Attracting genuine users to Web3 platforms remains a significant challenge. However, Midle, a Web3-powered marketing platform from the GAMI ecosystem and a participant in the Cointelegraph Accelerator program, sees an opportunity to bridge this gap. By prioritizing strategies that connect projects with real users rather than those seeking short-term profits, Midle aims to redefine Web3 marketing.

During a recent Cointelegraph X Spaces session, Midle's COO Berkay Hacifettahoglu and CEO Kavin Mahbubani delved into the common pitfalls of Web3 community management, successful marketing strategies, and the innovative solutions offered by their platform.

Hacifettahoglu highlighted several common issues faced by projects building Web3 communities, such as an excessive focus on short-term gains, lack of a well-defined roadmap, and ineffective outreach. “There are too many projects that focus on today instead of thinking a little further ahead," he stated. He emphasized the importance of incentivizing users with airdrops or other rewards, as Web3 thrives on the ownership economy. “Some projects focus only on getting engagements and then do really bad airdrops for their community. Projects that ignore the needs and suggestions of their community members are setting themselves up for failure.”

Midle’s “surf the hype” approach focuses on sustainable community building and effective marketing practices. This strategy helps projects drive real user growth by increasing user acquisition, retention, and engagement through a variety of features. The platform integrates with over 200 blockchain networks and 14 social media platforms, enabling a range of on- and off-chain tasks for users. These tasks can include following a project on social media, holding a specific NFT, or playing a particular game and reaching a certain level. Users earn Midle points for completing tasks, which can be redeemed for weekly USDT giveaways. Brands can also offer their own USDT rewards for campaign participation, and engagement is further encouraged through leaderboards and clans.

Hacifettahoglu acknowledged the critical role of the underlying product in the success of marketing campaigns. “If the product itself is bad, our users will not continue to use the platform,” he admitted. To provide transparency, Midle offers real-time metrics through its business dashboard, including user acquisition, impressions, and click-through rates. The platform also features geo-targeting to tailor marketing campaigns to specific regions and an automated task system that leverages API integration to generate new tasks 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 robust three-layered “antibody system” explained by Mahbubani: “It combines AI for user behavior tracking, Deep3 Labs for wallet tracking, and Gitcoin Proof of Humanity verification. Our AI identifies any suspicious activity that deviates from typical user patterns, while Deep3 Labs AI detects any irregularities in transaction patterns. Additionally, tasks requiring actions on Gitcoin serve as a basic form of human verification.”

Looking ahead, Midle plans to introduce additional layers to its anti-bot system, including a decentralized face scan using Humanoid technology. This scan will not collect or store facial recognition data but will 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 only verified users can engage.

The Midle team recognizes the challenge of balancing platform saturation with campaign effectiveness. “We try not to overpopulate the platform with too many campaigns at once,” Mahbubani noted, emphasizing the importance of focusing on a niche market and perfecting it. “Take gaming: it’s very hard to find real users for Web3 games because most of them are just spectators. We are trying to work with that now. So our platform can become really valuable in attracting and reaching real gamers.”

Launching in July 2024, the $MIDLE token offers numerous benefits for users and projects. Holding $MIDLE unlocks exclusive giveaways, campaigns, and even airdrops from other projects on the platform. Staking options allow users to earn additional tokens while maintaining token price stability. Moreover, the token provides free access to the platform for both users and brands, enabling them to explore Midle features and launch marketing initiatives at no upfront cost.

In conclusion, Midle's innovative approach to Web3 marketing, with its focus on genuine user engagement and sustainable growth, sets a new standard in the industry. By addressing common pitfalls and leveraging advanced technology, Midle aims to create a thriving ecosystem that benefits both projects and users alike.