Farcaster Shifts Course, 'Binance Square' and Others Take Over Crypto Social

Odaily星球日报Publicado a 2025-12-09Actualizado a 2025-12-09

Resumen

Farcaster, a decentralized social protocol once seen as a flagship SocialFi project, has pivoted from its "social-first" strategy after four and a half years. Instead, it will now focus on building a consumer wallet to drive user growth, acknowledging that its previous approach lacked product-market fit. While Farcaster enjoyed support from top VCs and crypto influencers, it failed to retain users long-term. The platform struggled to compete with established Web2 social networks like Twitter and Telegram, where crypto communities are deeply embedded. Its shift aims to leverage wallet-based interactions to naturally spark social demand. However, this strategic turn may have come too late. Centralized exchanges, particularly Binance, have already successfully embedded social features into trading environments. Binance Square, originally Binance Feed, allows content creators to earn up to 50% commission from trades generated through their content. This incentive model, combined with Binance’s massive user base, has attracted influential traders and analysts, making it a dominant crypto social platform. Other exchanges like OKX and Gate are following suit, developing their own social features, indicating a broader trend of trading platforms expanding into social ecosystems. These platforms reduce compliance risks for creators and align naturally with crypto users’ financial motivations. The piece argues that crypto social products don’t necessarily need decentralization or h...

Original | Odaily Planet Daily (@OdailyChina)

Author | Golem (@web3_golem)

On December 8, Farcaster co-founder Dan Romero announced that the platform is abandoning its "social-first" strategy, upheld for four and a half years, and shifting to a wallet-centric growth model, hoping to attract more users by building an excellent wallet. This means Farcaster's future new features and product positioning will center around a consumer wallet, rather than a decentralized social graph.

Following the decline of friend.tech, Farcaster has been seen as the "standard-bearer" of SocialFi. Backed by top VCs (a16z, Paradigm) with $1 billion in funding, hyped by crypto celebrities (Vitalik, Coinbase founders, etc.), and with occasional wealth effects (Degen, Clanker, etc.), every hotspot could spark a new wave of user enthusiasm. However, after "three minutes," users quickly lose interest, and platform activity plummets.

This might be because Farcaster lacks genuine product-market fit. Long before the emergence of decentralized social applications, the crypto community was already deeply rooted in Web2 social apps like Twitter, Telegram, and Discord, which perfectly cover various social needs.

Farcaster's "social-first" strategy was essentially just imitating Twitter, which didn't provide enough incentive for users to migrate. Social products require real scenarios and differentiation. Crypto users have no reason to abandon the social graphs and relationship chains they've built on Web2 social platforms like Twitter and start from scratch on Farcaster (unless they are aspiring "future influencers" with no existing following).

Dan Romero himself probably knows the crux of the issue well: merely selling ideals like decentralization and data sovereignty cannot lock in users. So, rather than "grinding" in a hopeless area, it's better to change tack, seeking user growth and new product-market fit from the公认的 Web3入口—wallets.

But has Farcaster really given up on crypto social? In my view, no. Instead, this is a long-overdue course correction, four and a half years late.

Since existing social scenarios are already covered by Web2 social applications, we should create new crypto social scenarios. Dan Romero named this strategy "attract users with tools, retain them with the network." He chose to切入社交 from the wallet scenario, where users' on-chain transaction/payment scenarios naturally give rise to social needs. The decentralized social infrastructure that Farcaster previously built can then provide users with a smooth, one-stop experience.

However, Farcaster is late to the game. This "first build the social scenario, then develop the social application" approach has already been preempted by others—namely, CEXs.

Crypto Exchanges Enter the Social Platform Arena

Asset investment behavior is naturally related to social networks; after all, everyone is responsible for their own "bag." One could even say that the entire crypto circle's social needs (both public and private) are born from investment and trading scenarios. Therefore, under this logic, crypto exchanges that build trading scenarios for users have a natural advantage in developing social features, much like how WeChat integrated payment through its social network.

The first to successfully execute this was Binance. One day, as a Binance lead grew tired of constantly switching between Twitter and the Binance app, it suddenly hit them: why not build a social platform directly within the Binance main site? This would allow users to browse social feeds openly.

Thus, in October 2022, Binance launched the content aggregation platform Binance Feed, renaming it to Binance Square a year later. It also opened up UGC (User-Generated Content) and introduced a "content mining" feature.

