This report is intended to deliver a straightforward diagnosis of the LATAM market for Hive, identifying and prioritizing the key segments. It also presents a mapping of the customer journey, the current adoption barriers, and the best practices in Spanish terminology and messaging to maximize comprehension through targeted communication strategies.
Through a mixed-methods approach that combines on-chain data analysis, user insights, and event experiences, this document lays the groundwork for designing user acquisition, activation, retention, and re-engagement campaigns in the region.
Overall Objective of This Phase
Research, prioritize, and define the key audiences in LATAM (developers, investors, content creators, community organizers, and event attendees), and establish a specific North Star Metric for the region that will guide the growth strategy in terms of user retention and transaction volume on Hive.
Key Audience Matrix
| Audience | Role in Adoption | Core Motivations | Main Pain Points | Beachhead Priority |
|---|---|---|---|---|
| Content Creators | Early Adopters / Visionaries | Rewards, visibility, resistance to censorship | Complex onboarding, few incentive initiatives, slow activation | High |
| Developers | Innovators | Experimentation with dApp creation/integration, protocol flexibility | Overly technical documentation, limited tooling with poor marketing, lack of onboarding programs | Medium |
| Community Organizers | Early Majority | Building and hosting themed spaces | Low engagement, lack of integrated analytics | Low |
| Investors | Innovators / Early Adopters | Portfolio diversification, staking yields, transformational potential | Perceived risk, ecosystem unfamiliarity, unclear on-chain incentives, lack of Spanish-translated updates | Low |
| Event Attendees | Late Majority | Networking, hands-on learning | Technical friction, lack of clear incentives | Very Low |
Hive’s North Star Metric (NSM)
Proposed:
Number of monthly active users generating on-chain value (through content creation, community building/participation, or dApp development/use).
Practical Application:
- Measure which content or campaigns drive active users who post or interact on Hive.
- Evaluate which onboarding flows yield sustainably contributing users.
User Funnel (AARRR)
| Stage | Objective | Key Metrics |
|---|---|---|
| Activation | First meaningful experience | % with ≥2 interactions within 30 days; first post or transaction |
| Retention | Medium-term engagement | 30- and 90-day retention rates (D30, D90) |
| Referral | Word-of-mouth from Web2 | Mentions of Hive on external social platforms |
Customer Journey
| Phase | User Goals | Pain Points |
|---|---|---|
| Awareness | Discover what Hive is and why it matters | Low awareness of Hive and the sector; confusing jargon |
| Consideration | Evaluate whether Hive fits their needs | Fragmented information; confusion around use cases |
| Activation | Create an account and complete first step (post/transaction) | Complex sign-up process; technical friction |
| First Value | Receive an immediate tangible reward or outcome | Unclear rewards and long-term incentives; lack of creator/dev programs |
| Engagement | Continue creating content or using dApps | Poor ecosystem marketing; low social retention |
| Retention | Stay active month after month | Demotivation from price volatility; lack of news and action items |
| Advocacy | Recommend Hive to their network | Absence of clear advocacy incentives; uncertainty on how to promote |
Growth Loops
Key Spanish Terminology & Messaging for the Community
One of our most important marketing tasks has been to redefine the terminology we use when communicating about Hive in Spanish. This exercise has been crucial to creating a clearer, more consistent, and more accessible communication framework aligned with Spanish-speaking users’ daily online habits.
Simplify Without Losing Essence
We propose translating “Resource Credits (RC)” as Créditos de Recursos or Créditos de Uso. This adaptation:
- Retains the original acronym (RC).
- Makes the concept more intuitive.
- Preserves its functional link to Hive Power and automatic recharge.
Social Platform Limitations
We can’t control native buttons on platforms like peakd.com, hive.blog, Liketu, or Ecency. Therefore, it’s key to adapt our language so it’s semantically and visually coherent.
Example:
Use phrases like Like con valor, Like con recompensas, or Impulsar alongside ❤️ or 👍 to explain that a simple click has real economic value on Hive.
Align with Social Media Vocabulary
Replace technical terms like “votar” with more familiar expressions:
- Me gusta
- Like
- Valorar
- Impulsar
And optionally use Upvote, explaining its meaning in context.
