I started a conversation with Claude today to see if he could help me get my mind around what is really going on with HIVE "marketing" efforts, and what some of the solutions might be.
Here is my original prompt:
Hello Claude, I am an open source developer and my home base ecosystem is the HIVE blockchain. In the HIVE ecosystem, there is a lot of talk about getting people to notice HIVE, and it seems that the members of the HIVE ecosystem have yet to implement a marketing plan that works to get people to realize the open source power of HIVE and controlling their content. Some of the challenges of user retention are known, but beyond that, many users are even imagining that there is some sort of suppression going on involving HIVE.
You are an investigative reporter, skilled with tracing leads through online social networks, can you investigate for me the most likely reasons that "marketing" for HIVE seems so hard?
Here is what Claude had to say:
I'd be happy to help investigate the marketing challenges facing the HIVE blockchain ecosystem. Let me search for current information about HIVE's visibility, marketing efforts, and any potential barriers to adoption.
I notice the search results are showing information about HIVE Digital Technologies (a Bitcoin mining company), not the HIVE blockchain social media platform you're referring to. Let me search more specifically for the HIVE blockchain ecosystem.
Based on my investigation into the HIVE blockchain ecosystem's marketing challenges, I can identify several key factors that likely contribute to the difficulties in gaining mainstream visibility and user retention:
Historical Baggage and Brand Confusion
HIVE emerged from a contentious hard fork of Steemit in March 2020, following community concerns about centralization threats from new owner Justin Sun. This origin story creates several marketing challenges:
- Negative association: The platform carries the baggage of the Steemit/TRON controversy
- Brand confusion: Many people conflate HIVE with the troubled Steemit platform
- Fractured community: The fork split the original user base, reducing network effects
Systemic Platform Issues
One significant problem is the misuse of both Steemit and HIVE platforms, where "many users have resorted to manipulative practices" instead of the intended "democratic, community-driven curation and engagement model" Source. This creates:
- Poor user experience: New users encounter spam, vote manipulation, and inauthentic engagement
- Reputation damage: Word-of-mouth marketing becomes negative when users have bad experiences
- Content quality issues: Gaming of reward systems leads to low-quality content surfacing
Market Positioning Challenges
The investigation reveals several positioning problems:
Niche market: HIVE is positioned as "prioritizing community-driven and censorship-resistant social media experiences" Source, which appeals to a limited audience already convinced about decentralization benefits
Technical complexity: The blockchain/cryptocurrency aspect creates barriers for mainstream social media users
Reward system confusion: The token-based reward system, while innovative, can be confusing and may attract users focused solely on earning rather than genuine social interaction
Lack of Distinctive Value Proposition
From the search results, HIVE appears to be positioned similarly to other blockchain social platforms without clear differentiation. The official description as "a DPoS powered blockchain & cryptocurrency. Fast. Scalable. Powerful" (https://hive.io) focuses on technical features rather than user benefits.
Potential "Suppression" Factors
While I found no evidence of deliberate suppression, several factors could create that perception:
- Algorithm invisibility: Traditional social media algorithms don't promote blockchain-based platforms
- Limited mainstream media coverage: Most coverage focuses on the technical/cryptocurrency aspects rather than social benefits
- Search optimization: HIVE content may not rank well in traditional search engines
- Network effects: Without critical mass, organic growth becomes extremely difficult
Recommendations for Overcoming These Challenges
- Rebrand the narrative: Focus on positive user outcomes rather than technical features or the Steemit origin story
- Address platform hygiene: Implement stronger measures against manipulative practices
- Simplify onboarding: Remove technical barriers that prevent mainstream adoption
- Develop killer apps: Create compelling use cases beyond "decentralized social media"
- Target specific communities: Rather than broad marketing, focus on communities that would most benefit from censorship resistance
The marketing challenges appear to stem more from fundamental platform and positioning issues rather than external suppression, suggesting that internal improvements may be more effective than increased promotional spending.
As a follow up, I asked Claude this question about the "Killer Apps" recommendation, here's my prompt:
Regarding Killer apps, if someone were to develop a killer app that used HIVE on the backend and didn't require knowing anything about HIVE but instead allowed people to use the app and learn more about the underlying technology when and if they wanted to - would you recommend they use the HIVE branding or avoid using the hive branding? Keep your answer to 200 words please.
Claude's answer:
Based on my investigation, I'd recommend avoiding HIVE branding initially for a killer app strategy.
Here's why this approach would be more effective:
Lead with value, not technology. Users adopt apps that solve problems, not because of underlying infrastructure. Instagram users don't care about AWS; they care about sharing photos. Your killer app should focus on its core value proposition first.
Bypass negative associations. HIVE carries baggage from the Steemit controversy and blockchain complexity that could deter mainstream users before they experience the app's benefits.
Reduce friction. Mentioning blockchain/crypto upfront creates barriers. Many users have preconceptions about complexity, volatility, or scams associated with crypto platforms.
Strategic revelation approach: Once users are engaged and experiencing value, you can gradually introduce the "powered by HIVE" messaging as a trust-building element - "Here's why your data is truly yours" or "Here's why you can't be deplatformed."
Successful precedent: Many successful apps hide their technical stack initially. Twitter didn't lead with "Ruby on Rails social network."
The goal is adoption first, education second. Once you have engaged users who love the app, they become your best advocates for both the app AND the HIVE ecosystem. You can always add HIVE branding later as a feature, not a barrier.
I'll present this without my own comments for now, what do you guys think about these findings and this advice?