So-called "content mining" means creators can add token tags (e.g., $BTC) to the content they publish on Binance Square (including short posts, articles, videos, polls, voice live streams, or chat rooms). Whenever a regular Binance user or VIP 1-2 user clicks on the token tag in the creator's content to execute a spot, leverage, or futures trade, the creator can receive up to 50% of the transaction fees as a rebate.

By 2023, Binance was already a top global exchange. The incentive mechanism of Binance Square was like a match thrown into dry tinder, instantly igniting a wildfire. By the end of 2023 (two months after launching "content mining"), the number of creators on Binance Square increased from 1,200 to 11,000. By the end of 2024, Binance Square's monthly active users had hit 35 million.

Today, in 2025, Binance maintains its position as the world's largest exchange, with 300 million registered users. This also means the user potential for Binance Square has reached 300 million. More importantly, these 300 million users are "refined" by Binance; they have a clear goal—to profit in crypto finance. Within the trading scenario Binance has created, they use Binance Square with a clear and specific purpose—to find trading signals or wealth codes.

Where there is demand, supply naturally emerges. The vast and high-quality user base, combined with the rebate incentives of "content mining," has not only prompted头部交易员, analysts, and KOLs to spontaneously migrate/synchronize from social platforms like Twitter to Binance Square but has also given birth to a large number of native crypto bloggers, gradually forming Binance Square's social "moat."

Binance Square Advertisement

Following the huge success of Binance Square, other exchange peers have begun to follow suit. Last week, OKX announced in Dubai the upcoming launch of its exchange social platform—OKX Planet, including community, live streaming, and group chat features, openly benchmarking against Binance Square. Some KOLs even revealed that OKX当场向币安广场顶级创作者发出入驻邀请函 (on the spot extended invitations to top Binance Square creators to join).

Compared to OKX, other exchanges布局了内容广场功能 earlier—Gate established its content square since 2023, Huobi launched its content square in the second half of 2023......

Clearly, the war among crypto exchanges has spread to the social领域, but this also proves that exchange social platforms, exemplified by Binance Square, have a high degree of product-market fit.

Furthermore, for creators, another obvious advantage of exchange social platforms is greatly reduced account bans and compliance risks. Although governments are gradually relaxing crypto regulations, because the crypto industry is always associated with investment, money, and "grey" areas, crypto bloggers often face reports and bans on Web2 social media. On exchange social platforms, such risks are significantly lower. On one hand, the platform's content属性 naturally aligns with crypto bloggers as it's built within the crypto trading scenario; on the other hand, exchange users themselves are screened "优质韭菜" (quality leeks) and have a "相当高的包容度" (quite high tolerance) towards crypto bloggers.

This characteristic might become a core competitive advantage for exchange social products against Web2 social products like Twitter in the future. After all, the main阵地 for the Chinese-speaking crypto community was once domestic public media like Weibo, but they were forced to migrate en masse to Twitter due to regulatory crackdowns. So, perhaps such a large-scale migration could also happen to exchange social products someday.

Of course, although the above uses "Binance Square" as an example to illustrate the natural advantages exchanges have in developing social platforms, the core of an exchange remains its crypto trading business. Developing an exchange social platform is not advisable until the base of trading users reaches a certain scale.

What Kind of Social Product Does the Crypto Community Really Need?

Looking back at the history of crypto social product development, those products touting decentralization and SocialFi—Friend Tech, Lens, and Farcaster—have had their moments of glory, but in the end, they died or were wounded. What has consistently accompanied the crypto community are highly centralized Web2 social platforms like Twitter. Even the newly rising exchange social platforms, aside from being related to crypto trading, seem quite different from the Web3 social vision promoted by capital.

This naturally leads to a question worth pondering: what kind of social product does the crypto community really need?

First, it's essential to clarify that decentralization is a means to an end, not the end itself. When this means fails to achieve our goals, we should果断放弃 (decisively abandon it). In social interactions, users care most about information value, a sense of belonging, the ability to connect people, and entertainment—not whether it's decentralized. The same goes for crypto social.

Over the past five years, SocialFi has dragged crypto social into a Ponzi game, overemphasizing the "Fi" attribute of crypto social while neglecting the "Social" part. Short-term traffic and token frenzies can create temporary prosperity, but in the long run, they cannot沉淀出信任与任何优质内容 (foster trust or any quality content). Collapse is the only结局 (outcome) for SocialFi.

