The operational patterns of past crypto projects are no longer applicable. The traffic logic of the new cycle is being completely rewritten, and the transition of user behavior and project operational thinking has become key. This article will detail these changes to help you better understand the current crypto ecosystem and trends.
I. Old operational logic: The 'three axes' of traffic.
In the last bull market, a successful crypto project generally followed these operational patterns:
1. Prepare materials and set narratives, design websites, white papers, and related promotional content.
2. Build social networks by setting up Twitter, Telegram (TG), and Discord communities, accumulating at least tens of thousands of followers through giveaways and events to boost social data.
3. Airdrop expectations and on-chain data launch a points program to stimulate users to engage in on-chain interactions, creating a facade of active prosperity.
4. Connect with exchanges and contact CEX platforms for KOL promotions and listing plans to create a wave of pre-listing hype.
5. PUA-style marketing uses airdrop effects to stimulate FOMO, cashing out after the project token is listed.
Core traffic sources.
1. Activity platforms like Galxe and Quest3 attract 'hairy grabbers' through task-based rewards.
2. Airdrop accounts and TG groups on social networks like Twitter provide traffic support.
3. Exchanges work with KOLs to drive coin prices through coordinated traffic entry.
The core of this model is to create an appearance of prosperity, but its sustainability and real user growth have long been questioned.
II. The rise of new traffic logic: The on-chain priority revolution.
Today, user behavior in the crypto world has changed significantly. The views proposed by KOL K have shown that an increasing number of new users are bypassing CEXs and heading straight to on-chain tools like Dexscreener and wallets. This phenomenon has completely overturned traditional traffic logic.
New onboarding process: Just three steps.
1. Chain sweep users discover potential opportunities through on-chain data analysis platforms (like Dexscreener).
2. Make quick decisions based on the project’s narrative and on-chain trading data.
3. Onboard directly by completing transactions in decentralized wallets (like Phantom).
Compared to the cumbersome six-step process of the past, today's users are no longer influenced by 'social data dimensions' but focus more on narratives and emotions, especially the performance of real on-chain trading data.
Changes in user focus.
1. The trading volume of on-chain data, the number of holding addresses, and the movements of smart money addresses take precedence over project social data.
2. Narrative perspective: A touching story or concept is more attractive than a complex technical architecture.
III. The impact of this round of traffic logic change on projects.
For new project teams, traffic acquisition strategies need to be adjusted. Here are the priorities for successful project operations today:
1. Priority for trading team configuration.
On-chain trading teams are more important than operations; guiding on-chain behavior and designing capital flows are key to starting out.
2. Priority for visual impact.
Complex technical narratives are no match for compelling visual presentations. User decision-making time has shortened, and the 'eye-catching' effect within 30 seconds directly determines the success or failure of traffic.
3. Simple interactions surpass complex products.
A simple, easy-to-use product can attract user attention more effectively, such as simple on-chain interactive tools or mini-games.
4. Chain sweep platforms cooperate with KOLs.
Chain sweep platforms (like Rugcheck, Bubblemaps) and on-chain analysis tools have become the main battlefield for traffic, attracting smart money through collaboration.
IV. Which projects perform well? Case study 1: AI Meme project: Example from @TopHat_One.
Some projects have attracted substantial attention through simplified interaction experiences and highly shareable products.
Users take only 30 seconds to determine whether a meme coin is worth participating in; the product’s visual impact and fun factor are crucial.
2. The rise of meme coins.
Meme coins with simple narratives and fast dissemination have performed excellently in this round.
Compared to complex technical architectures, users are more willing to follow trends, and short-term speculation has become mainstream.
V. The dilemma of technical projects: High threshold = niche. 1. The decline of highly complex projects.
Purely on-chain middleware, identity protocols, and complex game mechanics requiring deep understanding are being marginalized.
2. Users' understanding of technical thresholds is decreasing.
Most users no longer care about the implementation details of ZK (zero-knowledge proofs), sharding, or L2 technology; they are directly judging whether they can make a profit.
3. Shareability vs. Technicality.
Event marketing experts and rapid development teams are often favored over technical teams that work in isolation.
VI. Future trends and response strategies. 1. Events and dissemination: Event marketing reigns supreme.
Creative marketing and viral dissemination will become the main ways to attract traffic.
2. Secondary market priority: Winning with speed and precision.
The competition between DEX and CEX remains intense, but on-chain trading has become an undeniable main battleground.
3. Project recommendations.
Configure on-chain trading teams and optimize the design of on-chain capital flows.
In the short term, abandon high-threshold technical narratives and focus on simple and understandable concepts and dissemination methods.
Create visually impactful products and strengthen collaboration with KOLs.
VII. Summary: New thoughts in the era of traffic.
No matter how advanced the technology is, if it cannot attract users, everything is just talk. The change in traffic logic in the crypto world poses challenges and offers opportunities for new projects. In this round of competition, projects that understand how to leverage new traffic logic will stand out.
Which projects do you think are more adaptable to this change? Feel free to share your thoughts in the comments.
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