Every time you log onto Facebook, Instagram, or Twitter to share a photo or post an article, you give up a piece of yourself in exchange for entertainment. This is the way of the modern world: Smart companies build apps and websites that keep our eyeballs engaged, and we reward them with our data and attention, which benefit their bottom line.

Andrew McMillen is a freelance writer and the author of Talking Smack: Honest Conversations About Drugs. Sign up to get Backchannel's weekly newsletter, and follow us on Facebook, Twitter, and Instagram.

Steemit, a nascent social media platform, is trying to change all that by rewarding its users with cold, hard cash in the form of a cryptocurrency. Everything that you do on Steemit—every post, every comment, and every like—translates to a fraction of a digital currency called Steem. Over time, as Steem accumulates, it can be cashed out for normal currency. (Or held, if you think Steem is headed for a bright future.)

The idea for Steemit began with a white paper, which quietly spread among a small community of techies when it was released in March 2016. The exhaustive 44-page overview wasn’t intended for a general audience, but the document contained a powerful message. User-generated content, the authors argued, had created billions of dollars of value for the shareholders of social media companies. Yet while moguls like Mark Zuckerberg got rich, the content creators who fueled networks like Facebook got nothing. Steemit’s creators outlined their intention to challenge that power imbalance by putting a value on contributions: “Steem is the first cryptocurrency that attempts to accurately and transparently reward…[the] individuals who make subjective contributions to its community.”

A minuscule but dedicated audience rallied around Steemit, posting stories and experimenting with the form to discover what posts attracted the most votes and comments. When Steemit released its first payouts that July, three months after launch, things got serious.

Cryptocurrencies like Bitcoin are only worth whatever value people ascribe to them, so there was no guarantee that the tokens dropping into Steemit accounts would ever be worth anything. Yet the Steem that rolled out to users translated to more than $1.2 million in American dollars. Overnight, the little-known currency spiked to a $350 million market capitalization—momentarily rocketing it into the rare company of Bitcoin and Ethereum, the world’s highest-valued cryptocurrencies.

Today, Steem’s market capitalization has settled in the vicinity of $294 million. One Steem is worth slightly more than one United States Dollar, and the currency remains a regular presence at the edge of the top 20 most traded digital currencies.

It’s a precipitous rise for a company that just 18 months ago existed only as an idea in the minds of its founders. More than $30 million worth of Steem has been distributed to over 50,000 users since its launch, according to company reports. It’s too early to know whether Steemit can hold onto its users’ interest and its market value. But its goal—upending a model built by social media giants over decades of use in favor of a more populist system—is significant in itself. By removing the middlemen and allowing users to profit directly from the networks they participate in, Steemit could provide a roadmap to a more equitable social network.

Or users could get bored or distracted by something newer and shinier and abandon it. The possibility of a popped bubble looms over every cryptocurrency, and the bubbles are filled with both attention and speculative investment. Steemit’s value is based on money that its founders have virtually willed into existence. Fortunes could vanish at any moment, but someone stands to get rich in the process.

The creators of Steemit didn’t set out to build a social network. When Ned Scott and Dan Larimer first spoke on the phone in mid-2015, having previously chatted online, they began dreaming up new applications for blockchains—the distributed, verified databases that back today’s wave of digital currencies. Scott, a former financial analyst, was fascinated by the economics that drive cryptocurrencies. Larimer, a computer scientist, already had cryptocurrency bona fides, having developed an ambitious exchange called BitShares.

At first, they were intrigued by the idea of using the hivemind trust of blockchain to create an insurance network. They wondered if they could incentivize a group of people to pool money, which could then be drawn upon by an individual in the event of an accident or emergency—a kind of libertarian backup plan.

But in order to make it work, they needed a way to hold people accountable. Their plan hinged on building a robust communications forum. By linking people’s accounts to their discussions, each individual’s claims and communications would be both able to be audited and unable to be censored. The community would have to evaluate each claim, voting the best posts towards the top. That’s when the wider scope of their project took shape. “We realized that this is going to look a lot like Reddit,” says Scott, “but people are going to get paid for participating.”