All the visuals by Elle.

I've written down a few of my recent thoughts about virality, focusing on the impact of targeted aesthetics, algorithmic changes, and emerging platforms/socials. I'm not Nostradamus, and it might differ from your perspective, which is totally OK. Thank you! =)

In 2024, the way onchain content goes viral is still being tamed. As we are chronically online in Web3, we’re navigating friendlier, fairer algorithms, but we’re still figuring out how to make the most of them. We like to say that we’re still at day one in this ecosystem.

The current Web2 approach to going viral—where platforms like Meta and Twitter decide if our (shit)posts deserve to break the internet or not—is gradually fading with our migration to the new internet. Buzzing in Web3 hits differently. Onchain virality means reaching a smaller, niche crowd within a fast-growing community. For now, it operates on a different scale compared to Web2, since we’re still grinding to evangelize and onboard millions. Despite less visibility, it feels cozy and inclusive. This new circulation pattern gives power back to us (YAY!) and allows our best (or worst, depending, lol) content to spread like it did in the Myspace days—when things were less ‘corporate’ and more organic.

While some Web3 agents are attempting to replicate Web2 virality through mints by leveraging Layer3, Boost.xyz, and other ‘mint boosters’ like Daylight, I won’t be focusing on these strategies. These approaches tend to prioritize rewards over the depth of the message, often chasing numbers. Instead, the ‘n3w rules’ are more about fostering genuine connections within alternative communities, where content can organically gain traction. As algorithms evolve (or at least aim to), the focus is shifting toward quality interactions rather than stats. It’s not just about capturing a fleeting moment of hype; it’s about creating something that has a more meaningful impact. Platforms like Lens, for example, embody this shift by giving us control—whether it’s over our data, content, or how we connect with frens.

This move is definitely changing what virality means, moving us away from the shallow metrics of the soulless social corps. It pushes us toward movements that resonate, proliferate online, and are carried by new narratives and aesthetics. I am personally sold on it.

A Targeted Aesthetic For Micro/Local-Widespread

Aesthetics aren’t just eye candy or something nice to look at—they’re a major trigger of virality in the Web3 space. With high relevance in where they land more important than ever, the visuals we choose to post can make or break our content’s ability to grab attention and generate engagement. This is especially true in niche URL communities where shared values and vibes are super critical.

Take the resurgence of early computer graphics, for example. This taps into a collective nostalgia for the early internet. In Web3 circles, especially among those drawn to the magic of the 90s and 2000s internet and Y2K culture, these retro styles—like GIFs, low-poly, and ASCII art—have made a comeback. They strike a nerve, leading to widespread sharing across decentralized networks. Knowing your community, being smart, open-minded, kind, and dropping the right content in the right place, club, or channel, can almost guarantee interactions, tips, mints, love, etc.

Another example is onchain generative art. These algorithmically generated tokens often create buzz because they offer collectors something exclusive—one-of-a-kind computational art rooted in code and living on the blockchain. The aesthetic appeal, combined with iterative processes and evolving designs, makes them highly shareable and desirable for digital art and creative coding lovers. Again, this works best when targeted at the right communities.

The point is clear: in Web3, content that nails the appropriate style and aligns with community values can quickly take off. Posting in the right spots or targeting specific topics can further amplify visibility. Unlike Web2, where platforms control what becomes popular, Web3’s decentralized nature empowers us to drive virality ourselves within and across communities. Crafting content that fits with our audience is key, and as digital aesthetics continue to expand, they’ll remain central to what makes content stand out.

The Impact of New Algorithms

As algorithms evolve, they remain crucial in determining what goes viral. But they do more than just organize and rank content—they shape how we create, share, and consume it.

One significant shift is the emergence of contextual algorithms that tailor content to our environment and behavior. For example, Web3 socials now suggest posts based on our recent interactions, preferred communities, and even the vibe or mood of our previous activities. This kind of personalization has led to unexpected content trending within communities, as the algorithm matches these posts with specific user experiences, boosting engagement and shares. Once something gains traction, these algorithms amplify it by pushing it into the feeds of others within the same community, creating a snowball effect.

Collaborative filtering algorithms are another development. They’re improving at identifying emerging trends by analyzing activity across different sub-communities. For instance, certain types of content have blown up on platforms after the algorithm detected growing interest in specific themes among various groups. By cross-pollinating content across these groups, the algorithm helps it gain widespread attention.

These advanced processes not only influence what appears on our screens but also guide how we create content that aligns with what the algorithm favors. In 2024, understanding these dynamics is crucial for success in this decentralized space.

Emergence of New Social Media Platforms

Targeted aesthetics and new mechanics are carving out their space on emerging Web3 platforms and socials—or on existing ones with fresh approaches. This shift brings new opportunities, albeit with its own set of challenges. For artists and creators, navigating these spaces means staying nimble amidst ever-changing contracts and algorithms. The hustle might demand more time and effort, but it’s all moving in the right direction.

Platforms like Rodeo, Drakula, Zora, and Surreal each cultivate their own crowd and sub-communities, offering distinct vibes and systems for how content is valued and shared. While these platforms often appear decentralized, their algorithms still come into play—favoring posts based on your social graph, partly due to the current scale. Today, these algorithms are crucial in determining what goes viral, sometimes influenced by a few key users rather than the broader community. This adds a layer of complexity, as content that thrives on one platform might struggle on another, requiring constant adaptation to stay relevant and engaging.

Yet, despite these challenges, the landscape is evolving—in a good way, we hope. While this is the current state, it may evolve as these platforms rescale and adapt.

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Keeping up with what brings virality in Web3 is a wild ride—it’s all evolving so fast. On-chain interactions, algorithms, and new platforms are transforming the space, but there’s more to the story. Speculation can also play a huge role—content might explode just because we think it’ll be worth something, especially if someone influential is hyping it. The truth is, there’s a lot we’re still unraveling about how it all works. Time will tell.

b.