Welcome to another edition of Audience Insights. Similar to the last issue, we’ll be taking the power-users of a Farcaster channel and diving into their Base on-chain activity to see what can be found from a marketing lens.

Breaking users into groups like this and finding insights helps marketers get closer to the ground. Outreach tactics, messaging, and marketing holistically all rely on knowing who your audience is. Once that target market has been identified, an optimal strategy can be created to really drive results.

Farcaster channels provide a great starting point for creating these audiences. Pulling out power-users allows us to identify users that have a particularly high interest in a specific topic. We can then examine their transaction activity to find other factors or patterns that link this group together. Down the line these signals or patterns can be used for not only audience analysis, but audience creation as well. That’s how you add precision to marketing.

The audience in question today will be power users of the /fabric channel. Hinted at in the last article, Fabric is the company behind Hypersub. They’ve done extensive work in crowdfunding on chain, allowing creators to generate recurring revenue and allowing them to share that revenue with their subscribers. Creators can develop their own token-gated subscription models and outline what they’ll provide to subscribers. Subscribers often enjoy access to high-quality content, NFT drops, networking, community access & more. It’s creator focused infrastructure built totally on-chain. Very precise.

The audience we’ll be looking at today is made up of Farcaster users who dedicate the majority of their casts to the /fabric channel. Let’s dive in.

The top few protocols an audience spends time in is always an interesting place to start. You’ll notice in the chart above that the top performers are Zora, Uniswap, and (big surprise) Fabric itself. Following the top 3 are perennial performers Opensea & 1inch.

Zora amassing the most volume within this grouping by far is a note as well. Similar to how the Higher audience looked at last time, the high volume of Zora activity here (even higher proportion within /fabric, notable drop-off after the #1 spot) denotes a higher interest in on-chain art and community. Quite literally, /fabric power users are spending more time on Zora than they are on anything else on Base combined. This is a small audience, but a highly engaged one when it comes to minting and similar activities.

The rest of the top 5 contains similar members as the /higher grouping, but the volumes are so different. The domination of Zora combined with strong contributions from Fabric & Opensea again just emphasize how engaged this audience is when it comes to on-chain art, community, minting, and engagement. There are levels to engagement and this audience is at the higher end of the scale.

Fabric appearing in the top 3 is so impressive considering the company it keeps. The power-users in this channel are finding utility in the product and using it frequently enough to outclass a wide variety of protocols including 1inch and Opensea. Again, this is a great example of a community that has the bite to backup their bark.

It would be interesting to view activity on a monthly basis to see if the Fabric volume takes an even larger portion as users renew monthly subscriptions and potentially receive their rewards. More to come there. Not to mention the fact that the actual subscriber communities within Fabric provide a similar opportunity for audience analysis. Fabric creators have a fantastic opportunity to learn everything there is to know about their own audience on-chain.

As an additional information source it was interesting to take a look at Bello and compare results with the insights found through Dune. Through a quick comparison of transaction volumes it became evident how engaged the /fabric audience is on-chain. Bello allows us to take a look at all followers of the /fabric channel and see any trends amongst the verified wallets connected.

This provides us a higher level view of the whole Fabric community rather than just the power user transaction volume parsed out earlier. The general theme is consistent. Fabric users have an average wallet net worth of $215K and NFTs make up the heavy majority of their holdings (on Base). More to come regarding comparisons including Bello!

Again, this was a quick look taking 10 days of activity in June from this audience, but the story helps paint a picture of the priorities of these users on-chain. However, how do you action on this? There are a variety of ways.

Say you’re an NFT creator looking to grow their user-base. It comes down to strategy. Wallet messaging is a fantastic opportunity for cold outreach at scale, but in an effort to keep volume in check, having a target audience would likely help improve ROI on a campaign like that. Identifying a highly engaged audience like this one allows an on-chain artist or protocol to find users that are already spending time in the right places. Users that are spending time there and also taking action at a high clip. The same applies to growing a community more organically. You can find the channels filled with users that are taking action rather than just chatting. Joining the channel, starting a streak, and growing an organic audience is also a great route.

That’s all for this week, another quick hitter on high-level audiences. Looking to get more granular and more in the weeds soon while also pulling in some other datapoints. Just trying to make marketing more precise. Thanks for reading. More to come.

