The Essence of Information Dissemination Mechanisms in Web3 and the Impact of InfoFi

Recently, a hot topic has emerged in the Web3 community: Will InfoFi create an "information cocoon"? After in-depth thinking and case analysis, I believe the essence of this issue is not InfoFi itself, but the inherent structural characteristics of content dissemination. InfoFi merely makes this phenomenon more apparent.

To understand this, we first need to clarify the role of InfoFi in the entire information dissemination chain. For project parties, InfoFi is an accelerator aimed at increasing the project's popularity and visibility, thereby promoting user interaction and conversion. Project parties typically allocate budgets for InfoFi activities while seeking support from marketing agencies capable of mobilizing large opinion leaders.

The formation of information cocoons usually begins with upper-level content, rather than ordinary users. After large opinion leaders publish sponsored content, smaller opinion leaders tend to follow suit. Coupled with the recommendation algorithms of social platforms, users' information feeds can quickly become flooded with similar content from the same project.

This phenomenon is not unique to InfoFi. Prior to the emergence of InfoFi, opinion leaders would also take turns promoting, writing copy, and publishing advertisements. The emergence of InfoFi has simply made this content delivery mechanism more systematic and visual.

InfoFi is considered to have amplified existing information biases because it enhances the efficiency of information organization and dissemination, but this efficiency is based on the existing "attention structure" rather than a disruptive change. Project teams still tend to allocate budgets to large opinion leaders, while InfoFi mobilizes small to medium-sized creators to concentrate on content output in a short time. Social platform algorithms recognize this trending topic and continuously recommend related content, creating a closed loop.

Moreover, the sources of content are relatively centralized, and the writing goals of creators are similar: to participate, score, and gain exposure, rather than to analyze projects in depth from different angles. This leads to a superficial difference in the content users see, while in reality, it is similar, gradually creating a feeling of being trapped in a single project narrative.

Therefore, InfoFi did not create information bias, but indeed amplified the existing structural bias in the dissemination. It transformed the previously dispersed and slow-fermenting information flow into a concentrated explosion with widespread coverage of traffic push.

The specific concerns of users, such as high content redundancy, low quality, and serious AI homogeneity, are not unique to InfoFi. Content duplication mainly stems from the budget allocation strategy of the project parties, while low-quality content often struggles to achieve high scores within InfoFi's scoring mechanism.

To improve this situation, the following measures can be considered:

1. Weaken the sense of ceremony for project launches and reduce the official activities' flair.
2. Introduce a self-service distribution mechanism, allowing project parties to directly conduct airdrops through a data dashboard.
3. The project team should not announce the airdrop strategy in advance to avoid users intentionally creating false interactions for the airdrop.
4. Encourage project parties to quietly distribute airdrops after the token generation event, rewarding early natural interaction users.

As this mechanism matures and becomes more widespread, users may develop an expectation: that participating in content creation could bring rewards, but rewards are not the sole purpose of participation. The ideal situation is that users participate out of genuine interest, and the rewards are just an added surprise.

Overall, InfoFi makes the existing dissemination structure more transparent and amplified. What truly needs to be addressed is how to make the dissemination structure healthier, whether by raising participation thresholds, optimizing incentive designs, or guiding project parties to manage airdrop expectations more naturally. The goal is to make the content itself meaningful, rather than merely pursuing quantity. If this can be achieved, InfoFi will not just be a traffic tool but will become an important infrastructure for the entire Web3 content ecosystem.