Polkadot's Astonishing Marketing Spending Polkadot 惊人的营销支出

3 Jul 2024 2024 年 7 月 3 日

On June 29, Polkadot community members released the Polkadot Treasury's operational report for the first half of 2024. The report revealed that the Polkadot Treasury spent a total of $87 million. At the current spending rate, these reserves will only last another two years. 6 月 29 日，波卡社区成员发布了波卡金库 2024 年上半年运营报告。报告显示，波卡金库共支出 8700 万美元。按照目前的支出速度，这些储备只能再维持两年。 To the community's surprise, Polkadot spent$37 million solely on promotions, which made up the majority of the treasury's expenditures. The advertising costs included $21 million for sponsorships,$10 million for marketing and PR companies, $4 million for digital advertising, and$790,000 for event expenses, which included $450,000 for event spending,$390,000 for business development, and $320,000 for media production.
令社区惊讶的是，Polkadot 仅在促销上就花费了 3700 万美元，这占了财政部支出的大部分。广告费用包括2100万美元的赞助费用、1000万美元的营销和公关公司费用、400万美元的数字广告费用和79万美元的活动费用，其中包括45万美元的活动支出、39万美元的业务开发费用和32万美元的媒体制作费用。

The Disaster of KOL Promotion: Fake Followers, Content Inflation, Bot Accounts

KOL推广的灾难：假粉丝、内容膨胀、机器人账户

According to statistics from the Polkadot Market Bounty website, KOL (Key Opinion Leaders) accounted for a large portion of Polkadot’s promotional activities, exceeding half of the total budget. From the content KPI data, these KOL activities appeared successful, with total content views exceeding 15 million, total likes over 570,000, and over 60,000 comments.
据Polkadot Market Bounty网站统计，KOL（Key Opinion Leaders）在Polkadot的推广活动中占据了很大一部分，超过了总预算的一半。从内容KPI数据来看，这些KOL活动表现得很成功，内容总浏览量超过1500万，总点赞超过57万，评论超过6万条。
In the first quarter, Polkadot’s KOL promotional activities included four "Evox promotions" targeting North America and three "Lunar promotions" targeting Europe, with each event's KOL budget averaging around $300,000 for about 30 days. The Evox events included 30 to 40 KOLs, while the Lunar events had significantly fewer, around 15 KOLs. There was also a community account Dot Army with a single budget of$15,000.
第一季度，Polkadot 的 KOL 促销活动包括四场针对北美的“Evox 促销”和三场针对欧洲的“Lunar 促销”，每场活动的 KOL 预算平均在 30 万美元左右，持续约 30 天。Evox 活动包括 30 至 40 名 KOL，而月球活动的 KOL 明显较少，约为 15 名。还有一个社区账户 Dot Army，单笔预算为 15,000 美元。

After investigating the quality of these content promotions, it was found that many so-called "Content Creators" were engaging in deceptive practices. Many KOLs inflated follower numbers, promotion content, and responses, resulting in excessively high costs.
在对这些内容推广的质量进行调查后发现，许多所谓的“内容创作者”存在欺骗行为。不少KOL夸大粉丝数量、夸大宣传内容、夸大回应，导致成本过高。

For example, a KOL with the handle @DeFiExpertise had only 25 followers on X but over 70,000 subscribers on their YouTube channel, with only about 10 videos posted, indicating that the channel was likely created during the Evox campaign period.
例如，一位名为@DeFiExpertise的KOL在X上只有25名关注者，但在其YouTube频道上有超过70,000名订阅者，仅发布了大约10个视频，表明该频道很可能是在Evox活动期间创建的。

Another KOL, @CriptoMindYT, had 12,000 followers, but most were bot accounts. This account mostly posted custom content related to Polkadot, with tweets getting only about 200 views.
另一位 KOL @CriptoMindYT 拥有 12,000 名关注者，但大多数都是机器人帐户。该账户主要发布与 Polkadot 相关的自定义内容，推文仅获得约 200 次浏览。

Additionally, KOLs with handles like @SharkyCoins and @ApeCryptos had almost identical operating styles, raising suspicions of being managed by the same bot account studio. Similar issues were found with @MaxGanes, which posted over 100,000 tweets, including many AI-generated ones.
此外，@SharkyCoins 和 @ApeCryptos 等账号的 KOL 操作风格几乎相同，引发了被同一机器人账户工作室管理的怀疑。@MaxGanes 也发现了类似的问题，该网站发布了超过 100,000 条推文，其中包括许多人工智能生成的推文。

Some KOLs would promote 20-50 items in a single tweet, while others, like @DegenHardy and @TheCrypomist, had already deactivated their accounts or changed names, like @CryptoEmily.
一些 KOL 会在一条推文中宣传 20-50 个商品，而其他人，如 @DegenHardy 和 @TheCrypomist，已经停用了他们的帐户或更改了名称，如 @CryptoEmily。

