🌏Market Research

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Competitor Analysis

Unlocking access for Creators, Communities, Celebrities, and Brands to offer their fans, communities, and audiences a unique and inclusive experience.

Demand for new means of engagement with fans

For a long time, social media platforms like Instagram and Twitter have been essential for celebrities to engage with their fans, announce and promote themselves and their work, and control their reach. However, it is significantly difficult for celebrities to control their reach. While platforms become increasingly crowded, algorithms hide most of the content from the audience.

Moreover, as followers’ numbers rise, the engagement rate falls even further. Information about followers available on the platform is limited and generalized; there is no way for celebrities to provide personalized content to their followers on any significant scale.

In addition, hate posts also became a serious issue. With platforms not providing any means to fight it, celebrities often leave social media due to Internet trolling and bullying. Millie Bobby Brown, Lizzo, Iggy Azalea, and Armie Hammer left Twitter. Pete Davidson, Daisy Ridley, and Kelly Marie Tran quit Instagram. Ruby Rose deleted her Twitter account and limited comments on Instagram. Prince Harry and Meghan Markle left all the social media. The list is endless.

Celebrities are looking for new private spaces to engage with their fans, avoid spam and haters, and ensure their target audience sees their communication.

Demand for exclusive creator content

On the other hand, there is significant demand from fans for access to exclusive content that they are willing to pay for. It is evidenced by platforms such as OnlyFans and Patreon. In 2020 OnlyFans generated $2.4 billion of revenue with 120 million users. The Patreon platform generated $80 million in 2020, an increase of 592% since Patreon’s $13.5 million revenue in 2017, which shows the strong potential of exclusive content platforms.

Abstractly defined, exclusive content can be any digital content providing utility to its recipients consisting of use cases based on one or multiple values of:

  • practical (utility) value,

  • collectible value, and

  • any other emotional value.

72% of consumers say they only engage with personalized messaging. - SmarterHQ

83% of consumers are willing to share their data to create a more personalized experience. - Accenture

89% of digital businesses are investing in personalization. - Forrester

80% of companies report seeing an uplift since implementing personalization. - Econsultancy

Market Overview

Looking for new engagement channels, megastars like Kim Kardashian and Taylor Swift launched their own applications. A row of companies now allows celebrities to quickly build such apps: Fan Circles, Fan Hero, Escapex, and others. However, it may be not optimal for creators of a smaller size. Hustle and resources spent by celebrities for such an individual app add to the inconvenience for fans who would need a separate app for every creator they follow.

Meanwhile, this range of celebrities is becoming the bigger and bigger layer in the fandom industry. According to Joshua Gamson, the author of β€œClaims to Fame: Celebrity in Contemporary America”, while the ultra-famous continue to exist, β€œit certainly seems to be the trend toward less of that and more localized, more fragmented little pockets of fans and celebrities.”

The pandemic has created a surge in digital consumption. Celebrity engagement platforms targeting this segment were a part of this surge: Cameo, Memmo, and numerous others experienced rapid growth. While the entertainment industry experienced a setback in offline activities, creators' demand for new revenue streams and channels to stay connected with their audiences has risen.

However, while numerous engagement platforms boast enabling two-way communication as opposed to social media becoming broadcasting tools, they mostly stop at enabling direct orders from celebrities. Personalized videos and autographs on-demand at a preset rate hardly enable communication and connection.

A few startups quickly gained popularity by offering separate tools for such communications. Community backed by Ashton Kutcher provides SMS texting service to high-profile celebrities, collecting a database of their fans and allowing them to message targeted segments with relevant announcements. However, it quickly became notorious for its impersonal auto-replies. CoStar enables live group video chats for celebrities and their fans. Still, the experience is significantly limited in time and size.

Platforms like Patreon and KoFi provide a more comprehensive experience. Still, they target mostly small-size creators and are not equipped to serve exclusivity needs for higher profile creators. The same goes for OnlyFans that are also primarily associated with adult content.

First projects realizing that blockchain may serve as an efficient tool of engagement between creators and their communities are already entering the market. For example, the GeoJam token aims to fuel celebrities’ promotional campaigns and experiences. However, the niche of the comprehensive support of creator-fandom interactions is not filled yet and waiting for a solution. It is long-awaited both by megastars and by niche creators.

The web3 industry is marked by a number of key trends, including the rise of decentralized finance (DeFi) and the emergence of new blockchain-based use cases, such as NFTs and decentralized social networks. The social engagement industry has a growing trend towards niche and community-based platforms as users seek out more targeted and curated content. There is also a trend towards gamification and user incentives as platforms look to increase engagement and retention. The web3 and social engagement industries are both experiencing rapid growth and innovation, driven by new technologies and changing user preferences. As the market continues to evolve, there will be new opportunities and challenges for companies and entrepreneurs looking to capitalize on these trends. The key to success will be a focus on user-centric design, community building, and innovation in the use of new technologies.

Key Players

In the web3 industry, key players include blockchain platforms like Ethereum, Polkadot, and Solana, as well as DeFi protocols like Uniswap and Aave. In the NFT market, platforms like OpenSea, SuperRare, and Nifty Gateway are leading the way. In the social engagement industry, major platforms include Discord, Clubhouse, TikTok, and Instagram, as well as emerging platforms like Mirror and Rally.

Challenges

The web3 industry is still in its early stages, and there are a number of challenges that must be addressed in order for it to reach its full potential. These include issues with scalability, interoperability, and user adoption. In the social engagement industry, there is a growing concern around privacy and user data, as well as the impact of social media on mental health and well-being.

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