Web3 marketing platform creates a solution to Elon Musk’s ‘engagement farming’ argument

As the digital world seeks a balance between genuine engagement and preventing misuse, Midle stands out as a platform dedicated to ensuring authentic interactions.

Billionaire tech entrepreneur Elon Musk’s decisive move to ban “engagement farming” on X (formerly known as Twitter) has ignited discussions about the future of digital marketing and user interaction.

According to research, 40% of users in the Web3 ecosystem are bot accounts. The prevalence of bots makes it difficult to conduct measurable and sustainable marketing within the Web3 ecosystem.

Any accounts doing engagement farming will be suspended and traced to source

— Elon Musk (@elonmusk) April 19, 2024

While Musk advocates charging new users to post “to curb the relentless onslaught of bots,” brands hire new personnel or engage agencies to avoid this malware. However, smaller projects cannot adopt these methods due to limited budgets.

As the Web3 world is based on buzzwords and guerrilla marketing — low-cost tactics designed to achieve maximum impact — the need for marketing models that accommodate every budget is rising.

AI-driven anti-bot system to enhance campaigns

In response to Elon Musk’s crackdown on engagement farming, Midle, a Web3 marketing platform, emerges as a potent solution that promotes authentic interactions.

Midle enables users to earn rewards by completing tasks across social media and blockchain networks, catering to brands with varying budgets. The platform supports social media tasks — following, commenting and subscribing — across major platforms such as Telegram, Discord, Github and X. Midle also facilitates on-chain tasks such as using bridges, minting nonfungible tokens (NFTs), staking or swapping coins.

With Midle’s tools, brands can easily achieve authenticity, streamline marketing, and effectively target specific demographics. Source: Midle

Aiming to combat the problem of bot-driven interaction, Midle has announced its innovative artificial intelligence (AI) support system. The AI tool examines wallet addresses and user behavior on the platform to identify and mitigate suspicious activity. Midle’s anti-bot system actively prevents bots, eliminating multi-accounts and ensuring growth through genuine user interactions. Midle developed a proof-of-humanity feature to further enhance security and add another layer of anti-bot measures in future campaigns.

Beyond security measures, the AI upgrade also includes capabilities to estimate the potential number of participants for campaigns. Brands can leverage the AI tool’s predictive capabilities to adapt their strategies and maximize engagement effectively.

B2B dashboard for marketing efficiency

Midle’s business-to-business (B2B) dashboard allows brands to create and monitor tasks, providing real-time data across platforms, countries and user acquisition. Brands looking to diversify their outreach can seamlessly integrate their campaigns across websites, mobile apps, social media and blockchain technologies.

The platform also simplifies campaign management by automating all aspects, from banner creation to task management, including an automated task system that boosts social media engagement with minimal effort.

Cointelegraph Accelerator participant Midle is set to introduce segmentation and prediction features that will further refine marketing strategies. Therefore, brands can select their target demographics more precisely and predict how these segments will interact with various campaigns.

Discounts and premium features on marketing

Midle is set to enhance its platform’s impact by launching a utility token in May and June. The token will introduce several benefits for both projects and users, including discounts and premium features for transactions made with it, as well as exclusive campaign participation rights for tokenholders.

Midle has also received grants from notable entities such as BNB Chain, Nibiru Chain, Covalent HQ and Plena Finance. The platform is continuing grant negotiations with many networks.

Midle receives support from prominent players in the ecosystem. Source: Midle

Evaluating Elon Musk’s plan to prevent engagement farming aimed at creating short-term excitement, Midle chief operating officer Berkay Hacıfettahoğlu said, “From now on, Web3 projects will start doing more data-driven marketing by focusing on real engagements.”

“The data-driven marketing offered to advertisers by platforms in the Web2 ecosystem will be more valuable in the Web3 ecosystem.”

Looking at the future of Web3 marketing, the importance of platforms such as Midle becomes increasingly evident. As sustainable and inclusive Web3 marketing strategies continue to emerge, challenges like bots and ‘engagement farming,’ emphasized by Elon Musk, will become a thing of the past.