Coming from Web2, I didn’t fully appreciate the power of Web3 communities at first.
In Web2, building a brand meant focusing on growing followers, crafting campaigns, and driving engagement. It was a one-way street—brands created, audiences consumed. But in Web3, communities are so much more. They’re not just followers; they’re investors, collaborators, and advocates who actively shape a brand’s success. This was a mindset shift I hadn’t expected, but it completely changed how I view branding.
Web2 vs. Web3 Communities: A Whole New Game
Web2 Communities: Passive audiences who engage by liking, sharing, or commenting. The brand drives the narrative, and audiences stay in the passenger seat.
Web3 Communities: Active participants who are directly involved. They hold tokens or NFTs, contribute ideas, and often have governance power (through DAOs). They’re emotionally and financially invested in your brand’s success.
This difference hit me hard when I realized Web3 communities don’t just support you—they’re all in. Their “investor mindset” makes them more committed, vocal, and engaged than anything I’d seen in Web2. They’re not here for a fleeting moment; they’re here to help build the future with you.
Lessons Web2 Brands Can Learn from Web3
For Web2 brands considering a move into Web3, there’s so much to take away from how these communities operate:
Give People a Stake: Involve your audience in meaningful ways. Whether it’s co-creation, beta testing, or decision-making, empowering them builds loyalty.
Be Transparent: Web3 thrives on trust, and trust comes from transparency. Share your challenges, wins, and roadmap openly.
Focus on Relationships, Not Metrics: Forget chasing likes or short-term sales. Building real, lasting relationships is what drives sustainable growth.
Collaborate, Don’t Dictate: Work with your audience, listen to them, and create something together.
The Future of Brand-Building
In Web3, your community isn’t just part of your brand—it is your brand. Their belief in your vision, their contributions, and their advocacy are what define your success.
For me, coming from a Web2 background, it took time to understand this, but once I did, it changed everything. Web3 isn’t just about technology; it’s about people. Once you tap into the power of a Web3 community, you’ll never go back to the old ways of thinking.