# 5.1 The social reversal

**Users can earn by**: Inviting friends, creating content, posting comments, writing reviews, promoting interests, engaging in social media, watching videos, supporting beloved brands.

**Publishers can**: Directly engage with communities, incentivize and reward users.

**Advertisers can**: Directly reach target audiences, gather valuable market data, exchange insights with partners, communicate with end-users.

Rewards are distributed to 3 parties: Users, Publishers and Advertisers.

The allowance of C2B (Customer to Business) transactions allows users to play a key part in the revenue models of advertisers and publishers; especially as the value of YappaFi token increases.

This creates a newly formed creator economy with thought leaders becoming recognised and valued regardless of the size of their audiences.

Who’s to say that a young girl from Florida couldn’t receive more tokens than a prolific news organization such as CNN?

In future iterations, we aim to facilitate a process through which users can send Yaps to one another to DM or Tag other users. Similar to the share function built into most platforms, but for a small reward to the creator initially from the YAPp main supply. As we progress to cross platform *Yapping* e.g. sending someone else’s Yapp across Reddit to Twitch, the system would require both parties to send a small amount of YAPp to the original creator depending on the virality it achieves.

This along with *Up Yaps* will allow users across the whole ecosystem to reward one another for things they enjoy; User to user and also C2B. At present, likes, followers and shares exchanged on social media have no monetary value, in the *YappaVerse*, they do.

This also triggers a scenario akin to game theory; [*The Prisoner's Dilemma*](https://www.investopedia.com/articles/investing/110513/utilizing-prisoners-dilemma-business-and-economy.asp) *(27)* for influencers and those with large followers, is they are incentivised to give away large amounts of $YAPp to followers as followers will most likely flock to those who give away the most rewards.

YappaFi advertisers and publishers will also be able to offer NFTs and we will have an occasional $YPA marketplace with token gateway systems, providing unique experiences dependent on what NFT badges have been gifted or purchased within the ecosystem.

If a user has been gifted a branded NFT that we or a partner makes available for purchase, or to be gifted to community members they feel are worthy, those users will be able to redeem or access parts of the marketplace that are restricted to other users.

For example: Users may see a Yap from a celebrity such as Shaquille O’Neil, but branded NFT holders can access custom signed merch from him as the data stack will identify them as a Shaquille O’Neil or LA Lakers fans.

In regard to C2B, users will be able to offer $YPA tokens to advertisers or publishers for personalized alerts such as specific information about a WWE wrestler on ESPN.

A user can offer a specified amount of $YPA tokens to all parties to get this information as a priority or depending on their NFTs, they may be entitled to early or privileged access to certain content.

By utilizing the data stack, the user can be identified as a fan of Roman Reigns’ group The Shield and may now be offered retro Shield merchandise purchasing opportunities or videos as well as being able to UP Yap any content they want to see more of.

This also allows creators new and unique ways to monetize.

This system applies just as much to the gaming world as much as it applies to entertainment and sport.
