Structural Issues in Web3 Content Dissemination: It's Not Just the Impact of InfoFi

Recently, discussions about whether InfoFi will create an "information cocoon" have attracted widespread attention. After in-depth thinking and case analysis, I believe that the essence of this issue is not InfoFi itself, but rather the inherent structural characteristics of content dissemination. InfoFi merely makes this phenomenon more apparent.

To understand this issue, we first need to clarify InfoFi's positioning in the entire communication chain. For project parties, InfoFi is an accelerator aimed at increasing project popularity and user awareness. Project parties typically allocate a budget for InfoFi activities while seeking marketing agencies that can engage large opinion leaders.

The formation of information silos often begins with top-level content. After large opinion leaders publish and promote content, medium and small opinion leaders tend to follow suit. Additionally, with the recommendation mechanisms of social platform algorithms, users' information feeds will soon be filled with similar content related to the same project.

This phenomenon is not unique to InfoFi. In the era before InfoFi, opinion leaders also accepted promotional tasks. The emergence of InfoFi has only made this content delivery mechanism more systematic and visual.

InfoFi is considered to amplify information bias because it enhances the efficiency of information organization and dissemination, but this efficiency is built on the existing "attention structure." Project parties tend to allocate budgets to large opinion leaders, whose content goes live first. The InfoFi mechanism incentivizes small and medium creators to output concentrated content in a short period, further reinforcing the platform's algorithm in recognizing "hot topics," thus forming a closed loop of continuously recommending similar content.

In addition, due to the relatively centralized sources of content, the writing goals of creators tend to be consistent: to participate in activities, earn points, and gain exposure. This has led to a superficial diversity of content that masks substantial homogeneity, creating the illusion for users of being trapped in a singular project narrative.

InfoFi did not create information bias, but it did amplify the existing structural bias in dissemination. It transformed the previously decentralized and slowly fermenting flow of information into a concentrated explosion of traffic push with widespread coverage.

We can analyze the specific anxieties of users from several aspects:

1. High content redundancy: This is mainly determined by the project's budget allocation, where large opinion leaders receive more resources, which in turn affects algorithm recommendations and the following of other creators.

2. Low content quality and homogenization of artificial intelligence: In fact, InfoFi's scoring model has a counteracting mechanism, making purely mechanical content difficult to achieve high scores. High-quality content still relies on excellent narrative structure, quality of viewpoints, and user interaction data.

3. Strong Advertising Flavor: Users instinctively resist the sudden influx of similar content. Solutions may include reducing the ceremonial aspect of project launches and introducing a self-service ad placement mechanism to allow content to emerge more naturally.

The ideal situation is for the project team to quietly reward users who engage naturally early on, rather than publicly announcing an airdrop plan. This can cultivate users' natural participation habits, rather than encouraging deliberate interaction for the sake of rewards.

Ultimately, InfoFi's goal should be to become an important infrastructure for Web3 content systems, rather than just a traffic tool. The key lies in how to build a healthier dissemination structure, whether by raising participation thresholds, optimizing incentive design, or guiding project parties to manage airdrop expectations more naturally, all should be dedicated to enhancing the value of content, not just its quantity.