Marketing, as we know it, is broken, and web3 offers a promising solution by focusing on user experience and returning power to the users.
In this article, we’ll explore how leveraging web3 marketing strategies can boost a project’s visibility and build a dedicated community to drive sustainable and continued growth.
What is web3 marketing?
Web3 marketing represents a significant shift in digital marketing but before we break down what web3 marketing is, let’s first look at the source of the problem to understand why this transition is needed.
Concerns about abusive data collection and exploitation are not new in the digital world, as web2 marketing heavily relies on centralized platforms like Google and Meta for targeted content and extensive data tracking.
While what we see on our screens becomes more personalized each day, it often comes at the cost of privacy, given these platforms’ questionable data practices and lack of transparency.
For users, this represents a shift from a state of vulnerability and uncertainty regarding the safety of their data to a greater sense of security and ownership over their personal information.
For marketers, on the other hand, this new paradigm challenges them to develop new strategies that engage users directly and build more authentic connections rather than relying on intrusive personalization tactics.
Let’s now look at a few examples of how some companies are already leveraging blockchain technology to engage with users in new ways with increased user control and security.
- Brave Browser is a privacy-focused web browser designed to block ads and trackers. By leveraging blockchain technology, Brave offers a unique ad model where users can choose to view ads and earn Basic Attention Tokens (BAT) as rewards for their attention. This innovative approach not only empowers users with control over their browsing experience but also provides an opportunity to be rewarded for their engagement, making online privacy both practical and rewarding.
- Bluesky is a decentralized social network founded by Jack Dorsey, the former CEO of Twitter, which uses the AT Protocol to give users control over their content and feeds, ensuring that no single entity can dominate the platform. This strategy allows users to shape their social experience more freely with increased security and transparency.
- Audius is a decentralized music streaming platform where artists can upload music directly, retaining more control and revenue. Using blockchain technology and its native token, AUDIO, the platform ensures transparent royalty distribution to the community. Audio’s business model creates a more equitable music ecosystem, where fans can directly support their favorite creators, who, in turn, retain a fairer share of their earnings.
The list goes on but hopefully, we have illustrated how web3 marketing is transforming different industries by prioritizing user control, transparency, and security.
In the next section, we’ll explore different web3 marketing strategies and practices you can capitalize on to grow your web3 audience, increase your project’s visibility, and drive user acquisition.
Community building
Community building is perhaps the most fundamental aspect of web3 marketing.
Unlike web2 platforms where users consume content passively, web3 encourages active participation from community members in dedicated spaces and platforms for direct engagement, feedback, and even co-creation of products.
It’s also common in web3 communities for members to have a say in governance, creating an active engagement that empowers users to shape the platform according to their preferences. This ensures that decisions reflect the collective interests of the community while also reinforcing decentralized network principles.
One example of how projects can thrive through collaborative community building is Decentraland, a social virtual world where users not only interact with virtual spaces but also contribute to the development of the platform by creating, buying, and selling digital assets and participating in governance decisions.
Airdrops
Airdrops are powerful web3 marketing tools that involve distributing crypto tokens for free to grow and engage the community.
Airdrops can take place in project launches to incentivize early adoption, as part of promotional campaigns to boost awareness and engagement, or as community incentives to reward existing token holders or active community members.
Not only do airdrops drive ecosystem growth and liquidity, but they also promote fair and decentralized token distribution, ensuring wider participation and democratizing access to tokens while reducing concentration among a few stakeholders.
A popular example of an airdrop is Uniswap’s, which distributed 400 UNI tokens to eligible users to reward early adopters and spur the adoption of their decentralized exchange.
Gamification systems
Web3 gamification systems bring a touch of fun to decentralized platforms by incorporating game-like elements to boost user engagement and motivation. Think interactive challenges, loyalty programs, and reward points — all designed to tap into what naturally drives people.
The real magic of gamification lies in its ability to spark curiosity and give users clear goals and a sense of purpose. This keeps them coming back for more and makes them feel genuinely invested in the project and community. By offering rewards and recognizing achievements, gamification not only keeps users motivated but also helps them feel a sense of accomplishment, encouraging ongoing participation.
If you want to experience the thrill of gamification firsthand, you can try Points, TAIKAI’s popular gamification system that allows users to earn Points through the completion of different quests, which can be exchanged for exclusive rewards.
Events
Web3 has created one of the world’s most collaborative communities, with industry pioneers and enthusiasts coming together at conferences and events to discuss the latest advancements, share best practices, and explore emerging opportunities in decentralized technologies.
There are different types of web3 events, each serving a different purpose, but one thing is certain: whether pitching ideas, hosting a booth, or simply attending, these events offer invaluable opportunities for networking.
From a business perspective, attending web3 events can also significantly impact lead generation, foster strategic partnerships, and provide critical insights into market trends and customer preferences by offering direct access to key industry players. On the marketing side, these events enhance brand visibility and help establish a company as a thought leader in the space, positioning it to attract and engage a dedicated audience.
Development challenges and hackathons
Hackathons are intensive, sprint-style development challenges that bring together individuals from diverse backgrounds and skill sets to collaborate on creating prototypes or finished products over a short period.
When these hackathons focus on web3 technologies, such as smart contracts, cryptocurrenties, or blockchain tech, they benefit blockchain projects and companies in two significant ways.
From a technical perspective, they allow companies to gather valuable feedback to improve their technology based on developer experience and the applications built during the event, while also scouting for talent.
From a marketing standpoint, hackathons are an excellent way to grow and engage the community by encouraging teamwork, networking, and the exchange of ideas, while also providing a platform for participants to showcase their talents and contribute to collective problem-solving.
Curious about how a hackathon can bring your community together and drive your project’s visibility? Read our case study here.
TAIKAI, the platform to find the best web3 hackathons
TAIKAI is a specialized hackathon hosting platform for web3 hackathons that hosts hundreds of hackathons every year and new hackathon opportunities every week.
Beyond web3, TAIKAI also hosts hackathons with themes on artificial intelligence, gaming, finance, energy, space, and many others. To discover the hackathon that best suits your interests and skills, just head over to TAIKAI, where you can browse the listings or filter by topic.
TAIKAI has partnered with leading DAOs and web3 projects to host many web3 and blockchain hackathons, that include ETH hackathons, such as ETHLisbon, ETHSamba, ETHTaipei, ETHLatam, ETHOxford, ETHRome, and ETHChicago, among others.
A final word
The shift from web2 to web3 marketing represents more than just a technological evolution; it addresses fundamental problems in digital marketing practices. Users have become increasingly wary of traditional marketing tactics that often prioritize profit over privacy or transparency, leading to a growing demand for more ethical and user-centric approaches.
Web3 marketing is designed to rebuild trust and enhance user engagement by aligning marketing efforts with the principles of decentralization and transparency. As a result, businesses can cultivate authentic relationships, drive genuine participation, and establish themselves as thought leaders in an environment that values and protects user interests.
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