mostlycalledMike

SMM @hypepartners

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[mostlycalledMike @Mike0x777]

You’ve probably spent months or years building the product.

Now you need people to understand it, trust it and use it.

This is what the right marketing partner brings to the table:

[Chris Ruz - Hype @ChrisRuzArc]

https://t.co/u5X4ytLmYw

[Ashni @ashnichrist]

AI Search (AEO) has had a crazy week...

My team was getting 24hr citations from Reddit, with 1M+ impressions /mo (for brand awareness & lift).

Some things we learned:

- Reddit was nearly wiped as a source in ChatGPT
- Business websites dominate Gemini citations (60%)
- Brands in ChatGPT's search queries get mentioned 33× more
- OpenAI publishing partners get 48% more ChatGPT citations
- JavaScript could be hiding your website from LLMs
- ChatGPT ads are expanding to 31 European countries

I'm tired just looking at it lmfaooo

Reddit is still very useful for Gemini, Perplexity, etc. If your users are still big on Google (common in the anti-AI crowd) you should prob still target Reddit

But even for Gemini, we've discovered a better lever to increase AI visibility:

Optimizing your website.

What is this.. 2015 SEO again? Business websites earn 60% of Gemini citations.

The new AEO stack (we are working on this, DM if you need help):

Your website, YouTube UGC, LinkedIn / Medium, PR, podcast appearances, review sites, gitHub, etc.

All of this depends on category. And creating great information on each of these channels.

And the biggest lesson...

AI Search is volatile. It will change dramatically, probably for a while.

This is pretty common and normal for new marketing tactics.

We are all figuring it out together :)

[Danny | Hype @0xDannyHype]

AI has made meetings important again.

Remember when meetings were where we talked about work instead of doing it?

Well now the conversation IS the work.

Human meetings are where ideas emerge, creative routes are explored and decisions get made. And now the whole thing is transcribed, fed into an LLM with context and turned into briefs, plans, copy, designs, code and actual executional work.

Meetings are so back.

(As a person who spends a huge amount of my week in meetings, I’m very happy about this epiphany I've just had)

[Hype @hypepartners]

As crypto and emerging technology mature, it takes more to build the companies advancing them: deeper expertise, original ideas, exceptional people, and intelligent systems.

The new https://t.co/d9A0kS2aH6 reflects the Hype we’ve grown into.

[Danny | Hype @0xDannyHype]

Seen this take doing the rounds (quoted post) and I think it miscategorises what 'web3 marketers' actually are so wanted to give the other side of the argument.

I've spent the best part of 2 decades in marketing, I helped run web2 agencies before crypto and I run a 'web3' one now, so I've watched both sides up close.

The reality is web3 marketing is miles ahead in some areas and miles behind in others. It's just a different discipline, but the transferable skills run in both directions so I don't think we're cooked.

Some examples:

Narrative and speed. No other industry forces you to live on the forefront of shifting trends like this one. What's hot today is cringe in 3 days, and you have to constantly rethink how your brand positioning stays relevant to whatever is happening right now. Topicality matters in web2 too, but the weighting here is just way higher. And the speed of execution it produces is like nothing I saw in 15 years of traditional marketing.

Growing without paid channels. For most of the last decade paid ads were basically off the table for crypto (financial content), and attribution tooling barely existed because the outcome was an onchain action anyone can openly track themselves. So it's definitely true a lot of crypto marketers never got their reps in on CAC dashboards. But they learned to grow products to millions of users with zero ad budget instead, which imo is the hardest constraint in marketing. Ask a web2 performance marketer to scale something without any media spend and watch what happens.

Translating complex tech. Almost every crypto client I've ever worked with started with a website full of jargon, because founders here are usually engineers. Classic 1990s Microsoft marketing (my solution has more RAM than the other one). Web3 marketers have had to get seriously good at turning deep tech into stories a normal person cares about, because they've had no choice. The team at Hype are undoubtedly some of the best I've ever known at being able to do this.

Legal and compliance. Every product here is effectively a global financial services product. The amount of time spent inside a web3 agency on advertising standards, promotional terminology and creative IP would surprise most web2 marketers, who usually have a legal team for that.

Community. A big one. There is nothing outside crypto like it. Building grassroots believers across Telegram, Reddit, Discord, 4chan and every other micro community platform going is an incredibly powerful skill, and it transfers everywhere, but is rarely touched by Web2 projects.

All that said, I agree there are definitely areas where web3 marketing is also behind.

