I know I go on about this stuff and I apologize to anyone bored by it but I’ve been analyzing social networks since 2004, before we even understood them to be “social networks.” I understand incentives, moats, feedback loops, flywheels, etc…This is not guesswork, it’s 19 years of watching networks compete and determining why winners won and losers failed. I firmly believe Lens has the best structural model for our future. It’s obvious to me. So I’m sorry if you’ve heard this before but I’m going to keep going on and on about this until stuff actually gets built (and I know it will):

NFTs enable social networks. They are data in a shared database. Anyone can take that data and build an app which uses it.

If you reverse this stack it becomes infinitely easier to build everything:

Anyone can build any app. Put the data for that app in the shared database. Social networks can form around the data.

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Data Creation

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Social networks require data creation to survive. To get and retain more users you need more data being created. This is difficult. Most people on a social network never (or rarely) create content. This is known as the 90-9-1 Rule: 90% of users lurk 9% contribute a little 1% account for almost all of the content

TikTok has incredible solutions for this: Stitches, Duets, etc. Remixing existing data makes it easier for users to create.

The apps on Lens so far have been mostly focused on getting web2-type creators to create data. “Here’s my photo, here’s my music. Please pay me and you get a digital receipt.”

The creators here trying to break that mold (myself included!) are doing so haphazardly. In a database where anyone can create any type of data, the creators here are creating data in their own formats. I’m using my collected posts differently than @arterlioz.lens is which is different than how @chaoticmonk.lens is which is different than how @jessyjeanne.lens is.

Standards enable faster creation: When Instagram created tools for square photos + filters people were able to quickly create data in that format.

When Instagram enabled carousels, the entire user base was able to create that data quickly. When Instagram created Stories, the entire user base was able to create that data quickly. When Instagram created Reels, the entire user base was able to create that data quickly.

Instagram doesn’t allow users to upload any random data, they create the tools first. The tools determine what the data looks like. A Reel is a very specific type of data in a database, for example.

In my opinion, almost all of web3 suffers this problem. Web3 is focused on creating the data first and figuring out the tools later. I’m trying to point out that doing the opposite will achieve faster, greater results.

Create the tool first. Use NFTs as the data.

Reddit Avatars are a great example of building the tool first.

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Collects

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Right now collecting posts here is like Facebook + Patreon. It’s mildly interesting.

Remember the 90-9-1 rule?

Data Sovereignty is niche. The 1% care. The 90% don’t care about the database they’re using, they want to consume engaging content.

Lens’ Super Power: Collects are a data creation flywheel!

Collecting is a new form of data/content creation. Lens’ biggest advantage by far has been almost completely ignored to date.

Collecting turns the 90% into creators. Incentivizing collecting means more data is created, more users become creators, and more creators are incentivized to create on Lens.

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I beg any and all devs to please think of this stack when building here:

-Build an app with very specific data. -Use NFTs (collects) as the database.

Incentivize collecting by utilizing the collects as data in your app. Usage, creation, and adoption will skyrocket for those who focus on the “collecting” side of the creator/collector equation.

The following tweet inspired this post: twitter.com/nikitabier/status/1645817059224489987?s=46&t=NqnqeEyWB5cKHDeTzLzYxA