DOT Army: An Interesting Case

DOT 陆军：一个有趣的案例

The DOT Army budget included an "official community account" and about 30 KOL service packages, costing $15,000 monthly. Despite having high engagement tweets, such as the June 30 post about "DOT ETF" with 110,000 views, the account had only about 200 followers. These high-engagement tweets were primarily retweeted by other KOLs.
DOT Army 预算包括一个“官方社区账户”和约 30 个 KOL 服务包，每月费用为 15,000 美元。尽管推文参与度很高，例如 6 月 30 日有关“DOT ETF”的帖子，浏览量为 110,000 次，但该帐户只有约 200 名关注者。这些高参与度推文主要由其他 KOL 转发。

YouTube Channel Promotion Issues

YouTube 频道推广问题

Polkadot’s KOL promotion also heavily targeted YouTube, but many channels' audience profiles did not match crypto users. For instance, the MilkRoad channel, with content primarily about general investments, had only a few hundred views per video, making Polkadot and DOT token promotion awkwardly placed. In May, Polkadot targeted a Marvel Snap gaming channel, described in the budget as "high-net-worth audience targeting."
Polkadot 的 KOL 推广也重点针对 YouTube，但许多频道的受众群体与加密货币用户不匹配。例如，MilkRoad 频道的内容主要是一般投资，每个视频的观看次数只有几百次，这使得 Polkadot 和 DOT 代币的推广处于尴尬的境地。5 月，Polkadot 将 Marvel Snap 游戏频道作为目标，在预算中将其描述为“高净值受众目标”。

Despite ineffective KOL promotions, Polkadot governance and foundations continued increasing the KOL budget, reaching up to $600,000 for a single campaign from May to June.
尽管 KOL 推广效果不佳，但 Polkadot 治理和基金会仍在继续增加 KOL 预算，从 5 月到 6 月，单次活动的预算高达 60 万美元。

Limited Promotion in Asia

亚洲有限促销

Most of Polkadot's promotional budget targeted the US and Europe, with little focus on the Asian market. In September, PolkaWorld, the Chinese community for Polkadot, paused operations after its funding proposal was rejected by the official governance. PolkaWorld claimed the new treasury management mechanism led to many contributors and organizations leaving the Polkadot ecosystem.
Polkadot 的大部分推广预算都针对美国和欧洲，很少关注亚洲市场。9 月，Polkadot 的中文社区 PolkaWorld 在其资助提案被官方拒绝后暂停运营。PolkaWorld 声称新的金库管理机制导致许多贡献者和组织离开 Polkadot 生态系统。

PR and Media Spending 公关和媒体支出

Polkadot's media spending was also high, including $138,000 to The Block for research reports, sponsored articles, and a single board maintenance. Other crypto media like Decrypt, Defiant, and Cryptoslate were bundled into PR services by the Community Project governance entity, charging 10$150,000.
Polkadot 的媒体支出也很高，包括向 The Block 支付 138,000 美元用于研究报告、赞助文章和单板维护。其他加密媒体如 Decrypt、Defiant 和 Cryptoslate 则被社区项目治理实体捆绑到公关服务中，收取 10% 的管理费，每次公关活动费用约为 15 万美元。

Polkadot also paid for logo displays on Coingecko and Coinmarketcap, with Coingecko’s six-month exclusive logo display costing $50,000, and Coinmarketcap’s two-year display costing$480,000.
Polkadot 还支付了 Coingecko 和 Coinmarketcap 上徽标展示的费用，Coingecko 六个月的独家徽标展示费用为 50,000 美元，Coinmarketcap 的两年展示费用为 480,000 美元。

Sponsorships and Unconventional Promotions

赞助和非常规促销

Polkadot also spent $50,000 sponsoring the Vietnam Web3 event, while Ethereum’s platinum sponsorship at EDCON cost the same but included a chance to meet Vitalik in a VIP room. Polkadot’s budget frequently included a "price difference supplement" due to DOT being the payment currency, which often amounted to$100,000.
Polkadot 还花费了 50,000 美元赞助越南 Web3 活动，而以太坊在 EDCON 上的白金赞助费用相同，但包括在 VIP 室与 Vitalik 见面的机会。由于 DOT 是支付货币，Polkadot 的预算经常包含“差价补充”，金额往往达到 10 万美元。

KOL Promotion Practices KOL推广实践

Polkadot's KOL promotion practices often involved questionable tactics, with high costs and limited effectiveness. There were concerns about potential hidden agreements between KOLs and foundation members, resulting in excessive spending. However, community governance's transparency could make such deals difficult.
Polkadot 的 KOL 推广实践往往涉及可疑的策略，成本高昂，效果有限。人们担心 KOL 和基金会成员之间可能存在隐性协议，从而导致过度支出。然而，社区治理的透明度可能会使此类交易变得困难。

Many projects choose to focus on building a solid community and organic reach instead of relying heavily on KOL promotions. This approach can yield better results and avoid inflated costs.
许多项目选择专注于建立稳固的社区和有机影响力，而不是严重依赖 KOL 推广。这种方法可以产生更好的结果并避免成本过高。

By understanding the detailed spending and promotional strategies of Polkadot, we can see the complexities and challenges involved in effectively managing a large-scale promotional budget in the crypto space.
通过了解 Polkadot 的详细支出和促销策略，我们可以看到在加密货币领域有效管理大规模促销预算所涉及的复杂性和挑战。

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