Consumer product marketing is a big gap for example. Mainly because until recently there just weren't many consumer products here. Most of the last 5-10 years was spent marketing towards infrastructure, B2B products and token launches, half the time before the product was even ready. Imagine promoting a stock IPO every week. No product to sell (because you can't promote a stock price), you're just selling trust and credibility. While different, what I will say is don't underestimate how transferable selling trust is when it comes to building fintech brands too.

Another area that has definitely been an issue is that X became too important a channel for too long. again though, this is because it actually often moved the needle. If you understand CAC and funnels, it doesn't take long to work out that the 500 people who LP all the cash into your DeFi protocol aren't larping on Instagram, they're shitposting on X. The gm guys getting laughed at learned how to speak the exact language of their ICP and attract them by infiltrating their feeds where they live and building rapport with them in public to entice them in. That's a genuinely valuable skill in any industry.

What is also pleasing to see today is that the web3 marketing crowd are finally expanding well beyond just X finally (TikTok/Insta UGC is one of our fastest growing services in the last 18 months at Hype).

The reality is, the post below is just describing the bad marketers. Every industry has them. The great ones in this space mostly sit in the background doing the hard work, while the loud ones out front think mindshare and attention is the whole game.

Zoom out far enough and marketing always moves in cycles like this. I remember when programmatic ads came in and everyone said marketers were finished because the algo could buy media better than any human. What actually happened is the mechanical work got automated and the marketers who understood strategy and positioning became more valuable than ever.

AI is doing the same thing right now at a much bigger scale. And this is where I personally disagree on the take the most, because the "foundation" skills being listed... CAC dashboards, CRM flows, funnel optimisation etc. are exactly the ones AI is eating first. What will survive is judgment, narrative, taste, speed and community. Which, funnily enough, is what this industry has been forcing its marketers to learn the whole time.

So, I'd be careful about who's unemployable when reality catches up.

[Grizu @Legoman_Grizu]

Just when we were getting to grips with a solid Gen AI workflow and had built systems around it, along comes the next huge leap forward. Staying on the cusp of what's being released is highly exhausting but hugely fun.

@SamJWasserman has 2 amazing open source repo's, Blockout and Motion Previs Studio.

Blockout is an open-source previs desktop app for AI filmmaking. Manually stage or your agent can stage grey-box worlds, drop in choreographed crowds, animate characters, frame and move the camera with classic cinematography presets, scrub the timeline, take viewport screenshots, and drive exports to a number of programs for production

Previs Studio is an open-source desktop app that turns real reference footage into AI-generator control packs. Manually or with an AI agent PVS can import a shot (local file or URL), trim the range, pick what to preserve (camera move, actor performance, object motion, or the full scene), run the analysis pipeline, watch its progress, export the bundle (depth passes, OpenPose skeleton video + keypoints, camera path, prompts), and send layers straight to the Blockout app.

TLDR: Strip movement from any existing footage and use it in a 3d world to drive SD 2.0 or other platform gens via Blockout or use Blockout directly to craft placement, camera moves and movement with maximum presition.

Blender boiled down to easy to use UI and functionality

Hats off to you @SamJWasserman, truly immense work indeed 🎩

Repos in comments 👇👇👇👇👇👇👇👇👇👇

[Danny | Hype @0xDannyHype]

In every company right now, there's probably a small group of people building genuinely impressive things with AI in their spare time. But I expect most of it is dying on a Vercel link nobody ever sees or uses.

I've spoken to a lot of CEOs and founders over the last few weeks and we were all landing on a similar problem. How do you take the energy from the people in the org already experimenting, and use it to pull along everyone who isn't yet, or doesn't have the time, confidence or knowledge to start?

At Hype, we've spent the last 18 months building our own internal AI tooling. The goal was to onboard the whole company at once, rather than wait and hope people figured it out alone. We now have a 7 person AI engineering team, 3 live platforms we built from scratch and use every day, and usage going up across the business. That's definitely a win, but it's also just the start.

What I learnt was no matter how much you build centrally, you're always going to have some people right at the frontier experimenting daily, and others still finding their feet. We're all human after all.

So last week we launched something internally called Instant Hype.

Anyone at Hype can now instantly deploy any app or idea they have into a shared internal playground the whole company can see, use and build on top of. It might be a mad idea, a social listening tool, a creative workflow, or just a weird little app that solves one tiny annoying problem. Whatever it is, now it has somewhere to live.

It actually started with one of our Creative Directors, (who isn’t technical btw), who was building 5 or 6 apps a week to experiment and upskill a few months ago.

Most of his apps were ending up abandoned on random links, so we suggested building a "Junk Drawer" where all that energy and knowledge could live. Instant Hype is just basically the bigger version of that idea company wide.

First week live and we've already got working apps from a handful of people, with more landing every day. been fun to see. My hope is people see what others are building, get inspired to build their own, or take something that already exists and make it better.

