A social token platform with a powerful token economic model will have the most opportunity to accumulate revenue and value derived from personal tokens and community tokens.
Written by: Mason Nystrom, Messari Researcher Compiler: Leo Young
Chain Wen once published an article “A panoramic view of the social token ecosystem: Which projects and platforms are worth paying attention to? “Summary of social token issuance platforms, tools, and professional teams. Messai’s article is a classification of social tokens, trying to analyze the value capture of social tokens.
Social tokens have gradually expanded to consumer markets such as music, art, and entertainment, and how to value social tokens has become increasingly important. Even if consumers will eventually buy social tokens for the benefits, they cannot completely strip away the speculative nature of crypto assets. This is the curse and gospel of the token economy.
Overview of social token asset types
As the community economy links creators and fans into a symbiotic relationship, social tokens (personal tokens, community tokens, and platform tokens) are about to generate tremendous value. Unlike the creator economy of web 2.0, the social economy will ensure that the value generated is for creators and loyal fans.
These social token classifications can be used as the basis for verifying the economic value capture layer of social tokens.
Social token value capture
The value capture theory in the social token ecosystem is simple and straightforward. A social token platform with a powerful token economic model that captures value directly from social tokens will have the greatest opportunity to accumulate revenue and value derived from personal tokens and community tokens.
From a personal perspective, each token has investment opportunities.
Personal token
Personal tokens will appreciate due to the development of individual creators, allowing early investors to obtain high returns. But the value of capture is limited. Elon Musk has gained high value as an entrepreneur due to the different companies he founded, and personal influencers like Joe Rogan cannot reach millions of dollars in value due to personal brand limitations.
Social token
The second layer of value capture is a social token representing a broad community or decentralized self-organization (DAO). What the community can accomplish is broader in scope than individual accomplishments, so the growth potential is even greater. Chiliz Fan, which cooperates with a million-dollar sports organization, has a wide range of fans and has more commercialization mechanisms.
Social token platform
Almost all online activities can be gathered through an aggregator. The aggregator is defined as a platform directly facing users, serving users with zero marginal cost, and reducing acquisition costs through a virtuous cycle of supply and demand. The era of decentralized finance (DeFi) aggregators has begun to take off, but the field of social tokens has not yet developed.
The social token issuance platform is the earliest aggregator, which is convenient for creators to issue and manage their own tokenized community. So far, these platforms have formed multiple models. Roll is the most popular social token issuance platform, charging a certain share of the total amount of tokens issued by creators. Fyooz and Rally use their own network tokens to facilitate transactions and support personal token issuance. Both models have their own advantages, but both rely on the success of individual or community tokens issued on the platform. A social token platform that masters the issuance and management of major personal social tokens will gain network effects. In addition, personal token issuance may also develop a set of standards. The main network will not only help creators IPO, but also provide other levels of value.
Final thoughts on social tokens and value
As social tokens continue to grow, all three types of social tokens are likely to be successful. Individuals or early adopters of social tokens are likely to reap huge rewards, while issuing and aggregating platforms capture more incremental value.
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