4/13/2023 - Technology and Innovation

The challenge of brands when entering the web3: How to connect with your audience correctly.

By agustin zaid

The challenge of brands when entering the web3: How to connect with your audience correctly.

We are entering a moment of transition in the way we design the internet. I refer to the evolution of web2 to web3, whose real impact on our use of the tool will be enormous.

To understand the dimensions of this change, you should briefly make a historical route of the internet.

The transition to the web3: a new paradigm of digital communication

The emergence of what we know today as “web1” dates back to the 1990s when the internet began to popularize and to be used as a communication tool and access to information. At this stage, web1 was characterized by the presence of static web pages, with little exchange of information between users. Users merely used to consume online information, without the possibility of generating content or interacting with other users. The web1 was characterized by being a static information space in which users were mere viewers.

The transition from web1 to web2 to early 2000 resulted in a major change in how people interacted online. Centralized platforms have enabled greater personalization and online participation, resulting in an explosion of user-generated content and increased online interaction. The arrival of web2 marked a revolution in the way people used the internet. However, over the years, it was evident how these platforms depend on centralized intermediaries that can control or censor content.

In recent years, there have been several scandals in which social media platforms have eliminated legitimate content and censored dissenting voices. Social media platforms have access to user data and privacy, which raises important concerns in terms of security and privacy. The transition to web3 represents a solution to these problems by allowing the creation of autonomous and self-managed communities. On the web3, decentralized platforms and decentralized applications (dApps) allow users to interact safely and privately without relying on centralized intermediaries.

Benefits of web3 for building authentic relationships between brands and audiences

Brands have several reasons to engage on the web3. It offers new opportunities for interaction and participation for brands and their audiences, as well as greater loyalty and commitment by users. By relying on blockchain technology, web3 allows you to create more decentralized and autonomous communities where users can interact more directly. It allows greater security and privacy in the management of user data (things that web2 did not), which facilitates the relationship between brands and their audiences.

Currently, brands are looking for new ways to generate community and connect with your audience. Communication is decentralizing and traditional platforms are entering a crisis, since they are no longer the only way to reach consumers. Faced with this situation, brands will have to appeal to new platforms so they can connect with their audience and generate community.

This means that brands can no longer rely solely on traditional social networks to interact with your audience. Place

So they're emerging new decentralized and dynamic platforms like Telegram and Discord. As brands expand to these new platforms, they must be prepared to face unique challenges in community generation and communication with their audience.

Advantages of decentralized platforms: Why should brands use Discord and Telegram to reach their audience on the web3?

We mention that one of the main advantages of web3 compared to web2 is the possibility of interacting more authentically and decentralized with the audience. Discord and Telegram are two platforms that stand out for their ability to build solid and quality communities, making them ideal tools for brands that seek to effectively connect with their target audience.

To properly connect with audiences in Discord and Telegram, brands must understand the culture and values of these platforms. Both are characterized by having a very active and participative community, in which transparency and authenticity are valued. Therefore, brands that want to build a significant presence on these platforms should focus on being authentic, transparent and providing value to their community.

Another way brands can effectively connect with their audience in Discord and Telegram is by creating unique channels for their community. This will allow them to create a space where they can interact directly with their followers and create a sense of belonging to their brand. In addition, brands can leverage these platforms to provide personalized and unique experiences to your community, which can help strengthen brand loyalty.

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agustin zaid

agustin zaid

I was born in Buenos Aires, studied Philosophy at the UBA. I have always been interested in entrepreneurship and learning. I founded Con Testa, a 360° Digital Marketing agency, during the pandemic, with the intention of bringing humanity back to online interactions between Brands and Clients.

I co-founded NeoLearning, an agency that produces E-learning courses for coaches, consultants, and teachers.

I moved to Spain in 2021. I also collaborated with the expansion in Spain of We Are Mashin, a hub of more than 120 agencies in 15 countries specialized in Web3, Gaming, and Triple Impact.

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