During the recent Cointelegraph X Spaces session, Berkay Hacifettahoglu, the COO of Midle, expressed his concern about the number of projects that focus solely on the present without considering the future. Hacifettahoglu, along with Midle CEO Kavin Mahbubani, discussed the challenges faced by Web3 community management, effective marketing strategies, and their own project, Midle.
The speakers highlighted several common pitfalls encountered by projects that aim to build Web3 communities, such as the tendency to prioritize short-term wins, the lack of a well-defined roadmap, and limited targeted outreach. Hacifettahoglu emphasized the importance of incentivizing users through airdrops or other rewards, as Web3 operates on the principles of the ownership economy. He cautioned against projects that focus solely on engagement and offer poor-quality airdrops, as neglecting the needs and suggestions of the community can lead to failure.
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 program, Midle aims to assist projects in achieving genuine user growth by prioritizing community building and sustainable marketing practices. The platform offers various features that enhance user acquisition, retention, and engagement.
Midle boasts integrations with over 200 blockchain networks and 14 social media platforms, allowing brands to offer users a range of on- and off-chain tasks to participate in. These tasks may include following a project on social media, holding a specific NFT, playing a particular game, or reaching a certain level. Users earn Midle points by completing tasks, which can 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 like leaderboards and clans.
However, Hacifettahoglu acknowledged that the success of these campaigns ultimately depends on the quality of the underlying product. He admitted that if the product is subpar, users will not continue to use the platform.
Midle provides real-time metrics through its business dashboard, including user acquisition, impressions, and click-through rates. The platform also offers a geo-targeting feature that enables brands to tailor their marketing campaigns to specific regions. Moreover, the automated task system leverages API integration to generate new tasks automatically based on brand activity, such as the release of a new tweet.
To combat fraudulent activity and ensure genuine user engagement, Midle has implemented a three-layered “antibody system.” Mahbubani explained that this system combines AI for tracking user behavior, Deep3 Labs for monitoring wallet activity, 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 system also creates tasks that require users to complete actions on Gitcoin, which serves as a basic form of human verification.
In the future, Midle plans to introduce additional layers to its anti-bot system. 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. Mahbubani stated that they aim to avoid overcrowding the platform with too many campaigns simultaneously, as this could overwhelm users. Instead, they focus on growing their customer and user base while honing in on specific niches to become the go-to solution. For example, they are currently working on attracting and reaching real gamers, as it is difficult to find genuine users for Web3 games.
The $MIDLE token is set to launch in July 2024 and offers a range of benefits for both users and projects. Holding $MIDLE grants access to exclusive giveaways, campaigns, and airdrops from other projects on the platform. Staking options allow users to earn additional tokens while maintaining price stability, and they also provide free access to the platform for users and brands 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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