Copyright © 2022 Accenture. All rights reserved. 27 02 I’m a believer Brands today are reliant on ad platforms and hamstrung by changes to social media algorithms that dictate how much of their content reaches their followers. Even the word “follower” describes a one- way relationship and a shallow connection. Followers will become participants as they help to shape products and services and are rewarded with exclusive offers, previews, and events in return. Many brands built digital communities through social media groups on various platforms, but found they were difficult to track, manage, and extract value from—both for customers and for the brands. Web3 communities and tokenization could potentially eliminate these concerns. Influencers are changing how they run their business relationships, too. Influencer management companies are moving into Web3, and creating much better ways to track the financial gain brands make from their clients. Rather than only being credited when a follower buys a specific recommended item, influencers will be compensated for every item bought in that transaction. 41, 42 The management companies are increasingly hosting industry events, and offering resolution to the key pain points of traditional social media for creators, including content ownership and monetization. + color, surrealism, detailed, algorithm version 3, aspect ratio 2:3, quality 2, change 100