Web3 Channels & Audiences (Lesson 2)

Summary

In this second lesson of Web 3 Marketing 101, the video dives deeper into understanding Web 3 audiences. It highlights key audience groups like crypto natives, crypto enthusiasts, TradFi professionals, and developers, explaining their motivations, preferred channels, and behaviors. The lesson also emphasizes the importance of platforms such as Twitter, Discord, Reddit, YouTube, and Instagram for connecting with these audiences. Additionally, it stresses the need for marketers to avoid scams and focus on authentic engagement to build trust. Overall, it provides essential insights into targeting and engaging Web 3 audiences in a rapidly evolving digital space.

Takeaways

• 😀 Web3 marketing differs significantly from Web2, with Web3 audiences being harder to target due to their global distribution and distinct demographics.
• 😀 Web3 audiences consist mainly of men aged 18-45, but more women and Gen Z are entering the space, bringing diverse perspectives.
• 😀 Crypto natives are early adopters who prioritize technology and community value over financial returns, often having a strong technical expertise.
• 😀 Crypto enthusiasts, who joined during bull markets, tend to be more motivated by potential financial gains and may not stay through downturns, but they remain eager to learn about new projects.
• 😀 TradFi (Traditional Finance) and tech professionals are influential in driving Web3 towards more institutional products and compliance, with a focus on portfolio diversification.
• 😀 Developers play a crucial role in Web3, focusing on building and improving decentralized applications and technical tools. They are deeply involved in community-driven projects.
• 😀 Key channels for engaging with Web3 audiences include Twitter, Discord, Telegram, Reddit, YouTube, Instagram, and TikTok, each serving different purposes for community building, marketing, and content sharing.
• 😀 Twitter is essential for broad reach and building reputation in Web3, while Telegram and Discord are great for niche, organic interactions and loyal community engagement.
• 😀 YouTube and Instagram cater to more visual, in-depth content and influencer marketing, with YouTube being particularly effective for SEO and long-form content.
• 😀 Best practices in Web3 marketing include using visuals, emojis, and hashtags effectively, providing transparent news updates, engaging organically with users, and avoiding spammy tactics to build trust and credibility.

Q & A

What makes Web 3 audiences different from Web 2 audiences?

Web 3 audiences are more challenging to target because they are globally distributed and diverse in demographics. Most crypto investors tend to be men between the ages of 18 and 25, but this is shifting as more women enter the space. The audience is motivated by technical value, community, and financial opportunity, and they are more engaged in decentralized and blockchain-related technologies.

What are the four primary audience groups in Web 3 marketing?

The four primary audience groups in Web 3 marketing are: 1) Crypto Natives (early adopters with technical expertise), 2) Crypto Enthusiasts (motivated by financial gain but still eager to learn), 3) TradFi or Techies (from traditional finance and tech industries), and 4) Developers (Web 2 developers transitioning to Web 3 or decentralized app creators).

How have demographics within the Web 3 space changed in recent years?

Over recent years, Web 3 demographics have become more diverse. There has been a rise in the number of women entering the space, increased celebrity and influencer involvement, as well as new interest from mainstream brands. Additionally, Gen Z has begun earning and investing, and the space has seen an influx of gamers, artists, and influencers, especially during the NFT boom.

What is the primary motivation of Crypto Natives?

Crypto Natives are motivated by their belief in the underlying technology of Web 3. They value the technical, structural, and social implications of blockchain and are driven to stay ahead of the curve. They tend to be highly invested in the community and the larger experiment of decentralized technology, and many have experienced both bull and bear markets.

Where can you find Crypto Natives online?

Crypto Natives are often found in tech-heavy spaces such as blockchain conferences (e.g., ETH Denver), hackathons, specialized blogs, newsletters, forums like BitcoinTalk, Twitter, exclusive Telegram and Discord groups, and communities that focus on driving the future of blockchain and Web 3 technologies.

What is the key difference between Crypto Natives and Crypto Enthusiasts?

Crypto Enthusiasts are motivated more by financial gains and often enter the space during bull markets. Unlike Crypto Natives, they might not persist through bear markets. They are eager to learn quickly, but they are more vulnerable to scams and are less technically experienced compared to Crypto Natives.

Which platforms are most effective for reaching Crypto Enthusiasts?

To reach Crypto Enthusiasts, platforms like TikTok (popular with Gen Z), Reddit (for in-depth discussions), Telegram, and Discord (for group chats and communities) are most effective. YouTube is also useful for in-depth content on token analysis, and Twitter is key for staying up-to-date on crypto trends.

What characterizes the audience of TradFi or Techies in the Web 3 space?

TradFi or Techies are professionals from traditional finance and tech sectors who are transitioning into Web 3. They tend to focus on institutional-level products, compliance, and regulatory issues. Their motivation is to contribute to the mainstream adoption of Web 3 and fill knowledge gaps in the space. Many are also investors looking to diversify their portfolios.

What are the most suitable platforms for targeting TradFi or Techies?

LinkedIn is the most effective platform for targeting TradFi or Techies, as it allows targeting based on job titles. Additionally, industry podcasts (like a16z), financial and tech conferences (e.g., the World Economic Forum), and newsletters (e.g., Substack) are good places to engage this audience. Twitter, Telegram, and Discord groups focusing on regulation and career opportunities are also effective.

What distinguishes Web 3 developers from other audience groups?

Web 3 developers are highly technical and focused on building decentralized applications (dApps) and improving the Web 3 infrastructure. Unlike other audience groups, developers prioritize community resources, code quality, and the development tools available. They are deeply involved in governance forums and are often active in hackathons and developer-centric communities.

What platforms and channels are best for reaching Web 3 developers?

The best platforms for reaching Web 3 developers include GitHub (for code sharing), Stack Overflow and Stack Exchange (for Q&A around development), Twitter (for tech-related discussions), and Discord (for community support). Developers also engage heavily in hackathons, conferences, and governance forums that discuss the direction of projects.

What are the best practices for engaging with Web 3 audiences on social media?

Effective strategies for engaging with Web 3 audiences include using visuals (emojis, videos, gifs, charts) to make content stand out, using relevant hashtags (but not overdoing them), providing transparent news updates, engaging in organic conversations, and avoiding hype posts or spam. It's important to provide value and interact authentically to build trust and loyalty.

Why is Twitter considered an important channel for Web 3 marketing?

Twitter is a key channel for Web 3 marketing because it allows for broad amplification of messages, making it ideal for building community, reputation, and engagement. It’s a great platform for real-time updates and discussions and is where the Web 3 community, including influencers and thought leaders, is most active.