After a period of development, the digital collection market has gradually cooled down. What's wrong with digital collections? Where should it go in the future? This article starts with the popular digital collection of Boring Apes, discusses how the NFT community operates, let’s take a look.
In March last year, cryptocurrency entrepreneur Sina Estavi bought the first tweet NFT released by Twitter founder Jack Dorsey for $2.9 million. A year later, he put the NFT on the auction platform with full expectations, hoping to sell for more than $48 million. However, until the auction ended, the highest offer was less than $290. The huge market bubble has caused many overseas NFT players to panic.
Not long ago, " Magic Core ", one of the largest digital collection platforms in China, announced that it would stop the issuance of digital collections. The industry generally believes that after a period of crazy development, the digital collection market has gradually cooled down. What's wrong with Shuzang Market? Where will digital collections go in the future?
Things are precious because they are rare. It is human nature to like scarcity. After all, only unique can show their uniqueness and self-evidentity to gain more people's pursuit. Scarce things usually have the function of store of value and can bring a sense of security. The history of mankind has never changed from art collections to gold to Bitcoin. The scarcity of
NFT is not only unique, but also has the possibility of increasing value. For the fan group, having a wonderful moment of Jordan or James is far more fulfilling than having a bag worth hundreds of thousands. So, in different community groups, people have their own definition of uniqueness.
1. What is NFT
NFT (Non-Fungible Tokem), which is a non-fungible token, also known as digital collections in China. It is a unique asset in the digital world and can be bought, sold and circulated. Non-fungible tokens are equivalent to digital assets, such as paintings, artworks, sounds, films, projects in games or other forms of creative works. Everything can be NFT. Music, pictures, or even a poem can be turned into an NFT as long as it is put on the chain. The value of
NFT depends on the consensus of players, and consensus cannot be separated from community operations. Behind those NFT digital collections with active transaction volumes, there is often a large community that believes in the same culture. The reason why NFT is sought after by a large number of users is precisely because of its scarcity - it comes from the community behind NFT, and collectors, users and admirers give NFT value. Digital collections are usually released in the form of series of IPs, and their incubation cannot be separated from the support of traffic, whether in private or public domain operations. It is not as simple as the outside world thinks that uploading a picture can be released at a premium.
2. From the popular Boring Ape NFT Community Operation
Boring Ape was born in April 2021. It is one of the NFT avatar projects, with a total of 10,000 avatars of different shapes. On April 30, these avatars were sold at the unit price of 0.08 Ether (approximately 1,449 yuan) and sold out within a week. Boring Ape is an IP-type NFT, not a brand-name NFT. IP-type NFTs essentially sell narratives and scripts. The most core reason why Bored Ape can become a top NFT is its super commercial operation capabilities.
Usually, after a user purchases an NFT, he only owns this NFT, and cannot create or commercialize this NFT twice, but the boring ape does the opposite. The reason why Bored Ape has become the most popular NFT is because it is the first to open copyright to its owners - buyers not only own a virtual asset, but can perform second creation and commercial operations on it.
Boring Ape has also developed corresponding derivative products for BAYC owners to use, including various co-branding.
BAYC users have granted the complete commercial use rights of the purchased NFTs (most projects are not authorized). Many enthusiasts have issued shoes, hats, T-shirts and other peripherals, making BAYC a trendy brand.
Data shows that Li Ning purchased the Boring Ape digital collection on the NFT trading platform Open Sea at 120 Ether (about 2.43 million yuan). Afterwards, China Li Ning officially announced that the joint campaign with BAYC #4102 NFT, it brought the Boring Ape to the pop-up store in Sanlitun, Beijing."China Li Ning Bored Ape Trendy Sports Club" also combines Bored Ape with trendy sports elements such as Frisbee and motorcycles, and launches a series of product lines with bored apes printed with T-shirts and hats.
Secondly, the Boring Ape project provides buyers with rich community operation activities, making holding Boring Ape NFT more like joining a club.
has a user comment: "BAYC is like a club in college. Everyone will connect with each other. Everyone will set the avatar of the social network as a monkey and pay attention to each other." The project party adopts a variety of operating methods, such as purchasing a piece of land in The Sandbox and establishing a virtual club in it. Only those who hold the project can participate; an airdrop of a (virtual) wearable hoodie to each user's wallet, which can be worn at a virtual party held on Decentraland to quickly identify their similarities in the metaverse.
The third point is that boring ape is constantly developing new projects to enrich their entire story world view.
Universal Music Group purchased Boring Ape NFT and established a virtual band composed of "Bored Apes", held concerts, held street art, and opened a BAYC theme restaurant for its debut. Sports brand Adidas bought a Boring Ape NFT avatar and created a character called Indigo Herz on this basis.