This shortens the learning curve and highlights Hive’s clear value proposition: On Hive, every interaction can have real impact.
Content Curation: A Necessary Redefinition
For users accustomed to traditional social media, terms like “curar contenido” can sound confusing.
Proposal:
Replace “curación” with valorar contenido or impulsar contenido, which immediately communicates—without jargon—that each action generates and distributes cryptocurrency.
Segments of Users Who Promote Content
Niche Communities & Creator Support Projects
Who are they?
Subgroups or channels focused on specific topics and educating about Hive.
What they do:
- Explore new content daily.
- Highlight top posts per their own criteria.
- Distribute rewards and visibility to creators.
Individual Promoters / Enthusiastic Followers
Who are they?
Regular users closely following certain creators or topics.
What they do:
- Receive notifications from favorite authors.
- Discover content via tags.
- Support with each Me gusta or upvote.
Influential Users:
Those with high Hive Power (HP) who support content based on their personal quality standards or followings.
Rethinking the Translation of “Witnesses” (Witnesses ▶️ “Testigos”)
Insight
The term “testigos” can cause confusion for general audiences.
Challenge
This term may obscure understanding of their critical role in the network.
Hypothesis
Using more descriptive labels could improve perception and trust.
Proposed Terms for Testing:
- Validadores de Bloques
- Nodos Validadores
- Custodios de la Red
Measurement & Consistency Challenges
- Run A/B tests to assess comprehension (quick surveys, eye-tracking) and behavior (CTR, interaction rates).
- Include these terminology guidelines in the Brand Book and all copy templates to ensure consistency across channels.
Growth Marketing for Hive: Onboarding & Reactivation
Key Findings
- Incomplete Onboarding: New users don’t know how to generate value.
- Churn: Lack of motivation or community.
- Position Hive as both a transactional and social blockchain (content, interaction).
Growth Marketing Opportunities
User Reactivation
Goal: Re-engage users who haven’t posted in a while.
Tactics:
- Targeted social campaigns.
- Community-driven reward challenges.
- Price-prediction contests with prize distribution.
Unique Monthly Users vs. HIVE Price
User Behavior & Token Price
Trends:
- Jan ’25: Users rose with price (~$0.65 USD).
- May ’25: Users fell with price (~$0.26 USD).
Conclusion:
Spanish-language content is also leveraged by market sentiment. Creator engagement soars with price but lacks sustainable activity when price corrects.
Despite older users posting less, we see a growing number of new users posting with the #spanish tag; the average time from account creation to first post is 19 days.
We also track: Unique “spanish” users under 1 year old: 1,234, representing 20% of all unique #spanish users.
What Can We Test to Improve This?
Decouple from price volatility: Evergreen content campaigns (tutorials, real use cases) that drive engagement independent of coin price swings.
Leverage Rallies
During Price Uptrends:
- Seek Hive whales to upvote content and delegate HP to top contributors.
- Quick webinars for new users: account setup, first transactions, and rewards.
Post-Rally Reactivation:
- Reserve HBD budget for initiatives rewarding the most active.
- Content creation challenges with HBD prizes.
- “4 posts in 7 days” challenge with rewards for top contributors.
- Price-prediction contests, etc.
Balance efforts whether Hive’s price is high or low.
YouTube Reputation
YouTube is a key channel for people seeking Hive news, tutorials, and basic education. It’s vital to activate this audience.
Common Topics
- Account creation and Keychain usage.
- Passive income.
- Hive introduction.
- Price predictions.
Observations
- Low views and interaction.
- Most channels are 1–2 years old.
- Predominantly clickbait titles promising quick money—this isn’t negative per se, but Hive Español can strike a better balance.
What Could We Implement on YouTube?
- Strengthen Hive Español’s channel identity and launch regular content.
- Strategic collaborations:
- Invite crypto/finance or content creators with established audiences.
- Sponsor Web3 playlists on sector-focused channels or incentivize talented Hive creators to produce YouTube content.
Next Steps
- Define a roadmap of tests and validation initiatives.
- Gather missing quantitative data for each section.
- Define Off-chain Conversion KPIs: Hive mentions in Web2 media, clicks to hive.io/holahive.com, account registrations from social.
- Develop initiatives to segment users more precisely, simplifying monitoring.
