The most important thing is that someone is willing to watch.

Written by: Deep Tide TechFlow

The market has been sluggish and hovering in the past week, and market sentiment has remained "cold." Faced with a mix of good and bad news, people's enthusiasm has significantly waned. It seems the market has entered a quiet moment of a bear market with no activity.

However, even in this boring market, the Chinese crypto community still has its unique vibrancy.

KOLs and Projects, Racking Their Brains for Traffic?

In recent days, discussions on Twitter have not been about which project has secured funding or which technology has made breakthroughs. From technical discussions to gossip sharing, from project analysis to social hot topics, the Chinese crypto X circle is quietly evolving, immersed in a light-hearted "melon-eating" atmosphere.

Focusing on traffic has become the key for KOLs to output content. Many KOLs have started to attract attention through personal appearances or lifestyle content, such as selfies, body photos, and even humorous short videos. It must be said that this tactic has proven effective, with significant increases in content interaction data.

Yes, discussions about which L2 is the most legitimate or which DeFi can earn the most seem to have lost their appeal. Instead, gossip and social dynamics within the circle have gradually taken over mainstream discussions. Topics of interest in Spaces with five to six thousand participants include which business K offers the best value for money and the quality of after-parties… Clearly, KOLs' private lives and interpersonal relationships resonate more than technological innovations. However, educational discussions are still popular, but the focus has shifted from "how to quickly get started with a project" to "how to socialize upward."

Evidently, the difficulty of gaining attention has also inflated, not only are KOLs using all their tricks to grab traffic, but some project parties are also coming up with bizarre methods to start traffic marketing. Simply using eye-catching methods like having users change their names, as seen with previous projects like LENS and IP, is no longer sufficient. The DeFi concept project ANON (@HeyAnonai) attracted attention by having beautiful KOLs collectively post selfies with the same caption.

This marketing did not end with a wave of selfies. More entertainingly, after the "beauty group" collective marketing, the next day, many KOLs who seemed "uninvited" to the marketing event collectively mocked the project on Twitter, using funny internet images and the same captions as before to satirize ANON's marketing efforts. Ultimately, this farce ended with project founder @danielesesta paying various KOLs to delete their posts (although the payments were made, the mocking tweets were mostly not deleted). In terms of the effect of traffic dissemination, this reverse marketing actually increased ANON's visibility, showcasing a bit of marketing genius.

Not Everyone Likes "Traffic Noise"

In the face of a social media atmosphere where attention and traffic have been commodified, not everyone enjoys having their information flow polluted by this trend of entertainment. Many have directly expressed their mild helplessness and dissatisfaction with this trend:

Twitter user 0xWizard calls for a return to focusing on on-chain trends and market conditions, trying to avoid getting lost in the noise of the "crypto circle."

A significant part of the traffic accumulation on Twitter is due to the wealth effect brought about by innovations in crypto technology and value creation, rather than entertainment gossip or social games. However, with the market performing poorly and new hot topics yet to emerge, the market has become overly restless, leading to the marginalization of quality content while short, quick, and entertaining content flourishes. This also reflects a trend of "bad money driving out good": truly promising projects and innovations are overlooked due to a lack of attention, while content aimed at attracting traffic dominates. Some worry that if this trend continues, it may weaken the technical foundation of the entire market and affect long-term development. Although these voices are not sharp, they carry a hint of helplessness.

Summary

Objectively speaking, the current atmosphere of traffic-driven hype is a natural response to the market's downturn. The constantly fluctuating market environment breeds restlessness, making it difficult for in-depth project interpretations and technical discussions, which require time and patience, to ignite user enthusiasm in a short period. In contrast, entertainment-oriented content is more likely to catch the eye and yield better account traffic data.

This phenomenon is not entirely negative, especially during market downturns, as creating some entertaining content to increase discussion and maintain account activity is understandable. However, when KOLs may lean more towards gaining attention through pure traffic, project parties focus solely on short-term traffic effects, and users become accustomed to chasing "melon-eating" hot topics, it is inevitable that a large amount of quality hardcore content will be marginalized in terms of dissemination.

In the face of the restless market sentiment, let me borrow the words of Twitter user @diamondhandjs:

"Casinos are all toxic; I've seen many people who were doing well at work become very bad after entering the crypto circle, whether it's a gambler's mentality or their values being reshaped in strange ways. Whether it's the rush to socialize upward or disrespecting the opposite sex, many of these are not normal values. Life is long; it's better to try to live like a normal person, whether for health or for the future of one's descendants."

In the face of the accelerating desire and attention demand in the crypto circle, perhaps it is better to eliminate "limitless hype" and produce content that balances entertainment and quality. Surely the audience would appreciate it. As consumers of traffic content, if you really cannot appreciate the current popular content forms, it might be better to temporarily leave the noisy social media platforms and focus on personal growth.

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