I really believe some of the best ideas rarely come from the top down or some long strategy deck, they come from giving smart people room to mess about, and be creative.

Also, when tech is moving this fast, you haven’t really got time to sit around devising the perfect plan. Just give people a sandbox, get out of the way, and let any good stuff compound. Hype has always been about our exceptional people. So we're letting them cook.

I'll start sharing some of the best internal builds over the next few weeks in the hope it inspires others too.

Excited to see what the great minds here at @hypepartners build next.

[mostlycalledMike @Mike0x777]

@CoinMarketCap https://t.co/hcgzEmi8Da

[SBF @SBF_FTX]

1) What

[Danny | Hype @0xDannyHype]

I spent this week in NYC at EthConf.

Vibes were ok, and kind of what I expected. But ultimately I’ve come away a bit disappointed.

Here’s my take on the event overall and what went right and wrong...

1) Firstly I know this is a builders conference. BUT, I felt like it being in NY for the first time, with Wall Street on the doorstep, there might have been more of a push to replicate the success of something like Consensus in Miami earlier this year and bridge the gap a little more between Crypto and institutional capital we’re seeing coming onchain. In Miami walking around there was an incredible buzz, there were speakers in hoodies and speakers in full 3 piece suits, there were DeFi vault projects and RWA issuers exhibiting next to JPM. it felt more like what the actual industry looks like today, a convergence between the two worlds and a growing up of the product set.

In reality here at EthConf it was very much just your standard insular crypto conference and Ethereum crowd you’d expect. Could have just as easily been 2024 when I was walking around the place. Nothing wrong with that if that’s what you want of course, and plenty of great builders and interesting crypto projects still building things (if I had a penny for every AI agent yield aggregator being built to trade RWAs right now..) But just saying, it seems a massively missed opportunity given the location and timing. Why else was the event planned in the biggest conference centre in the financial capital of the world otherwise?

2) Timing. New York itself was pretty insane and busy. In hindsight doing the conference the week the World Cup was starting probably not ideal. And then add to that the Knicks miraculously making it to the NBA finals and Trump shutting down the airport and half the roads to attend game 3 on the first day of the conference, that was just a bit unlucky and not something you can really plan for. The buzz around the city was incredible though, enjoyed that a lot. Now a proud owner of a Knicks cap 🧢

3) Attendance wasn’t the best. Well, that is to say the venue was big and could have easily taken double the volume so have to assume more were expected. A shame as there were actually some very solid talks and presentations for those that were there listening, and arguably hidden in small spots throughout the day were really great more institutional and relevant focused ones to what's happening right now onchain, that were good value but just super hard to plan around and find within the other stuff.

4) Food. It’s a conference so not expecting much. But it was all sold out in under 20mins of lunch on the first day, at a conference where honestly it was not that busy. Even the drinks were gone. So that wasn’t great. It did however force me to go over the road and try LOS TACOS for the first time and dam thats some good tacos. Every cloud.

5) Top topics being discussed that I heard were no surprise at all. AI and agents of course dominated everything, DeFi (and the existential risks) and RWAs on every deck, and then Privacy which I still heard a lot about - mostly in relation to why tradfi stil won't come onchain. Shout out to @unlink_xyz, who won the investor pitch day yesterday too, well deserved and very cool privacy product trying to solve this.

6) Side events. Only a few happening but the ones that were on, I actually really enjoyed (including our own breakfast on the first day). Still think you can’t beat a curated smaller event that brings together all the best people in our industry for a few hours, with good food and a nice venue. No other value like it. And bear markets really wipe out all the low signal events and just keep the good ones which I much prefer. Shout out to @CantonNetwork too, I enjoyed the simple and casual breakfast cafe format.

7) General housekeeping stuff was good. Good wifi, great coworking spaces, nice booths, good venue location etc. chess board idea I actually liked and was impressed to see people playing every day. I would be interested to hear from the booth buyers though, how valuable they personally found it. By start of day 2, foot traffic just wasn’t there imo.

All in all, it was valuable time spent with others in the space, and demonstrated the underlying layer of crypto builders has not gone away as CT might have you think. People are still here and we're still building, and protocols are still evolving and growing.

But I can't say I came away energised and excited like I have been at other conferences. The road is still long and hard from here, but we will make it.

I honestly think there’s a great opportunity for somebody to be helping to level up the quality and strategy behind these major industry conferences a bit more moving forward now, so they become a lot more valuable for everyone and more suited to what the industry is becoming, rather than what it used to be.