In my view, the crypto community merely needs social products that can connect crypto scenarios, facilitate meaningful exchanges, and在此基础上产生信任与协作 (generate trust and collaboration on this basis). This has nothing to do with whether it's decentralized or whether it has "Fi." It's simply about bringing crypto social back to the essence of social interaction—built for scenarios, existing to connect people.

Perhaps it can be stated more bluntly: we need more Binance Squares, not the Farcaster of the past.

Further Reading

SocialFi "Narrative Fails," Does Crypto Social Have a Future?

Preguntas relacionadas

QWhat major strategic shift did Farcaster announce on December 8th, and what is its new focus?

AFarcaster announced a shift from its 'social-first' strategy, which it had maintained for four and a half years, to a 'wallet-first' growth model. Its new focus is on building an excellent consumer wallet to attract more users, rather than being a decentralized social graph.

QAccording to the article, what is the fundamental reason for Farcaster's lack of sustained user engagement despite periodic hype?

AThe article suggests that Farcaster lacked genuine product-market fit. It was essentially imitating Twitter and failed to provide a compelling reason for users to abandon their established social graphs on Web2 platforms like Twitter, Telegram, and Discord to start over on Farcaster.

QWhat is the core incentive mechanism behind Binance Square's 'content mining' feature that drove its rapid growth?

AThe core incentive is a transaction fee rebate. Creators can add token tags (e.g., $BTC) to their content. When a Binance user clicks on the tag and executes a trade (spot, leverage, futures, etc.), the creator can earn up to 50% of the transaction fees from that trade as a rebate.

QWhat key advantage do exchange-based social platforms like Binance Square offer to crypto content creators compared to Web2 social media?

AThey offer significantly lower risk of account bans and compliance issues. The platform's context is inherently crypto-focused, making the content a natural fit. Furthermore, the user base consists of pre-screened individuals interested in crypto, resulting in a much higher tolerance for crypto-related content.

QWhat is the article's conclusion on what the crypto community truly needs from a social product, beyond the debate of decentralization or 'Fi'?

AThe article concludes that the crypto community needs social products that connect to crypto scenarios, facilitate meaningful communication, and build trust and collaboration. The focus should be on the social essence—built for specific scenarios and for connecting people—rather than on whether it is decentralized or has a financialized (Fi) component.

