One that we have heard this year ad nauseam is… blockchain. The so-called blockchain technology has now gone far beyond the scope for which it initially emerged (cryptocurrencies such as Bitcoin) and is now seems to be omnipresent in almost all sectors.
Five examples of how the blockchain is changing communication
It is difficult to explain what the blockchain is because it is a very ethereal concept. However, we are not interested in the technical details as much as the repercussions that this technology will have in our field of PR, where we predicted it will be a trend for the PR industry in 2018.
So we have selected five blockchain applications that are already being used in communication and public relations. We think they can help us understand much better the true magnitude of the so-called Blockchain Revolution.
Monegraph: monetization of creative content
Did you know that a writer only receives 5-10% of the sale price of their books? Something similar happens with photographers, painters, illustrators, designers… Being a creative is a bad business when your work has to go through intermediaries to reach consumers.
To turn this situation around, Monegraph is a platform that allows creators to sell licenses for the content they create and make sure they charge a fair price for their work. Blockchain technology is used to verify the authorship of the distributed content.
BAT: get paid for seeing ads on the Internet
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Isn’t online advertising annoying? The ads chase you when you browse the web, when you enter social media networks, when you want to watch a video… Not even the best advertising blocker seems to able to stop them. But… what if you were paid for every time you saw an ad? That might alleviate some of the annoyance…
BAT (Basic Attention Token) is an advertising platform that pays users to see the ads of the brands that use it. The payment is made through a virtual currency called Ethereum, which is based on blockchain technology, and which you can use to buy content and services online, such as games or applications for your mobile device.
Publiq: independent information on demand
The rise of fake news has jeopardized the credibility of the media. In addition journalists find themselves with increasingly precarious working conditions. To counteract these two trends Publiq is a platform based on the blockchain which aims to make possible a new type of journalist, more independent and that responds to the reader, not to the advertisers. It is a non-profit page in which journalists can publish their work, share advertising revenue and collaborate in journalistic research projects.
Mavin: Influencers who do not fool anyone
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Influencers have proven to be one of the best ways to reach users of social networks; but it inevitably some are not what they seem (like this fake blogger who invented her trips). To avoid abuses, the Swiss startup Mavin has created a platform for microinfluencers which is based on blockchain technology.
The influencers get paid for spreading the messages about the brands that work with the platform. For this, all the interactions carried out to disseminate these messages are verified in order to measure the impacts, engagement and the awareness generated by the brand.
Steemit: remunerated content curation
Content curation sites, such as Reddit or Menéame in Spain, are very popular. But users who collaborate with them receive no other reward other than the recognition of other users. Steemit wants to change that with a new approach: users who provide the most valued content receive rewards through a cryptocurrency called Steem. In addition, all published content is recorded in the form of blockchain, so that its authenticity can be verified and are impossible to manipulate or falsify.