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

Welcome to another edition of Audience Insights. Similar to the last issue, we’ll be taking the power-users of a Farcaster channel and diving into their Base on-chain activity to see what can be found from a marketing lens.

Breaking users into groups like this and finding insights helps marketers get closer to the ground. Outreach tactics, messaging, and marketing holistically all rely on knowing who your audience is. Once that target market has been identified, an optimal strategy can be created to really drive results.

Farcaster channels provide a great starting point for creating these audiences. Pulling out power-users allows us to identify users that have a particularly high interest in a specific topic. We can then examine their transaction activity to find other factors or patterns that link this group together. Down the line these signals or patterns can be used for not only audience analysis, but audience creation as well. That’s how you add precision to marketing.

The audience in question today will be power users of the /fabric channel. Hinted at in the last article, Fabric is the company behind Hypersub. They’ve done extensive work in crowdfunding on chain, allowing creators to generate recurring revenue and allowing them to share that revenue with their subscribers. Creators can develop their own token-gated subscription models and outline what they’ll provide to subscribers. Subscribers often enjoy access to high-quality content, NFT drops, networking, community access & more. It’s creator focused infrastructure built totally on-chain. Very precise.

The audience we’ll be looking at today is made up of Farcaster users who dedicate the majority of their casts to the /fabric channel. Let’s dive in.

The top few protocols an audience spends time in is always an interesting place to start. You’ll notice in the chart above that the top performers are Zora, Uniswap, and (big surprise) Fabric itself. Following the top 3 are perennial performers Opensea & 1inch.

Zora amassing the most volume within this grouping by far is a note as well. Similar to how the Higher audience looked at last time, the high volume of Zora activity here (even higher proportion within /fabric, notable drop-off after the #1 spot) denotes a higher interest in on-chain art and community. Quite literally, /fabric power users are spending more time on Zora than they are on anything else on Base combined. This is a small audience, but a highly engaged one when it comes to minting and similar activities.

The rest of the top 5 contains similar members as the /higher grouping, but the volumes are so different. The domination of Zora combined with strong contributions from Fabric & Opensea again just emphasize how engaged this audience is when it comes to on-chain art, community, minting, and engagement. There are levels to engagement and this audience is at the higher end of the scale.

Fabric appearing in the top 3 is so impressive considering the company it keeps. The power-users in this channel are finding utility in the product and using it frequently enough to outclass a wide variety of protocols including 1inch and Opensea. Again, this is a great example of a community that has the bite to backup their bark.

It would be interesting to view activity on a monthly basis to see if the Fabric volume takes an even larger portion as users renew monthly subscriptions and potentially receive their rewards. More to come there. Not to mention the fact that the actual subscriber communities within Fabric provide a similar opportunity for audience analysis. Fabric creators have a fantastic opportunity to learn everything there is to know about their own audience on-chain.

As an additional information source it was interesting to take a look at Bello and compare results with the insights found through Dune. Through a quick comparison of transaction volumes it became evident how engaged the /fabric audience is on-chain. Bello allows us to take a look at all followers of the /fabric channel and see any trends amongst the verified wallets connected.

This provides us a higher level view of the whole Fabric community rather than just the power user transaction volume parsed out earlier. The general theme is consistent. Fabric users have an average wallet net worth of $215K and NFTs make up the heavy majority of their holdings (on Base). More to come regarding comparisons including Bello!

Again, this was a quick look taking 10 days of activity in June from this audience, but the story helps paint a picture of the priorities of these users on-chain. However, how do you action on this? There are a variety of ways.

Say you’re an NFT creator looking to grow their user-base. It comes down to strategy. Wallet messaging is a fantastic opportunity for cold outreach at scale, but in an effort to keep volume in check, having a target audience would likely help improve ROI on a campaign like that. Identifying a highly engaged audience like this one allows an on-chain artist or protocol to find users that are already spending time in the right places. Users that are spending time there and also taking action at a high clip. The same applies to growing a community more organically. You can find the channels filled with users that are taking action rather than just chatting. Joining the channel, starting a streak, and growing an organic audience is also a great route.

That’s all for this week, another quick hitter on high-level audiences. Looking to get more granular and more in the weeds soon while also pulling in some other datapoints. Just trying to make marketing more precise. Thanks for reading. More to come.

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