Expected Results
Validated Niches
What: Identify and prioritize the top three niches with the highest adoption potential in LATAM.
How to measure: Evaluate at least five segments (fintech creators, gaming developers, Web3 meetup organizers), then select the top three based on market feedback.
When: Over the next six weeks.
Who: Research & Growth Team.
SPANISH
Este informe tiene como propósito entregar un diagnóstico simple del mercado LATAM para Hive, identificando y priorizando los segmentos claves. Además, presenta un mapeo del customer journey, las barreras actuales de adopción y las mejores prácticas de terminología y mensajes en español para maximizar la comprensión a tráves de estrategias de comunicación.
A través de un enfoque mixto que combina análisis de datos on-chain, pensamientos de usuarios y experiencias en eventos, este documento proporciona las bases para diseñar campañas de adquisición, activación, retención y reactivación de usuarios en la región.
Objetivo general de esta etapa
Investigar, priorizar y definir los públicos clave en LATAM (desarrolladores, inversores, creadores de contenido, organizadores de comunidad y participantes de eventos), y establecer una North Star Metric específica para la región, que guíe la estrategia de crecimiento en términos de retención de usuarios y transacciones en Hive.
Matriz de públicos clave
| Público | Rol en la adopción | Motivaciones | Pain points principales | Prioridad de Beachhead |
|---|---|---|---|---|
| Creadores de contenido | Early Adopters / Visionarios | Recompensas, visibilidad, resistencia a la censura | Onboarding complejo, pocas iniciativas de incentivos, activación lenta | Alta |
| Desarrolladores | Innovators | Experimentación con la creación e integración de dApps, flexibilidad del protocolo | Documentación muy técnica, herramientas limitadas sin marketing, falta de programas de iniciación | Media |
| Organizadores de comunidad | Early Majority | Crear y facilitar espacios temáticos | Bajo engagement, falta de analytics integrados | Baja |
| Inversores | Innovators / Early Adopters | Diversificación, staking con retorno, un motivo transformador | Riesgo percibido, desconocimiento del ecosistema, pocos incentivos claros onchain, falta de actualizaciones traducidas a español | Baja |
| Participantes de eventos | Late Majority | Networking, aprendizaje práctico | Fricción técnica, falta de incentivos claros | Muy baja |
North Star Metric (NSM) para Hive
Propuesta:
Cantidad de usuarios activos mensuales que generan valor en la blockchain (a través de la creación de contenido, crear y pertenecer a comunidades, desarrollo o uso de dApps).
Aplicación práctica: - Medir qué contenido o campañas generan usuarios activos que publican o interactúan en Hive. - Evaluar qué onboarding genera usuarios con contribuciones sostenibles.
Embudo de usuario (AARRR)
| Fase | Objetivo | Métricas clave |
|---|---|---|
| Activación | Primera experiencia de valor | % con ≥ 2 interacciones en 30 días. Primer post o transacción |
| Retención | Compromiso mediano plazo | Tasa de retención a 30 y 90 días (D30, D90) |
| Referencia | Invitaciones desde Web2 | Menciones de Hive en redes sociales externas |
Customer Journey
| Etapa | Objetivos del usuario | Pain Points |
|---|---|---|
| Awareness | Descubrir qué es Hive y por qué les interesa | Bajo conocimiento sobre Hive y el sector ; jerga técnica confusa |
| Consideration | Evaluar si Hive encaja en sus necesidades | Información dispersa, y confución sobre los casos de uso |
| Activation | Crear cuenta y completar su primer paso (post/transacción) | Proceso de registro complejo; fricción técnica |
| First Value | Obtener una recompensa o resultado tangible inmediato | Confución sobre las recompensas e incentivos a largo plazo, falta de programas para creadores o desarrolladores |
| Engagement | Continuar creando contenido o usando dApps | Falta de marketing y retención de usuarios en redes sociales del ecosistema |
| Retention | Mantenerse activos mes a mes | Desmotivación con la volatilidad del precio; escasez de novedades y acciones |
| Advocacy | Recomendar Hive a su red | Ausencia de incentivos claros; desconocimiento de como promocionar a Hive |
Loops de atracción
![image.png](https://files.peakd.com/file/peakd-hive/hivecrea