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Entendiendo BNB Card: Revolucionando la Identidad Digital en Web3 En el paisaje en rápida evolución de la tecnología blockchain y las criptomonedas, la BNB Card o $BNBCARD se destaca como un proyecto notable. Este token meme de utilidad impulsado por la comunidad aprovecha la BNB Smart Chain (BSC), con el objetivo de integrar la cultura meme con soluciones innovadoras de identidad digital. A medida que más usuarios se sumergen en los reinos de la descentralización, es crucial desglosar lo que BNB Card ofrece, sus matices operativos y su potencial impacto en el mercado. ¿Qué es BNB Card ($BNBCARD)? En su esencia, BNB Card representa un token meme con una utilidad sustancial. Está diseñado para empoderar a los usuarios al permitir la creación de tarjetas de identidad digital personalizadas que son tanto expresivas como funcionales. El proyecto encapsula varias características clave: Tarjetas de ID Personalizables: Los usuarios tienen la capacidad de diseñar tarjetas de ID digitales con temática de Binance, proporcionándoles una plataforma para la autoexpresión y una interacción comunitaria mejorada. Marco Descentralizado: Desarrollado en la BSC, BNB Card enfatiza atributos clave como seguridad, transparencia y soberanía del usuario. La naturaleza descentralizada del marco permite transacciones que son tanto eficientes como seguras. Modelo Centrado en la Comunidad: El énfasis en la participación de base en lugar de modelos financieros impulsados por laboratorios crea un entorno atractivo para sus usuarios. Al aprovechar la viralidad inherente de la cultura meme, BNB Card fomenta un movimiento comunitario robusto. El objetivo principal de BNB Card es democratizar las herramientas de identidad digital en Web3, ofreciendo soluciones accesibles que benefician a los usuarios sin las cargas típicamente asociadas con los sistemas de gestión de identidad tradicionales. Creador e Inversores Al explorar la identidad detrás de BNB Card, es importante notar que no se acredita explícitamente a un creador singular. En cambio, el proyecto parece ser impulsado por la comunidad, sugiriendo un esfuerzo colectivo inspirado en la noción de la “Tarjeta de Constructor Temprano” de Binance. Este enfoque de desarrollo orgánico es común entre los proyectos dentro del espectro de tokens meme, donde el desarrollo a menudo está influenciado por la pasión de la comunidad en lugar de una autoridad central. En términos de inversión, la ausencia de patrocinadores institucionales divulgados públicamente destaca aún más la base comunitaria del proyecto. Se nutre del apoyo orgánico de la comunidad, reflejando una característica habitual de los proyectos impulsados por memes que a menudo involucran a su audiencia a través de canales sociales en lugar de rutas de inversión formales. Cómo Funciona BNB Card emplea varios mecanismos que delinean su funcionamiento y espíritu innovador: Utilidad del Token: El token BNBCARD permite a los usuarios acceder a un conjunto de herramientas para la creación de ID, al mismo tiempo que proporciona una plataforma para la gobernanza comunitaria. El token sirve como el eje que habilita estas funcionalidades. Integración Blockchain: Al utilizar la BSC, BNB Card asegura compatibilidad con aplicaciones basadas en la Máquina Virtual de Ethereum (EVM). Esta integración proporciona a los usuarios los beneficios de bajas tarifas de transacción mientras mejora la accesibilidad. Ecosistema DIY: Central al atractivo de BNB Card es su enfoque de hazlo tú mismo (DIY) para la generación de tarjetas de identidad digital. Este elemento participativo anima a los usuarios a involucrarse en la expresión creativa, fomentando una cultura inclusiva que prospera en la contribución y colaboración. Cronología La cronología es vital para entender la trayectoria de BNB Card. Los hitos importantes en la historia del proyecto incluyen: 18 de marzo de 2025: BNB Card fue listado en LBank, marcando un paso significativo en su trayectoria de intercambio y abriendo puertas para la liquidez y la accesibilidad de los usuarios. 19 de marzo de 2025: Ocurrió un momento pivotal cuando el token experimentó un aumento astronómico del 26,000% en 24 horas, captando la atención por su potencial y el entusiasmo de la comunidad. Desarrollos en Curso: El proyecto está expandiendo continuamente sus asociaciones con intercambios descentralizados (DEXs) como PancakeSwap, mejorando aún más la liquidez y el compromiso de los usuarios. Innovación y Diferenciación Entender qué distingue a BNB Card implica una exploración más profunda de su marco innovador: Híbrido de Meme y Utilidad: BNB Card fusiona con éxito el atractivo lúdico de la cultura meme con aplicaciones prácticas en la gestión de identidad digital. Este enfoque de nicho atiende de manera efectiva a una amplia demografía, atrayendo tanto a usuarios expertos en tecnología como a aquellos nuevos en cripto. Gobernanza Descentralizada: Operar sin control centralizado permite al proyecto aprovechar directamente la opinión de la comunidad. El proceso de toma de decisiones colectivas impulsado por la participación comunitaria empodera a los usuarios, asegurando que sus voces contribuyan al desarrollo y dirección del proyecto. Escalabilidad: BNB Card se beneficiará enormemente de las mejoras en la hoja de ruta de 2025 para la BNB Chain, que incluyen mejoras como el aumento de la velocidad de transacciones y la integración de herramientas de inteligencia artificial. Estas mejoras posicionan al proyecto de manera ventajosa dentro de un entorno altamente competitivo. Conclusión BNB Card es emblemático de una nueva ola de soluciones de identidad digital dentro del ecosistema Web3. Al mezclar diversión, participación comunitaria y utilidad práctica, invita a los usuarios a participar activamente en la formación de sus personas digitales. A medida que el proyecto navega por el dinámico paisaje de las criptomonedas, su éxito probablemente dependerá de mantener un fuerte apoyo comunitario mientras se adapta a los avances tecnológicos y las necesidades de los usuarios. La integración de la descentralización con la cultura meme no solo sirve como un medio para el compromiso impulsado por los usuarios, sino también como una base para la narrativa en evolución en torno a la identidad digital en la era de blockchain. En resumen, BNB Card no solo ejemplifica la convergencia de creatividad y utilidad dentro del espacio cripto, sino que también subraya la importancia de la comunidad en la dirección del futuro de las tecnologías descentralizadas.

329 Vistas totalesPublicado en 2025.03.26Actualizado en 2025.03.26

Qué es BNB CARD

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Bienvenido a la comunidad de HTX. Aquí puedes mantenerte informado sobre los últimos desarrollos de la plataforma y acceder a análisis profesionales del mercado. A continuación se presentan las opiniones de los usuarios sobre el precio de BNB (BNB).

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