I’m actually very bullish on IRL in a world of AI. It’s definitely something at Hype we have already been exploring a lot more of, and seems pretty underserved, so watch this space 😉

[Hype @hypepartners]

What's The Hype Ep. 8: Bernie Sanders wants 50% of AI companies, is crypto over or mainstream, and more. https://t.co/AnAkQsVALz

[Hype @hypepartners]

Introducing EARLY, an AM gathering for those always one step ahead.

Join us for the @ethconf edition in NYC with @boundlesshq and @RWA_xyz.

June 8th - Invite only.

[Hype @hypepartners]

What's The Hype Ep. 7: AI Job Apocalypse, Robinhood enables AI trading, and more https://t.co/Qh5xWu6Rq2

[Hype @hypepartners]

If you thought we were a marketing agency...

You're not wrong, but that's not the whole picture.

@0xDannyHype and @nikkifrommia on what Hype actually does and why that distinction matters:

[Hype @hypepartners]

Cohort 2 of The Bootcamp is now open!

This 4-week narrative development sprint helps you articulate and own your story, get ready for media appearances, and up your content game.

You get:
• Personalized narrative & Founder Comms Playbook
• Media training + interview drills
• AI-powered content system + short-form clips

After the @HypeBootcamp pilot, 100% of founders reported real clarity + confidence in their messaging. 2 out of 5 got inbound partnership & investment opportunities before the program even ended.

Scholarships available. Spots are limited.

[Dana • 🌸 @0xxDana]

most people using defi don't know how the infra behind the UI works. that's fine. most people who use banks don't know how banks work either

the difference: if a bank fails, there's regulation and insurance between you and disaster - albeit not always. in defi, if the infra fails, the funds are just gone &/or you're at the mercy of the protocol & their remaining funds

that's the context for the $290M rsETH exploit last week. below is a simpler explanation if you're not as technically savvy

a bridge (in this case built on top of the cross-chain messaging protocol LZ) is the thing that lets a token move between chains. for that to happen safely, something has to confirm "yes, a burn happened on chain A" before the token can be minted on chain B

in kelp's case, one verifier was doing that checking. that verifier was reading from a small set of servers. lazarus (allegedly) replaced the software on 2 of those servers with versions that would lie, overwhelmed the 3rd with fake traffic so it couldn't respond, and fed the verifier a fake "burn happened" message. the other side minted $290M worth of rsETH out of nothing

the first diagram below shows this visually

nothing caught it because there was nothing else to cross-check against. one verifier, one pool of servers. compromise the servers, compromise everything

the reason this matters for anyone using defi

- widely used is not the same as safe
- "built on a trusted protocol" is a logo, not a security guarantee
- configuration and defaults matter more than brand names
- your position is only as safe as the weakest link in the stack underneath it

the second diagram below shows what a more resilient setup looks like. multiple independent verifiers, separate server pools, consensus required before anything mints. compromise one, the other two refuse to sign. the cost to execute the same attack goes up by orders of magnitude

this post is only meant as an attempt at an easier to digest explanation for less technical people who don't fully understand what's being said in the technical post-mortems. the harder truth is that most of us depositing into yield opportunities don't even know these questions exist

before you chase yield, ask who verifies what moves your money, how many of them there are, and what happens if one is wrong. if the answer isn't clear, that is the answer

[Hype @hypepartners]

The more AI floods the timeline, the more taste becomes the moat.

Personality hires rejoice, @winternet says you're not going anywhere.

[Danny | Hype @0xDannyHype]

12 months ago I gave a talk about how I believed growth and marketing in 2026 would be fundamentally different and that the best marketers will be building AI operating systems as workflows rather than running typical campaigns and content we’ve all been used to. That full end to end campaigns would be run completely autonomously.

The timeline is now flooded with articles describing people doing exactly this and startups raising millions for tooling that helps make this happen. We're now doing this.

A lot of people I spoke to at the time told me they felt this was still a few years off and there’s no way such change could happen so quickly as the tooling wasn’t ready and neither were people.

That's the funny thing about exponential growth, how much we underestimate the speed at which change will hit us. In the next 3 months we will see a bigger shift than in the last 12 and that should scare anybody who isn't already embracing everything AI has to offer their business. You will be left behind.

As I've always said, adapt or die marketers.

Source: https://t.co/P4ADDG48EM

[The C̶r̶y̶p̶t̶o̶ Intern @ProofofIntern]

founders who fired their marketing teams to use ai to do their marketing instead…

[Hype @hypepartners]

Live is the only format that gets more valuable as AI saturates everything else.

Hype's Head of Community, @ashnichrist, racked up almost a million impressions for breaking down MrBeast's playbook on marketing a live:

[Jay @jayraba]

https://t.co/WnIAdOp902