OnlyZaps: Redefining The Circular Economy For Digital Engagement

There has been a good bit of discussion on Nostr over the past few days about the merits of zaps as a method of engaging with notes, so after writing a rather lengthy article on the pros of a strategic Bitcoin reserve, I wanted to take some time to chime in on the much more fun topic of digital engagement.

Let's begin by defining a couple of things:

Nostr is a decentralized, censorship-resistance protocol whose current biggest use case is social media (think Twitter/X). Instead of relying on company servers, it relies on relays that anyone can spin up and own their own content. Its use cases are much bigger, though, and this article is hosted on my own relay, using my own Nostr relay as an example.

Zap is a tip or donation denominated in sats (small units of Bitcoin) sent from one user to another. This is generally done directly over the Lightning Network but is increasingly using Cashu tokens. For the sake of this discussion, how you transmit/receive zaps will be irrelevant, so don't worry if you don't know what Lightning or Cashu are.

If we look at how users engage with posts and follows/followers on platforms like Twitter, Facebook, etc., it becomes evident that traditional social media thrives on engagement farming. The more outrageous a post, the more likely it will get a reaction. We see a version of this on more visual social platforms like YouTube and TikTok that use carefully crafted thumbnail images to grab the user's attention to click the video. If you'd like to dive deep into the psychology and science behind social media engagement, let me know, and I'd be happy to follow up with another article.

In this user engagement model, a user is given the option to comment or like the original post, or share it among their followers to increase its signal. They receive no value from engaging with the content aside from the dopamine hit of the original experience or having their comment liked back by whatever influencer they provide value to. Ad revenue flows to the content creator. Clout flows to the content creator. Sales revenue from merch and content placement flows to the content creator. We call this a linear economy -- the idea that resources get created, used up, then thrown away. Users create content and farm as much engagement as possible, then the content is forgotten within a few hours as they move on to the next piece of content to be farmed.

What if there were a simple way to give value back to those who engage with your content? By implementing some value-for-value model -- a circular economy. Enter zaps.

Unlike traditional social media platforms, Nostr does not actively use algorithms to determine what content is popular, nor does it push content created for active user engagement to the top of a user's timeline. Yes, there are "trending" and "most zapped" timelines that users can choose to use as their default, but these use relatively straightforward engagement metrics to rank posts for these timelines.

That is not to say that we may not see clients actively seeking to refine timeline algorithms for specific metrics. Still, the beauty of having an open protocol with media that is controlled solely by its users is that users who begin to see their timeline gamed towards specific algorithms can choose to move to another client, and for those who are more tech-savvy, they can opt to run their own relays or create their own clients with personalized algorithms and web of trust scoring systems.

Zaps enable the means to create a new type of social media economy in which creators can earn for creating content and users can earn by actively engaging with it. Like and reposting content is relatively frictionless and costs nothing but a simple button tap. Zaps provide active engagement because they signal to your followers and those of the content creator that this post has genuine value, quite literally in the form of money—sats.

I have seen some comments on Nostr claiming that removing likes and reactions is for wealthy people who can afford to send zaps and that the majority of people in the US and around the world do not have the time or money to zap because they have better things to spend their money like feeding their families and paying their bills. While at face value, these may seem like valid arguments, they, unfortunately, represent the brainwashed, defeatist attitude that our current economic (and, by extension, social media) systems aim to instill in all of us to continue extracting value from our lives.

Imagine now, if those people dedicating their own time (time = money) to mine pity points on social media would instead spend that time with genuine value creation by posting content that is meaningful to cultural discussions. Imagine if, instead of complaining that their posts get no zaps and going on a tirade about how much of a victim they are, they would empower themselves to take control of their content and give value back to the world; where would that leave us? How much value could be created on a nascent platform such as Nostr, and how quickly could it overtake other platforms?

Other users argue about user experience and that additional friction (i.e., zaps) leads to lower engagement, as proven by decades of studies on user interaction. While the added friction may turn some users away, does that necessarily provide less value? I argue quite the opposite. You haven't made a few sats from zaps with your content? Can't afford to send some sats to a wallet for zapping? How about using the most excellent available resource and spending 10 seconds of your time to leave a comment? Likes and reactions are valueless transactions. Social media's real value derives from providing monetary compensation and actively engaging in a conversation with posts you find interesting or thought-provoking. Remember when humans thrived on conversation and discussion for entertainment instead of simply being an onlooker of someone else's life?

If you've made it this far, my only request is this: try only zapping and commenting as a method of engagement for two weeks. Sure, you may end up liking a post here and there, but be more mindful of how you interact with the world and break yourself from blind instinct. You'll thank me later.