During the recent Cointelegraph X Spaces session, Berkay Hacifettahoglu, the COO of Midle, expressed his concern about the abundance of projects that focus solely on the present without considering the future. Alongside Kavin Mahbubani, the CEO of Midle, the two discussed the common mistakes made in Web3 community management and successful marketing strategies. They also shed light on their own project, Midle.
The speakers identified several pitfalls faced by projects attempting to build Web3 communities. These include a short-term focus on immediate gains, the absence of a well-defined roadmap, and a lack of targeted outreach. Hacifettahoglu stressed the importance of incentivizing users through airdrops or other rewards, as Web3 operates on the principles of an ownership economy. He also criticized projects that prioritize user engagement but fail to deliver satisfactory airdrops, noting that such projects are setting themselves up for failure by ignoring the needs and suggestions of their community members.
In contrast, Midle adopts a “surf the hype” approach. As a Web3-powered marketing platform within the GAMI ecosystem and a participant in the Cointelegraph Accelerator, Midle aims to help projects achieve genuine user growth by prioritizing community building and sustainable marketing practices. The platform offers various features that enable increased user acquisition, retention, and engagement.
Midle prides itself on its integrations with over 200 blockchain networks and 14 social media platforms. This allows brands to offer users a range of tasks both on and off the blockchain. These tasks can include following a project on social media, holding a specific NFT, playing a particular game, or reaching a certain level. Users earn Midle points for completing these tasks, which can then be used to enter weekly USDT giveaways. Brands also have the option to offer their own USDT rewards for campaign participation. Additionally, Midle encourages engagement through features such as leaderboards and clans.
Despite these features, Hacifettahoglu acknowledged that the ultimate success of marketing campaigns depends on the quality of the underlying product. He admitted that if the product itself is subpar, users will not continue to use the platform.
Midle provides real-time metrics through its business dashboard, offering insights into user acquisition, impressions, and click-through rates. The platform also offers geo-targeting capabilities, allowing brands to tailor their marketing campaigns to specific regions. Furthermore, the automated task system leverages API integration to generate new tasks automatically based on brand activity, such as the launch of a new tweet.
To combat fraudulent activity and ensure genuine user engagement, Midle has implemented a three-layered “antibody system.” This system combines AI for user behavior tracking, Deep3 Labs for wallet tracking, and Gitcoin Proof of Humanity verification. The AI identifies any suspicious activity that deviates from typical user patterns, while Deep3 Labs AI detects irregularities in transaction patterns. The last layer of the system involves creating tasks that require users to complete actions on Gitcoin, serving as a basic form of human verification.
Looking ahead, Midle plans to enhance its anti-bot system by introducing additional layers. One of these layers will involve a decentralized face scan using Humanoid technology. The scan will not collect or store facial recognition data but will simply verify that a real person is completing the action. Based on this verification, users will earn a trust score on the Midle platform. Projects can then set specific trust score thresholds for campaign participation, ensuring that only verified users can engage.
The Midle team acknowledges the challenge of striking a balance between platform saturation and campaign effectiveness. They aim to avoid overpopulating the platform with too many campaigns, as this could overwhelm users. Instead, they focus on growing their customer and user base while perfecting their niche and becoming the go-to solution for it. For example, they are currently working on attracting and reaching real gamers, as it is challenging to find genuine users for Web3 games.
The $MIDLE token, set to launch in July 2024, offers various benefits for users and projects. Holding $MIDLE unlocks exclusive giveaways, campaigns, and airdrops from other projects on the platform. Staking options allow users to earn additional tokens while maintaining price stability. Furthermore, the platform provides free access to both users and brands, allowing them to explore Midle’s features and launch marketing initiatives without any upfront cost.
To learn more about Midle, visit their website.
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