Why do boring apes have many supporters? The best way to form a consensus is to invest and thus become a community of interests for this project. Players invest a lot of money to buy BAYC, thus establishing a consensus on a community like BAYC, just like the owner group of houses and car owners of cars, strengthening their perception of the product through real consumption. Through planning, operation and publicity, the digital collection distributor establishes a value awareness and consensus on digital collections from the user's mental level, so that digital collections have a broad imagination space.
The key to the success of any NFT project is the user community established around NFT. The definition of a community is a group of people with common characteristics, or people who are similar in some ways. NFT is a digital identity and social currency in a sense that it allows people from different backgrounds and places to instantly become like-minded people based on common goals. Like Facebook group, Discord and Telegram channels, etc.
For NFT, it is necessary to design vision goals and operation plans for the community. Including project introduction, vision, concept, values, world view, story background, brand, rights, media reports, etc., it must not be missed.
A high-quality NFT project, from the most basic creative inspiration, IP shaping, to subsequent promotion, media cooperation, and community operation, requires considerable human resources and capital. The platform endorsement and the big names are the key to winning market confidence and obtaining high premiums. After all, NFT is not the only value support for IP, and expanding more new application scenarios can have greater commercial value.
3. Three tricks for NFT community operation: content, activities, and user
NFT project success guarantee is divided into two stages. In terms of importance and investment, NFT early issuance accounts for 20%, and NFT late operation accounts for 80%. NFT projects require time and energy to be continuously cultivated and require continuous investment. NFT late operation and IP brand operation have similarities. NFT is an intangible asset generated by based on blockchain technology. The important direction of operation is "consensus" and "scarcity". Consensus solves trust, scarcity solves great value for money.
Generally speaking, the purpose of users joining the community is simply three demands: communication + gaining knowledge + deep needs, which determine the three core elements of community operation: content + activities + users.
1. Event operation
Community activities: divided into online and offline, online: organize some high-quality resonance and celebration activities for festivals, products, and content. Offline activities: Shaping the company's IP, empowering super players, and then showing the company's strength. Sometimes users can also organize activities spontaneously. The company provides users with corresponding resource support, similar to the same urban meeting of Xiaomi back then, supporting the image of a big V, and also creating a wave of strong exposure.
Continuous, clear theme and diverse community activities are an effective means to maintain the activity of community users and improve the retention rate of community players. Event operation requires comprehensive coordination of various elements including event purpose, event object, event theme, event form (including gameplay and rewards).
2. Content operation
High-quality original content is the standard for the good community. The demand for users to visit the community is to browse content. Content can not only enhance interaction between users, but also help the community spread its influence and attract new players to join. The richness of community content and the correlation between content and community user interests are important factors that determine community accessibility, user activity and retention.
Currently, community content topic planning and continuous output, sharing the background story of NFTs through text, pictures, videos, and live broadcasts. Share Meta Universe industry research reports, industry trends, interviews with opinion leaders in the Meta Universe or NFT field in WeChat group, and share NFT cutting-edge black technology. Community users can create content such as emoticons and comics based on their common interests and hobbies, and even convert original content into physical peripheral products such as T-shirts, backpacks, blind boxes, etc.
3. User Operation
User Operation includes user hierarchical management and user incentive system. Based on the user's community performance, evaluate user potential, and improve user activity, stickiness, and enhance user loyalty through the level system, points system, task system, and medal system.
's user base with continuous growth, high activity and high retention rates is the soul of a high-quality community. The core work of community operation is to empower users to endorse the community around the needs and contributions of community users, similar to the moderator of Baidu Tieba . The key to
community operation is how to mobilize the enthusiasm and creativity of users. For the community, seed users are very important. Usually, seed users come from employee circles of friends, targeted invitation users, and early natural users of the community. This group will assist in the early stage in completing the tone construction, the maintenance of community cultural atmosphere, and the promotion of digital collections, and are active participants in various official activities.
Whether it is Douban or Zhihu , it can be said that seed users almost determine the genes and directions of the future development of the community. Every community often has a characteristic - the strong and distinct personality of the circle members and the users have a strong sense of identity and belonging.
The number one person in Japanese community design, Yamazaki Ryo mentioned in "Community Design" that designing a community is not an island that only allows 1 million people to visit once, but an island that allows 10,000 people to visit again 100 times. A good community is to make those who define it willing to revisit and govern together, and become their spiritual home and ideal country.
In this regard, Devin Finzer once longed for:
- In the world of NFT, artists and creatives make a living by selling digital art;
- loyal fans buy collections from their favorite athletes and musicians;
- groups with shared hobbies and interests find other members, communities and sense of belonging through sharing ownership;
- More new professions such as virtual world real estate agents and virtual reality sculpture designers are constantly emerging.
This article was originally published by @官网: Lu Yan. Everyone is a product manager. Reproduction of
without permission is prohibited. The title image from Unsplash is from Unsplash. Based on the CC0 protocol
The views of this article only represent the author himself. 人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人人�
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