The Role of Developing Countries in Your Web3 Project’s Marketing Strategy

One of the trickiest questions in Web3 marketing is whether you should promote your project to high-income countries, developing countries, or perhaps the entire world. In this article, we will explore the idea of adding developing countries into your Web3 strategy and the advantages or disadvantages it can bring.

What’s Web3?

Most people are familiar with Web 2.0: this era of the internet puts more emphasis on user interaction, interoperability, and user-generated content. However, it is heavily centralized, meaning that there are a few big companies that rule Web 2.0 and milk user data, set their own rules, and generate crazy amounts of money.

Web3, on the other hand, is decentralized: it is controlled by users and has blockchain technology at its core. Although Web3 hasn’t fully arrived yet, many forward-thinking companies from different fields are already using its principles and adjusting to its standards.

For example, marketing agencies are switching to a new approach. They understand that although traditional tools will still be relevant, new technologies and platforms need to be incorporated into their strategies.

Most people are familiar with Web 2.0: this era of the internet puts more emphasis on user interaction, interoperability, and user-generated content. However, it is heavily centralized, meaning that there are a few big companies that rule Web 2.0 and milk user data, set their own rules, and generate crazy amounts of money.

Web3, on the other hand, is decentralized: it is controlled by users and has blockchain technology at its core. Although Web3 hasn’t fully arrived yet, many forward-thinking companies from different fields are already using its principles and adjusting to its standards.

For example, marketing agencies are switching to a new approach. They understand that although traditional tools will still be relevant, new technologies and platforms need to be incorporated into their strategies.

Developing Countries: Yes or No?

When cryptocurrencies started to appear, developing countries demonstrated astonishing engagement rates. According to GWI’s ranking published in 2022, the countries with the highest number of crypto users are:

Thailand — 20.1%

Nigeria — 19.4%

Philippines — 19.4%

South Africa — 19.4%

Turkey — 18.6%

Argentina — 18.5%

Indonesia — 16.4%

Brazil — 16.1%

Singapore — 15.6%

South Korea — 13.4%

However, the quality of life in such countries is low, which is why there are many so-called “bonus hunters” ready to take part in any activity just to win even a bit of money. There’s no doubt that your activity will peak from their involvement, but they are unlikely to buy or use your products afterward.

For example, Web3 companies often promote themselves by conducting quests for users on specialized platforms, such as Zealy, QuestN, AlphaGuilty, TaskOn, and Galxe.

The idea is simple: you add a series of tasks that include interacting with your product and socials, and users complete them for a reward. And again, the most active participants of such quests usually come from developing countries.

According to the stats from SimilarWeb, Indonesia, Nigeria, India, Turkey, and Ukraine are always among the top countries of quest platforms by traffic. Yet, the question still remains: will they use your product or service after winning money?

As you can see, users from developing countries demonstrate high engagement rates, while their acquisition costs less compared to those from developed countries. But you shouldn’t rely solely on them when preparing your Web3 marketing strategy. We all know that in the current market, it’s essential to have a lot of followers, comments, transactions, etc.

And the residents of developing countries are great at keeping those numbers up. However, in order to keep your project going, you need to add high-income countries to the mix.