhance on-chain marketing. The Audience Insights series will be about identifying groups of users on-chain and analyzing them from a marketing lens. Let’s dive in.

The audience of focus today is built around power users of the /higher Farcaster channel. The /higher channel is built around a community brand focused on pushing the limit. Reaching higher, aiming higher and doing more. It’s a brand left open to the users, it’s a token, and it just may end up becoming a movement. If you haven’t taken a look at the channel, you can do so here and check out the website here https://www.aimhigher.net/ .

The /higher channel has seen crazy impressive growth over the past month or two with over 25k followers at the time of writing. Throughout the channel you’ll find shirts, run challenges, strava groups, biking challenges, NFTs, manifestos, memes, art and more.

The quality of content found within this community is insane and the energy is infectious. What sets this group apart from the rest of Farcaster & the rest of crypto?

The general audience parameters used here are defined below:

• Farcaster User

• #1 channel sorted by cast volume had to be /higher

• Wallet linked with Farcaster account

Very simple breakout here, the goal being to find the people who interact with /higher more than they interact with any other channel. This helped flag the people who truly allocate the majority of their FC attention / brain space to /higher.

There is room to grow in how the audiences are defined moving forward, but this felt like a good starting point.

Keeping up with the trend of on-chain summer, this analysis focused on what users were doing on Base over a 10-day period. On one side the /higher power user segment was linked with their Base transaction activity over the time period and on the other side, a subset of total Base transaction activity was examined for comparison.

Wallet activity from both groupings were aggregated by protocol to compare where users were executing transactions over the 10-day period. The results were as follows (sorted by transaction volumes):

/higher Power Users

• Zora

• Uniswap

• OpenSea

• Base-USDC

• 1inch

Base Activity

• Base-USDC

• Uniswap

• 1inch

• Zora

• OpenSea

Unsurprisingly the top 5 is the same on both sides, but the order is different. It’s also worth noting that there is a drop-off on both sides.

The /higher segment saw a noticeable drop-off after the top slot. Regarding defined transactions, Zora saw over 2x the volume of Uniswap in this slice of time. Uniswap & OpenSea were neck & neck, but following that was another significant drop-off.

Regarding the Base Activity segment, the drop-off occurs after Uniswap. Zora & OpenSea remain in the top 5, but are truly not within striking distance of the top 3.

So what?

The trend on Base is clearly financial / token focused. Users are most likely swapping assets, trading, and purchasing different tokens. The trend within the /higher segment is different. Zora & Opensea in the top 3 indicate a higher level of emphasis on NFTs & art. Zora taking the top spot by a margin aligns with the heavy usage of it within the /higher channel and how these users are spending more time executing transactions within their community than they are swapping assets like a standard crypto consumer.

Not only is the energy in the /higher channel limitless, the users are acting on it as daily.

Truly a purpose driven brand that inspires action within its community.

Another fun note here is the presence of Fabric on both lists. Fabric is the company behind Hypersub which allows creators to bring their content on-chain. This opens a door to revenue sharing, subscription benefits, and token-gated content. It’s one of the newest and most innovative ways to become a creator on-chain.

Fabric placed 46th in the larger Base grouping, but placed 12th within the /higher group.

Again this just emphasizes how the power users of /higher are spreading the love within their community & the larger on-chain community as well. Their actions on-chain have moved past the standard financially incentivized transactions of surface level crypto. /higher users are helping build something different online, a new way to create, engage, and find community.

Everybody eats, family style mentality

The differences in rankings here for Fabric indicate a fundamental difference in mindset between the two groups. The /higher power users represent a totally different market within crypto, a new market with entirely different goals and priorities.

This analysis was done using just a 10-day subset of Base transaction data. Analyzing trends and information like this ongoing or through different time frames will likely yield even more insights moving forward. That said, even with the current dataset, this write-up barely scratched the surface, lots to dig into here. More to come.

Again, going back to the marketing lens information like this can help inform decision making when it comes to messaging, growth strategies, and even lead generation at a surface level. Instead of just marketing to the broad crypto user market it’s time to start finding niches and looking at how they behave. Channels on Farcaster provide a fantastic starting point, but there is so much room to grow. Also all the data is on-chain. Once more, more to come.

That’s a wrap on v1 of Audience Insights from precision, hope you enjoyed the read.

If you did, feel free to subscribe or give a shout on FC.