InfoFi is no longer the attention economy (trust is the new alpha)
The loudest accounts on Twitter are often the least credible.
Social platforms are full of noise, and it’s not just an InfoFi problem:
I’ve seen other topics (like football transfer rumours) experiencing this too.
Algorithms favour hype and drama, so everyone needs to shout the loudest to be heard.
But InfoFi can be different, and it’s starting to be different too:
Reputation thresholds have been implemented for leaderboard rankings.
Attention is no longer enough, and we need to build trust too.
Here’s how we stay ahead in this new alpha:
Attention alone is not a good indicator
Attention is easy to measure because we can see it through metrics:
The more views and engagement the post gets, the more attention it captures.
But when everything is just based on attention:
Others are incentivised to create baseless hype or drama for clicks.
Especially when there’s a monetary reward involved with InfoFi.
This leads to accounts creating performative content and trying to outdo one another:
The more outlandish the claim, the more attention it gets.
Especially when there are no repercussions for spreading false claims, so there’s no accountability for what anyone posts.
Everyone’s trying to shout on top of each other, while the consumers are tired with all the noise.
AI has made it so easy to create content, which worsens the problem further.
And that’s why I feel that some accounts have turned into hollow versions of themselves:
They have zero personality and no backbone because they’re just paid ad billboards.
Their values and views change based on who’s willing to pay them the highest rate for content.
And attention alone is not a good indicator of success:
There are YouTubers with a million subscribers, but they are barely able to get by with a comfortable life.
The same applies to Twitter accounts with 100k+ followers but can’t get significant traction on their posts (and by extension, low monetisation revenue).
Most InfoFi platforms are starting to realise this problem, which is why they’re shifting towards incorporating this into their algorithms:
Trust can’t be replicated easily
Information is no longer scarce. Anyone can use AI or Google to find answers.
So why would anyone want to listen to you?
The only reason is that they trust you more than AI:
You appear more human because you’ve been through the same struggles as them and have the results to back what you’ve done.
Quoting from this podcast episode with @wizofecom and @thedankoe:
The more lives you can actually change, the more you're going to be trusted simply because you got them results.
Your audience is no longer just entertained by your content. They experience a transformation from the value you provide.
In this age of content abundance, trust becomes a valuable asset.
Who says it becomes more important than what is being said.
It’s possible to copy the content of a bigger creator, but you won’t get the same engagement as them because you didn’t build that trust.
Trust cannot be quantified.
Even if a post performs poorly because of a low view count:
It could be even more valuable because we resonated with our audience, and they trust us more.
InfoFi projects are now adding reputation-based factors into their scoring:
They are looking for signals that your account has a lot of trust.
If we look at the top accounts with the most Yaps:
They are usually those who consistently post valuable content that captures attention over time.
It’s easy to publish one ‘banger’ post that captures a lot of Yaps, but it’s hard to replicate this success unless you have a group of loyal fans.
A trusted brand is one that its fans will actively search for, instead of waiting for the algorithm to share its content with them.
Those who hold more attention are usually ones who own more trust trusted.
Other types of quantifiable trust involve onchain signals like holding assets of the projects we talk about.
Trusted brands hold more (and better) attention
Many accounts want attention, but they don’t realise that building trust captures higher quality attention.
In its current state, yapper leaderboards are only useful for the duration of the campaign:
Everyone would shill that project non-stop, but completely stop talking about it once the campaign ends.
If there’s no more incentive to talk about it, then no one would do it.
The accounts that rank on a project’s leaderboard are very telling of what kind of attention they are receiving.
But this is different for trusted brands:
They will be more careful about what projects they talk about.
So it’ll say a lot if they’re willing to post about a project to an audience that trusts them.
The product has to be of high quality to give the brand a reason to talk about it.
We’ve also seen how easy it is to lose trust too:
Those who do undisclosed shills and are called out for it lose trust instantly.
Every project we associate with will either increase or decrease trust in our account.
The fastest way to kill your social reputation is monetising too early
InfoFi has made it easier than ever to destroy your brand.
So creators that care about trust would disclose their shills or only choose projects they believe in.
Trust creates sticky attention and will likely convert more of the brand’s audience into real users.
InfoFi will eventually reward conversion as a key metric, and trusted brands will benefit the most.
That could leave small accounts at a disadvantage, but it’s not the end of the world.
Trust is hard to earn, but not impossible
Most accounts with the highest Yaps started creating content even before Kaito was a thing.
Building trust takes time, and it’s all about showing up consistently even when you get zero results.
Ultimately, we have to give value to the reader multiple times before they trust our content.
Our end objective should not be to get a high follower count.
Instead, it should be to build a group of cult-like followers who trust us.
I shared the complete framework I'm using to compound long-term wealth on CT here.
Whenever you’re ready, there are 3 ways I can help you:
Audience to Airdrop: My flagship course that teaches you my exact framework to earn InfoFi airdrops without killing your reputation. Learn how to grow on Twitter (even starting from zero) with value-first content that helped me earn 19k+ followers to date.
Personalised Twitter Audit: Turn your profile into a trust magnet with guidance on why people are not engaging with you, and how to fix it. If you’re not getting the reach that you deserve, this audit identifies the gaps to help you build trust and unlock more opportunities.
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