Marketing in Web3 is quite different from regular marketing. 

Simply put, Web3 marketing covers the entire process or efforts directed at promoting, driving understanding, and building acceptance around web3 projects, products, and services.

Unlike Web2, which was championed by social platforms and applications, where users interacted with social apps to communicate, collaborate, and share user-generated content, e.g. pictures, videos, etc., in a virtual community, Web3 is championed by innovative discoveries and possibilities, some of which might take some ‘getting used to’ for the ordinary person.

This makes its marketing angle different from Web2 marketing.

For Web2, people could easily send invites to others to begin using a particular platform, e.g. Facebook invites, Whatsapp invites, etc.

They could share experiences that attracted others to interact with the social apps.

They created groups and forums that could only be accessed through these social apps; you hear things like ‘Please send me Whatsapp so I can join the group’ or ‘The group chat is on Telegram; you have to download the app to take the course’, etc.

Web2, for me, didn’t need much introduction. Everyone, or almost everyone, uses social platforms, especially Facebook and Whatsapp. The marketing was different.

These social platforms didn’t need much time or effort to market their applications.

It’s amusing that they had so much publicity, recognition, and awareness that, in reverse, they started to allow others to advertise to us using their platforms. The irony! 

They had that much user capacity.

But Web3,… Web3 cannot do that right now. 

To be continued in the next post.

(This is an excerpt from How Blockchain Firms Are Doing Web3 Marketing All Wrong)